Turn The Radio UP

Hi Inner Circle Member:

In Canada we are getting ready for the last long weekend of the summer – Labour Day on Monday. To send it off my sisters are I are holding a Family Shin Dig at our cottage where about 50 of our relatives and family will get together and catch up on old times at our cottage in the states. We felt it important to stay connected with our families and friends, and now we are hoping that Saturday will be sunny. We have set a record for the wettest August!!

Speaking of staying connected, are you taking advantage of last minute indecisiveness or disatistfaction with local parents to make and exceed your enrollment projections? In the last eNewsletter I covered several last minute strategies that could pull in more students.

Based on feedback, I am going to talk further about marketing strategies when using the radio. It is not as affective as direct mail or newspaper inserts, but it is reasonably priced and can saturate your market. However, you need to be ready for the response.

Also, please check my updated web site; I have streamlined it and added new structure for my Online Store. You can now purchase either of my Toolkits by credit card payment. Click on the following link for the Online Store: http://www.halladayeducationgroup.com/online_store.php

Enjoy the eNewsletter,

Doug Halladay

President and Founder
Halladay Education Group Inc.
www.HalladayEducationGroup.com

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In This Issue
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1. In The News
2. Services Your School Needs
3. Turn The Radio Up
4. Products To Invest In To Start And Lead Your School
   

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1. In The News
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Interactive Whiteboard Market To Exceed US$1bn By End Of Year
TechWhack (press release) - New Delhi,Delhi,India
“Do not be put off by the adage that ‘there is no money in education’”, says Messenger, “governments will often find the money to supply thousands of boards...

Schools' Trial By Independence
Zawya - United Arab Emirates
Consultants say Qatar is trying to achieve some of the most radical reforms of any school system ever. The government has tried to take the best educational...

Helping Students Stay in Private Schools
Washington Post - United States
The loss of 8000 students from independent and parochial schools in the seven Maryland counties closest to Washington affects not only private schools but...

Teachers May Start Toting Guns in Texas
KVEW - Kennewick,WA,USA
Texas Governor Rick Perry says he's okay with the Harrold Independent School District's decision to allow teachers and staff to carry guns...

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2. Services Your School Needs
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>>> (A) STARTING YOUR OWN SCHOOL

Starting a school can be challenging and you never have a 2nd chance to make a first impression. This is why you need a firm that has experience starting schools in USA and Canada. Our services include:
1. One-Day Comprehensive Overview Session
2. Formal Feasibility Study
3. Detailed Business Plan
4. Turn-Key School Formation Services
6. Ongoing Consulting Retainer
7. Ongoing Management and Operations Services

If you would like more information about our services related to starting your school, please call us at 1-604-868-0002, email at info@halladayeducationgroup.com, or click here to download our brochure outlining services.

>>> (B) STRATEGIC PLANNING

We can develop a comprehensive Strategic Plan that will build consensus, motivate donors, and define critical priorities for your Board and Administration to improve your school.

Click here to download our brochure on our Strategic Planning process, or call us at 1-604-868-0002, or email at info@halladayeducationgroup.com

>>> (C) BOARD GOVERNANCE WORKSHOPS

Do you want your school to have better leadership? Our full-day governance workshop and interactive online survey will fine-tune your board’s performance and refocus their mandate. Please email us at info@halladayeducationgroup.com , call us at 604-868-0002 to find out more about how we can help you, or click here to download our brochure.

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3. Turn The Radio Up
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The key to any sales strategy (yes, marketing for enrollment is sales after all) is to create a drive to action. And when you are about to open your school or just opened the school, you want to lean on parent’s emotions and disappointment in the school system they have just returned to. You want to reach out to them with an educational solution to their child’s school problem.

However, what is the message. In our consulting practice, we often spend several days with clients, mapping out features and benefits as compared to their competitors. We explore who their best customers are and why, examine what drives buying decisions (tuition) for those customers (parents), and help craft messages that highlight areas in which our clients excel, all the time building emotional impact. Each of the top-level differentiators we propose must meet the following five tests:

• Is it important to the customer?
• Is it unique to this company, product, or service?
• Is this a sustainable competitive advantage?
• Is it memorable?
• Is this advantage easy to prove?
  

Effective communication is really very simple. It’s simply a matter of the right person, communicating the right message, to the right audience, at the right time, and in the right way. Using direct copy method for radio, you need to create an auditory version of a sales letter using the following formula:

1. Pain
2. Agitate
3. Solution
4. Call to action
   

With the call to action you need to tell them to do something explicitly, not just hope they call your school or drive by. You need to create an incentive to enrol. You could use the tactic of scarcity…there are 3 seats left in Grade 2.

In terms of tactics for radio advertising, here are a few tips:

• Run your ads 4 days on and 2 days off
• Use a frequency of 5 to 7 times during the day. Remember, you need to touch your clients 3 or 4 times to create brand awareness
• Put in a tracking number in the ad (e.g., phone number) to track response to the ad (you want to measure your ROI)
• Your ads should be 60 seconds long and should be at the beginning of the ad sequence
• You should use a parent or student to talk about the school, using a testimonial approach
  

If you would like more information on to improve your school’s marketing and admissions strategies, please email HEG at info@halladayeducationgroup.com to set up a time to chat about your needs.

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4. Products To Invest In To Start And Lead Your School
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Here are a set of popular Tool Kits to help you start and/or lead your school more effectively.

>> (A). STRATEGIC PLANNING TOOLKIT (#1 BEST SELLER)

Learn how to develop your own Strategic Plan effectively with our step-by-step, Strategic Planning Toolkit and Manual. Click here to get more details.

>> (B). START-A-SCHOOL TOOLKIT (#2 BEST SELLER)

Are you still struggling with starting your School? We share with you how to start a school from the ground up. Click here to get more the details.

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To your success,

Douglas Halladay
President and Founder
Halladay Education Group Inc.

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P.S. Do not forget to check out our secure Online Store for ways to invest in improving or starting your own school or non-profit. Click here for the link.

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