Strategic Planning - August  2017

Strategic Planning for Tutors & IECs - August 2017

Because there is an SAT test administration on August 26th, we expect August 2017 to be far better than August 2016.   For that reason, is ideal for Test Prep Tutoring , Short Courses, and Bootcamps. 

Test prep companies are likely to offer discounts on SAT/ACT Private Tutoring Bundles and we recommend that boutique firms follow suit.   If you don't currently have Tutoring Bundles or Packages of Hours, this is an ideal time to test market.  

In terms of college admissions, The College Search Process  is well underway.  A rising seniors will have their school lists made, have the majority of the common application complete, and will be looking for essay guidance as well as instruction on Early Admissions, Early Decision candidacy.   Juniors may be weighing ACT vs. SAT, how many administrations, etc. 

Independent tutors should be business than in the past as a result of the test prep overflow.  Key in on areas of strength and specialize ahead of the SAT.  For example, consider offering SAT Math Only Tutoring or SAT Reading & Writing Tutoring Packages.

If you are not an SAT or ACT tutor,  helping Students Avoid the Summer Slide should see an uptick in the weeks before schools start.  

Based on the reasons above  we suggest adding or amending the product mix to include:

    •    College Essay Workshops
    •    SAT  Math or Reading & Writing Only (don't go overboard with these)
    •    SAT  Bootcamps not later than two weeks before the test

    •    August 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 giants will focus heavily on converting leads captured earlier in the year.  Expect discounts and special program offers from the heavy-hitters.

Regional firms should look to follow the "industry giant" example and use an aggressive pricing strategy as a means to increase market share.   If you are uncomfortable discounting, try a value-add such as a free hour of tutoring. 

We recommend the following  Free Events:

    •    Free ACT or SAT Practice Testing (schedule multiple dates and promote) - August & September

    •    SAT or ACT Scores Back Seminar (From your July, August  Practice Test Events).  

    •    SAT vs. ACT - Which Test is Best?  Once per month, August & September

    •    Free Personal Statement Workshops and SAT/ACT Essay, Writing Workshops

If you need additional information about any of the above, feel free to  set up a time to speak.

Warm regards,

Kevin

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6 Tips for Hiring Exceptional Tutors

Recruiting and then retaining exceptional talent is foundational to an organization's success. Large companies have the benefit of designated human resource departments which are often segmented into units such as sourcing, screening, on-boarding, and training. Small educational service firms have less infrastructure and rarely have a designated human resource department.

Although small firms are less well equipped, they must ostensibly oversee the same functions. Generally, owner-operators, lead tutors, or administrative support staff wear multiple hats in order to cover the human resource process.

Having participated in this general-management style approach to human resources, I found it to be hit or miss with regard to candidate quality, professionalism, and sense of duty (at least in the context of recruiting top tutors). What I learned then is that a careful assessment of candidate intangibles (soft skills) was critical. 

Here are some tips for assessing these intangibles:

1. Have a baseline standard and stick to it. Typically, this involves test scores, degrees earned, and experience tutoring. If the minimum standards are not met, immediately generate a "regrets email."
2. If a candidate has the requisite background, dig more deeply into the experience piece. There are vast differences in experience levels. For example, a tutor who tutored a family member or worked at a drop-in center at a college or who tutors through a tutoring-market place is generally not as well-positioned as a tutor who trained with and worked for a local, regional, or national firm. The key is to ask specific open-ended questions about specific tutoring assignments.
3. Review didactic vs. socratic experience. The majority of folks whom I have interviewed have accumulated a great many socratic contact hours. Said differently, they are Homework Help experts who go over lessons taught in high school but who generally don't have to prepare much for the tutoring session. The student brings a book and her/his questions and the tutor dutifully answers some and asks some. In contrast, didactic specialists have material they prepare before a session, a plan for what will be covered during the session, and a homework assignment in mind for after the session.
4. Be as realistic as possible when discussing the role. Discuss number of hours, days & times required, commute, parking, expense reimbursement etc. The goal is to create a mutually beneficial relationship built on trust and transparency. This should help with tutor retention.
5. Professionalism. This is critical since the tutor is a representative of your brand. During the recruitment process, take note of response time between emails, meeting punctuality, comportment over the phone, and appearance in the interview.
6. Cultural fit. A little more difficult to decipher but perhaps the most important quality needed for a successful hire; fitting in with the brand of your organization's tutors can be easily overlooked -- particularly when there is a tutor shortage. Questions designed to elicit degree of empathy, self-awareness, and authenticity work well. Here are a few standard questions to get you on your way:

• "What would you say is your biggest weakness?" This is designed less to surface a weakness and more to help determine how forthcoming, self-aware, and honest the candidate is.
• "What led you to this particular job-post?" Again, this is less about why they think your company is superior to the others and more about what the candidate says and how it is said. Look for a genuine answer.
• "What are the top three things that have lead to your success as a tutor?" Listen for the "I-I-I" syndrome and contrast that with what a team player may say. One can learn a good deal from hearing a candidate recount his or her success.

Ultimately, good hiring practices are not difficult to implement and require little more than a bit of time and thoughtful preparation.

Learn more about Test Prep & Tutoring Professionals (TPAPT)

Strategic Planning - July 2017 - Test Prep, Admissions, Private Tutoring Business Guidance

Strategic Planning - July  2017

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

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July 2017 Strategic Brief  & TPAPT Community Update

Group:

I hope everyone is well.  Below is our July is About  Strategic Planning Guide.  Here are some TPAPT updates as well:

• We've released New SAT and ACT Student Workbooks & Instructor Guides.   This is a white-label product which can be branded with your company information.  Here is a sample:

White Label Programs

• TPAPT members can now create a social profile,  friend others, promote a brand through image uploads etc.   If you haven't gone in to add a bio and perhaps your company logo, it is well worth the time.

• Claim your Complimentary SAT vs. ACT Infographic Template

Strategic Planning for Tutors & IECs - Jule 2017

Because there is an SAT test date in August, we expect there to be an increase in demand for summer test prep classes and test prep tutoring.  For that reason, July will be an important month to engage prospective and former clients to that end.  

Test prep companies are likely to offer discounts and other incentives to claim the new market share.  This "new" market share will be artificially inflated by students who would normally target the Fall for the test administration.  Collecting revenue earlier in the year-particularly during slow summer months-is helpful to small firms seeking cash-flow. 

In terms of college admissions, The College Search Process has begun and basic advice and guidance should increase in the blog-o--sphere.    For that reason,  we're sticking to the same advice as last month:  hold free informational events and monetize through Essay Workshops and Short College Admissions Camps.  

Independent tutors should be busier this summer.  Between the August SAT Test, Helping Students Avoid the Summer Slide, and Essay Development, there will be plenty of business. 
Based on the reasons above  we suggest adding or amending the product mix to include:
    •    College Essay Workshops
    •    SAT / ACT - Regular  Length for Fall Tests (average length programs of 18 - 24 hours
    •    SAT  Math or Reading & Writing Only (don't go overboard with these)
    •    SAT  Bootcamps at the beginning of August
    •    SAT / ACT Hybrid Offerings ( Combined SAT/ACT prep based on the relative similarities between the New  SAT and the ACT).   Although hybrid-classes require an exceptional instructor, they should become more prominent in the next year.  
    •    August 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 giants will focus heavily on lead generation through free offers.  For example, Kaplan is offering Free SAT, ACT, and AP "Days of Tutoring."  These are held remotely.

Regional firms are likely to follow the example and there are few barriers for localized firms to do the same.  These free remote tutoring events should begin to disrupt the traditional Free Practice Test Events we've come to know.  For now, though, things should remain the same and new student lead generation should revolve around the following   Free Events:
    •    Free ACT or SAT Practice Testing (schedule multiple dates and promote) - July & August
    •    SAT or ACT Scores Back Seminar (From your July Practice Test).  Schedule for the week after July 4 for SAT, ACT Scores Back
    •    SAT vs. ACT - Which Test is Best?  Once per month, July & August
    •    Free Personal Statement Development Workshops

If you need additional information about any of the above, feel free to  set up a time to speak.

Kind regards,

Kevin

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Strategic Planning - May 2017

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

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.

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

•    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.

[Register as a free Community Member and receive our Strategic Brief’s two weeks earlier]

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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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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