The Wild, Wild West of School Marketing, with Caylee Migliorini

“We’re getting to a place where there might be systems that are trying to ‘do it all,’ and we might get into the danger zone of trying to over-automate contact. Sometimes a personal touch is more effective than 15 auto-generated emails.” - Caylee Migliorini

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Summary

Has the wild, wild west ever really been tamed? We consider this and other burning questions like: Is A/B Testing actually misleading? with our guest - Caylee Migliorini. Caylee has a rich career history in the education management industry. She joins us today to share her experience and expertise in marketing for school enrollment. She is currently the Senior Managing Director of Creative Services and Student Acquisition at BASIS.ed. Caylee offers valuable insights as we think about school marketing and the ways that it is likely to change in the near future. Whether you are a big school with a strong marketing presence or a small school with one toe in the swimming pool, today’s talk will leave you with plenty to think about, and immediate steps to take toward increasing your school’s enrollment. Let’s listen...

In our discussion, we cover:

00.50 Caylee shares a bit about her background.

02:16 Andrew asks - If I were an intern at your organization, what would my onboarding look like?

05:00 Andrew wonders about how a school’s portfolio affects Caylee’s approach to enrollment for that school.

10:00 Caylee discusses the role and importance of copywriting in what she does.

11:20 Andrew asks Caylee to elaborate on her earlier mention of A/B testing in marketing.

14:30 Caylee clears up the misconception that some people might have when they find A/B testing to be “misleading.”

18:35 Andrew asks - Where do you send people after your initial contact with them - to a landing page, or elsewhere?

20:03 Caylee discusses what she thinks is too much follow up and what is not enough.

22:45 Andrew asks - How do you see school marketing changing over the next 5 years?

33:02 Caylee offers final words of advice.

Quotes:

03:45 “That’s a really important place for anyone in enrollment to begin - understanding what the organization’s goals and objectives are.”

17:02 “Our job is not to sell something. Our job is to inform parents about the right characteristics - to give them an opportunity to make a decision that’s going to be the best decision for them.”

24:20 “We’re getting to a place where there might be systems that are trying to ‘do it all,’ and we might get into the danger zone of trying to over-automate contact. Sometimes a personal touch is more effective than 15 auto-generated emails.”

29:50 “Data integrity, security, and the safety of information is something to be very aware of when you’re choosing a system. People’s privacy is very important to them.”

31:07 “We are the wild, wild west right now in the US. The European countries have much stricter data privacy and information rules than we do, but we will get tighter.”

33:02 “Be true to who you are and what you offer.”

Here are some resources mentioned in our discussion:

Check out the amazing BASIS.ed blog - http://vectors.basised.com & http://blog.basised.com

GDPR - General Data Protection Regulation - https://www.forbes.com/sites/quora/2018/02/14/what-is-general-data-protection-regulation/

Where to learn more about the guest:

Caylee on Linkedin - linkedin.com/in/caylee-migliorini-69349a26

BASIS.ed - https://www.basised.com/

Where to learn more about Enrollhand:

Website: www.enrollhand.com

Our webinar: https://webinar-replay.enrollhand.com

Our free Facebook group: https://www.facebook.com/groups/schoolgrowth/