your tag is showing: marketing your school (or consulting practice!) from the inside out
DESCRIPTION
Presentation given as part of the Independent Educational Consultants Association (IECA) Fall 2011 Conference in Dallas, TX.TRANSCRIPT
IECA Fall ConferenceDallas, TXNovember 10, 2011
YOUR
TAG IS SHOWING:
Marketing Your SchoolMarketing Your School(or Consulting (or Consulting
Practice!)Practice!) From the Inside Out.From the Inside Out.
C.A.S.E. ... Highly encouraged!
Tweet Away…#IECA11
Be prepared to share your own ideas & be prepared to participate!
Now, let’s make sure our shirts are on the right way…
Printed Materials Word-of-Mouth Website Social Networks Alumni Outcomes Email Telephone Calls Anything Else?
Does This Sound Does This Sound Familiar? Familiar?
(Hint: Please Say No)(Hint: Please Say No)
Do You Know What Your “Outgoing Message” Conveys?
Is Someone Monitoring Is Someone Monitoring Your Brand?Your Brand?
“Thank you for your recent
e-mail to the XYZ Office of Admission. Please note that due to the high volume of e-mails being sent to our office, we are not able to read individual e-mails. ”
What Does Your Email Communication What Does Your Email Communication Convey About Your Brand?Convey About Your Brand?
Which Companies Are Doing It Right?
Employee HandbookEmployee Handbook
Hiring Philosophy:“Hire the Smile, Train the
Skill”Question Posed to Bruce Nordstrom,
Company Co-Chair:
Q: “Who trains your salespeople?”A: “Their parents.”
Why Are They So Good?Why Are They So Good?How Do We Know Their Service is Good?
(Hint: No Ads Ever Focus on Their Customer Service)
Salem, OR Hubcap
“Thank You” Notes to All Job Applicants (PS-You Only Have a 1 in 10 Chance of Being Hired!)
Employee Paychecks Signed:“Blake Nordstrom on Behalf of the Customer”
I Starbucks
Green Apron BookGreen Apron BookFive Ways of Being1)Be Welcoming2)Be Genuine3)Be Considerate4)Be Knowledgeable 5)Be Involved
“The person who sweeps the floor should choose the broom.”**
Howard Behar, Former Starbucks President
**(i.e. How do you utilize the expertise on your staff?)
Assess What Contributes to Your Brand Review Communication and What it
Conveys Who’s Monitoring Your Brand? How Are New Staff Members Hired/Trained? Remember: It’s Not About the Shoes/Coffee.
