Back-to-School Marketing Guide

Back-to-School Marketing Guide

Introduction

This guide will provide you with strategies and tactics you can use for your Back-to-School marketing. As summer comes to an end, be prepared to take advantage of the increase in demand for tutoring support. It’s essential to plan your marketing activities so you can fully execute that marketing plan the weeks before students return to school.

Back-to-School season provides several opportunities for franchisees to connect with families who are gearing up to return to school. This guide provides recommendations on the types of marketing activities and campaigns to help you be present and visible in your communities. Now is the time to position Tutor Doctor as your community's educational leader and go-to resource! 


Existing Customers and Re-Enrollment

It’s crucial to remember that while generating new leads is important, your most loyal customers are already within your reach. By shifting your focus to them, you can foster stronger relationships and drive significant business growth. 

Your best customers are your existing customers. You’ve already won them over with your services, so it’s easier to convince them to re-enroll. The longer they stay with you, the greater their lifetime value becomes.

In addition, once you’ve built a solid relationship with your existing customers, they’ll refer Tutor Doctor to their friends and neighbors. So, they’ll become powerful advocates who can bring new customers your way.

Re-enrollment Top Tips:

  1. Call your existing customers and inform them about any Back-to-School promotions for re-enrollment/referrals.  
  2. Reach out to lapsed customers to offer a short-term session package.
  3. Ask tutors to leave behind flyers that outline further opportunities such as X-Skills or Test Prep.
  4. Follow up with those who had a consultation but declined to purchase to see if the student is getting help. This shows that you are a business that genuinely cares about the students, not just the sales.
  5. Collect emails to include in monthly e-newsletters to keep the brand top of mind.
  6. Ask your customers to share their stories and company information with family and friends. Then, create a referral program that offers incentives. 

We strongly recommend creating a re-enrollment campaign targeting your current and past customers and prospects. Check out the following campaign guides and exclusive Q&A with Tejal Mali, where she shared her best tips and strategies for a successful re-enrollment campaign:


Visiting Schools - Building Relationships

Part of our service is that we support the work that schools do, and by building long-lasting relationships with them you will have one of the most trusted and powerful referrals for your business, as well as opportunities to recruit tutors.

Timing is Important
Many experienced franchisees recommend taking a gentle approach at the start of the school year. During the first couple of weeks, teachers and school staff are often focused on settling students into routines and managing a high volume of administrative tasks.

Instead, consider opportunities such as parent-teacher nights, back-to-school events, or school welcome activities. Some franchisees have found success distributing information during these events, as parents are often more receptive to learning about academic support options once the school year is underway. Others have built awareness by sponsoring staff breakfasts or providing small appreciation treats that include information about local tutoring services.

Work With Schools to Get Referrals
Tutor Doctor Katy points out that school administrators can be a huge help in getting referrals. “I request to be on the school tutor list,” she says. “They like having resources for their families. I try to do it as early in the year as possible, because parents ask about tutoring right from the start, as soon as registration.” She insists this approach is incredibly valuable, as early marketing efforts might reach parents at a time when they think their children don’t need tutoring. “Parents think the first couple of weeks their kids are doing great, but after the first 3 weeks, the review is over, and it gets faster, harder, and more complex. Then they call the school asking for the tutor list. Individual tutors/teachers are too busy, but we are ready for them! I get a lot of school referrals.”

Don’t Forget Charter Schools and Private Schools
In addition to public schools, charter schools and private schools can be valuable partners. Some franchisees have successfully developed relationships that led to after-school tutoring opportunities, small-group support programs, and inclusion in school newsletters or parent communications. These partnerships can help increase visibility and generate qualified tutoring inquiries throughout the school year.

Teacher/Tutor Appreciation Day Gift Baskets - October 5 
Celebrate the educators who shape the future with Tutor Doctor's Gift Basket Campaign for tutors and teachers on Teacher Appreciation Day, on October 5th. This initiative demonstrates our heartfelt appreciation and support, fostering tutor retention and recruitment for Tutor Doctor franchisees. By recognizing their dedication, the campaign strengthens the bond between tutors, teachers, and the Tutor Doctor community, while showcasing our commitment to education and the positive impact of our tutors.


Ramp Up Your Recruitment Marketing

As parents start getting back into the 'school mindset', they will also be thinking about whether their kids need tutoring services. Enrollments will start coming in quickly once Back-to-School begins – make sure you have a good tutor roster to be prepared! You should be ramping up your recruitment marketing 1 month before schools start.


In order to build up touch points with potential tutors and increase your pool of potential tutors, you should be utilizing all of these buckets for your recruitment marketing. 

Info
Click below to take a look at the Recruitment Marketing Guides:

To ramp up your recruitment marketing efforts you can also take advantage of and revisit learnings from our 3-part Tutor Series, featured on our weekly Global Team Calls from January 17–31, 2023.

Back-to-School Teacher Facebook Contest

Back-to-School is a stressful time for parents and teachers. Teachers often spend their own personal money on their classrooms. Show your appreciation to teachers by running this Facebook contest to give them a gift card to help towards classroom costs. The best way to run this contest is as a prize draw — all names submitted get put into a ‘hat’ and you choose winners from that.



Stock the Fridge Campaign Guide

This Facebook campaign is a wonderful way to form genuine connections with schools and teachers. Although this campaign has the potential to generate leads and aid in tutor recruitment, its driver is simply doing something good and bringing value to your community. It encompasses the idea of ‘paying it forward’ and showing genuine appreciation for schools and teachers. 

Executing this campaign is as simple as stocking the fridge in the teachers' lounge/staff room with drinks and snacks. It's a small gesture that can make a big difference in building those genuine connections we're aiming for.


Other Things to Consider

  1. Partner with local businesses such as Staples or Office Depot to try and set up a table for back-to-school time.
  2. Flyering or leafleting at school pick-up and drop-off.
  3. Slow Down Sign Campaign- this campaign is a great way to build brand awareness in your community as well as give. back. These types of signs are popular in many communities to help protect children who are playing in the streets. 
  4. PTA / PTO connections and getting involved with any events at the start of the school year.


Marketing Resources & Files

Below are a list of materials that are available to you in the Resource Library:
  1. Social Graphics
  2. Social Media Cover Photos
  3. Email Headers
  4. Email Templates
  5. Promo Videos
  6. Postcards and Flyers
You can find the links to download the aforementioned materials HERE.


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