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—We begin reading the last book of the Torah this week!
—Time for reviewing big lessons at the end of Moses’ life
—Torah text itself is sparing; we rely on sages to fill in many of the details
—And yet here the Torah goes on and on telling us the details of where Moses is standing. What must the meaning be?
—Is this about reminding us of certain stories? Reminding us of our past and our present?
—We are all rethinking things these days. As we do so, we need to look back at what we’ve done and be grounded in the present—Where are we? What are we doing?
—So fitting to continue this book into the high holiday season—a great time to think about resolutions and where we are.
—Julie Awesome Wassom! So known by Jewish EC educators and leaders in Pittsburgh.
—Here is the list of items we will discuss today:
—Key marketing change we all must make
—Actions within your control to take now for rebuilding
—Chinese symbol for crisis.
—One of the most important things to do? To make the way you approach the services you provide even more customer centric than before. The core of our work is not changing—but the way that families use and choose your services is changing.
—This recovery from COVID is not going to be V-shaped. What that means is that employer models and the ways parents are working is changing.
—Families want more flexibility
—Your current families have become your reenrollment prospects.
—In order for them to trust and be confident, you must think from their perspective.
—Think in the prospect’s perspective—their perspective and not yours is what will be key to rebuilding enrollment.
—Actions you can take?
—1. Family outreach and communication. Call (even if going to VM). Set a number each day that you will call. How are they? What have they been up to? When will they be returning? What do they need to know? What kind of support do you need from us now and when you return that is perhaps different from before? What is your primary concern about covid and coming back to our school? They want transparency and you can reposn.
—(You are a Knowledgeable helpful resource they can trust)
—Those really hesitant, ask if they would like a Zoom call so that they can actually see you, what you are wearing. Toward greater assurance.
—Flow of communication via multiple venues.
—Keep them feeling a part of your community, have camaraderie with you and others in school.
—Imp to be telling them what is happening, what you are doing, how you are going to communicate with them.
—POLL. Vote all the ways that you are addressing parents’ concerns about COVID.
—We will give you a minute to do this.
—Pausing while you take the poll—
—Results? Lots of you are sending emails. You are calling families.
—We will send out the poll questions in the notes—which we will share at jparadigm.org/series.
—Actions you can take. #2:
—Define and market your basic competitive advantages. What is really unique about you? What is special? Do a competitive review—just look at the websites of your competitors.
—Look from the parents’ perspective
Our social media posts about safety have gotten a very positive response!
—What would a parent value?
Would love to see some great websites!
—Engage in a “documentation of differences.”
—Make clear how you are different—make sure to get that out there, in your tours. Make clear on social media and website. Parents want to know what the value exchange is. What they can get from you—less about what we are providing. Switch your syntax to meet them from their perspective. So that they know what children are getting and what/how parents can be assured.
—#3: Update your website!
—Right now is the time to take an objective look at your website. Focus on engaging and converting new prospects to qualified prospects. Can do better about communicating with exiting families.
—Want to invent action. Make it easy to navigate your website. When a part of a larger organization, need to advocate for your school being visible the first time people go to the website. Landing page for the center needs to be easy to find.
—Also important: Links to taking action: Getting info, scheduling a visit. Prominent on every page. Use language of visiting rather than touring.
—A visit is more warm and indicative of a long-term relationship.
—Site should capture leads—in your CRM hopefully.
—(CRM is technology for managing all your org’s relationships and interactions with customers and potential customers)
—Use videos on your site.
—Video on homepage of JCC Boulder EC center.
—Note: That is on the home page
—Among the resources we will share will be a blog post about how videos can help you market your early care center
—Other things for site:testimonials from parents—especially now.
—Portal for parents.
—Maybe resources library where can link to articles or experts just to give the info that is impt to them about coming back to you.
—Imp for them to bring their friends to your program as well.
—Always address on the site—either with back pages of faq or banner—about your covid precautions.
—Regarding contactless engagement: Virtual tours, lead form where they can personalize concerns they have or interests or needs they want you to know about. Those are kinds of topics you can get back to them about when you respond to their inquiry.
—How might this look on a website?
—Put your COVID info on the top-third of your page.
—Must be easy and obvious.
—Remember that families are likely to view on mobile.
—When you click on that, takes you to a lead form. Can include questions about specific concerns, interests, and needs? What are factors more import to you in making best early care and education decision for your families?
—A few more actions for you. #4: Scenario planning. Which means, “If this happens, then what are we going to do?”
—Eg if we have to go to a hybrid model, what will that mean? How will we handle tuition?
—Triple A formula—Acknowledge, address, get to agreement.
—Could you do select school visits virtually? On the weekend? After hours? Requires thinking about sanitation. All these things that happen now bring out leadership.
—#5 Because every inquiry really matters, it is time to sharpen your enrollment skills. Taking a parent from inquiry to enrollment or reenrollment—anyone who is involved in this process needs to be proficient in this. How to train in this time? Do it virtually.
—CRM is a software solution to take a lead through the process until they get to enrollment. EG Childcare CRM.
We use Salesforce but it is not easy unless you have a tech person to help you
—Takes ramp-up time. Time to investigate these systems as a marketing partner.
I know a lot of people use Procare
—#6 Develop enrollment incentive programs that demonstrate how much you care about them. A welcome back gift for families who return? Learning activities? Coupons from community partner? Swag? A percentage off first month’s tuition if they enroll by a certain date. Especially now. To thank essential and healthcare workers, maybe don’t raise their tuition? Discounts for reenrollment within first three months of reopening? What would be valuable and meaningful for them and is doable for you.
—Make sure your incentives are unique to you and valuable especially for your families.
—Can you work with everyone on your extended team to develop an incentive program. Must be focused. Give a timeline and age group focus. Three months out should give you enough time to have a sense of what capacity you really have. Engaging in the rebuilding effort together. Rewards your team.
—#7: Enlistng partners to regain enrollment. Marketing partner programs are smart—efficient, get results you don’t have to work on yourself, build community.
—a) parent referral program. Referring family gets a gift as a thank you. Sometimes new family gets acknowledgement gift if referred by existing or alumni family. Often tied to a little tuition savings, a flat fee. Maybe $100 flat amount after the family has been there a month. Right now, in next few months, might be time to bump up referral stoat families know that enrollment in next three months referring families can get $150. Can get as many times as they want. Especially as our group sizes open up more.
—b) Staff referral program. Your staff loves your school! If you don’t have such a program that rewards them, might be something to implement. A good technique too get them started is to get them all business cards. A line on the bottom is empty, where a person can put their name on it. Cost efficient marketing tool.
—c) Parent ambassador program. Enlist enthusiastic parents who are likable who can help you with a specific task—with existing or prospective families. Will share article on how to build this.
—Key here is to promote these programs in multiple ways so that people are aware. Acknowledge that they are helping you build the school you all love.
—d) Community marketing partners in your immediate area. Businesses building back up themselves, building a relationship that is mutually beneficial. What is in it from me? Can be on a Zoom call with parents, offer resources for parents. Eg tips from a pediatric dentist. Maybe a virtual agues at a Zoom open house. Multibeneficial relationship.
—POLL. Answer all that apply, especially related to new families
—Wow, lots of parent referral programs today’s participants are using. Should we bump up the acknowledgement gift? Another way to get more communication out now.
—CRM: To investigate it, go to Julie’s website, can ask for her to send info from Childcare CRM and tips on searching for one.
—Lead form is a form on your site—where a family says want more info or want to schedule a visit. Go to Boulder JCC website to see an example.
—Cognito forms is a company that can build forms for your site—that drops right into the director’s email. But response perhaps.
Thank you so helpful