“we keep a customized sticky note pad by everyone’s phone ......bumblebee ! chipotle raised the...
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BumbleBee
LICENSED UNDER CREATIVE COMMONS 3.0 29
“We keep a customized sticky note pad by
everyone’s phone that has space for them to
write vital information”
-Director, Oregon
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BumbleBee
Beginner
LICENSED UNDER CREATIVE COMMONS 3.0 30
Schedule time to make and return
calls
Other advice from Zappos: Don’t hide your phone number. Make it prominent on the first page Common tip from telemarketers: Smile on the phone! People can hear it.
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BumbleBee
Intermediate
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Customized sticky pads
Ready to print inquiry s^cky pad: bumblebeehq.com/blog VistaPrint S^cky Notes: hbp://goo.gl/DM0sV, $5/50 sheets, look for coupon codes
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BumbleBee
Advanced
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Call to confirm appointments
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BumbleBee
Here’s what you will take with you when we finish today
ü Marketing to the stages of a family “THE SALES FUNNEL”
ü Know your families ”SEGMENTATION“
ü The telephone is critical ”INSIDE SALES”
q Email and newsletters are not dead ”DEMAND GENERATION”
q Pricing is hard, but there’s help ”PRICE ELASTICITY”
LICENSED UNDER CREATIVE COMMONS 3.0 33
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BumbleBee
EMAIL MARKETING, NEWSLETTERS, & REFERRALS
Demand Generation
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CHILDCARE <-‐
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BumbleBee
Netflix knows it generates demand (i.e., users watching movies) by providing solid recommendations
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Neqlix awards $1 million to the team to improve its
recommenda^ons by 10% -‐The Wall Street Journal
NeKlix awards prize to reserachers, 9/22/2009
The $1M prize is unnecessary. Provide useful informa:on to families and businesses in your area.
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BumbleBee
Despite the hype surrounding the social media revolution, people still want to receive some information by email
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10%
90%
Q: How would you like to receive informaRon from us?
Email Facebook
Source: emailisnotdead.com; accessed 6/2012
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BumbleBee
Anything you do (to generate interest and inquiries) helps
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82% Personal referrals (other parents family doctors)
54% General Online search: Google, Google Maps, Bing Yahoo?
25% Employer referrals (e.g. human resources)
25% Drive by, walk by
21% Non-childcare specific posting boards (e.g.
neighborhood list-serve)
21% Care specific search: care.com, angieslist.com
12% Print Advertisement (Church bulletin newspaper
periodical etc.)
21% State agency or non-profit care referral agency
11% Social Media: Facebook Twitter
7% Parenting magazines and periodicals
7% Recommendation engines (Yelp, Foursquare, Google+ Places)
Q: How did you research childcare and learn about childcare? Summer 2012 N = 61
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BumbleBee
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“I have four groups of people I email: enrolled families, prospecRve families,
staff, and former families” -‐Owner/Director
Portland, OR 4/2012
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BumbleBee
Beginner
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Vaca^on/Out-‐of office no^fica^ons
Advice on subject lines from MemberHub.com: hbp://blog.memberhub.com/3-‐^ps-‐to-‐get-‐people-‐to-‐reply-‐to-‐your-‐emails/ Email signatures: hbp://office.microsox.com/en-‐us/templates/outlook-‐e-‐mail-‐signature-‐samples-‐TC010186391.aspx
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BumbleBee
Intermediate
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Email Newsletter using BCC
Using BCC: http://bumblebeehq.com/blog Email suggestions: Send emails to local companies HR benefits staff. Send a “Favorites list” to families (e.g., 30 minute recipes, educational toys & books, hygiene tips. Ask all staff for one new thing.
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BumbleBee
Extra credit
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Hand wriben thank you notes
Happy Birthday Notes or emails
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BumbleBee
Advanced
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Use online mailing
tool (Mailchimp, ConstantContact,
MemberHub)
MemberHub (much more than just email): memberhub.com Mailchimp (large, free account): http://mailchimp.com Constant Contact (strong reputation, more expensive)
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BumbleBee
Here’s what you will take with you when we finish today
ü Marketing to the stages of a family “THE SALES FUNNEL”
ü Know your families ”SEGMENTATION“
ü The telephone is critical ”INSIDE SALES”
ü Email and newsletters are not dead ”DEMAND GENERATION”
q Pricing is tricky, but there’s help ”PRICE ELASTICITY”
LICENSED UNDER CREATIVE COMMONS 3.0 44
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BumbleBee
PRICING IDEAS Price Elasticity
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BumbleBee
Chipotle raised the price of their free-range carnitas pork burritos and sold 2.5 times as many and made more profit
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We used a higher end product, had to raise prices, and ended up selling
more of the product and sales continue to rise
-Steve Ells, Chairman, Co-CEO Chipotle
Raising prices and lowering prices does not always have the expected result
Source: Steve Ells, Interview in Na^on’s Restaurant News, July 2001
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BumbleBee
Your center most likely set your prices based on one or more of the following factors:
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Competition
Contractual or Regulatory
Value Based
Cost Based
You lease with an outside organization that restricts pricing – or grant providers / government agencies my restrict your fees
You have fixed costs and variable costs and you shoot for a X% profit margin on top of that
Off-Kilter Care down the street charges $X and you always set your rates 100 dollars above them
Based on substitutes like Grandparents or staying home. A useful thing to think about in terms of additional services you could provide (Atypical in early childhood education )
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BumbleBee
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“We have different prices among our centers depending on where
they are. Some are more rural and others are downtown.”
-Assistant Director
Multi-site Child-care Centers in Maryland
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BumbleBee
Beginner
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Make a Competitive Pricing Table
(Nearby, parents homes, and offices)
Compe^^ve Pricing: No need to call and ask, simply look at their posted website rates Library Databases: Ask your librarian they are a helpful group. D&B Million Dollar Database, RefernceUSA, others, See compe^tors from the inside (SIC codes 835101, 835102, etc.)
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BumbleBee
Intermediate
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Cost-based pricing estimate
Cost-based pricing: Ask your accountant to help you ball-park this Small Business Administration: http://archive.sba.gov/idc/groups/public/documents/sba_homepage/pub_mp29.pdf Classroom Cost Analysis Breakdown: http://www.firstchildrensfinance.org/businessresourcecenter/centers-2/finance/finance-tools/ Additional tip: Full-time vs. part-time: a full-time has the same daily cost but has a higher “opportunity cost”
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BumbleBee
Advanced
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Offer Promotional Pricing*
*Disclaimer - Run different pricing scenarios by your accountant or trusted financial advisor. Also consider the perception by existing families: 1st month free, 12th month free, no pay on vacation, free yoga class, discount for paying full 12 month tuition , discount for paying before 1st of the month, referral bonuses Differentiate yourself from your competitors: All-Mandarin, all vegan, most environmentally friendly, best play facility, etc.
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BumbleBee
Having the perfect school that no one knows about is like being on a desert island surrounded by an ocean of possibilities
LICENSED UNDER CREATIVE COMMONS 3.0 54 Excellent comics at: hbp://xkcd.com/
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BumbleBee
Questions?
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The Twiber: @bbhive
The Internet: hbp://bumblebeehq.com
The Blog:
bumblebeehq.com/blog The Newsleber:
bumblebeehq.com/newsleber
The Email: [email protected]