I want to show you what I think is the most essential marketing principle in action: "Speed to lead".
Specifically, I'll show you how I helped the First Class Dental Assisting School of Nashville use this technique to recruit and secure a 50% commitment rate of those who applied in its first-ever term.
The Speed to Lead Method
"Speed to Lead" is detailed in Harvard Business Review's article. If you haven't read this infographic, go check it out.
But basically, "Speed to lead" just means how fast you follow up with someone after they apply to your program.
I've found that having a 5-minute or less 'speed to lead' response time is crucial for a couple of reasons:
1Immediately Capitalizing on Interest
When an applicant fills out a form on your website, they are at a peak of interest and engagement. They have just taken a significant step by actively reaching out. This moment is crucial. Responding within 5 minutes taps into this peak excitement. It shows the applicant that their interest is valued and reciprocated.
2Competitive Advantage
In the bustling field of educational enrollment, being quick to respond is not just good practice… It's a differentiator!
Most schools don't engage this swiftly. Students often wait hours or even days for a reply. A 5-minute response can be the deciding factor for an applicant choosing your program over others.
Here's the proof:
In their very first term, 45.61% of applicants committed to the school's program. And a remarkable 28.07% showed up on day one.
That's roughly 1 in 4 applicants turning into actual students.
The success didn't stop there.
The school's second-ever term saw similar figures: 48.08% committed, 26.92% showed up. And they achieved this without the glowing reviews that their competitors had.
It All Started With A Partnership
It started with a phone call from Dr. McLaughlin. He needed a fresh approach to marketing and enrollment for his new dental assisting school. That's where I stepped in.
The challenge? The educational landscape in Nashville was crowded with heavyweights like well-known universities and established trade schools.
Revolutionizing Student Enrollment with AI
The Initial Approach (That Didn't Work)
My first move? Writing compelling website copy and launching digital ads to drive traffic. It seemed like a foolproof plan.
But here's the twist – Our first approach didn't quite hit the mark.
Once someone applied, we just sent an automated email with a payment link. Simple, right?
But this approach missed a critical element – personal touch.
The Second Attempt (Better, But Still Not There)
So, we pivoted to a more personal approach. After they filled out an application, they would be prompted to select a time and day to virtually meet with us over Zoom.
The results? Better, but still not there. We were setting up meetings – lots of them, actually. But attendance was low… really low. In fact, no one showed up to these meetings.
The Lightbulb Moment
That's when I stumbled upon a Harvard Business Review article on 'Speed to Lead'. It was a lightbulb moment. It stressed the importance of starting a conversation within the first 5 minutes.
So, I waited by my computer. And as soon as someone submitted an application… I immediately reached out via text and email.
Something remarkable happened...
Applicants started replying back! Suddenly, conversations sparked, tours were booked, and commitments were made. It was a glorious time!
But There Was A Catch...
This approach was time-consuming, and I couldn't be available 24/7. Most applications came in late at night when I was off duty. So, I was only gaining commitments from students who applied between 9 am and 5 pm.
I didn't want to be that guy who was waiting and tending to his phone all morning, evening, and night. And neither did my wife and newborn daughter want that from me either.
The AI Solution That Changed Everything
Well, lucky for me… This was around the time that the ChatGPT craze was peaking. An idea struck me one day.
Why not create an AI enrollment officer?
What if this AI enrollment officer could stand in for me at all times of the day and night... And could have conversations with applicants, answer their questions... Even persuade them to come to tour our school!
So, we did it. We built an AI enrollment officer!
And the results were nothing short of miraculous.
The Results With AI:
Using this new AI employee, coupled with a multi-week nurture campaign, we enrolled 1 out of every 4 students who applied.
The Takeaway for Your School
What does this mean for your school?
It's simple:
Embracing innovative strategies like 'Speed to Lead' and leveraging AI can transform your enrollment process. It's about connecting quickly and effectively with your audience.
Ready to embark on a similar journey and revolutionize your school's enrollment?
Ready to Transform Your School's Enrollment?
Imagine a future where every new term begins with a full roster of eager students. Let's discuss how this vision can become your reality.
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