Strategic Planning - April 2017

 2017 Test Prep, Admissions, and Private Tutoring Conference  Boston, MA.  Please join us!

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Strategic Planning for Tutors & IECs - April 2017

April has traditionally been about navigating the high school calendar.  Private school and public school spring breaks are generally at different times and end of term grades are on the horizon.   A cohort of students are hearing back from colleges, and the Class of 2018 stands ready to take their place.  The new College Admissions Cycle started in March and, not surprisingly, the Test Prep cycle follows suite.  With that in mind, tutoring and admissions counseling firms have common ground in terms of the business cycle.. 

For these reasons, we suggest adding or amending the product mix to include:

    •    SAT / ACT - Intensive (long programs of at least 18-21 hours)

    •    SAT / ACT - Regular (average length programs of 12 - 16 hours)

    •    SAT /ACT Math or Reading & Writing

    •    May SAT  Bootcamps

    •    April ACT Bootcamps

Although a fair number of students will already be in your lead queue (thanks to past inquiries, events, and marketing efforts), there are more students seeking and needing to learn more about their options.   As always, a strong event calendar along with timely blogs and an actively managed Facebook Page are key elements to success.

 Free Events worth considering include:

    •    Free ACT or SAT Practice Testing at a local high school

    •    College Admissions Timeline presentations

    •    SAT vs. ACT - Which Test is Best?

    •    College Admissions Roadmap 

Some additional detail on our marketing Suggestions:

    •    Incentives:   The Early Bird  Incentive from March should shift to a % Savings message -OR-a Value Add message. 

    •    Sales Management:  All inquiries should be asked  if they would like to register for the Free Event.

    •    Networking:   Current clients should receive notice of any Spring College Fair participation for which you have registered.  Guidance officers and parent groups should be contacted as well. 

    •    More broadly   when aligning promotional tools such as website,  blog, email, and social outlets stick to one clear message.  For March, it may have been "Save $200 on SAT Tutoring" but   as of April 1, that message should be updated to reflect the April Incentive.   Whatever the decision  keep the promotional message  simple and unified. 

    •    Direct Mail:  schedule to be in-homes a week after school break

    •    Pay Per Click:   schedule a free consult to learn more about pay-per-click

The following Pulse articles  may be helpful:  Event Bests - Qualifying Leads, Niche Strategy,  Determining Client Acquisition Cost. 

No Time to Work On the Business and At the Business?  We'll Manage it for You. TPP - Marketing Autopilot                       Schedule a time to discuss TPP's Marketing Auto-Pilot.

Learn more about our Educational Firm Marketing Solutions, Boiler Plate Events & Sales Management Training.

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Strategic Planning - December 2015

Educational Firm Marketing Solutions, Boiler Plate Events & Sales Management Training.

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Strategic Planning - December 2015

Event Best Practices - Qualifying Leads

Last month we noted the importance of scheduling events in the Fall and then leveraging registration information beyond the "day of the event."   We reasoned that events generate leads (prospects or potential clients) which may in turn generate  enrollments.   Further, we noted that event registrants, whether they show up for the actual event or not, are viable prospects for follow-up.   

We expanded upon the idea of valuing registrations in terms of potential conversion.  Conversion is the process of taking a prospective client (lead) and converting them into a paying client.  We used a hypothetical case wherein a boutique competitor (us) with a good reputation tended to convert lots of leads into clients after speaking with those folks on the phone.  We reasoned that scaling this success was possible through increasing the number of client conversations.  In order to do that, we planned to leverage event registrants including no-shows. 

Easy enough to say, less so to implement.  However, if we apply some basic sales-management techniques, what may seem daunting becomes more manageable.  This is where Lead Triage (my term) comes in.  

We know what the word Lead means so let's explore Triage.  In this case, triage is analogous to that which occurs in a hospital ER.   In that scenario all patients are initially qualified and those with the more serious issues are prioritized.  The principle behind lead triage is similar (though not as dire).  

Once a lead is captured--let's say through an event registration--that lead is qualified and placed into a group.  The follow up that occurs is generally determined by need. For our purposes, need is often dictated by the Official Testing Administration Date or perhaps the final exam week at a local school.  The touch-points or engagements for these leads can be mapped out based on the initial qualification and assessment.  

We'll take another page from traditional sales management and introduce the concept of the "Sales Funnel."  Once our leads are qualified and grouped, they should go into a funnel. Picture an actual funnel and then add your touch-points over time between the top and the bottom of the funnel (see below).  This is a traditional sales funnel. 

One benefit of the funnel is to create a bit of order.  Another is to allow for a linear sort of process (the engagements or client touch-points).  Finally, one can take the number of folks who trickle through to the "Sale" and divide by the Number of those that initially went in to the top in order to calculate conversion %.  One more thing,  it is fine to have more than one lead funnel.  For example, if you offer SAT Tutoring as well as Academic Tutoring, you may have two separate funnels.  Ultimately this is about creating order and process as well as sales. 

One last note about Lead Triage.   Leads, unlike fine wine, tend not to improve with age.  Generally, the sooner a lead is engaged, qualified, and assessed, the higher the conversion rate.    So, when it comes to Lead Triage one should look to:  1) quickly qualify the lead  2) assess needs  and 3) engage with the potential client as early as is practicable.  Hope it helps!

The following Pulse articles  may be helpful:  Niche Strategy, Applying the Hedgehog Concept, Determining Client Acquisition Cost. 

No Time to Work On the Business and At the Business?  We'll Manage it for You. TPP - Marketing Autopilot                       Schedule a time to discuss TPP's Marketing Auto-Pilot.

Learn more about our Educational Firm Marketing Solutions, Boiler Plate Events & Sales Management Training.

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Strategic Planning - February 2017 Test Prep & Admissions Network Employment for Tutors/IECs *Powered by  INDEED Learn about our services Strategic Planning - February 2017 By February, test preparation begins for the early spring SAT & ACT test takers. The March 11th SAT and the April 8th ACT to be exact. Either test can  be the first step in the test prep process  for Juniors and hard-driving Sophomores.   Most schools recommend that Juniors take the test for the first time in spring with an eye towards taking the exam more than once. The idea of taking either the SAT or ACT more than once will lead some of these folks to sit for an administration without intent  (ie- without mindful preparation).  While this is a common strategy, we've always believed that students should 1) define which test is best for them 2) take it once or twice at most.  Which brings us to the gunners. Gunners are the ultra competitive, Type-A students who prep with intent.  Gunners  prepare for the spring test administrations.   Many of these folks are planning to take the SAT Subject or / and  AP tests in May.   For that reason, demand will be high (it probably already is)  across all types of products. At the risk of over-simplifying, we have two prep cohorts:  the gunners and the "toe-in-the-water" students. In such a business cycle it  is helpful to have a reasonably diversified product portfolio. The idea is to have something that could nudge the the test and see types toward mindful prep. Typical products could  include a combination of the following:   Private Tutoring (short, medium, long prep programs) Small Group Tutoring  Classroom Based SAT or ACT Prep (long, medium, and long prep programs) A Combined  SAT+ACT Program Hybrid SAT or ACT Prep Programs (Live + Online Personal Learning Platform) College Essay + Test Prep College Application + Test Prep Proctored Practice Tests  Diversifying one's products is less complicated than most folks think.  For example, most of the items above rely on a single source curriculum.  For example, with some minor modification, one can turn an ACT Test Prep syllabus into ACT Tutoring, ACT Math Only Tutoring, ACT Intensive Tutoring etc. Having said all of this and to echo what was said earlier, expect a robust number of early enrollments through the beginning of February and look for a micro-peak of enrollments in the last week of the month as well.   The college admissions process will run in parallel with test prep for several more weeks which bodes well for continued demand. Speaking of, here are the month's  Marketing Suggestions: Events:  Understanding PSAT Scores, Writing Workshops, Practice Tests, ACT vs. SAT, Which Test is Best?  Remember, events are "feeder programs" through which leads are collected.  Although enrollments drive revenue, leads drive the enrollments! Incentives:   "Dollars off  the most popular classroom SAT or ACT Prep"  (last month it was the minimum sized tutoring package).  No classes?  No problem.  Use a "Try us for free"  tutoring incentive or  a value add incentive which couples some element of Free College Advising with Test Prep.  Sales Management:  update a one page sales sheet with the details and duration of the incentive; also include event dates and, if you have them, class start dates.   It is critical to note the intended "testing date" when speaking with an inquiry or when processing web leads.  Networking:  in general terms, communicate the month's  main message to community groups, administrators, or other local gatekeepersvia email the first week of the month.  As always, it is important to tell current leads about the month's messages and incentives as well.  It generally works out best if these messages are sent early in the month.   Networking:  if you have not, try to Register for  Spring College Fairs through your high school contacts. More broadly   when aligning promotional tools such as website,  blog, email, and social outlets stick to one clear message.  For February, it may be "Received $100 Off our 12 Hour SAT Tutoring."  Whatever the decision  resist the urge to communicate more than one incentive offer.   Direct Mail:  schedule to be in homes by early in the last week of the month Key Words:   schedule a free consult to learn more about Key Words The following Pulse articles  may be helpful:  Niche Strategy, Applying the Hedgehog Concept, Determining Client Acquisition Cost.                  Spending more than $500 per month on marketing your tutoring business? Schedule a time to discuss TPP's Marketing Auto-Pilot.

Strategic Planning January 2017 - Marketing for Tutors   Score your Official SAT or ACT practice tests in minutes with Score it Now. View this email in your browser

Test Prep Professionals || January Marketing Strategy                   Test Prep & Admissions Home Employment for Tutors/IEC through INDEED Tutoring & Admissions Business Tools - Catalog Marketing:   January 2017 January  is all about positioning for the Spring SAT & ACT test cycle.  Although there is an SAT test date on January 21 and an ACT test date on February 11, neither represents a significant number of test takers.  A little about the business cycle:  test prep programs vary in length and a typical timeline requires between  6 - 12 weeks (before a test).  Therefore, we are at the front end of the March-April-and the May-June SAT & ACT season. So, January becomes  less about prepping students for January or February SAT/ACT tests and more about grabbing a piece of the early spring market share.  With that in mind, be sure to key in on folks in your lead funnel.  These would be past event attendees, practice test takers, random web or phone inquiries that did not convert.   Leads that are over 90 days old may be more relevant than you imagine.   If you don't have a great system to capture costumer inquiry information, this may require a little organizing   But, you've already paid the majority what is known as the  client acquisition cost for these inquiries, so re-engaging them is practical.  A well sequenced email campaign with your lead incentive message should help.  Speaking of reengagement, if you have high school  accounts be sure to solicit guidance counselor feedback relating to school hosted  prep class days/times/locations and popular test dates.  In our own market research, TPP found that parents & students favor convenience,  and program efficacy (in that order) when selecting SAT or ACT prep.   Outside of the tactics of approaching  schools and lead re-engagement, new student interest can be generated with events/webinars etc. Consider the following  themes:   ACT vs. SAT,  What do my PSAT Scores Mean,  Take a Free  Practice Test. Marketing Suggestions: Events:  Understanding PSAT Scores, Writing Workshops, Practice Tests, ACT vs. SAT, Which Test is Best? Incentives:   "$$ Off a minimum length tutoring package"  or  "Try us for free" Sales Management:  update a sales short sheet with incentives  &  class start dates; include event dates as well.  Stick to the rules of each incentive and review with your team.  Networking:  in general terms, communicate your  main messages to community groups, administrators, or other local gatekeepers.   Don't forget to inquire about Spring College Fairs through your high school contacts. More broadly   When aligning promotional tools such as website,  blog, email, and social outlets stick to one clear message.  For January, it may be "Try Us for Free."  Whatever the decision  resist the urge to communicate more than one incentive offer.   Bootcamps:   if you have the inclination and the staffing  you could try a  weekend bootcamp or a compact class for February - March tests.   Because the window is short,  it is sometimes helpful to cap these classes at a smaller number than would be typical for April, May, June.    Keywords:  available through community membership at testprepprofessionals.com The following Pulse articles  may be helpful:  Niche Strategy, Applying the Hedgehog Concept,Determining Client Acquisition Cost.                                 Spending more than $500 per month on marketing your tutoring business? Schedule a time to discuss TPP's Marketing Auto-Pilot. Learn more about Elite Tutoring Positions throughout the country. Submit a candidate profile through our  Quick-Application Link .  We'll respond within 48 hours.  *SAT is a registered trademark of the College Board, which was not involved in the production of, and does not endorse, this site. *ACT is a registered trademark of ACT, Inc., which was not involved in the production of, and is not affiliated with this site.

December - Strategic Recommendations for Independent Tutors

Strategic Planning - December 2016 Resource Library Updates:  ACT Answer Keys Added for the following:  72c, 71h, 71g, 71c, 63e ACT-SAT, SAT-ACT  Score Converter PSAT Score Calculator Strategic Recommendations for Independent Tutors & College Counselors

Marketing:   December  While November was all about outreach and early bird incentives, December starts a more traditional Spring Sales Cycle for test prep & tutoring.  Schools are generally in through the week of the Christmas holiday and there are some key "scores back" dates which should help drive interest.   PSAT Scores Back:   available online December 12th.   Be prepared as this will create a wave of interest in Spring-Summer SAT (and ACT) prep offerings.   Think to yourself "what questions will parents and students have?"  and based on those questions "How can I help answer questions and provide service to that group?"    PSAT paper-based  scores are typically back 1 week later, so prepare for a mini peak that week as well.  SAT Scores Back:  November test results were released December 6th.  The impact of those scores is most relevant to your local demographics.    This group is very often Seniors  trying to leverage a super-score to improve college admissions positioning.   Typically a small cohort, these folks sometimes choose to test again in December and focused private tutoring is often what they seek.   ACT Scores Back:   The December 10th ACT scores results (sans essay) will be released December 20th.   Positioning for these folks entails reviewing your lengthier service options.   Options such as January-February class prep for February - April Testing, as well as. moderate-to-intense tutoring programs (2x/week or greater) should be polished.  Events:  What does my PSAT Score Mean?   and  ACT vs. SAT Which Test is Best? Offers:   Intensive tutoring and test prep  for Spring.  Some sort of "Holiday Incentive" is also a good idea.  Contrast this incentive with the aggressiveness espoused in November;  focus in more on a value-add such as a free tutoring session. Planning: Review or add January class starts, January pricing for tutoring etc. Networking:  Refresh service lists at local high schools.  Let folks know about any Subject Based Tutoring Specials ahead of final exam week.  More broadly   Align website,  blog, email, social outlets to include a the December Incentive.   Take care to promote and market heavily in the first two weeks of the month and then again in the final week of the month.                   Spending more than $500 per month on marketing your tutoring business? Schedule a time to discuss TPP's Marketing Auto-Pilot. Learn more about Elite Tutoring Positions throughout the country. Submit a candidate profile through our  Quick-Application Link .  We'll respond within 48 hours.  *SAT is a registered trademark of the College Board, which was not involved in the production of, and does not endorse, this site. *ACT is a registered trademark of ACT, Inc., which was not involved in the production of, and is not affiliated with this site. Schedule a Free Consult

Strategic Planning - December 2017 Test Prep Professionals || December Test Prep Marketing Strategy                   Test Prep & Admissions Home Employment for Tutors/IEC through INDEED Tutoring & Admissions Business Tools - Catalog Using Incentives for Black Friday and Beyond SAT scores from the November 5th administration will be released starting November 29th (the recent ACT is slated for December 20th).  These dates combined with the retail frenzy that grips the U.S. on Black Friday will generate a mini-sales peak in the week after Thanksgiving. Potential clients will be in the habit of web-shopping because of a fairly normalized consumer sales cycle.  Although this sales cycle is more traditionally related to retailers and holiday shopping, Test Prep & Tutoring sales tend to hit a mini-peak as well. That having been said, Black Friday may be hit or miss for Test Prep & Tutoring consumer traffic--BUT--the Monday and Tuesday after Thanksgiving are usually quite busy. To take full advantage of the Scores Back/Black Friday spike, it will be helpful to prepare now.  Here are some basics worth reviewing with your team: 1.  Have a singular and impactful message.  Whether you are using pricing incentives, value-adds, or new product announcements, limit the scope of your sales messaging to a singular message. 2.  Have a short team meeting during which this message is discussed and be sure folks fully understand how to discuss and implement the promotion or message of choice. 3.  Review and update sales sheets (product descriptions, pricing if there is an incentive, limitations to any incentives, and sales scripts if you have them).   4.  Consider developing a quick FAQ for team members taking in-bound calls or responding to landing page inquiries.  5.  Double check class offerings &  tutor availability through the end of January.  Many people will be looking ahead and you will want to have inventory to meet the demand! 6.  Extend the discussion to all tutors and teachers in order to maximize network outreach.  This can be done pretty efficiently through a bullet-pointed email. 7.  Document any and all information from web forms or inbound callers who DO NOT enroll.  These folks could be prospects for a future offering. 8.  Consider sending an email on either the Monday or Tuesday after Thanksgiving detailing a hard-to-ignore offer. Use the subject line to highlight the offer mentioned in Point #1. 9.  Don't forget your current clients; they deserve to be rewarded as much as or maybe event more than new clients. 10.  If you are not in the habit of measuring performance, test the waters by benchmarking enrollment goals.  One can do this through using comparative dates/data from the prior year. For example, if the Monday after Thanksgiving in 2015 your enrolled 3 students, try goaling at 5 or 6 this year.  Extend that logic forward as appropriate.  Hope it helps.   Happy Thanksgiving Week! Kevin                   Spending more than $500 per month on marketing your tutoring business? Schedule a time to discuss TPP's Marketing Auto-Pilot. Learn more about Elite Tutoring Positions throughout the country. Submit a candidate profile through our  Quick-Application Link .  We'll respond within 48 hours.  *SAT is a registered trademark of the College Board, which was not involved in the production of, and does not endorse, this site. *ACT is a registered trademark of ACT, Inc., which was not involved in the production of, and is not affiliated with this site. Schedule a Free Business Consultation