Word of mouth marketing is often hailed as one of the most powerful tools in any school’s enrollment management strategy. The authenticity and trust that come with a personal recommendation are unmatched by even the most polished advertisements. However, the key question is: Are you leveraging word of mouth effectively for your private school? Are you building the number of disciples for your school. Here’s how to harness the full potential of this invaluable resource.
1. Identify Your Target Audience
To craft an effective word of mouth marketing strategy, start by identifying the families you want to target. Specifically, consider the full-pay families who are vital to your school’s revenue stream. Understanding where these families live, what interests they have, and what drives their decision-making is crucial. Begin by researching the current full-pay families at your school and expand that knowledge to similar demographics in your surrounding area. The more precise your understanding, the better you can tailor your efforts and support your team of disciples..
2. Speak Their Language
What language do your current families use when discussing your school? It’s essential to listen and learn from these conversations. Avoid using educational jargon that might alienate or confuse prospective parents. Instead, mirror the language and expressions your current families use. This approach not only makes your school seem more relatable but also ensures that your messaging resonates with the very people you’re trying to reach.
3. Activate a Word of Mouth Campaign
A successful word of mouth campaign starts with your current parents. Encourage them to share their positive experiences with prospective families. This can be done subtly through events, newsletters, and personal conversations. The goal is to turn your current parents into enthusiastic advocates who will naturally promote your school within their social circles. Some schools may want to offer discounts for referrals. To me this is a last resort; you may even lose the authenticity that you get from this group. Be careful.
4. Build Euphoria Among Current Families
Creating a sense of excitement and euphoria among your current families is a powerful way to fuel word of mouth marketing. Remember, parents don’t directly experience your school’s educational offerings—their children do. Therefore, focus on what makes the parents proud, happy, and engaged. Whether it’s showcasing student achievements, offering unique parent experiences, or simply providing exceptional customer service, find ways to keep your current families excited about being part of your school community.
5. Ask for Their Help
Don’t be afraid to directly ask your current families for their help in spreading the word. Hopefully, during their application process, you built a relationship with them and they want to help you. Often, parents are more than willing to assist but may not know how. A simple request can go a long way in mobilizing your base to promote your school to friends, family, and colleagues.
6. Provide Them with the Right Tools
Empower your parents with the tools they need to effectively market your school. This could be as simple as providing them with talking points, sharing impactful stories, giving them promotional materials to distribute and of course encourage them to share what they are most euphoric about. By equipping them with the right resources, you make it easier for them to become active participants in your word of mouth marketing efforts.
7. Explain the Benefits to Them
Finally, it’s essential to communicate to parents why their involvement in marketing the school is important and how it benefits them. Whether it’s the pride of being part of a community or the tangible benefits that come from a thriving school environment, make sure they understand what’s in it for them. When parents see the value in promoting the school, they’re more likely to do so with enthusiasm and dedication. But don’t forget, nothing tops the facts – an excellent program – to share with others will win the day.
Conclusion
Word of mouth marketing is more than just a buzzword; it’s a strategic tool that, when used effectively, can significantly impact your school’s enrollment numbers. By targeting the right families, speaking their language, and actively engaging your current community, you can turn your parents into your most powerful marketing asset. Remember, every satisfied parent is a potential ambassador—equip them with the right tools and watch your word of mouth marketing efforts flourish.
