Grass roots marketing strategy for test prep and tutoring companies.
Many tutoring organizations start out with the premise “if you build it, they will come.” This approach is a great foundation for a referral based business–and that is terrific. There is no better advertising than a referral from a satisfied customer. Many of the folks we work with have grown into six digit entities by doing little more than providing excellent service and high quality tutors; this in turn generally creates excellent word of mouth and therefore referral business. Moreover, these concerns have had success extending their brand recognition by providing above average pay rates to their tutors. After all, happy employees are the easiest to turn into brand ambassadors. The result is a virtuous and self sustaining business.
At a certain point though, this business model plateaus–that is to say–year over year revenue growth settles between 1-3%…and this can become problematic. Why? Primarily because 1-3% on the top line has to be able to cover any sort of annual increase in expenses if one is hoping to retain a profit margin similar to that from the previous year. Confounding factors for such nominal growth include: employee raises (typically between 1-3%) and planned innovation or product development costs (sometimes well over 3%). Since tutoring is quite dynamic, most companies seek to improve their product or services each year and the most successful companies tend to reinvest a portion of their profit in the direction of product development. Hence, there is a need for the revenue, or top line growth, to align with the company’s overall strategic growth plan.
Although there are plenty of exceptionally good and cost effective ways to build brand awareness via things like Search Engine Optimization, E-mail marketing, and Social Media, these options often have a learning curve as well as a level of unfamiliarity that requires research and testing before one learns the best mix. How then can you as the leader of a six digit tutoring concern have a more immediate and tangible impact on generating awareness and by implication revenue growth? Simply put: Grass Roots marketing. Grass roots marketing is a low cost brand building approach. It can be labor intensive but doesn’t truly have to be if it is embraced by all in the organization and integrated into normal daily activities. Before I go further, I feel compelled to admit that in this day and age grass roots marketing in and of itself may give you a timely lift, but it is not a panacea for true and sustained growth over time. Think of it as a valuable tool for your marketing tool kit.
Here are some low cost ideas that I have employed with good effect over the years:
1) Postering – Posters (or fliers) build brand awareness and allow one the flexibility to match a particular message to the sales cycle. Good places to poster include areas where decision makers frequent. For Graduate School programs (ie–GRE, GMAT, LSAT, MCAT) college campus boards are the ticket. For Pre-College (ie–PSAT, SAT, AP, ISEE, ACT etc.), Try guidance counselor office boards, local coffee shops, town squares, local book stores, local JCCs, YMCAs, Churches, Synagogues, and sometimes public libraries. Use “Tear Offs” as you get closer to a class start or an event date. Always seek permission from locations where there is not a clear understanding that postings are allowed.
2) Desk-tops or table tops-One can use the same template used for posters to desk-top. Simply shrink to fit four copies to an 8 1/2 x 11 piece of paper. Again, the theory is the same, place these in public areas, dining halls, coffee shops etc. Be sure to maintain the area and clean up the left over papers by the end of each day.
3) Targeted Canvasing-Canvasing can be hit or miss and essentially involves placing the same item mentioned in point #2 on the windshield of cars. I would suggest using this primarily for Pre College programs and being careful to target your audience. For example, if there is a College Admissions Night at a local high school the parking lot may be packed with your target audience. The same rule as mentioned above applies: be a good marketing citizen and clean up any mess created as a result of your efforts. Also, I would recommend using this tactic sparingly; many people, including myself, are not big fans. it has to be targeted and timely!
4) Career Fairs and Parent Night Tabling-Tabling essentially means setting up a table with your items when you know a captive audience will be moving from one point of interests to the next. Always have good copy (this goes for all tactics) and be sure to offer some sort of give-away at the table that will allow folks to fill out information cards. These information cards will form a small but targeted lead list which can be inculcated into a mailing or emailing strategy. Invest in a branded table-skirt if at all possible and arrange your items vertically to draw attention from passers buy.
5) Events-Hold your own Free Events when possible at local venues including but not limited to high schools and/or college campuses. One can use point #4 as a companion piece and collect information cards through an event as well. Typical events include: Free Practice Tests (and a follow up teach back), Admissions Time Line events, or a sample Test Question Workshop. Have an expert on hand to deliver the key information.
These are just some basic ideas and, I suspect, many folks are probably using at least some of them. The key to maximizing their impact, though, involves consistency. Any sort of ad-copy placed out in public is a symbol of your brand and should be updated regularly and maintained appropriately. If you choose to supplement your other strategies with grass roots tactics, be sure that the messaging is complementary. Said differently, something like an email blast should contain a message that matches whatever grass roots messages are visible to the public.
Good luck! For more information about marketing strategies contact us at [email protected] or call us at 617-285-4036.
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I appreciate all of the information that you have shared. Thank you for the hard work!
– sat prep PittsburghPA