recruitment retention & referrals | for private schools & summer camps
DESCRIPTION
Marketing private schools and marketing summer camps is our specialty. These tips will help you improve your sales, get new students and kids into your programs, and keep existing families happy and raving about your camp or private school. Review the top tips to help you recruit and retain students and kids for your summer camp or private school program. Originally presented by Agnes Stawicki for Our Kids Media at the Our Kids Marketing Academy Lunch & Learn in Toronto on April 29th, 2014. Visit www.ourkidsmedia.com/marketing for more free marketing tools and resources.TRANSCRIPT
SALES: Recruitment Retention Referrals Presenter: Agnes Stawicki #MktgAcademy @ourkidsnet
Content Understanding why people buy
Recruitment
Retention
Referrals
Reality
Summary
www.ourkidsmedia.com/marketing
Thank you
InSchoolwear. For over 16 years Canadian manufacturer and retailer InSchoolwear Inc. has been creating high quality school uniforms, and stylish casual and comfortable clothing suitable for school dress code.
InSchoolwear.com
www.ourkidsmedia.com/marketing
Customers What do they want? What do they need?
Wants vs needs
Hostage Sale
Sustainable Sale
No Sale Emotional Sale
Want
Ne
ed
NO SALE? Provide programs that both kids and families want and need.
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8 Things that make us buy
1. Fear: Don’t get caught with too little insurance (insurance)
2. Guilt: Don’t let them suffer anymore (not for profits)
3. Trust: No hidden fees (banks, hotels)
4. Value: Find a better price, we’ll match it (grocery)
5. Belonging: When you’re here, you’re family (Olive garden)
6. Competition: Make them drool (Toyota)
7. Instant gratification: now, today, within 24 hours
8. Time: Cut the time it takes to…, More time for family/friends
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Customer Lifecycle
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Recruitment
Everyone is NOT your customer
Target your customer
Parents
With school aged kids
Considering change
Researching &
comparing
Best camps, best schools…
Public vs private Cost of … Types of … Rankings, alumni Reviews,
reassurance www.ourkidsmedia.com/marketing
Directories
Print & online display ads
Content ads (events, articles…)
Paid search
Social media
Tradeshows, community events
Target your media buys
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Profile your customer
Brainstorm distinctive ways that your programs can solve their problem, need, pain, frustration, or fear.
1. Profile: Name your ideal customer (star hockey player)
2. Characteristics: Identify their demographic, behaviors, locations , interests…
3. Needs: What are their needs, problems, pains, frustrations or fears?
4. Keywords: Identify any key phrases this profile would use to articulate their need, problem, pain…
www.ourkidsmedia.com/marketing
How schools market?
OUR
Students Education
academic
PROGRAM
WITH
living
learning
community lifestyle
environment
arts child
curriculum
THEIR
offers montessori small
independent
grade
Source: ourkids.net member schools
What families ask schools?
MY
Grade University
Information
currently
SCHOOL I
provide
SERVICE visit
needs
want COST
SON
visit
ROOM
tour assistance
education
daughter
care available
Source: ourkids.net family inquiries
How camps market?
CAMP
Summer Programs
experience
activities
OUR
day
we
skills campers
children
arts ages
curriculum
YOUR
offers
FUN
strong sports
Source: ourkids.net member camps
What families ask camps?
MY
age session
Information
currently
camp
I
interested
looking visit
needs
availability rates
SON
WEEK
spots WANT
activities
daughter
dates hours
Source: ourkids.net family inquiries
Retention
IF DOGS DON’T LIKE YOUR DOG FOOD.
THE PACKAGING DOESN’T MATTER.
Service satisfaction rates
45% 31%
47%
52%
7% 14%
1% 2% 0% 1%
2001 2012
Very dissatisfied
Dissatisfied
Neither satisfied nor dissatisfied
Satisfied
Very satisfied
Source: Margaret Wylde, ProMatura Group
Marketing is everyone’s job
The experience builds your brand
1. Website: Does it look professional? Does it function well?
2. Receptionist: How do you answer the phone? Do you provide useful information?
3. Staff: How do you solve critical problems? Do you take responsibility?
4. Social Media: Do you answer questions and engage with users?
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Improve customer satisfaction
Ask for feedback
Study your most and least satisfied customers
Track and study requests and complaints
Hire a mystery shopper
Focus on ‘marketing & customer service’ at staff meetings
Don’t be afraid of change
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Reinforce your value
Continue marketing to existing families
Showcase your programs and how they benefit your campers and students
Stay in touch with families on a monthly basis
Share awards you’ve won, articles you’re featured in…
www.ourkidsmedia.com/marketing
IS JOB #1
QUALITY PROGRAMMING
Referrals
NOBODY RAVES ABOUT AVERAGE
Word of mouth
Your #1 marketing channel
Get happy parents, kids, staff, alumni, partners… to become your ambassadors
Provide great content that ‘silent’ ambassadors will want to share
Maximize your use of social media
Feature your ‘customers’ in articles and videos
Consider a contest and/or referral program
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Reality What can you do to improve your sales
Are you 100% full?
All programs can and should operate at 100%. The #1 reason we loose sales is that we fail to connect with prospects that visit us and have a need/want.
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Connect with your leads
Advertising and marketing Messaging and communications
Lead generation
Lead follow-up Entire team marketing
Focus on the family
provide an excellent experience
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Reality: recruitment only generates leads
People sell to people
Customer service is most important
Invest in your sales team
Have a consistent follow-up
Respond to all leads
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What is your lead response time?
Two factors that enable you to speak to more leads are
1. Inquiry response time which is the time it takes you to connect by phone with the lead from the moment they hit submit. 67% of sales are won by the first company that responds.
2. Persistence of your re-attempts to connect by phone. Attempt to call them up to 6 times until you reach them. You’ll reach more than 70% of you leads within just two attempts.
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Summary #MktgAcademy
Summary 1. To drive exposure for your brand, go where your
audience is (online and offline).
2. Generate more leads by using messaging consistent with what prospects are looking for.
3. Listen to and understand your prospects wants & needs.
4. Advertising and marketing can only generate leads. A fast and educated sales team are key to make the sale.
5. Families are demanding with high expectations, be open and ready to make changes.
6. The best way to encourage word of mouth marketing, is to provide exceptional customer service.
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Integrate your marketing to produce the strongest results
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