Transcript Let the Students Teach Us: Academy Outreach and Recruitment”

“Let the Students Teach Us:
Academy Recruitment”
Marketing
Max Elsman
“Nonprofit Marketing Consulting Since 1984”
NAF Conference
Using “Brand Management” to
Grow an Academy
Understand your existing “brand”
Realize that brand identities are not rational
Master the tools of “brand management”
“Position” your Academy’s brand so that it is more
desirable than its competitors to your target
audience.
Market your brand to gain enrollments and
support.
What “Behavioral Economists” Know
“By the time we comprehend and digest
information, it is not necessarily a true
reflection of reality. Instead it is our
representation of reality, and this is the
input we base our decisions on.”
-- Dan Ariely (from the book “Predictably Irrational”
“Brand” = “Perceived Identity”
Humans innately “name” everything and give it
an “identity.”
No identity = “unknown” (scary/lethal)
Identities are formed quickly on the flimsiest of
evidence. Tough to change.
Those around us are most influential in shaping
an identity.
In marketing, the shaping of a coherent identity is
known as “branding.”
Our goal: Become the most desired “brand”
among educational options.
Academy “Brand Identity”
Totality of perceptions and you efforts to control
and create them =Your Academy’s “brand
identity”
“Identity” exists in the minds of students and
parents. Your goal is to control it.
Research what students and parents know and
think about your Academy
Example: Mistaking a “hospitality” Academy for one
focusing on hospital and medical careers.
Focus on perceived “value” and “price” of
enrollment
Why Marketers are Suspect
Increase Value; Reduce Price
“Value”: The perceived benefits of
Academy enrollment.
“Price”: The perceived drawbacks of
Academy enrollment.
When perceived value exceeds perceived
price, students will enroll.
This simple formula also works to gain
funders and supporters.
Marketing Is More Than Sales
“Product” – The quality, features and services of
your Academy make up its perceived “value.”
The higher, the better.
“Price” – Includes financial and “time and
trouble” costs of enrolling and participating. The
lower the better.
“Place” – Focuses on “getting the product to the
customer.” Academy location, neighborhood, ease
of access, hours operation are all important.
“Promotion” – The mix of personal selling,
advertising, public relations and sales promotions
that give the “biggest bang for the buck.”
Academies Must Compete
Students and parents will choose only one school.
There is no prize for second place.
Students have other options:
The regular school
Magnet/charter schools
Other special schools and programs
The street
Critical to identify competitors and create a
superior brand.
Marketing Every Day, Every Way
Your “brand identity” is shaped daily.
In every class
In every event
By every teacher
By every student
By the appearance of your building
By what others are saying
By what your competitors are doing
Recruitment in a Nutshell
Identify Academy’s two main target audiences
(students most in need and most likely to enroll, plus
their parents/guardians)
Research Academy’s “brand identity” among target
audience (Awareness, perceived benefits and
drawbacks)
Identify one benefit that most powerfully stimulates
desire and action (“Unique Selling Proposition”)
Create a promotional campaign around the USP
Choose media that communicate your message most
efficiently and effectively.
Two Separate Efforts
Enrollment decision will be influenced by
students’ friends, teachers, and
parents/guardians.
“Value” and “Price” are perceived very
differently by teens and adults.
At minimum, create two recruitment
strategies: one for students, one for parents
and guardians.
Your Brand Identity Now?
A fun school that isn’t boring.
A haven for social misfits and slackers.
A “vocational” school for the non-college bound
The school that can best help you get a good job
The school for “Brainiacs” who are already college-bound
The “White” or “Latino” or “Black” school
The “poor kids” school
The tight-knit “family style” school
Unaware of the Academy
Is your current brand identity your desired brand identity?
USP Is Your Brand Identity
Build entire recruitment effort around your
own “Unique Selling Proposition.” It’s how
you communicate your Brand Identity.
 Start with a sentence: “Our Academy offers a
warm, supportive, family like environment to teach a
uniquely stimulating Travel and Tourism curriculum
directly leading to higher education and steady, wellpaying jobs”
Distill into a slogan: “Join our Family and See the
World.”
Distill Your Ideal Brand ID
Ask: Which one aspect of perceived value is most likely to
prompt students and parents to pursue Academy
enrollment?
Example: Your students often say an Academy is like
“family.”
Selling Proposition to students might be: “Join the
Academy where you’ll always belong and where we’ll
succeed together.”
Your goal: A unique identity that’s true, powerfully
attractive and that no one else can claim.
“AIDA” in Action
Attention: “The ABC Academy: Where Paid
Internships Today Pay Off Even Bigger
Tomorrow”
Interest: (More about USP, plus additional
benefits)
Paid internships with local businesses make it easier to
get into college and get good jobs later.
Interesting curriculum focused on exciting world of
Travel and Tourism
Like a family: Supportive; connected, loving; sharing;
accepting
Teachers who really motivate and really care
“AIDA in Action” (Part 2)
Desire: (It works for others; it will work for
you)
Testimonials from successful Academy
students, past and present
Statistical proof that the Academy enhances
chances for success (Use NAF or local figures)
Action: Tell prospective enrollees exactly
what to do and when to do it.
Manage Your Brand
Name of your Academy
Appearance of the building
The “vibe” of your campus
Dress codes
Distinctive logo and slogan
Distinctive school color
Unique events or activities
Frequently communicate your successes
Cultivate the press
Recruitment Media Options
“Repetition” is the key. Begin weeks in advance.
Target students and parents separately
Strive for multi-media approach (written, oral,
electronic)
Personalize as much as possible
Put students and staff with a “sparkle” on the front
lines. EMPHASIZE TESTIMONIALS!
Media Options
School enrollment events
Brochures
Website
Posters
Phone calls by students or teachers
Personal invitations by teachers (letter or oral)
Recruitment contests among current students