Strategic Planning – February 2017
By February, test preparation begins for the early spring SAT & ACT test takers. The March 11th SAT and the April 8th ACT to be exact. Either test can be the first step in the test prep process for Juniors and hard-driving Sophomores. Most schools recommend that Juniors take the test for the first time in spring with an eye towards taking the exam more than once.
The idea of taking either the SAT or ACT more than once will lead some of these folks to sit for an administration without intent (ie- without mindful preparation). While this is a common strategy, we’ve always believed that students should 1) define which test is best for them 2) take it once or twice at most. Which brings us to the gunners.
Gunners are the ultra competitive, Type-A students who prep with intent. Gunners prepare for the spring test administrations. Many of these folks are planning to take the SAT Subject or / and AP tests in May. For that reason, demand will be high (it probably already is) across all types of products.
At the risk of over-simplifying, we have two prep cohorts: the gunners and the “toe-in-the-water” students.
In such a business cycle it is helpful to have a reasonably diversified product portfolio. The idea is to have something that could nudge the the test and see types toward mindful prep.
Typical products could include a combination of the following:
- Private Tutoring (short, medium, long prep programs)
- Small Group Tutoring
- Classroom Based SAT or ACT Prep (long, medium, and long prep programs)
- A Combined SAT+ACT Program
- Hybrid SAT or ACT Prep Programs (Live + Online Personal Learning Platform)
- College Essay + Test Prep
- College Application + Test Prep
- Proctored Practice Tests
Diversifying one’s products is less complicated than most folks think. For example, most of the items above rely on a single source curriculum. For example, with some minor modification, one can turn an ACT Test Prep syllabus into ACT Tutoring, ACT Math Only Tutoring, ACT Intensive Tutoring etc.
Having said all of this and to echo what was said earlier, expect a robust number of early enrollments through the beginning of February and look for a micro-peak of enrollments in the last week of the month as well. The college admissions process will run in parallel with test prep for several more weeks which bodes well for continued demand.
Speaking of, here are the month’s Marketing Suggestions:
- Events: Understanding PSAT Scores, Writing Workshops, Practice Tests, ACT vs. SAT, Which Test is Best? Remember, events are “feeder programs” through which leads are collected. Although enrollments drive revenue, leads drive the enrollments!
- Incentives: “Dollars off the most popular classroom SAT or ACT Prep” (last month it was the minimum sized tutoring package). No classes? No problem. Use a “Try us for free” tutoring incentive or a value add incentive which couples some element of Free College Advising with Test Prep.
- Sales Management: update a one page sales sheet with the details and duration of the incentive; also include event dates and, if you have them, class start dates. It is critical to note the intended “testing date” when speaking with an inquiry or when processing web leads.
- Networking: in general terms, communicate the month’s main message to community groups, administrators, or other local gatekeepersvia email the first week of the month. As always, it is important to tell current leads about the month’s messages and incentives as well. It generally works out best if these messages are sent early in the month.
- Networking: if you have not, try to Register for Spring College Fairs through your high school contacts.
- More broadly when aligning promotional tools such as website, blog, email, and social outlets stick to one clear message. For February, it may be “Received $100 Off our 12 Hour SAT Tutoring.” Whatever the decision resist the urge to communicate more than one incentive offer.
- Direct Mail: schedule to be in homes by early in the last week of the month
- Key Words: schedule a free consult to learn more about Key Words
The following Pulse articles may be helpful: Niche Strategy, Applying the Hedgehog Concept, Determining Client Acquisition Cost.
