The beginning of August is generally known as the start of both the college admissions cycle and the fall test prep season.
As you might expect, August also represents the beginning of Back to School planning for test prep & admissions firms. Phone calls, website visits, and Facebook activity should increase in parallel with heightened consumer interest.
Larger companies use this time to take business off the market by touting their products and offering significant discounts to early enrollments. This strategy revolves around two goals: the generation of new enrollments and the addition of new leads to the sales funnel.
From a 30,000 foot perspective this is what the educational services landscape begins to look like in August. The question then becomes how does a boutique provider compete with large companies fighting for gross market share? The answer is planning, persistence, and integrity.
Here are some recommendations for Back to School planning that may even the playing field a bit:
1) Schedule free SAT & ACT Practice Tests every weekend and choreograph the return of score sheets. Use this or any event to build your email lists. If possible, set up a call or a meeting to discuss the score results with parents. This touch-point often converts event participants into clients.
2) Schedule free College Admissions Events for second or third Thursday of each month between August - November. Present material that resonates with parents and add to your web page.
3) Map out an enrollment incentive strategy for August through December. Start with "dollars off" through Mid- September then shift to a Value-Add incentive like a free tutoring session or a free college transcript assessment.
4) Know when high school classes commence and visit them about 1 week prior to their return. Drop in to see guidance counselors and offer a "leave behind" folder. Since these folks quickly become over-solicited and extremely busy, it is good to reach out to them before the students are around.
5) Take the time to update your web-page with special attention to the dates and times of classes, special events, and incentives. Be sure to have a method for folks to register on the spot.
6) Know when your high schools offer their Fall College Fair and request a table. Similarly, check in with guidance to see when they will hold a College Planning Night for parents and offer to speak on a panel, provide materials, or generally be of assistance.
7) If you run print ads, or use ad-words, or drop direct mail, then it is time to thoughtfully plan the dates, messaging, and content through at least the end of October.
8) Take the time now to plan your content marketing. Schedule blog posts, freshen-up your YELP page, and align any social sites with incentives, events, and offerings.
9) Schedule your email campaigns and, again, align the messaging per point #8.
10) Begin forging institutional partnerships with community groups, schools, and non-profits.
11) Take advantage of the natural relationship between Independent Admissions Counseling and Test Preparation. Partner up with a complementary business.
Some general rules of thumb:
a) Every in-bound inquiry, event attendee, and name on an email list should be considered a viable lead. A lead to enrollment metric will generally help you understand Client Acquisition Cost. Capture all of the relevant details available through web forms or over the phone. Don't forget to ask for lead source and graduation year.
b) Leads should ideally be segmented and grouped in a way that recognizes individual student need. Look to enhance engagement by inviting even the most stubborn leads to free events. Increasing client touch-points generally leads to good things.
c) Seek to nullify big box advantages by being proactive. Focus on being a Premium Brand vs. a Value Brand.. Stress personalization, process, and personnel.
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