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must-do-marketingJED HENEBERRY

success teams BREAK INTO GROUPS OF 2 OR 3 PEOPLE

WORK WITH SOMEONE YOU DON’T KNOW (OPTIONAL)

INTRODUCE YOURSELF TO YOUR TEAMMATES

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lead generation THIS PROCESS WORKS

FOR ANY TYPE OF GOAL.

marketing OUTBOUND

CAUSE DIVERSITY

DATABASE

COMMUNITYINBOUNDSOCIAL MEDIA

CONTENT

DIRECT

ONLINEPROXIMITY

LIFESTYLE

CROSS-MEDIA

GUERRILLA

PERSONALIZEDRELATIONSHIP

DIGITALGREENMULTILEVEL

STOP!

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? ? ? ?

WHAT ARE OUR

WILDLY IMPORTANT

GOALS?

WHAT ACTIVITIES

WILL HELP US

REACH OUR GOALS?

HOW OFTEN

SHOULD WE

EVALUATE RESULTS?

WHAT IS THE

GOLDEN MARKETING

METHOD?

no single path to success WE WON’T BE MORE SUCCESSFUL IF

WE SCRAMBLE TO DO EVERYTHING

HYPED ON THE INTERNET.

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focus is critical LEADERS STRUGGLE LESS WITH

CREATING STRATEGY AND MORE

WITH EXECUTING STRATEGY.

what number of goals are you likely to

achieve with excellence?

2-3 GOALS

2-3 goals 4-10 goals 2-3 goals 11-20 goals

1-2 GOALS 0 GOALS

4-10 goals 11-20 goals

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more is more.

research shows that

less really is more

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today

CLARIFY

MARKETING GOALS.

DETERMINE WHAT

WE ARE DOING

NOW.

ASSESS OUR

METHODS FOR

EFFECTIVENESS.

CROWDSOURCE OUR

BEST MARKETING

ACTIVITIES.

GET WILDLY

FOCUSED ON KEY

MARKETING

STRATEGIES THAT

MATTER.

this hyper focus is our must-do-marketing!

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evaluate and

change course

the 4 disciplines of executionC H R I S M C C H E S N E Y , S E A N C O V E Y , J I M H U L I N G

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resources for

abmp school

members

DETERMINE ONE WILDLY IMPORTANT MARKETING GOAL

IDENTIFY CURRENT MARKETING ACTIVITIES

EVALUATE THE PRIORITIES OF CURRENT MARKETING ACTIVITIES

CROWDSOURCE THE BEST MARKETING ACTIVITIES

ERRC: ELIMINATE, RAISE, REDUCE, CREATE

GET WILDLY FOCUSED ON ONE MUST-DO MARKETING ACTIVITY

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D ET ERM I N E ON E W I L D LY I M P ORTAN T M A RKET I N G GOA L

IDENTIFY CURRENT MARKETING ACTIVITIES

EVALUATE THE PRIORITIES OF CURRENT MARKETING ACTIVITIES

CROWDSOURCE THE BEST MARKETING ACTIVITIES

ERRC: ELIMINATE, RAISE, REDUCE, CREATE

GET WILDLY FOCUSED ON ONE MUST-DO MARKETING ACTIVITY

GENERATE LEADS

FOR THE SCHOOL

ADMISSIONS TEAM.

you have just

one wildly

important

marketing goal

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seats in seats: from

first meeting to first

day of classes

AN ABMP WEBINAR AVAILABLE AT WWW.ABMP.COM

we generate leads by focusing on activities that:

PROMOTE

MASSAGE AS A

MEANINGFUL

CAREER.

GUARANTEE

POTENTIAL

STUDENTS

FIND US.

ENSURE

POTENTIAL

STUDENTS

CHOOSE US.

MOTIVATE

INTERESTED

PEOPLE TO TAKE

ACTION AND

ENROLL.

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high school

outreach

community service events

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student referral programs

website seo

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social media

marketing (ssm)

general marketing tactics

HIGH SCHOOL OUTREACH

COMMUNITY SERVICE

STUDENT REFERRAL PROGRAMS

WEBSITE SEO

SOCIAL MEDIA MARKETING (SMM)

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DETERMINE ONE WILDLY IMPORTANT MARKETING GOAL

I D E N T I F Y C U R R E N T M A R K E T I N G A C T I V I T I E S

EVALUATE THE PRIORITIES OF CURRENT MARKETING ACTIVITIES

CROWDSOURCE THE BEST MARKETING ACTIVITIES

ERRC: ELIMINATE, RAISE, REDUCE, CREATE

GET WILDLY FOCUSED ON ONE MUST-DO MARKETING ACTIVITY

IDENTIFY COLUMN #1

“ACTIVITIES” ON

WORKSHEET A

(MARKETING ACTIVITIES

ASSESSMENT).

LIST THE PRIMARY

ACTIVITIES YOU USE TO

GENERATE LEADS,

WHETHER DIRECTLY OR

INDIRECTLY.

activity

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DETERMINE ONE WILDLY IMPORTANT MARKETING GOAL

IDENTIFY CURRENT MARKETING ACTIVITIES

EVALUATE THE PRIORITIES OF CURRENT MARKETING ACTIVITIES

CROWDSOURCE THE BEST MARKETING ACTIVITIES

ERRC: ELIMINATE, RAISE, REDUCE, CREATE

GET WILDLY FOCUSED ON ONE MUST-DO MARKETING ACTIVITY

identify the benefits of your marketing activities

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benefits unrelated

to leads

benefits that promote our values

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activity COLUMN 2: BENEFITS OF MARKETING ACTIVITIES (E.G., LOTS OF LEADS)

COLUMN 3: COSTS OF MARKETING ACTIVITIES (TIME, EFFORT, MONEY, SPIRIT)

COLUMN 4: PRIORITY OF MARKETING ACTIVITIES (HIGH OR LOW)

identify the costs of your marketing activities

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activity COLUMN 2: BENEFITS OF MARKETING ACTIVITIES (E.G., LOTS OF LEADS)

COLUMN 3: COSTS OF MARKETING ACTIVITIES (TIME, EFFORT, MONEY, SPIRIT)

COLUMN 4: PRIORITY OF MARKETING ACTIVITIES (HIGH OR LOW)

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prioritize marketing

activities on a scale

of 1 (high priority) to

5 (low priority)

activityCOLUMN 2: BENEFITS OF MARKETING ACTIVITIES (E.G., LOTS OF LEADS)

COLUMN 3: COSTS OF MARKETING ACTIVITIES (TIME, EFFORT, MONEY, SPIRIT)

COLUMN 4: PRIORITY OF MARKETING ACTIVITIES (HIGH OR LOW)

COMPLETE COLUMNS 2-4

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our findings

and insights

with our

teammates

DETERMINE ONE WILDLY IMPORTANT MARKETING GOAL

IDENTIFY CURRENT MARKETING ACTIVITIES

EVALUATE THE PRIORITIES OF CURRENT MARKETING ACTIVITIES

C ROW D SO URC E T H E B EST M A RK ET I N G A C T I V I T IES

ERRC: ELIMINATE, RAISE, REDUCE, CREATE

GET WILDLY FOCUSED ON ONE MUST-DO MARKETING ACTIVITY

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#5 describe your top 2 marketing

activities in 30 words or less.

one top marketing activity is

facebook ads because I spend

only $1,000 a month to

generate 350 high quality

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participation at 5 high school

career fairs because I make personal

connections with potential students

and our school has generated a lot of

enrollment from this!

#5 describe your top 2 marketing

activities in 30 words or less.

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write down great

ideas in #6 on your

worksheet

crowdsourceSTAND UP AND SHARE YOUR TOP IDEA

USING THE PREPARED 30-WORD

STATEMENT.

SAY “PASS” IF SOMEONE HAS ALREADY

SHARED BOTH OF YOUR IDEAS.

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what grabbed your

attention? what do

you want to know

more about?

DETERMINE ONE WILDLY IMPORTANT MARKETING GOAL

IDENTIFY CURRENT MARKETING ACTIVITIES

EVALUATE THE PRIORITIES OF CURRENT MARKETING ACTIVITIES

CROWDSOURCE THE BEST MARKETING ACTIVITIES

ERRC : EL I M I N AT E , RA I SE , RED UC E, C REAT E

GET WILDLY FOCUSED ON ONE MUST-DO MARKETING ACTIVITY

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whirlwind: the urgent activities that are necessary

for sustaining the business day to day

20%OF OUR TIME TO FOCUS ON WILDLY IMPORTANT GOALS.

THAT LEAVES US WITH

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too many

competing

priorities that

pull us in too

many different

directions

narrow the

focus!

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put more energy toward

fewer activities

2-3 GOALS

2-3 goals 4-10 goals 2-3 goals 11-20 goals

1-2 GOALS 0 GOALS

4-10 goals 11-20 goals

eliminate raise

reduce create

ERRC GRID BY W. CHAN KIM AND RENEE

MAUBORGNE IS A SIMPLE MATRIX TOOL THAT HELPS

COMPANIES FOCUS ON WILDLY IMPORTANT GOALS.

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eliminate

THESE ARE THE MARKETING ACTIVITIES

YOU’VE IDENTIFIED AS LOW PRIORITY.

raise

THESE ARE THE TOP TWO MARKETING ACTIVITIES

YOU’VE IDENTIFIED AS HIGH PRIORITY.

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reduce

THESE ARE THE MARKETING ACTIVITIES YOU BELIEVE ARE

IMPORTANT BUT RECEIVE TOO MUCH ATTENTION.

create

THESE ARE THE MARKETING ACTIVITIES FROM THE

CROWDSOURCING EXERCISE THAT GRABBED YOUR INTEREST.

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complete the errc matrix in worksheet b

you know what to

eliminate, reduce, and

focus on!

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raiseTHIS IS YOUR MUST-DO-MARKETING! FOCUS

ON THIS WHEN YOU RETURN TO CAMPUS!

SHARE YOUR FINDINGS AND FEELINGS. WHAT IS THE BIG TAKEAWAY

FROM THIS PROCESS AND WHAT FEELS IMPORTANT TO DISCUSS?

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must-do-marketing!THROUGH THIS PROCESS, YOU HAVE IDENTIFIED THE ACTIVITY THAT WILL BRING YOU

CLOSEST TO ACHIEVING YOUR WILDLY IMPORTANT GOAL! NOW, GO GENERATE LEADS FOR YOUR SCHOOL ADMISSIONS TEAM!

reevaluate regularly

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this process is

useful for choosing

the must-do

activities for any

school goal

massage school marketing webinars at abmp

“BUILDING RELATIONSHIPS USING TODAY’S TECHNOLOGY”

“MARKETING BOOT CAMP: STRATEGIES EVERY SCHOOL CAN USE”

“REKINDLE STUDENT ENROLLMENT NUMBERS WITH THE LIFESTYLE PITCH”

“YOUR ALUMNI – YOUR BEST MARKETING TEAM EVER”

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put more energy toward fewer goals!

2-3 GOALS

2-3 goals 4-10 goals 2-3 goals 11-20 goals

1-2 GOALS 0 GOALS

4-10 goals 11-20 goals

thank you!

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