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Leadership in the Wilderness - Shared screen with speaker view
Sasha Kopp
20:48
Welcome Welcome!!
Sasha Kopp
21:08
Add your name, school and location in the chat! We are excited you are here!
Sasha Kopp
21:24
Sasha Kopp, The Jewish Education Project, New York NY
fern
21:27
hi from Fern in Chicago
Janet Sear
21:38
Hi, Janet Sear from Chicago
Lori-An Penchansky
21:40
Lori-An Penchansky -Temple Sholom Broomall.
Ray Sherman
21:41
Ray Sherman @JCYS Wicker Park Chicago
Liz
21:44
Liz Sherman BJE Wilmette
Glasser Preschool
21:44
Marci Sperling Flynn - Oak Park IL
Aileen Landau
21:51
Aileen - Gan Aliyah in Boston
Howard Eisenberg
22:11
Alyse Eisenberg-Dallas
Anna Hartman
23:48
—We begin reading the last book of the Torah this week!
Anna Hartman
24:04
—Time for reviewing big lessons at the end of Moses’ life
Anna Hartman
24:42
—Torah text itself is sparing; we rely on sages to fill in many of the details
Anna Hartman
25:07
—And yet here the Torah goes on and on telling us the details of where Moses is standing. What must the meaning be?
Anna Hartman
25:51
—Is this about reminding us of certain stories? Reminding us of our past and our present?
Anna Hartman
26:35
—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?
Anna Hartman
26:56
—So fitting to continue this book into the high holiday season—a great time to think about resolutions and where we are.
Anna Hartman
28:01
—Julie Awesome Wassom! So known by Jewish EC educators and leaders in Pittsburgh.
Anna Hartman
29:29
—Here is the list of items we will discuss today:
Anna Hartman
29:39
—Key marketing change we all must make
Anna Hartman
29:58
—Actions within your control to take now for rebuilding
Anna Hartman
31:00
—Chinese symbol for crisis.
Anna Hartman
31:54
—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.
Anna Hartman
32:32
—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.
Anna Hartman
33:11
—Families want more flexibility
Anna Hartman
33:31
—Your current families have become your reenrollment prospects.
Anna Hartman
33:50
—In order for them to trust and be confident, you must think from their perspective.
Anna Hartman
34:13
—Think in the prospect’s perspective—their perspective and not yours is what will be key to rebuilding enrollment.
Anna Hartman
34:21
—Actions you can take?
Anna Hartman
35:47
—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.
Anna Hartman
36:06
—(You are a Knowledgeable helpful resource they can trust)
Anna Hartman
36:46
—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.
Anna Hartman
37:32
—Flow of communication via multiple venues.
Anna Hartman
37:48
—Keep them feeling a part of your community, have camaraderie with you and others in school.
Anna Hartman
38:22
—Imp to be telling them what is happening, what you are doing, how you are going to communicate with them.
Anna Hartman
38:53
—POLL. Vote all the ways that you are addressing parents’ concerns about COVID.
Anna Hartman
39:22
—We will give you a minute to do this.
Anna Hartman
39:45
—Pausing while you take the poll—
Anna Hartman
41:37
—Results? Lots of you are sending emails. You are calling families.
Anna Hartman
41:54
—We will send out the poll questions in the notes—which we will share at jparadigm.org/series.
Anna Hartman
42:12
—Actions you can take. #2:
Anna Hartman
43:21
—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.
Anna Hartman
43:30
—Look from the parents’ perspective
Ellen Dietrick
43:35
Our social media posts about safety have gotten a very positive response!
Anna Hartman
43:39
—What would a parent value?
Ellen Dietrick
43:44
Would love to see some great websites!
Anna Hartman
44:04
—Engage in a “documentation of differences.”
Anna Hartman
45:49
—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.
Anna Hartman
45:57
—#3: Update your website!
Anna Hartman
46:34
—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.
Anna Hartman
47:26
—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.
Anna Hartman
47:58
—Also important: Links to taking action: Getting info, scheduling a visit. Prominent on every page. Use language of visiting rather than touring.
Anna Hartman
48:12
—A visit is more warm and indicative of a long-term relationship.
Anna Hartman
48:54
—Site should capture leads—in your CRM hopefully.
Anna Hartman
49:24
—(CRM is technology for managing all your org’s relationships and interactions with customers and potential customers)
Anna Hartman
50:39
—Use videos on your site.
Anna Hartman
51:42
—Video on homepage of JCC Boulder EC center.
Anna Hartman
52:48
—Note: That is on the home page
Anna Hartman
54:07
—Among the resources we will share will be a blog post about how videos can help you market your early care center
Anna Hartman
54:40
—Other things for site:testimonials from parents—especially now.
Anna Hartman
54:46
—Portal for parents.
Anna Hartman
55:17
—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.
Anna Hartman
55:34
—Imp for them to bring their friends to your program as well.
Anna Hartman
55:58
—Always address on the site—either with back pages of faq or banner—about your covid precautions.
Anna Hartman
56:39
—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.
Anna Hartman
56:58
—How might this look on a website?
Anna Hartman
57:27
—Put your COVID info on the top-third of your page.
Anna Hartman
57:37
—Must be easy and obvious.
Anna Hartman
58:03
—Remember that families are likely to view on mobile.
Anna Hartman
59:24
—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?
Anna Hartman
01:00:34
—A few more actions for you. #4: Scenario planning. Which means, “If this happens, then what are we going to do?”
Anna Hartman
01:01:05
—Eg if we have to go to a hybrid model, what will that mean? How will we handle tuition?
Anna Hartman
01:01:30
—Triple A formula—Acknowledge, address, get to agreement.
Anna Hartman
01:02:43
—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.
Anna Hartman
01:04:05
—#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.
Anna Hartman
01:05:15
—CRM is a software solution to take a lead through the process until they get to enrollment. EG Childcare CRM.
Ellen Dietrick
01:05:42
We use Salesforce but it is not easy unless you have a tech person to help you
Anna Hartman
01:05:43
—Takes ramp-up time. Time to investigate these systems as a marketing partner.
Ellen Dietrick
01:06:11
I know a lot of people use Procare
Anna Hartman
01:08:10
—#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.
Anna Hartman
01:08:26
—Make sure your incentives are unique to you and valuable especially for your families.
Anna Hartman
01:10:19
—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.
Anna Hartman
01:11:16
—#7: Enlistng partners to regain enrollment. Marketing partner programs are smart—efficient, get results you don’t have to work on yourself, build community.
Anna Hartman
01:13:08
—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.
Anna Hartman
01:14:21
—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.
Anna Hartman
01:15:23
—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.
Anna Hartman
01:15:49
—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.
Anna Hartman
01:17:13
—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.
Anna Hartman
01:17:43
—POLL. Answer all that apply, especially related to new families
Anna Hartman
01:18:48
—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.
Anna Hartman
01:21:02
—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.
Anna Hartman
01:21:28
—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.
Anna Hartman
01:22:34
—Cognito forms is a company that can build forms for your site—that drops right into the director’s email. But response perhaps.
Janet Sear
01:23:38
Thank you so helpful
Anna Hartman
01:24:01
—https://bit.ly/breakout613
Howard Eisenberg
01:24:05
Thank you!!!
Jenna Turner
01:26:30
https://www.jparadigm.org/
Anna Hartman
01:26:33
https://bit.ly/breakout613