Strategic Planning - May 2017
Strategic Planning for Tutors & IECs – May 2017
May can mean different things to different Educational Service businesses. For example:
- For Private Tutors, end-of-school tutoring demand increases in anticipation of finals etc.
- For Test Prep folks, May SAT & SAT Subject Tests Bootcamps, June ACT & SAT enrollments, and starting this year, preparation for the August SAT Test Date
- For College Admissions Specialists, National Decision Day, Waitlist Guidance, and the start of the admissions counseling demand cycle for the 2018 graduating class
Regardless of one’s business focus, May generally involves “setting the table” for Summer & Fall.
• SAT / ACT – Super Intensive (long programs of 32 – 50 hours)
• SAT / ACT – Regular (average length programs of 18 – 24 hours)
• SAT /ACT Math or Reading & Writing
• SAT / ACT Hybrid Offerings ( Combined SAT/ACT prep based on the relative similarities between the New SAT and the ACT).
• May Weekend-Only SAT Bootcamps
• Summer Personal Statement, Essay, and Rising Senior College Counseling Programs.
Beyond the Product Positioning mentioned above, one should take note that Industry Heavy Hitters are beginning to offer free remote tutoring days as a lead generation tool. Most notably, Kaplan is offering Free SAT, ACT, and AP Days of tutoring. Regional firms are likely to follow the example and there are few barriers for localized firms to do the same. These free tutoring events should begin to disrupt the traditional Free Event lead funnel we’ve come to know and love.
Speaking of Free Events, the following are worth considering as you map out a May-June event strategy:
• Free ACT or SAT Practice Testing (schedule multiple dates and promote)
• College Admissions Timeline presentations
• SAT vs. ACT – Which Test is Best?
• What does my [SAT] [ACT] Score Mean?
• Free Personal Statement Essay Workshops
Some additional detail on our marketing suggestions:
• Incentives: "Try Us for Free" or "Try a Free Hour of Tutoring."
• Sales Management: All inquiries should be asked if they would like to register for the Free Event. Free Practice Test-Takers should be offered a one-on-one meeting to discuss their practice test score.
• Networking: End of School outreach is often overlooked but can be enormously helpful toward creating new relationship or affirming old ones. Timing can be everything and connecting with school administrators or guidance offices is time well spent.
• More broadly: When aligning promotional tools such as website, blog, email, and social outlets stick to one clear message. For April it may have been “Save $100” but as of May 1, the message should shift. Whatever the decision keep the promotional message simple and unified.
• Direct Mail: schedule to be in-homes the week of May 8th, 2017.
• Pay Per Click: schedule a free consult to learn more about pay-per-click.
The following TPP Pulse/Blogger articles may be helpful: Summer Class Options are Key, Event Bests – Qualifying Leads, Niche Strategy, Determining Client Acquisition Cost.
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