2. The Best Kept Secret In Town? 2

3. Everything we do is Marketing! 3

4. “The Rain Effect!” DRIP DRIP DRIP DRIP DRIP DRIP 4

5. Open House Open House Tour Tour Presentation Presentation Conversation (in person or on the phone) Conversation (in person or on the phone) Direct Mail (letter, post card, greeting card) Direct Mail (letter, post card, greeting card) Signage (sign, poster, flyer) Signage (sign, poster, flyer) Advertising (TV, radio, billboard, web banner) Advertising (TV, radio, billboard, web banner) Website Visit Website Visit Email Email Text Message Text Message 5

6. ANYTHING that makes them think of YOU! 6

7. Make each drip CONNECTBOLDPERSONALFUN 7

8. What people remember… 100% FEEL 50% TOLD 33% READ 8

9. W I F M What’s In It For Me? 9

10. 10

11. Lost Generation1883-1900111+ Lost Generation1883-1900111+ Greatest Generation1901-192487-110 Greatest Generation1901-192487-110 Silent Generation1925-194269-86 Silent Generation1925-194269-86 Baby Boomer Generation1943-196447-68 Baby Boomer Generation1943-196447-68 Generation X (MTV) 1965-197833-46 Generation X (MTV) 1965-197833-46 Generation Y (Millennial) 1979-200011-32 Generation Y (Millennial) 1979-200011-32 Generation Z (I-Generation) 2001-????0-10+ Generation Z (I-Generation) 2001-????0-10+ 11

12. Generation Y (Millennial) 1979-2000 11-32 Generation Y (Millennial) 1979-2000 11-32 Echo Boom Generation Echo Boom Generation 71 million Americans born (Baby Boom-76 million) 71 million Americans born (Baby Boom-76 million) “Experience is Everything” “Experience is Everything” Friends = Family Friends = Family Prefer groups to one-on-one interaction Prefer groups to one-on-one interaction Nurtured Nurtured Unique – Special – Important Unique – Special – Important Entitled Entitled Celebrate diversity Celebrate diversity High expectations High expectations Rewrite the rules Rewrite the rules 12

13. Generation Y (Millennial) 1979-2000 11-32 Generation Y (Millennial) 1979-2000 11-32 Extremely Tech Savvy - Connected Extremely Tech Savvy - Connected Internet Internet MySpace MySpace Facebook Facebook Twitter Twitter Blogging Blogging Instant Messaging Instant Messaging Text Messaging Text Messaging Video Games Video Games UNLIMITED OPTIONS UNLIMITED OPTIONS 13

14. Generation Y (Millennial) 1979-2000 11-32 Generation Y (Millennial) 1979-2000 11-32 According to: Connecting to the Net Generation (7,705 students) According to: Connecting to the Net Generation (7,705 students) 97% own a computer 97% own a computer 97% have downloaded music or media 97% have downloaded music or media 49% regularly download music or media 49% regularly download music or media 94% own a cell phone 94% own a cell phone 76% use instant messaging/social network sites 76% use instant messaging/social network sites 66% have a Facebook account 66% have a Facebook account 60% own a portable music device 60% own a portable music device 34% use websites as primary news source 34% use websites as primary news source 28% author a blog 28% author a blog 44% read blogs 44% read blogs 14

15. Generation Y (Millennial) 1979-2000 11-32 Generation Y (Millennial) 1979-2000 11-32 According to: Connecting to the Net Generation (7,705 students) According to: Connecting to the Net Generation (7,705 students) 58% create personal content weekly 58% create personal content weekly Websites Websites Blogs Blogs Videos Videos 68% use cell phone to text message 68% use cell phone to text message 50% prefer IM as primary source of communication 50% prefer IM as primary source of communication 66% log on to IM several times per day 66% log on to IM several times per day 15% of IM users are logged in 24/7 15% of IM users are logged in 24/7 37 – average IM list size 37 – average IM list size 15

16. Generation Y (Millennial) 1979-2000 11-32 Generation Y (Millennial) 1979-2000 11-32 Workforce Issues Workforce Issues Team-Oriented Team-Oriented Work well in groups Work well in groups Good multi-tasking Good multi-tasking Insist on stimulating job environment Insist on stimulating job environment Expect frequent rewards Expect frequent rewards “Work to live” – NOT “Live to work” “Work to live” – NOT “Live to work” Tuned into their own value Tuned into their own value Limited loyalty to employer Limited loyalty to employer Boss (no) / Coach or Mentor (yes) Boss (no) / Coach or Mentor (yes) 16

17. Generation Y (Millennial) 1979-2000 11-32 Generation Y (Millennial) 1979-2000 11-32 Workforce Issues Workforce Issues According to a survey of hiring managers and human resource executives by CareerBuilders.com According to a survey of hiring managers and human resource executives by CareerBuilders.com 85% feel Millennials have a strong sense of entitlement than older workers 85% feel Millennials have a strong sense of entitlement than older workers Greatest Expectations Greatest Expectations Flexible work schedules Flexible work schedules More vacation or personal time More vacation or personal time Promotion within 1-year Promotion within 1-year Higher pay Higher pay 17

18. Generation Y (Millennial) 1979-2000 11-32 Generation Y (Millennial) 1979-2000 11-32 Workforce Issues Workforce Issues Mentoring Do’s Mentoring Do’s Supportive work environment Supportive work environment Formal structure needed Formal structure needed Lots of challenges – provide structure Lots of challenges – provide structure Breakdown goals into steps Breakdown goals into steps Offer resources and info to meet challenge Offer resources and info to meet challenge Interactive relationships Interactive relationships High expectations High expectations Be prepared for demands Be prepared for demands Complaints = Demands Complaints = Demands 18

19. ENROLLMENT ENROLLMENT RETENTION APPLICATION DRIPDRIPDRIPDRIP 19

20. APPLICATION ENROLLMENTTRACK RETENTIONTRACK SEPTEMBER FIRST DAY OF SCHOOL INTERESTLEVEL 20

21. APPLICATION ENROLLMENTTRACK RETENTIONTRACK SEPTEMBER FIRST DAY OF SCHOOL 21

22. APPLICATION BALANCE OF COMMITMENT YEAR END OF YEAR / YEAR 2SUMMERFIRST DAY10 DAYS11 TH DAYSEMESTER IFIRST DAY – SEMESTER IISEMESTER IIEND OF YEAR BUILDEVERYRELATIONSHIPTOLAST 22

23. To find and recruit a new student is 10 times: To find and recruit a new student is 10 times: HARDER HARDER MORE EXPENSIVE MORE EXPENSIVE TIME CONSUMING TIME CONSUMING than it is to retain an existing student than it is to retain an existing student 23

24. RULES Curriculum Curriculum Fun Fun Engagement Engagement Building Relationships Building Relationships 24

25. ENGAGEMENT FUN CURR. RULES 25

26. 1. Connecting the dots everyday… 2. Experiences 26

27. Create an engaging view of the “light” Create an engaging view of the “light” Must demonstrate to each student: Must demonstrate to each student: What will their CAREER look like? What will their CAREER look like? Talents/skills Talents/skills Opportunities Opportunities Advancement Advancement What will their LIFE look like? What will their LIFE look like? Experiences Experiences Freedoms Freedoms Opportunities Opportunities 27

28. Demonstrate the “light” – Experiences (cool) Demonstrate the “light” – Experiences (cool) Guest speakers Guest speakers Field trips Field trips See it See it Feel it Feel it Hear it Hear it Experience it Experience it 28

29. START OF SCHOOL TO GRADUATION FOCUSFOCUSFOCUSFOCUSFOCUS 29

30. CALL TO ACTION 30

31. Create a strong message of value Create a strong message of value DRIP that message consistently DRIP that message consistently Guard your image/message Guard your image/message Work together as a retention-driven organization Work together as a retention-driven organization Develop the WADE FACTOR Develop the WADE FACTOR YOU YOU TEAM TEAM ORGANIZATION ORGANIZATION 31

32. “From now on, we live in a world where man has walked on the moon… it wasn’t a miracle, we just decided to go!” 32

33. The content from this presentation was presented by Mark C. Perna at the 2011 ACTE conference in St. Louis, MO. The content from this presentation was presented by Mark C. Perna at the 2011 ACTE conference in St. Louis, MO. Contact Info: Contact Info: Mark C. Perna Mark C. Perna Tools for Schools, Founder/Author Tools for Schools, Founder/Author mark@mt4s.com mark@mt4s.com mark@mt4s.com www.MT4S.com www.MT4S.com 33