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Increase Enrollment withBudget Wise MarketingDave Esbin
About• Product Marketing for technology companies
• Run digital marketing firm Verbatim.io
• Previously Procter & Gamble, Brandwatch (Social Media Analytics), Keen Footwear
Marketing is about Changing Behaviors• Breaking through all the
noise
• Drive your customers to take an action
• For you, this behavior is ENROLLING
The Virtuous Cycle of Enrollment
Awareness
RecruitmentEnrollme
ntRetention
Advocacy
AwarenessDriving awareness and getting your center in their “consideration set”
• Measure by brand recognition [by channel]
Ask your parents for the sources where they initially heard of your center
Keys
• Know your customer
• Know what you stand for
• Driving this messaging on relevant channels
Awareness -> Recruitment -> Enrollment -> Retention -> Advocacy
📊
• Old School [Outbound]
Flyers
Buses
Billboards
Benches
Local Newspapers
• New School [Inbound]
Website
Social
3rd party content
Where Should You Advertise on the Internet?
Know Your Customer• Millennials
• How to drive awareness
Build and maintain a website so you can be ‘found’
Maintain a Social Media Presence
Digital Ads
Awareness -> Recruitment -> Enrollment -> Retention -> Advocacy
A Note About Websites• Can be valuable for all 5 steps
• Most valuable between Awareness to Recruitment
• What do you put on your website? How do you do it?
What Should Your Website Do?At bare minimum, your site needs to:• Be easy to navigate (logical flow of
information guides user behavior)
• Humanize your business with simple, conversational language – but keep it brief
• Emphasize core ‘needs’ of your customer – using empathy
• Get parents to schedule a visit
What to Include on Your WebsiteInclude:
• Have clear, differentiated value proposition- explain why they should come see
your center
• Address any ”killer” questions on site (location, ages accepted, financing)
• Include plenty of social proof- quotes, stories, embedded active social feeds
• All roads lead to an obvious Call To Action (CTA): “Schedule a visit”
How to Build a WebsiteA few options for building or updating
• DIY – $10-$120/year – Wix, Weebly, Squarespace
• Developers to build simple site: $4-10k plus monthly maintenance fees – hire online
or local
• Full blow from digital agency: $10k+ - hire local
Verbatim.io offers website build + training for drag-and-drop platform
Torie Mathis [toriemathis.com] full service website and marketing consulting with CQEL
discounts
Building Social Media Presence• Prioritize channels that show social proof of your reputation [Yelp, Google,
Facebook]
• Strategies to get reviews on social:
Choose most popular social channels (Yelp, Google, FB), connect via IFTTT
Google My Business – the phonebook of the internet
• Ruthlessly build and defend your reputation
• Provide value (entertain, educate, inspire), not advertisements
Awareness -> Recruitment -> Enrollment -> Retention -> Advocacy
Recruitment: Building a Fire
🔥 Come Visit!
💥inspire
💥entertain
💥
educate
Recruitment
Awareness
How to Get Them to Visit• Build your lists- emails (website) and phone numbers (lists)
• Call, text, and email to book visits
Autodialers for marketing
Mass text with link to book visit
Mailchimp + form and calendar for mass email
• Call to remind them 1 day before and morning of visit
• Send them paperwork to fill out before visiting- and remind them!
Awareness -> Recruitment -> Enrollment -> Retention -> Advocacy
Help Match Solution to ProblemsListen 80% / Talk About ‘Solution’ 20%
• Ask probing questions
What matters to them when looking for a school?
Quality of teaching: low ratios
Facilities
Location
• Highlight what makes your center a quality child care center
Define gap between life with and without your center
Awareness -> Recruitment -> Enrollment -> Retention -> Advocacy
Amplify What Works WellOne goal: get them to visit your center
• Measure Inquiry : Visit conversion rate by channel
• Continuously review and revise
Channel, message, voice
• Know when to [figuratively] walk away
Note on using data: give preference to informed intuition vs. paralysis by analysis
Awareness -> Recruitment -> Enrollment -> Retention -> Advocacy
📊
Enrollment• How to get people to enroll once they visit your center?
Think about new car buying experience
• Train staff on how to do a tour – wear center t-shirt, use parent and child names
• Parent area with toys for kids- engaged and happier
• Show them lesson plans + daily schedule of activities
• Show “a day in the life” at your center
Awareness -> Recruitment -> Enrollment -> Retention -> Advocacy
Leave a Lasting Impression• Show why your program is unique and best in class
• Swag bag + booklet of kids activities
• Follow up quickly (automate where possible)
Awareness -> Recruitment -> Enrollment -> Retention -> Advocacy
Enrollment• Measure Visit : Sign Up conversion rate
• Integrate advocacy from day 1
Post commitment, ask what were the one or two main reasons they chose
your center
Record quotes (and names if allowed) and put on website
Hand out Yelp and FB ”leave us a review” cards with discounts
• Ask about siblings- record ages and add to your email/phone lists
Awareness -> Recruitment -> Enrollment -> Retention -> Advocacy
📊
Retention
Awareness -> Recruitment -> Enrollment -> Retention -> Advocacy
• Current parents are your best marketing channel
Retention• Current parents are your best marketing channel ✓
• First month experience for first child is critical Be personal
First day of school Give teachers notice new kids joining their classroom
Take first day picture and put on a backboard or banner with school name
First week of school
Take photo of kid and send to parent with note about how they’re doing
At drop-off- teachers say hello and ask how child’s night was
At pickup- teachers share how the child’s day went
• Measure Return Rate Of Eligible Children / Withdraw rate
Pay special attention to first-child parents
Awareness -> Recruitment -> Enrollment -> Retention -> Advocacy
📊
AdvocacyOne happy family leads to 5, which leads to 25, which leads to 125, which leads
to…
^the virtuous cycle, finally!
• You have limited control and that’s okay Where’d you hear about us?
75% Family/Friends/Colleagues vs. 25% Ads
• Build advocacy and referral program- supply medium and consistently
encourage Make it as easy as possible
Use at critical time in buying cycle
• Measure with brand awareness from non-paid sources [see Awareness]
Awareness -> Recruitment -> Enrollment -> Retention -> Advocacy
📊
Your Enrollment Cycle
Awareness
Recruitment
Enrollment
Retention
Advocacy
📊 brand awareness
📊 inquiry : visit rate
📊 visit : enroll rate
📊 withdraw rate
📊 brand awareness from
non-paid sources
