“We keep a customized sticky note pad by everyone’s phone ......BumbleBee ! Chipotle raised the...

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

BumbleBee

Beginner


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.

BumbleBee

Intermediate


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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Advanced


Call to confirm appointments

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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”


BumbleBee

EMAIL MARKETING, NEWSLETTERS, & REFERRALS

Demand Generation


CHILDCARE <-‐

BumbleBee

Netflix knows it generates demand (i.e., users watching movies) by providing solid recommendations


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.

BumbleBee

Despite the hype surrounding the social media revolution, people still want to receive some information by email


10%

90%

Q: How would you like to receive informaRon from us?

Email Facebook

Source: emailisnotdead.com; accessed 6/2012

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Anything you do (to generate interest and inquiries) helps


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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“I have four groups of people I email: enrolled families, prospecRve families,

staff, and former families” -‐Owner/Director

Portland, OR 4/2012

BumbleBee

Beginner


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

BumbleBee

Intermediate


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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Extra credit


Hand wriben thank you notes

Happy Birthday Notes or emails

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Advanced


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)

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”


BumbleBee

PRICING IDEAS Price Elasticity


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Chipotle raised the price of their free-range carnitas pork burritos and sold 2.5 times as many and made more profit


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

BumbleBee

Your center most likely set your prices based on one or more of the following factors:


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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“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

BumbleBee

Beginner


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.)

BumbleBee

Intermediate


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”

BumbleBee

Advanced


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.

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/

BumbleBee

Questions?


The Twiber: @bbhive

The Internet: hbp://bumblebeehq.com

The Blog:

bumblebeehq.com/blog The Newsleber:

bumblebeehq.com/newsleber

The Email: [email protected]

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