- 1. Rick Newberry, Ph.D. [email protected]
www.EnrollmentCatalyst.com 2014 Enrollment Catalyst
2. } During this presentation we will discuss how you can put
the WOW into your schools WOM! 2014 Enrollment Catalyst 3.
Education Admissions and Marketing Family Blog Coaching 2014
Enrollment Catalyst 4. } President, Enrollment Catalyst }
Enrollment and Marketing Strategy Coach } Blog at
www.enrollmentcatalyst.com/blog 5. 7 6. Enrollment Catalyst
partners with schools to provide coaching for leaders in their
enrollment management and marketing systems and strategies needed
to reach their goals. 2014 Enrollment Catalyst 7. 2014 Enrollment
Catalyst 8. } Introduction } A primer on word of mouth marketing }
What drives word of mouth? } 15 strategies to drive word of mouth
at your school } Examples of word of mouth marketing campaigns }
ADVIS review of websites that tell their schools story 9. Word of
Mouth drives buying decisions including those of your prospective
parents. 2014 Enrollment Catalyst 10. 14 11. } We rely upon word of
mouth in our own buying decisions. 12. Word-of-mouth
recommendations from friends and familyare still the most
influential, as 84 percent of global respondents across 58
countries to the Nielsen online survey said this source was the
most trustworthy. Trust in advertising on branded websites
increased 9 percentage points to 69 percent in 2013 as the second
most trusted format in 2013. Nielson 84% Trust Word of Mouth 13.
92% of all consumers report that a word of mouth recommendation is
the leading reason they buy a product or service. Rand, Highly
Recommended 14. Word-of-mouth is the number one way that parents
first find out about your school. 15. Isnt it ironic that even
though we know that word of mouth is our leading inquiry source, we
dont Develop and implement a word of mouth marketing plan Cut back
on our traditional, outbound marketing strategies Give our parents
tools to share Tell our schools story very well Use our website to
tell stories of students, parents, faculty and alumni Drive more
word of mouth by asking parents to invite their friends to consider
your school 16. A primer on word of mouth marketing. 2014
Enrollment Catalyst 17. WOMbound Marketing 18. WOMbound is the
intentional and proactive strategy to generate, facilitate and
inspire word of mouth through your advocates. It is how brand
advocacy works by harnessing the power of word of mouth to reach
your prospective parents and students most effectively. Rick
Newberry, Enrollment Catalyst WOMbound 19. New media Web-based Pull
Listen Engage Hub Authentic Content Stories Old media Traditional
Push Interrupt Broadcast Megaphone Slick Ads Slogans People Mouth
Advocate Share Relate Conversation Trustworthy Experience
Credibility 20. Word of mouth is more effective than traditional
advertising for two reasons: First, its more persuasive. Second,
word of mouth is more targeted. Berger, Contagious More Effective
21. 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 WHAT IS WORD OF MOUTH MARKETING? 22. The best
marketing is the kind you dont buy. If parents are satisfied, you
wont have to spend a dime to advertise. We talk continually about
the education of our children. Your best marketing is with current
parents and students being satisfied with their education. 23. Stop
spending so much money. Word of mouth from satisfied families is
your best marketing. An ad is not going to influence anyone. When
you have a great product, it is much easier to market and word of
mouth will be much stronger. 24. Eight factors that drive Word of
Mouth at your school. 2014 Enrollment Catalyst 25. Word of Mouth
Satisfaction Quality Passion Loyalty Trust Service Stories
YOU/People 26. Satisfaction 27. Pleased. Happy. Expectations match
Experience. 28. Quality 29. Word of mouth marketing isnt about
marketing at all. Its about great customer service that makes
people want to tell their friends about you. It about fantastic
products that people cant resist showing to everyone. Sernovitz,
Word of Mouth Marketing 2014 Enrollment Catalyst 30. The best word
of mouth is how a company does business every single day. Phillips,
Cordell, Church, Moore, The Passion Conversation 31. Passion 32.
You must have have community before you can ever even begin to
dream of a movement. And you know what moves conversation within a
community to advocacy, the fuel for movements? Passion. Phillips,
Cordell, Church, Moore, The Passion Conversation 33. People will
only talk about you if they are inspired by their own passion.
Phillips, Cordell, Church, Moore, The Passion Conversation 34. Your
parents will talk about their children (their passion) and about
their education when they see the difference that your school makes
in their child. 35. Loyalty 36. Faithfulness or devotion to your
school. Continued enrollment. Advocate and supporter for your
school. 37. Trust 38. Word of mouth marketing only works if you
have good products and services. It only works if people like you
and trust you. Sernovitz, Word of Mouth Marketing 39. Every brand
and every recommendation, no matter how big or how small, no matter
how reserved or vocal, online or offline, begins with a
relationship. Rand, Highly Recommeneded 40. Word of mouth is shared
and believed in trusted relationships. Enrollment rises and falls
on leadership and relationships. 41. Service 42. 2014 Enrollment
Catalyst 43. } When you serve your parents or students in an
exceptional way or do something that is memorable, this creates a
moment that will be shared by word of mouth. 44. Stories 45.
Stories are part of who we are. After all, you dont 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 2014 Enrollment Catalyst 46. We live in a story. We relate to
stories. We listen to stories. We can see ourselves in a story.
2014 Enrollment Catalyst 47. Like authors Chip and Dan Heath
informed us, stories stick. And heres why: We internalize stories.
They become personal to us, because we can imagine experiencing
them ourselves. Phillips, Cordell, Church, Moore, The Passion
Conversation 48. No matter who you are or what kind of company or
organization you work for, your number-one job is to tell your
story to the consumer wherever they are, and preferably at the
moment they are deciding to make a purchase. Vaynerchuk, Jab, Jab,
Jab, Right Hook: How to Tell Your Story in a Noisy Social World 49.
People dont just share information, they tell stories. Berger,
Contagious 50. } Stories about real people Faculty Staff Coaches
Students Parents Alumni 51. YOU! People 52. Marketers do not decide
what gets talked aboutPeople do. Phillips, Cordell, Church, Moore,
The Passion Conversation 53. Word of mouth is natural conversation
between real people. Word of mouth marketing is working within this
conversation so people are talking about you. Sernovitz, Word of
Mouth Marketing 2014 Enrollment Catalyst 54. You need to implement
a WOMbound marketing strategy at your school to drive word of
mouth! 55. The following are 15 strategies that you can use to
drive word of mouth at your school. 2014 Enrollment Catalyst 56. #1
You Need a Plan 74 57. 1. Talkerswho will tell their friends about
you? 2. Topicswhat will they talk about? 3. Toolshow can you help
the message travel? 4. Taking Parthow should you join the
conversation? 5. Trackingwhat are people saying about you?
Sernovitz, Word of Mouth Marketing 58. #2 Marketing Director =
Storyteller 77 59. } A school doesnt need a marketing director to
place ads or design fliers; A marketing director should drive the
storytelling and word of mouth marketing effort at the school. 60.
#3 90%+ of WOM is Face-to-Face 79 61. More than 90 percent of the
conversations about products, services, and brands that take place
every day in America happen offline. Keller and Fay, The
Face-to-Face Book Talkers Talk Face-to-Face 62. } Personal Meetings
} Coffee and Conversation Meetings } In Home Vision Meetings }
Large Group Meetings } State of the School Address } Car Line
Greeting 63. #4 Parent Advocates and Ambassadors 82 64. Word of
Mouth Advocates Ambassadors 65. 1. Encourage all of your parents to
be talkers for your school. 2. Launch a parent ambassadors program.
66. #5 New Parents = New Love 86 67. } New parents can be the best
resources for your school to reach out to their previous school,
church, club, neighborhood or other group. 68. 1. New love is
powerful 2. Love and money dont mix 3. Nobody talks more than a
lovers scorn 69. #6 Give Your Parents Tools to Share 89 70.
Postcard and car magnet sent to parents 71. 92 72. Brochure Fact
Sheet / Infographic Talking Points Business card Video Email to
share Giveaways Spirit wear 73. #7 Ask Your Parents 94 74. } Tell
the story of your school by communicating experiences in their own
words. } Invite a friend to experience your school by visiting
campus. } Write an online review of their experiences } Like your
schools Facebook page and participate in the conversation. } Direct
friends to your website to check out your school. } Refer a friend
to the admissions office by having a designated form on your
website. 75. #8 Soft-Sell Introduction Events 96 76. } Library
story time } Play dates } A day at the zoo } Botanical Gardens }
Mommy and Me 77. #9 Tell Stories 98 78. } Website } Blog } Facebook
} Social Media Sites } Online Reviews 99 79. #10 Involve Your
Students 10 2 80. } Student Ambassador Tour Guides } Student Blog }
Marketing Group } Testimonials and Stories } Videos } Events 10 3
81. } Host a special friend day for current students to invite
their friends to spend the day with them at your school. } The goal
isto encourage and motivate currentstudents to focus on inviting
their friends they want to encourage enrolling in your school,
especially when students are key to the decision! 82. #11 Capture
the Moment 10 5 83. 10 7 84. #12 Use Video and Be Creative 10 8 85.
Assumption Firework Lip Dub now has over 55,000 views on YouTube!
86. #13 Do Something Memorable 11 1 87. } First day of school }
Birthdays } Middle school hoodies } Give something away } Send a
personal note } School closing announcement 11 2 88. #14 Wow
Visitors 11 4 89. High Point University provides WOW moments for
prospective and campus students 90. #15 Measure your NPS 91. } On a
scale from 0 to 10, with 10 being very likely, how likely are you
to recommend a friend to your school? 92. } Score of 9 or 10 }
Loyal enthusiasts who keep returning and refer others, fueling
growth. 93. } Scores of 7 or 8 } Satisfied or unenthusiastic
parents who are vulnerable to other options; may have some concerns
but continue to stay the course 94. } Scores from 0 to 6 } Unhappy
parents who can damage your schools brand and impede growth through
negative word of mouth. 95. %Promoters - %Detractors = NPS 96. We
will look at several schools and their word of mouth marketing
campaigns. 2014 Enrollment Catalyst 97. 13 5 98. 520 540 560 580
600 620 640 660 680 700 Enrollment Re-enrollment for the 2014-15
school year is the highest ever! 99. Sent to Parents by division
and all Faculty 100. Based on my review of all of the NYSAIS
websites 2014 Enrollment Catalyst 101. } Some bright spots but many
schools need a website overhaul } Similar look and feel } Some poor
first impressions } Limited storytelling focus } Homepage doesnt
tell the prospective parent about the school } Static copy and not
engaging } Out-of-date blogs 102. Bottom 10 ADVIS Websites 103. You
really didnt think I would show the bad ones, did you? 104. Top 15
ADVIS Websites 105. #15 106. #14 107. #13 108. #12 109. #11 110.
#10 111. #9 112. #8 113. #7 114. #6 115. #5 116. #4 117. #3 118. #2
119. #1 120. #1 NYSAIS 121. Your website should primarily be a
marketing tool to tell the story and stories about your school.
122. What will you take away and implement as a result of this
presentation? 123. What will you take away and implement at your
school as a result of this presentation? 124. Actually, this is the
beginning for you to put the WOW into your schools WOM. 125. For
More Information: Enrollment Catalyst Rick Newberry, Ph.D. 9770
Indian Key Trail Seminole, FL 33776 727.647.0378
[email protected] www.EnrollmentCatalyst.com
www.Facebook.com/EnrollmentCatalyst @RickNewberry 2014 Enrollment
Catalyst
