Surveying Your Marketing Segments: Get Started Now!

Have you ever felt like you're shooting in the dark when it comes to marketing your school? I know I have. But here's the thing: you don't need a massive budget or a crisis to start gathering valuable data. Let me share with you some strategies I've developed over the years that have helped me fine-tune our enrollment efforts without breaking the bank.

The Five Groups You Can't Afford to Ignore

In my experience, there are five key groups that hold the secrets to your school's marketing success. Let's dive into each one:

1. Current and Past Consumers: Your Hidden Goldmine

These folks have been through your halls, experienced your curriculum, and interacted with your faculty. Their perceptions? Pure gold.

Here's what I do:

• Create a simple survey focusing on three critical areas: faculty quality, student body, and curriculum. Add the big question, “How likely are you going to recommend us to others?”
• Gauge their willingness to help in the recruitment process. (You'd be surprised how many are eager to help!)

Remember, their words can make or break your reputation. Use them wisely.

2. School Employees: Your Frontline Ambassadors

Your employees spend more time at the school than anyone else. They see the good, the bad, and the areas ripe for improvement.

My approach:

• Avoid direct questions about faculty and programs. It's too close to home.
• Instead, focus on informal conversations. I often spend my lunch hours just listening and observing.

Why? Because what they say about the school can be incredibly powerful – for better or worse.

3. The Observers: Your External Validators

These are the organizations and vendors who interact with your school regularly. Feeder schools are a perfect example.

My secret weapon:

• I call my largest feeder schools after their students visit us.
• It allows me to make quick adjustments and shows them I care about their students' experiences.

This simple act builds strong relationships and keeps you in the loop.

4. The Competition: Your Benchmark

Understanding your competitors is crucial. But how do you do it without crossing ethical lines?

My tactics:

• Ask visiting students about their experiences at other schools.
• Listen carefully to parents who are willing to share information.
• Analyze competitor acceptances to understand their patterns for offering admission.

It's all about careful listening and observation.

5. The Ones That Got Away: Your Reality Check

This group includes those who didn't accept your offer or didn't return. They're your early warning system for potential weaknesses.

What I do:

• Provide written surveys for both groups.
• Ask not-accepting full-pay families to compare aspects of our program with their chosen school.

Their feedback can be a wake-up call or a reassurance that you're on the right track.

The Continuous Feedback Loop

Don't wait for big moments to gather data. I'm constantly collecting information:

• At the inquiry point: "How did you hear about us?"
• During open houses: Quick surveys
• As part of the application process: Embedded feedback forms

Start small, but start now. You'll quickly see the value and naturally expand your efforts.