Unanswered Phones Represent the Biggest Marketing & Recruitment Leakage in FE
I’ve written about unanswered phones before. It is no good spending £000s on marketing only to ignore the calls when a prospective student calls.
Sadly the blight of unanswered calls continues. In the last two weeks, I’ve repeatedly called two providers that have failed to answer. One just lets the phone ring and ring without going to answerphone. The other plays back testimonials (with background noise) for several minutes before saying it has not been possible to connect you and cutting the call. Continue reading →
Chatlines and Chatbots Can Provide Data Capable of Being Used to Improve Website Design
We all plan for our website to be perfect. But perfection is hard to attain and the best we can often hope for is a high quality site that answers all the questions we expect out target audience to ask.
But sadly we often miss essential questions. Especially those seasonal questions that come through by phone or chatline, but otherwise get missed.
How Questions Improve Website Design
If you take all the questions you are asked in a week or month (download them from your chatbot into a spreadsheet is a good idea). Then analyse them you will see certain trends developing. Continue reading →
Chatbots carry out repetitive admin tasks 24/7 .. they don’t just work in factories
Chatbots or bots are an automated or semi-automated software tools that can carry out repetitive and mundane tasks 24/7. They are usually used as a communications tool.
Bots are very common and can undertake admin tasks such as answering emails. Other examples you will undoubtedly come across include the Googlebot. Google uses Googlebot to index the huge volumes of new content being uploaded to the web every second. Its a repetitive admin task that’s been automated with a bot. Continue reading →
Posters are a popular way to disseminate information. But they often miss the point
Whenever we produce a poster it is easy to say they are for information. But is that all they are being produced to do?
Let’s take a very simple poster .. or sign. If it says To the Beach it is providing information. But the information is useless unless we add an arrow. Even then the sign has failed if it does not get people to act upon the Call to Action we have provided. Continue reading →
We all know Customer Information or customer intelligence is vital. But keeping on top of change is hard.
For example how do you know what is happening in a customer’s business? Things like new staff, new premises, new products and services, new contracts plus all the problems they can encounter.
You could spend days each month checking for Customer Information in newspapers, websites, brochures, social media and much more .. and still not keep up on one customer. And what happens when you have 20 or even several hundred clients? Continue reading →
Google’s research indicates that four out of five people use search to find local information.
From our research, at ProviderMasterMind, we find that most FE providers get 70% or more of their web traffic Google.
Put these two findings together and it is clear that Location based searches are important and you need to consider this when producing web pages.
But it isn’t just on the web that this type of behaviour occurs.
For years we’ve advertised local courses, for individuals and businesses, in local printed media. A lot of advertisers didn’t realise it but the ads that worked best carried the location in their headlines. And if your name contained a location that was even better e.g. Mytown College or MyTownTraining.
Often we take at face value what young people and employers tell us.
When someone says they want to be a plumber is it true? Or is it that they have perceptions about plumbers and plumbing that they want satisfied.
So why not ask them why they want to be a plumber. The last time I did this the young man I spoke to told me it was because plumbers get to move around from job to job, often worked alone, and were more independent than factory workers.
As we delved in to this we started to explore other careers where people worked alone and were more self reliant than a factory worker and suddenly this young man’s horizons opened up beyond plumbing, beyond construction and embraced hundreds of other potential careers.
Sometimes you have to listen to the words that are unsaid as much as the ones that are voiced. Continue reading →
No, I’m not being rude .. it is what he often says when negotiating.
He’ll say things like “I am curious about why you want this by month end”, “I’m curious why you want that quantity” or “I’m curious why you made that decision”.
His curiosity is almost childlike. But in the same way we tolerate children and their questions .. and even answer them .. he is able to ask really difficult questions without appearing rude or threatening.
Our partner, Pubble, who have created some incredible software used by colleges, have beaten off competition from 1,500 start-ups to be included in London Techstars’ 2014 cohort of just eleven Tech companies.
As Principal I employed very few consultants but did employ Stefan on the basis of a clear ROI.
I would recommend him to any college, university, business or Government agency as a reliable consultant who will become indispensable.
Ioan Morgan CBE Latterly FE College Principal & CEO
He certainly does what he says on the tin...... I've worked with Stefan for many years and he has an uncanny knack of cutting through the ****, focussing on the essentials and coming up with creative and inexpensive marketing ideas that work.
Stefan isn't called the 'Marketing Magician' for nothing you know !
His ability to see marketing solutions that really work is second to none, without spending a fortune.
I think Stefan's great strength is taking problems and solving them, in a clear and positive way, without a whole lot of jargon.
I recently had the pleasure on working with Stefan on publishing a new marketing book. "Creating Business Growth" quickly became a Bestseller in several countries around the world. This project came together and was guided from concept to successful completion by a true leader. That leader is Stefan Drew. Stefan is an experienced marketer and I highly recommend him.
Stefan is very thorough in his research and understanding of a clients requirements. He has a proven record of delivering comprehensive strategic marketing plans that address education / FE issues critical to the ongoing success of a ...MoreStefan is very thorough in his research and understanding of a clients requirements. He has a proven record of delivering comprehensive strategic marketing plans that address education / FE issues critical to the ongoing success of a college. I would recommend considering Stefan for any project that involves strategic planning, communication or digital marketing.
I have worked with Stefan and have learnt a lot from him. He has extensive knowledge in digital marketing and he is keen to share his passion for the kind of deep audience insights that digital marketing can offer. ...MoreI have worked with Stefan and have learnt a lot from him. He has extensive knowledge in digital marketing and he is keen to share his passion for the kind of deep audience insights that digital marketing can offer.
His enthusiasm for marketing is infectious and he is a joy to work with.
Stefan is a valuable and regular source of sage advice and counterintuitive thinking. His tips on media and visibility have benefited my both clients and me and he always has an insightful perspective to share. If you get the chance to work with him, take it!
Stefan drew from a wealth of marketing and educational sector knowledge to provide suggestions, solutions and ideas which proved to be effective and beneficial to the organisation. I would have no hesitation in seeking his expertise in the future.
Stefan has a wealth of practical ideas to solve your ,marketing problems, based on a lifetime of experience in the real world. His down to earth approach is easy to implement and he's very adept at saving money, helping you focus on marketing that will get you new clients or more business
Having experienced a wide range of corporate marketing "experts" over the years, Stefan offers a very different cool and pragmatic approach. Without looking to simply throw money at the problem, he finds different ways and I've seen some great results.....