INDIANA DEPARTMENT OF EDUCATION CHARTER SCHOOL MARKETING Lead

INDIANA DEPARTMENT OF EDUCATION CHARTER SCHOOL MARKETING Lead nurturing and social media February 12 th , 2019 1

ABOUT BRIGHT MINDS MARKETING AND NICK LEROY • Bright Minds Marketing o Boutique marketing firm specializing in helping schools improve their student enrollment. o Over 60 clients in 9 states • Nick Le. Roy, founder and principal consultant o 2 years as ED of the Indiana Charter School Board o 15 years as a global marketing executive with Eli Lilly & Co. o MBA (with honors) from Emory University 2

OUR SERIES Date Topic 10/16/18 @ 12: 00 Introduction: Understanding the foundations of enrollment marketing 11/13/18 @12: 00 Operations: Utilizing Data to Shape and Inform your Enrollment Marketing 12/11/18 @ 12: 00 Operations: Your environment and your customer 1/8/19 @ 12: 00 Marketing: Inbound marketing and building your culture of marketing 2/12/19 @ 12: 00 Marketing: Lead nurturing and social media 3/12/19 @ 12: 00 Recruitment: The school tour 4/9/19 @ 12: 00 Retention: From first to last day 5/14/19 @ 12: 00 Retention: Surveys and communication at your school Full Day Training Session: February 19 th at The Excel Center Hammond. 8: 30 am – 3: 30 pm RSVP to avora@doe. in. gov 3

YOUR RESOURCES https: //www. doe. in. gov/grants/school-marketing-and-webinars 4

LEAD NURTURING AND SOCIAL MEDIA Lead nurturing Social Media 5

PARENTS “BUYING JOURNEY” Awareness Parents are aware of your school and believe that they can attend your school Consideration Engagement The attributes of your school (your story) are compelling and the parent feels that it is a good match for their student When a parent engages with you, they are convinced that this is the right place for their student Enrollment Retention The student enrolls and shows up the first day The parent and student remain convinced that this is the best school for their family 6

PARENTS “BUYING JOURNEY” Awareness Parents are aware of your school and believe that they can attend your school Consideration Engagement Enrollment Retention Your story is compelling enough that they are willing to give you their contact information They are willing to take the next step and engage with you: attend an event, schedule a tour, visit your campus You have engaged with the family in such a positive way that they want to enroll in your school They continue to believe that your school is the right place for their student. 7

LEAD NURTURING • How effective is your lead nurturing? • How effective are other schools at lead nurturing? 8

DON’T FEEL BAD THAT YOU ARE NURTURING THEM • I AM NOT A SALES PERSON! • Choosing a school is an incredibly stressful and emotional time for a parent • You don’t get married on the first date 9

IT STARTS WITH KNOWING WHO YOUR PROSPECTIVE FAMILIES ARE Your tools for identifying potential families • Website o More information form o Lead magnet • • Social media advertising Partner or feeder schools Siblings of existing students Partner institutions (churches, Boys & Girls Clubs) • Community events • • • Hosted events at your school Summer programs Word of mouth Door to door canvasing Traditional media Etc. 10

CRITICAL CONVERSION POINTS 1. Moving the families who you have identified into one that engages with your school (tour, open house, shadow) 2. Moving the families who have engaged with your school into enrolling their student 11

HOW LEAD NURTURING CAN DRIVE EFFICIENCIES Scenario 1 – Poor nurturing Scenario 2 – Good nurturing Conversion Total number Lead to tour 20% 769 Lead to tour Tour to enroll Enroll 65% 154 Tour to enroll 100 Enroll Conversion Total number 30% 444 (+10%) 75% 133 (+10%) 100 12

NURTURING CADENCES 1. General prospect Touring Family 2. Post tour (Simple / Complex) Enrolled Family 3. Post match on Enroll Indy (Indianapolis only) Enrolled Family 13

GENERAL PROSPECT TOURING FAMILY Added to the prospect email database • • Sibling Feeder school student Facebook ad Website lead Canvasing Community event Etc. Welcome email (within 1 day) • Describe your school • Welcome from the principal • Include related articles about your school (STEM, Arts, etc. ) • Links to your social media • Link for recruiting event (CTA) Quarterly (monthly? ) emails • Activities at the school (Invitation) • Any recent successes (Academic, Sports, others) • Press coverage • Link for recruiting events (CTA) 14

TOUR / SHADOW NURTURING: BASIC Tour / Shadow Follow up 1 • Within 1 week, follow up call from teacher of the future grade Follow up 2 • Next week, follow up call from a parent Follow up 3 • Next week, follow up call from an administrator Results: Yield rate increase from 76% to 92% (Net increase of 4 students) 15

TOUR / SHADOW NURTURING: SOPHISTICATED Tour or shadow Sign up for tour • Link to recruitment video • Directions to the school • Testimonial from parent and student Sign up for shadow Day before the tour Tour • Confirming attendance • Directions to the school Day before the shadow • Link to • Confirming attendance recruitment • Directions to the video 2 school • Directions to the school / logistics • Testimonial from student Day after the tour 3 days post tour • Thank you for • Encouragement to attending – from shadow principal • Links to shadowing (if didn’t sign up during tour) Shadow Day after the shadow 3 days post shadow • Thank you for attending – from principal • Links to Enroll Indy • Encouragement to Like us on Enroll Indy and/or match 7 days post tour • Encouragement to shadow • Information about subjects that they showed an interest in while on the tour 7 days post shadow • Encouragement to Like us on Enroll Indy and/or match • Information about subjects that they showed an interest in while shadowing 14 days post tour Drops into regular quarterly cycle • Encourage to sign up on Enroll Indy and like the school 16

EMAIL CADENCE: POST MATCH ON ENROLL INDY Match on Enroll Indy Next Steps Email • Match video congratulating them on being accepted to your school • Email that outlines the next steps for them to take to secure their spot • Video from principal and student welcoming them to the school • Directing to custom webpage for enrollment documentation Invitation to onboarding event • Event to gain engagement and ensure that they accept the placement 17

WHEN AND HOW IS YOUR BEST WAY TO CONTACT? • Different customer types will be different • Text, email and phone calls will all work, it depends upon your customer and their preference • Try different ways to find the optimal mix Source: Harvard Business Review, The Best Practices for Lead Response Management 18

MARKETING ECOSYSTEM There are multiple potential consumer touch points – all need to be optimized to allow for lead identification and ultimate nurturing Nurturing Actions Attraction and identification School visits 1. Capture leads Websites Open House 1. Capture leads 2. Landing pages Community events 1. Capture leads Social media ads 1. Direct to a website landing page and capture leads Enrollment form for siblings 1. Capture leads CRM Nurturing Tour Nurturing Enroll Programs / events 1. Expose to campus 2. Capture leads Shadow Canvasing 1. Capture leads Student name, parent name, student age, parent email, parent phone 19

TOOLS NEEDED FOR NURTURING Technology 1. Customer relationship management software 1. 2. This can be substituted by a spreadsheet but it is not recommended Options: Hubspot (Free), Infusionsoft, Salesforce (Free to non-profits) 2. Commercial email system 1. Options: Some CRMs offer this, other options are Mailchimp, Constant Contact, My. Emma, etc. 3. Integration software 1. Zapier More resources are available at: http: //www. brightmindsmarketing. com/resources/ 20

NEXT STEPS IN LEAD NURTURING 1. 2. 3. 4. Try a CRM software Select an email provider Upload your current prospect lists into your CRM / email system Assign a status to each prospect 1. Lead, toured, Enroll Indy Match 5. Develop customized engagement cadences for each group 1. Email templates, phone script, standard principal thank you, etc. 21

Social Media 22

SOCIAL MEDIA • Primarily a tool for your existing families, but does have value in enrollment marketing • Supplement to your website and additional communication channel • Key for creating word of mouth 23

THE CHALLENGES OF SOCIAL MEDIA • Which platform should I prioritize my efforts? • How do I build engagement in my social media? • What sort of content should I be posting? • Please give me more time! Who has the time to constantly be posting? • How do I develop all of the content? 24

WHAT IS YOUR SOCIAL MEDIA STRATEGY • Foundational knowledge: Know your audience • To inform your audience • To engage your audience • To support your audience • To promote your school 25

WHICH PLATFORM SHOULD I USE? THE BIG 4 +1 26

WHICH SOCIAL MEDIA PLATFORM(S) SHOULD YOU PRIORITIZE? Use the ones your customers use Platform Total Age 18 -29 Age 30 – 49 Female 30 k – 50 K 50 k – 75 K + African American White Facebook 68% 81% 78% 74% 66% 70% 75% 70% 67% Twitter 24% 40% 27% 24% 21% 26% 32% 26% 24% You. Tube 73% 91% 85% 72% 78% 77% 84% 76% 71% Instagram 35% 64% 40% 39% 42% 32% 43% 32% Pinterest 29% 34% 41% 32% 34% 39% 23% 32% • Age: 30 - 45 • African American • Household makes 100 K Source: Pew Research 27

HOW OFTEN SHOULD YOU POST? Facebook: 1 post per day Twitter: 15 Tweets per day Pinterest: 11 Pins per day Instagram: 1 -2 posts per day 28 Source: Co. Schedule

WHAT ARE YOUR DIFFERENT TYPES OF CONTENT 1. Daily pictures and events around the school 2. Core information about the school 3. Content that is not about the school specifically, but is about your brand 4. Content that helps to position your school as a resource and a thought leader 29

TRANSACTIONAL VS. EVERGREEN CONTENT • Transactional content o Ephemeral and is designed to only be relevant for a short time o Examples; upcoming sporting event, picture of a class room, etc. o Daily content • Evergreen content o Content that is designed to be reused over multiple iterations o Core information, brand content and resource content 30

DAILY CONTENT • Incorporate graphics as much as possible • Go beyond a picture and use short videos • Provide social media opportunities at events at your school 31

CORE INFORMATION • Help your parents learn more about your school beyond their personal experience • Help your parents develop a closer connection with your staff • Understand traditions and special events • Evergreen content 32

CORE INFORMATION ABOUT YOUR SCHOOL Academics 33

CORE INFORMATION ABOUT YOUR SCHOOL Faculty information 34

CORE INFORMATION: DON’T ASSUME EVERYONE UNDERSTANDS YOUR TRADITIONS Traditions 35

BRAND CONTENT • What does you brand represent? • How do you showcase your point of differentiation? • Live this through social media • Evergreen content 36

BRAND CONTENT Purdue Polytechnic 37

CONTENT THAT HELPS TO POSITION YOUR SCHOOL AS A RESOURCE AND A THOUGHT LEADER • 66% of mothers who use social networks report searching for parenting advice in the past 30 days • 59% of parents report that they have found useful parenting advice while looking at social media content in the last 30 days • What are you an expert in? 38

DEVELOPING YOUR RESOURCE CONTENT At the beginning of the year, assign each teacher/faculty member to write one 1, 000 word blog post for your resource content o School librarian write a set of the best books by each grade o School tech person write an article about how to restrict internet access or the proper amount of screen time o School nurse write a monthly healthy tips or how to deal with changing hormones o Athletic director / coach writes about single support vs. dual sport o Resource teacher writing about additional tutoring opportunities in town o Etc. , Etc, 39

HOW TO BUILD ENGAGEMENT 1. Have good content 1. 2. Relevant, timely, interesting Contains their kids 2. Present content in a way that people want 1. 2. 3. Posts that contain relevant visuals receive 94% more views 67% of consumers say quality of visuals is very important when choosing a product Facebook posts with photos have the highest engagement 3. Don’t forget the technical side 1. 2. Size your images correctly Use alt tags to improve your SEO 40

CREATING ADDITIONAL CONTENT • • #Motivational. Monday – Motivational quotes #Teacher. Tuesday – Teacher profiles #Wow. Wednesday – Recognizing an outstanding student or teacher moment #Throwback. Thursday – Pictures of your teachers as children, historical pictures of your school • #Friday. Fun. Fact – bit of trivia • For the older grades, assign classes to research and create a social media post 41

USING AN AGGREGATOR WILL SAVE YOU TIME • Allows you to cross post, schedule and monitor your social media feeds • Hootsuite, Meet. Edgar, Coschedule and Buffer 42

BUILDING A CONTENT CALENDAR • Building the framework of a content calendar will help ensure a strong social media presence • Preschedule (and pre-build) content and posts • Don’t be afraid to reuse content 43

CONTENT CREATION BEST PRACTICES AND TOOLS • Design software o Canva o Adobe Spark o Ripl o Piktochart (Infographics) • Image Resizing o https: //resizeimage. net/ • Headline reviewer o Coschedule • Content Support o Quotes. Cover • Video creation o Magisto • Photomontage builders o Animoto o Go. Animate o Kizoa • Diagnotic tools (Facebook) o https: //likealyzer. com 44

NEXT STEPS ON SOCIAL MEDIA 1. Identify your primary social media platforms based upon your customer and what she uses 2. Develop your evergreen content 3. Establish your content calendar 4. Utilize an aggregator to cross post and schedule in advance 45

OUR SERIES Date Topic 10/16/18 @ 12: 00 Introduction: Understanding the foundations of enrollment marketing 11/13/18 @12: 00 Operations: Utilizing Data to Shape and Inform your Enrollment Marketing 12/11/18 @ 12: 00 Operations: Your environment and your customer 1/8/19 @ 12: 00 Marketing: Inbound marketing and building your culture of marketing 2/12/19 @ 12: 00 Marketing: Lead nurturing and social media 3/12/19 @ 12: 00 Recruitment: The school tour 4/9/19 @ 12: 00 Retention: From first to last day 5/14/19 @ 12: 00 Retention: Surveys and communication at your school 46

THANK YOU!!! CONTACT US FOLLOW US 531 W. 83 rd Place, Indy, IN 46260 Facebook. com/brightmindsmarketing 317 -361 -5255 @brightmindsmktg nick@brightmindsmarketing. com