It’s like trying to hit a moving target. What is? Knowing which marketing activities will generate the most qualified inquiries and how to manage converting more of them into enrollments.
How do you know which marketing efforts will be worth your time and the resources you allocate to them? How can you assure that the marketing training you provide will be applied in the centers? What combination of initiatives will yield the highest enrollment and revenue generation for the center?
Include Evaluation Methods – In your marketing action plan, be sure to include a method of evaluation for each inquiry generating activity. With every prospect who inquires, ask , “What are the ways you heard about us?” Monitor marketing efforts most successful in achieving the best return on your time and resources.
Manage Enrollment Conversions – Track visit and enrollment conversions with a simple system that shows patterns of highest inquiries, sales skill development needs, and centers where more marketing is required to generate inquiries. Also track inquiry sources, follow up activity, and reasons for dis-enrollment.
Insure Higher Performance – Training in marketing and enrollment building skills gives you the tools you need to increase conversions of qualified inquiries. However, the best training without field performance expectations will not yield optimal results. The most successful leaders provide training of proven techniques for managers, set up specific field application expectations, and then use performance evaluations, recognition, and incentives to insure that directors are applying effective approaches.
With all this information in hand, you will have a strong view of what works and what does not, a clear aim on achieving enrollment target goals, and far more control over your enrollment growth. Bullseye.