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An edSocialMedia webinar presented by Rick Newberry focusing on nine ways to use the WEB to inspire WOM for your school.
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During this webinar, we will focus our discussion on using the WEB to inspire WOM for your school.
© 2012 Enrollment Catalyst
Michigan State
Starbucks
Family
Blog
Coaching
© 2012 Enrollment Catalyst
© 2012 Enrollment Catalyst
© 2012 Enrollment Catalyst
© 2012 Enrollment Catalyst
Enrollment Catalyst partners with schools to provide coaching for school leaders in their
school’s enrollment management and marketing strategies needed to reach their goals.
© 2012 Enrollment Catalyst
Word of Mouth is the number one way that prospective families discover your school.
© 2012 Enrollment Catalyst
Do you remember the old Faberge Organic Shampoo TV commercial?
Complete with 80’s hair, a young model appears on the screen and begins by saying: “I told two friends about Faberge Organic Shampoo with pure wheat germ oil and honey. “
She concludes by saying: “You will tell two friends, and they’ll tell two friends, and so on and so on and so on.”
Word-of-mouth is the number one way that your parents first
find out about your school.
© 2012 Enrollment Catalyst
The Web is the first place a parent looks when they hear about your school from a word-of-mouth referral. ◦ Google search
◦ Website
◦ Facebook page
◦ Reviews
“So what is word of mouth marketing? In this book, I define it as ‘Giving people a reason to
talk about your stuff, and making it easier for that conversation to take place’.”
• Sernovitz, Word of Mouth Marketing
© 2012 Enrollment Catalyst
What is Word-of-Mouth Marketing?
© 2012 Enrollment Catalyst
© 2012 Enrollment Catalyst
Inbound Marketing Outbound Marketing
New media
Web-based
Pull
Listen
Engage
Hub
Authentic
Content
Stories
Old media
Traditional
Push
Interrupt
Broadcast
Megaphone
Slick
Ads
Slogans
Word of Mouth and the Web
The desire for authenticity
The power of in-person and online referrals
The need to be in a conversation
The importance of creating remarkable content
The power of telling a story
© 2012 Enrollment Catalyst
The WEB is a tool to tell the story of your school so that it can be shared through WOM.
We live in a story.
We relate to stories.
We listen to stories.
We can see ourselves in a story.
© 2012 Enrollment Catalyst
“Stories are real. Slogans are made up. Stories pull you in. Slogans try to push out a message.
Stories are deep. Slogans are shallow. Stories are personal. Slogans are impersonal.
Stories are passed on by word of mouth. Slogans are forced on us by ads.
Stories are part of who we are.
After all, you don’t tell slogans about your grandfather, or how your parents met, or even how
you were treated in a restaurant.”
• Phillips, Cordell, Church: Brains on Fire
© 2012 Enrollment Catalyst
Stories about your people and your school ◦ Faculty, students, parents and alumni
◦ Your brand in story form
◦ Real stats connected to real people
◦ Vision for the future
◦ How your school is remarkable
◦ How your school makes a life-changing difference in students
Educational topics
Parenting topics
We will take a look at some WEB strategies you can use at your school to inspire WOM.
© 2012 Enrollment Catalyst
© 2012 Enrollment Catalyst
Each “Dot” Represents a Story
Four “unbound” short books that tell the Dana Hall story in four different ways
Throwback Thursday Posts
© 2012 Enrollment Catalyst
Homepage features several quotes from students, faculty and alumni. The user can click on the image to read and view more of the story.
Homepage features a rotating student story that can be clicked on to find out what CA means to the student.
© 2012 Enrollment Catalyst
In the Spotlight highlights key stories on the homepage
© 2012 Enrollment Catalyst
© 2012 Enrollment Catalyst
© 2012 Enrollment Catalyst
Student bloggers tell the Crystal Springs story
Cushing Students and faculty write blog posts to share their trip to Bhutan
Student Ambassador Blog
© 2012 Enrollment Catalyst
Pictures with captions and stories
Blog posts
Video vignettes
Ask for likes
Ask questions
Summer vacation pictures
Photos tell the story at Miami Country Day
© 2012 Enrollment Catalyst
When a parent enrolls in your school send them an email and ask them to share a post online: ◦ “I just enrolled my child at Country Day School for
the 2012-13 year. Check out their website at (school web address) to discover why more families like ours are choosing this school!”
◦ “Selecting a school is one of the most important decisions you will ever make. Ask me why I enrolled my children at Country Day School for the 2012-13 year!”
© 2012 Enrollment Catalyst
Produce short video vignettes to provide real-life testimonials and stories about your school.
Post videos to YouTube, Vimeo or another service.
Feed them back into your website or send them out through an email.
© 2012 Enrollment Catalyst
Ask Current Parents – “What do you like best about your school?”
Ask New Parents – “Why did you select this school for your child?”
Ask Alumni – “How did your school prepare you for success in college and in life?”
Ask Faculty – “What do you like best about teaching at your school?”
Ask Seniors – “What college do you plan to attend next year?”
Assumption “Firework” Lip Dub now has over 45,000 views on YouTube!
Video tells the story from a student’s perspective of the 10 things they love about Deerfield
Video vignettes showcase why students and parents chose DVFS
Brookwood’s BTube page contains a variety of videos showcasing the life of the school.
Brookwood’s BPod page contains a picture and caption of the day.
Actually, this is the beginning for you to go and implement WEB strategies to inspire WOM.
For More Information:
Enrollment Catalyst
Rick Newberry, Ph.D.
9770 Indian Key Trail
Seminole, FL 33776
727.647.0378
www.EnrollmentCatalyst.com
© 2012 Enrollment Catalyst
