Imagine walking into a bustling marketplace where every stall offers something unique. The aroma of freshly baked bread wafts through the air, mingling with the vibrant colors of fruits and the enticing call of vendors. In this sea of possibilities, how do you choose where to stop and invest your time and money? This scenario isn’t too far removed from what we face in enrollment management at K-12 private schools. The key to navigating this market is segmentation.
When I joined Northfield Mount Hermon (NMH), I was met with resistance from the director of marketing and communications. “Why segment? Everyone needs the same stuff”, believing that one-size-fits-all messaging would suffice. It was a perplexing stance, as effective marketing is about delivering the right message to the right audience. Without segmentation, you’re doing too much guesswork.
The Power of Segmentation
Segmentation isn’t just a fancy marketing term; it’s the backbone of a robust enrollment strategy. By identifying your most important segments, you can allocate resources more effectively and craft tailored messages that resonate with specific groups. It’s about understanding who your prospects are and where they are in their journey toward enrolling in your school. That’s why for one of my postcard campaigns I ran, I used pictures from the current students living in the neighborhood where the full-pay families resided.
So, what exactly are segments? Think of them as distinct groups within your larger pool of prospects. The importance of each segment is determined by their interest, effort, and the demand they generate. While the traditional admission funnel includes stages like inquiry, application, campus visit, acceptance, and enrollment, it’s crucial to recognize the variety of segments that make up the middle stages.
Examples of Key Segments
Here are some potential segments you might consider:
- Participants in school fairs: These are warm leads, more promising than cold calls.
- Open house attendees: Prospects who’ve shown interest by taking the time to visit.
- Class Day visitors: Families who attend special events to experience your classrooms.
- Students from independent or Catholic schools: These students often have different expectations and needs.
- Full-pay applicants: Families willing to invest fully in their child’s education.
- Alumni children: These families already have a connection to your school.
- Siblings of current students: Prospects with a family history at your school.
- High SSAT scorers (90th percentile and above): Academically strong candidates.
- Students contacted by alumni: Those who’ve received personal outreach.
- Revisit day participants: Families giving your school a second, closer look.
- Activity Focused Groups: Athletes or artists seeking a private school. Some areas don’t let you do specific athletic events, in that case, invite your market from where they can be found and don’t name the event – athletic, e.g. athletic club teams.
Combining Segments for Greater Insight
You can also create new segments by combining existing ones. For instance, open house attendees from private schools or alumni children who scored in the 90th percentile or higher. This nuanced approach allows you to evaluate how effectively you’re moving these segments deeper into the enrollment process too.
Why Segmentation Matters
Focusing on segmentation can significantly enhance your marketing efforts. By understanding the unique characteristics and behaviors of each segment, you can tailor your strategies to meet their specific needs. This targeted approach not only improves engagement but also increases the likelihood of matriculation.
Putting It Into Practice
Take the time to map out your segments and analyze their journey through your enrollment funnel. Measure your success rates at each stage and adjust your strategies accordingly. Remember, the goal is to move prospects from inquiry to enrollment efficiently and effectively.
In conclusion, segmentation isn’t just a marketing buzzword—it’s a strategic imperative. By identifying and understanding your most important segments, you can create a more personalized and effective marketing program. And in the competitive world of K-12 private school enrollment, this could be the difference between a bustling marketplace of eager students and an empty stall.
So, next time you plan your marketing strategy, think about the diverse segments you serve. Tailor your messages, allocate your resources wisely, and watch as your enrollment numbers grow.
