Marketing Success Masterclass

Transcription

1 Marketing Success Masterclass Marketing Secrets hosted by Kris Murray With guests Sindye Alexander and Emily Smith August 31, 2017 K

2 What We ll Cover Today Why you should be using campaigns Why you should automate How much is too much? The fear of following up too much How to Build Trust & Relationships with Mechanics: Step by Step How-To s Reporting and Measuring your Results An Invitation to Have Us Do It All for You Open Q&A K

3 Meet Kris Murray & Sindye Alexander Kris: America s Top Expert on Child Care Business Founder of the Child Care Success Academy Author of 2 leading books on child care business topics Personally coached thousands of child care owners & directors National speaker and host of The Child Care Success Summit conference (Chicago, October 2017) Sindye: 23 years in Child Care Industry, home to small center, to large center Joined CCMS over a year ago. Content Marketing Manager, Marketing Expert K

4 How this all began Me with my kids, Owen & Maeve, back in 2008 Alison, my first child care client, with her grandkidsughters K

5 Sindye s Family Sindye s Centers 2007 Opened Home Daycare 2011 Center Licensed for Opened Center Licensed for Sold Center & joined Child Care Marketing Solutions team!! S

6 Child Care Success Academy K

7 Who is Emily Smith? An Educator & CRM Specialist With a Passion for the Child Care Industry The early years: Proud alumni of The University of South Florida BS in Early Childhood Education, Minor in Business Leadership Teaching Certificates in FL and TX EC-6 Proud mom of Aidan & Cooper and master multi-tasker since 2007 The later years: Licensed Director in Texas since 2008 Executive Director Primrose Schools Program Director Kids R Kids Sales Manager ChildCareCRM E

8 What is ChildCareCRM? Web-based SaaS Management Solution focused specifically on the Child Care Industry Inquiry Processing Lead Tracking Task Management Contact History Mass Marketing Campaigns Wait List Management Analyze KPI s & Key Metrics Unique Multi-Site Organization Capabilities Over 1,700 Centers in USA, Canada, UK, New Zealand & Australia E

9 Benefits For All Schools New Schools Build pipeline of prospects and registrations Keep informed and engaged Quickly load registrations into management system Struggling Schools Analyze lost business Improve processes Hold directors accountable Successful Schools Maintain professionalism Track trends for potential issues Manage wait lists E

10 Why is Marketing So Important? is 40x MORE EFFECTIVE than Facebook & Twitter Combined when Acquiring a Customer 91% of all US Consumers Use Daily Source: McKinsey & Co. S

11 Why is Marketing So Important? Most Inexpensive Way to Market Reaches Millennial Moms Allows you to Nurture Relationships Can be Automated S

12 Types of Personal (or Business) Blasts Auto Responders, Broadcasts or Drip Campaigns S

13 State of Marketing Today In the child care industry, most providers / centers are NOT using to its full advantage Only 10-15% are collecting addresses on their home page Most don t have a sales funnel using Most aren t sending promotional blasts to a list of prospects You have a huge opportunity to be unique, fun, charming, clever, and informative via (because your competitors are most likely NOT) S

14 Yet Most Early Childhood Businesses are NOT Using it Effectively Does this sound like you? You Have Good Intentions but it s Not Consistent No Time to Develop & Implement Campaigns More Urgent Matters are Always Sucking your Time You Use 1-on-1 Via Outlook or Your Personal Inbox, Rather than Having it Automated with e-blast Capability S

15 Sample Marketing Pie Phone Calls Live Events Referral Program Muffin Runs Flyers Carnival Mom to Mom Facebook Website S

16 Top 6 Reasons Why You Should Use Marketing Automation 1. Be More Effective No matter how awesome your team is, you have a limited amount of hours each day to grow your schools. Automation enables you to squeeze more juice out of the time available to you. 2. Less Repetition, More Creativity When you replace manual, repetitive work with automated rules and campaigns, you free up your team s time to focus on more creative tasks. 3. Refine Your Processes Implementing a process requires you to visualize your prospective parent s journey though the enrollment process. This allows you to refine how you target and nurture your prospective families. E

17 Top 6 Reasons Why You Should Use Marketing Automation 4. Take Your Marketing To an Ultra-Targeted Audience The more relevant a message is to a potential parent, the more likely they are to open and interact with it. 5. Follow Up Faster than Your Competition A recent Harvard Business Review study suggested that you re 60X more likely to connect with a potential customer if you follow up within 1 hour, compared to waiting Reduce Conversion Time By making your enrollment process more efficient and effective, you reduce the time it might take for a potential parent to get to each next step. E

18 3 Ways to Use Marketing to Fill ALL the Open Slots in Your Center E

19 Method 1: Set Up an Drip Campaign Communicate With Your Prospects. Build a Relationship (on Auto-Pilot) With Them by Staying in Front of Them With Interesting Information About Your Programs and With Expert Positioning Articles & Info. S

20 Method 2: Blasts to Your List Upon an Event with Mass or Text Invitation to Your Open House Announcing Something New or Exciting Changes in Pricing or Policy Sending Out Authorization Forms Notifications of Openings at Your Center S

21 Method 2: SEGMENTED Blasts to Your List E

22 3 Method 3: Nurture Campaigns to Current Clients Communicate With Your Current Clients! Nurture Your Relationship. Set up Drip s that Give Parents Helpful Info. E

23 How to Build Trust & Relationships Branded Make it Familiar Photo of Owner, Director or Building Educate about your programs Social Proof Parent Testimonials Provide Expert Advice Invite Tours, Events, Offers/Specials S

24 Expert Positioning Ideas: Children s Book Reviews/Toy recommendations Tips for Fun, Healthy Snacks How Busy Moms can Find Some Me Time Kid s Room Organization Ideas Successful Bedtime Routines Potty Training Tips Local Info on Events Kids Sports, Library Story Hours, Car Seat Inspections, Family Events, etc. S

25 Industry standard benchmarks Deliverability -> 75-80% average (on average, 20% of the s you send miss the inbox) Open rates -> 7-10% of all recipients Click-through rates -> 20% average Conversion rates -> 8-10% average S

26 You Can t Manage What You Can t Measure E

27 You Can t Manage What You Can t Measure E

28 2 The big question. How much follow-up is TOO MUCH? When do you turn into the unwelcome pest, rather than the WELCOME GUEST? K

29 2 Ways to Get Over the Fear of Following Up Too Much Change Your Mindset! You are Offering a Wonderful Service!

30 Follow-Up Secret #1 Fact: It takes a minimum of SEVEN touch points with a prospect before she is ready to do business with you She needs to KNOW, LIKE, and TRUST you before she will trust you with her most precious thing in the world her child S

31 Follow-Up Secret #2 When your s are fun, informative, entertaining, or of VALUE they are seen as welcome in her inbox Don t be boring! Personality and your story are what set you apart and get people to ENGAGE with you! S

32 How Much is TOO MUCH? Send Often Right After the Inquiry. This Lead is HOT!! Day 1, 2, 3, 5, 7, 10 Then once or twice per week MAX for days for prospects, once per week (or every other week) for current clients. S

33 How to Get Started Creating Your Own Graphically Impressive, Professionally Branded Campaigns Brainstorm For Topic Ideas Make a Plan (Order & Interval) Write the Content Search for Free Stock Photos Sign up for Auto-responder System Create/Build Your s Automate!! S

34 How to Get Started Creating Your Own Graphically Impressive, Professionally Branded Campaigns Embrace, Educate, Excite, Enroll Embrace Your Calling Educate Be the Child Care Authority Program Info / Social Proof / Child Related Info Let Your Excitement Show Enroll Away!! S

35 Choosing the Right Management System Allows Lead Capture on Website Has an Auto-responder Function Can Send Blasts User Friendly E

36 Marketing Automation Examples Automate By Status Status Reasons Age Groups Employers Custom Fields Lead Sources Future tasks and past events E

37 We ve given you a lot to think about so far K

38 Here s the problem: You don t have time (and it s not efficient) to individually follow up with each family before and after the tour. K

39 You know you should create drip campaigns and automate your follow-up, BUT. You might not be a good copywriter, or you don t want to learn this valuable skill. You might not understand how to create professional-looking, branded s and set them up in an automated system. You might not know what messaging to convey that sets your program apart and positions YOU as the child care expert. The one we hear most often You might not have the time (or the desire) to put together follow-up campaigns. K

40 The Solution: The Ultimate Marketing Package K

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66 YES! Enrolled 4 months after originally touring because of contact. S

67 YES! Thanks for Touring prompted the official enrollment phone call. S

68 YES! We couldn t connect by phone, but my s landed this enrollment. S

69 YES! Parents often ask my expert opinion on their parenting issues. S

70 200 s Ready to go! S

71 200 s Ready to go! Prospect and Tour s Center Welcome s Center Policies Payment & Schedule Reminders Health Topics Child Safety Book Reviews Language and Literacy Early Science Experiences Meals & Snacks Family & Parenting Child Development Series Household tips.and more S

72 BIG NEWS!!! K

73 Now Fully Integrated with Child Care CRM Create a beautifully branded template Import as many of the s as you would like into your CRM with just a few clicks Edit the s any way you d like Set your business rules to automate sending to prospects and clients Create your own additional s to supplement this package?

74 If You Are A Child Care CRM User Never before has it been so EASY for you to import all 200 available s with just a few clicks. You can design your template and have all 200 s in your system in an hour or less.

75 So we have 2 awesome offers for you How you can get the Ultimate Marketing Package for Child Care How you can sign up for Child Care CRM if you haven t yet K

76 If You Are A Child Care CRM User AND Have the Ultimate Marketing Package (or are a Success Academy Member) YAY!! You already have everything that you need. You just need to start implementing. Log in to the CCMS Members area and watch the new training videos to get started.

77 If You Previously Purchased The Ultimate Marketing Package (OR You Are A Child Care Success Academy Member) But DON T Use Child Care CRM You already have access to all the templates available but need to sign up for Child Care CRM to take advantage of this new integration. CRM will do a Free Live Demo of their system with you: The system will work with Mail Chimp or Constant Contact, but will take significantly longer for you to set up. (Copy, Paste & Upload Content)

78 If You Are A Child Care CRM User But DON T Have The Ultimate Marketing Package Take advantage of our special offer for the Ultimate Marketing Package today. You will then be given instant access to all of the templates with instruction videos on exactly how to view, import and edit all the s available to you.

79 If you have neither of these great tools then both of these offers are for you! Package: Child Care CRM Demo:

80 Ultimate Marketing Package Only Lifetime Access to all the Content, trainings and new content as it is added. $997 $697 Save $300 *Or 3 payments of $247 Plus 4 AMAZING BONUSES, valued at $914 K

81 Free Use through 2017 No Billing Until January 1 st 2018!!! $20 off Your Monthly Subscription for ALL of 2018 $996 Dollar Value E

82 Here s the catch These Special Offers end on Wednesday, September 6 th, 2017 at midnight Then it s gone forever Package: CRM Demo : K

83 Certificate of Participation And Webinar Replay can be found at the bottom of this page: *The replay will be posted within a few hours of the end of the webinar. You will get an when it s up.

84 Questions?