The re-enrollment & referral direct marketing campaign is a low cost, time-sensitive promotion that you should be running just before Back to School. This type of sales promotion targets your current and past customers and prospects – it allows you to incentivize the right actions, get them to respond, and grow your business in the process.
Franchisees have enjoyed an extra $20,000 - $45,000 in enrollments from this promotion.
You send an email blast to all your prospects, past and current customers providing a time-sensitive promotion (i.e. one week only). The promotion offers the following enrollment bonuses:
- 144 hours = 5 FREE HOURS
- 96 hours = 4 FREE HOURS
- 72 hours = 3 FREE HOURS
- 36 hours = 2 FREE HOURS
There’s a catch though….if they pay for the re-enrollment in full, the bonus hours are DOUBLED!
An additional promotion is offered in the same email for referrals. For each referral that becomes an enrollment, the referring family would receive the following bonus hours:
- 1st Referral = 1 FREE HOUR
- 2nd Referral = 2 FREE HOURS
- 3rd Referral = 3 FREE HOURS
- 4th Referral = 4 FREE HOURS
- 5th Referral = 5 FREE HOURS
With this promotion, if a family refers 5 clients that enroll (min. 36 hours) they could receive up to 15 additional hours!
Follow Up!
- Respond to any inquiries/interest generated from the email blast. Remember speed to lead!
- Log into your YourFeedbackSurvey and identify everyone that rated you either a 9 or 10, as well as anyone who has given you a great review on your Facebook Page & other review sites.
- Call all of these people and position the phone calls as ‘check-in’ calls.
- During the ‘check-in’ call, transition to asking them if they have read your promotional email. If they haven’t, you now have an opportunity to speak to it.
- Pick up the phone and start calling people on your contact list. (Spend 30-45 minutes a day.)
- The key is to get your message out to as many people as possible. The call centre is a great option here.
- Extend the promotion for an extra week ‘due to popular demand’. This should bring a new round of interested individuals.
The Emails & Timeline
- Only edit the highlighted areas of the email template
- The body of the email should stay the same for all 6 emails being sent
- The only change for each email is the subject line:
|
Email
|
Subject
Line
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When
to Send
|
|
Email
1
|
FREE
Tutoring Hours from Tutor Doctor
|
|
|
Email
2
|
FREE
Tutoring Hours – only 3 days left
|
4
days after Email 1
|
|
Email
3
|
Last
Chance to Claim Your FREE Tutoring Hours from Tutor Doctor
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2
days after Email 2
|
|
Email
4
|
OFFER
EXTENDED: Claim Your Free Tutoring Hours
|
1
day after Email 3
|
|
Email
5
|
FREE
Tutoring Hours: Only 3 days left
|
4
days after Email 4
|
|
Email
6
|
24
Hours Left to Claim Your FREE Tutoring Hours
|
1
day before offer ends
|
You should create your own timeline for when each email is going to be sent with specific dates based on your local school’s terms so you are prepared.
Why this Campaign Works
This works through the F4 and through our cost structure.
Let’s assume a family re-enrolls for a 96 hour package valued at $4,800 ($50/hr). The family pays in full so in this example they would receive 8 free additional hours.
Let’s also assume that you pay your tutors $20/hour.
- F1 = $160 ($20 x 8 hours; no marketing expense)
- F2 = 100% ($125 F1 benchmark / 50% benchmark = $250 max. we’ll spend to achieve a consultation. So it’s ok to have a $160 F1.)
- F3 = 100% (Already a closed sale.)
- F4 = $4,800
You’re spending $160 and turning it into a $4,800 sale which can be looked at as a 3.3% marketing spend!