Embed Size (px)
Citation preview
Lesson 5: Launching Your F.A.N. Program
Rick Newberry, Ph.D.
• Six Steps to Launch Your F.A.N. Program1. Identify your F.A.N.’s2. Schedule your Launch Meeting3. Invite your F.A.N.’s to your Event4. Plan your Event5. Ask your F.A.N.’s to do Three Things6. After your Launch Meeting
Lesson 5
F.A.N. Program
Friend Ambassador Network
• Know—Introduction to your school• Like—Discover more about your school• Trust—Take a step to connect with the school• Try—Visit campus• Buy—Apply and enroll• Repeat—Return for another year• Refer—Tell others about their experience
The Customer Life Cycle
• A FAN is a selected member of the enrollment and marketing team. Chosen because of their passion for the school, positive experiences, credibility among peers, connections in the community, and desire to advance the school, FAN’s are instrumental to expanding the reach of your school in the community and growing the enrollment.
1—Identify F.A.N.’s
F.A.N.’sParents
Faculty & Staff
Board
Students
Alumni
• Develop a list of your FAN’s from your key groups while mainly focusing on current parents.
• Don’t just select parents who are always involved and on campus. Consider new families that recently enrolled at your school.
• Consider any parent who is positive about the school.
Develop your F.A.N. List
• The FAN target list should include a large number of selected parents and friends to serve in this group.
• This should not be a small group. Rather, this group should include as many as you invite (at least 25%). • 200 students = at least 50 FAN’s• 500 students = at least 125 FAN’s
Think Big
• Think about your launch meeting as a pep rally for your FAN’s. You will want to invite them to this event to inspire their involvement in your school’s word of mouth marketing campaign.
2—Schedule Your Launch Meeting
• Consider the best location and venue for your launch venue. It usually works best if you can choose an off-campus location to create a special environment for this event. You don’t want to make this just another meeting at the school.
Location and Venue
• Some options include:• Country Club• Restaurant• Community Center• Meeting Room• Large Home• Park• Virtual
Location and Venue
• You will want to select a date and time that works best in your school calendar.
Date and Time of Launch Event
• After you have identified your potential FAN’s and have selected the date and venue, you will need to send invitations to your target list.
3—Invite Your F.A.N.’s to your Event
• Create a personal invitation to invite your potential FAN’s to the launch event.
Personal Invitation
• You have been identified as a FAN of our school by our leadership team. We are launching a FAN program to be more intentional with spreading more word of mouth in the community. You are invited to attend out FAN launch event:• Date and Time• Location
Message on Invitation
• Develop an invitation to send to your selected F.A.N.’s to invite them to your launch event.
• Call everyone on the list to personal invite them to the event.
• A follow-up phone call and email is more important than the invitation. The staff should make a personal call and email to the invited FAN’s to further explain the event and to confirm their attendance.
Follow-Up
• The specific details of your event will be provided in the next several lessons.
4—Plan Your Event
1. Power of word of mouth2. Ask the parents to Share their Story3. Word of Mouth is Storytelling4. Three ways you can be a F.A.N. and share your story
• Nudge 2-3 friends• Share your story• Write a review
5. Teams6. Next Steps
F.A.N. Event Agenda
• During your FAN launch meeting, you will want to keep your ask to three simple and specific tasks.
5—Ask Your F.A.N.’s to do Three Things
1. Nudge 2-3 friends to consider your school.2. Share their story with you.3. Write an online review for your school.
Ask Your F.A.N.’s to do Three Things
The primary goal of F.A.N. is to nudge a friend within their sphere of influence to consider your school (provide an introduction). It should not be their goal to convince them to send their child to your school. Each F.A.N. should identify 2-3 friends to nudge to consider the school.
1. Nudge 2-3 Friends
• Every F.A.N. should share their story with the admissions/marketing staff so that they can be featured in the online storytelling effort.
2. Share Their Story
• Develop an online storytelling form that can be sent to the F.A.N.’s to complete.
Storytelling Online Form
• Why did you choose your school for your child?• What do you love most about your school?• What is one word that best describes your school? Tell us
why you chose that word.• In what ways have you seen your child grow and develop
as a result of their experience at your school?• How is your school preparing your child for college and
life?• What would you tell another parent to encourage them to
consider enrolling their child at your school?
Storytelling Questions
• Every F.A.N. should write a review on one of the key school directory sites as scheduled by the admissions/marketing staff. Utilize Sign-Up Genius to schedule reviews. There are five key review sites:• Google• Facebook• Niche• Great Schools• Private School Review
3. Write an Online Review
• Encourage F.A.N.’s to be involved in one of the following key areas:• Local contact in key communities.• Reach out to feeder schools and churches.• Reach out to key businesses, realtors, etc.• Host neighborhood home meetings.• Facilitate online reviews and social media engagement.• Assist with events and open houses.• Mentor new families.
4. Serve on a Team (Optional)
• It will be important for you to continue to facilitate the involvement of your F.A.N.’s after the initial excitement of the launch meeting.
6—After Your Launch Meeting
• The goal of the F.A.N.’s is to reach out to the community rather than meeting on a regular basis.
• Additional meetings should only be focused on team outreach strategies. The director should work to encourage F.A.N.’s to reach out to their target area of interest.
Meetings
• A closed Facebook group should be set up for F.A.N.’s to communicate, share stories and encourage one another.
• A F.A.N. email should be sent on a regular basis to push out key stories and share good news.
Communication
• Provide the following spirit wear to the F.A.N.’s as a thank-you for their involvement:• Coffee Mug – Provide a travel coffee mug for
ambassadors to use at local coffee shops, at work and on campus.
• Shirt or Pull-Over – Provide a shirt or pull-over for F.A.N.’s to wear.
• Car Magnet.
Spirit Wear
• Schedule an end-of-the-year celebration event to thank the F.A.N.’s for their involvement throughout the school year.
End of Year Celebration
• Six Steps to Launch Your F.A.N. Program1. Identify your F.A.N.’s2. Schedule your Launch Meeting3. Invite your F.A.N.’s to your Event4. Plan your Event5. Ask your F.A.N.’s to do Three Things6. After your Launch Meeting
Lesson 5 – Action Steps
