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Enrollment Building

Enrollment Building. What Business Are We in?. The Cycle of Enrollment. Recruitment. Enrollment. Retention. Referral. Recruitment. Know your market segments. The purpose of your recruitment efforts is to produce realistic inquiries to your center for potential enrollment.

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Enrollment Building

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  1. Enrollment Building What Business Are We in?

  2. The Cycle of Enrollment • Recruitment • Enrollment • Retention • Referral

  3. Recruitment • Know your market segments. • The purpose of your recruitment • efforts is to produce realistic inquiries • to your center for potential enrollment. • What is the Board’s Role

  4. Enrollment Attaining enrollment in your center is a three-step process: 1.Creating inquiries 2. A visit to the center 3. Point of sale-the actual enrollment

  5. Conversion rates: an essential factor, often ignored. • Inquiry to tour • Tour to enrollment • Estimate conversion rates

  6. Sample difference for 24 open slots in a 122 slot center: • If you convert at 40/40%, you will need to generate 210 inquiries to fill the center. • If you convert at 70/80%, • you will need only 73 • inquiries to be fully enrolled.

  7. You must log all inquiries to learn: • what are your best sources for inquiries. • where are your best sources for enrollment. • who gives most effective tours. • who performs best at point of sale. • which families should you call back at a later date.

  8. The Tour -Pay attention to the 80/20 rule. -The purpose is to gain an enrollment, not to teach child development or quality parameters. -The “Trusted Expert”. -“Tell me about your child.” -Ask for their business-CLOSE!

  9. The Decision to Buy • Parents buy child care based on their perception of value • Touchy-feely factor

  10. Licensed center Accredited School readiness Adult to child ratios Teacher qualifications Location Assures safety and security Socialization for children What are the things that parents really care about? Rank these:

  11. Retention Gaining your customer’s trust: 1.Tell the truth 2. Know that trust takes time 3. Be reliable 4. Offer outstanding service

  12. Retention Always: • Express appreciation • Communicate, communicate, communicate • Remember who pays your salary • Delight the customer • Say “Thank You”

  13. Referral • 80% of all child care enrollment comes from word-of-mouth • Take advantage of your satisfied customers • Don’t assume!

  14. Stimulate Parent, Board and Staff Referrals • Sponsor a contest with prizes for the most referrals • Cash rewards using referral coupons • Know your VIP parents and • urge them privately

  15. Reinforce Referrals • The prizes and cash rewards • A note back to them one • month after enrollment • Send a photo of referred child • alongside their own

  16. The Board Member’s Role • Reaching the Federal employee and family • What it means to be a federal liaison • Finding new potential customers • Saying thank you • The Subsidy Program judy.gonzales@gsa.gov

  17. BOARD Outreach Personal touch Sign of appreciation Where staff can’t go Talk it up _________________ STAFF The enrollment mechanics Outreach, a shared endeavor Wait List management __________________ Board and Staff Roles

  18. Comments, Questions, Other Strategies Bob Siegel bsiegel@easterseals.com (312) 551-7139 Julie Wassom, childcare marketing, www.juliewassom.com

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