Webinar FullEnrollmentFormula Feb18 · TheFullEnrollmentFormula 5"Simple"Stepsto"Your"Forever"Wait"List Kris Murray President"&"Founder Child"Care"Marketing"Solutions

The Full Enrollment Formula5 Simple Steps to Your Forever Wait List

Kris MurrayPresident & FounderChild Care Marketing Solutions

How to Get the MOST Out of the Next 75 Minutes of Your Life!

- Close your door- Do not disturb sign

- Listen and be present- Resist the urge to multi-task!

- Stay until the end (I will give you the slides and a 10-point Quiz)

Our Mission

• Vision: 1 million children positively impacted via 5,000 early learning businesses transformed

• Mission: To provide child care business owners and leaders worldwide with the marketing, management, and leadership skills they need to run profitable, high-quality child care programs – resulting in a healthier, better early learning experience for children, families, teachers, and owners.

How We Make aDifferenceOne School Owner at a Time

Success Story: Mary WardlawFrom $200K to $970K

“Kris - I wasted so much time and money on my MBA degree, only to find it was of little help in

my world. I was ready to throw in the towel, down to fewer than 55 kids – many of whom were

paying an hourly rate and attending only a few hours per week. When we met, I was lucky

to generate $200,000 in yearly sales – last year I was $30K short of one MILLION! For me,

and my little center in my little town – that is absolutely mind-blowing. We have a capacity of

90, with 98 FTE, and we’re still growing. We’re filling all of the little spots here and there. In

short, knowing you set me in a new direction, giving me hope and setting me on the path to

personal and professional transformation. And when I consider the relationships forged

with other owners because of you…I am just so grateful.”

Mary Wardlaw, Owner - Niles, Michigan

I’ve written two published books on the topics of enrollment and business growth.

Some people refer to me as America’s top expert in the business of child care.

I’ve been featured in USA Today, Newsweek, the Wall Street Journal, INC. Magazine,

Entrepreneur Magazine, and Child Care Exchange – to name a few.

Last year I received the Moving America Forward award from William

Shatner.

I was recently featured on the TV news show Live from Studio 6B.

I’ve met countless celebrities as I try to move the cause of early childhood education forward.

Stedman Graham

Sean Astin Gene Simmons

Leeza Gibbons

Marlee Matlin

Most importantly, I get the chance to serve hundreds of ECE owners and their staff, with my

coaching programs.

Which means my team and I get to have a positive impact on literally thousands of families

with young children.

And here’s me with my kids, Owen and Maeve. We live in a little mountain town in Colorado.

The Problems You May be Facing

• You’ve been struggling to build your enrollment, and you’re FRUSTRATED that nothing you try seems to be working. Increased competition or lack of digital marketing expertisemay be at fault.

• You get calls from prospective parents, but they just want to know your RATES, then never call back or take your tour. You hate feeling like a commodity, because you know you provide a quality program for children.

• You could enroll more children if you could find more qualified teachers to hire – who would stay working for you over the long term.

• You’re just starting out, either in your center or in your home, but you’re anxious about how to get clients for a brand new program. You need help creating marketing that works from Ground Zero.

The Main Reason You Aren’t Getting the Results You Want

So what’s the real cause of your under-‐enrollment problem? It’s your lack of clarity about which part of the

enrollment process is really failing you. And that’s because you have NO SYSTEM.

• No system for making the phone ring (or getting email inquiries or walk ins).

• No system for getting your staff to answer the phone in a way that builds trust, obtains the parent’s

contact info, and books that tour – every time, consistently.

• No system for doing a great tour that will motivate parents to register on the spot.

• No system for tracking your leads so you can follow up often and well, in a way that parents welcome.

• No system for hiring great teachers into your school, and getting them “bought in” to why it’s

important to be full with a waiting list.









































YouCan Do This!• Reasons to have hope!...

– We have helped so many people desperate for answers, just about to

close their doors

– We helped Michelle Hill Jack from NM save her school from ‘closing

doors’ and so many others like her!

– Just follow the 5-‐step roadmap I’m going to give you today!

– You can do this!! J

ReferralProgram

Online search

Social Media

Community Events

Press releasesDirect mailers

Inquiries: Calls, Emails, Walk-Ins

% Tour the center % Do not tour the center (why not?)

% ENROLL

Signage / Drive-By

YOUR ENROLLMENT FUNNEL

Print Ads

% DO NOT ENROLL Copyright 2011-‐2018 Kris Murray

TV/Radio

The 5-‐Step Formula:

1. Be visible

2. Be different

3. Build trust

4. Deliver your promise

5. Know your numbers

Step One: Be VisibleBe Found by Today’s Millennial Parents

Rule of Thumb:

A child care center in a suburban market (population 20-‐50K) should get an average of 20 leads per month.

Copyright 2018 Child Care Marketing Solutions / Kris Murray

So how is YOUR school performing compared to the benchmark

of 20 leads per month?

-‐Your success is based on how VISIBLE you are...online and offline.

Be Visible to Today’s Millennial Parents• Online First

1. Google Maps

2. Facebook Ads Manager & Boosted Posts – drive traffic to landing pages on your website

3. Other social media: Pinterest, Instagram, YouTube channel, Twitter

4. Email Marketing to Your ”House List”

• Offline1. Parent referral rewards program

2. Community marketing

Keywords Drive Google Listings & SearchDaycare, Day care, preschool, child care, after school,

infant, summer camp

Keywords = Google Search Rank

Case Study: Debbie from OhioDear Kris:

“We have been open for a year and we cannot get our enrollment over 50. We are located within a mile of 4 other centers (most of them are chain centers). We are privately owned. We have tried open house, Halloween trick or treat open to the community, visiting local businesses and giving small gifts, mailing books to children of parents that have called for information and still very few calls. When we get a call we normally get them to visit and when they visit they normally enroll. It's just getting the phone to ring. We also did a post card mailer. Any suggestions? Our rates are a few $ less than our competitors. Wouldn't it be better to lower our prices considerably and fill up than to struggle at 40 + kids? Suggestions?? We've got to do something.”

Case Study: Debbie from Ohio

What I did:

-‐Went to Google (logged out) and typed in “preschools Mason Ohio” and “daycare Mason OH”.

-‐ Both searches came up with 2 pages of child care listings but NOT DEBBIE

Recap of Step One:

• Be Visible – be FOUND online first, then offline in the

community

• Analyze where your leads are coming from

• Is ”lead flow” up or down?

• Where can you be more visible? Where are you invisible?


1. Be visible

2. Be different

3. Build trust



STEP TWO: Be Different

• Preschools all sound and “look” very similar to a typical

mom calling your program

• It’s often very hard to make the best choice

– Rather than making it based on price and location...

– Help them make it based on UNIQUENESS, VALUE and

TRUST

STEP TWO: Be DifferentThree Big Elements of Your “Differentiation”:

1. Concrete, Compelling Points of Difference that are Easy for Parents to “Get”

2. Backed up by Reviews & Testimonials

3. Your Personal Story – Your “Why”

We also sometimes refer to this as your “value platform”

How Strong is the Value Platform of Your Message?

• Enables customers & prospects to clearly, quickly understand

how you improve the lives of children (and parents)

• Highlights your top differentiators

• Easy to understand

• Compelling

• Builds trust in your program

The 3 Ways We’re Different(from most other programs in the area)

• We are NAEYC accredited which holds us to a higher standard

of quality (kind of like the Good Housekeeping seal of approval)

• We have a nature-‐scape playground that backs to open space

and ponds (which kids love)

• We provide fresh fruits & veggies at every meal or snack (not

canned fruit)

TLC Academy (OH)www.TLCHudson.com

Value Platform Examples Online



STEP THREE: Build Trust• All the way through the Enrollment Funnel• How you generate inquiries

• How you handle the phone call

• How you handle the tour

• How you handle the follow-up

• How you “on-board” new families and communicate over the first 90 days

The Phone Call

The Tour

Where the MAGIC Happens…(Or Not)

A Typical Phone Inquiry

• Meals included

• Open 6:30a-6:30p

• 3 snacks

• Had to ask her to elaborate on differences – put on hold for 2nd time and I could easily have hung up

• “Corporate curriculum”, daily schedule and themes

• A very unstructured presentation of all sorts of curriculum topics and enrichment (“boring and way too long”)

• Never ask my name or my child’s name

How My Team and I Fix ItThree “Differences”

• All-inclusive STEAM curriculum– Arts, science, tech and math, dance - all included

• Unsurpassed kindergarten readiness– Here’s why (and proof points if you have them)

• Outdoors every day – both structured learning and free play– An example of what they did today / earlier this week outside

• Much shorter, impactful, and memorable

• Start the call by asking their name, child’s name, tell me more about your child and the reason why you’re seeking care

Sharon’s eBook-‐ Includes letter from the

owner-‐ Builds trust-‐ Positions her school as a top

choice

Thanks for Touring Card (in Goodie Bag)

The Happy Family Guarantee

Recap: Can you see how all these tools and ideas build TRUST with parents?

• Differences

• Your story

• Expertise

• Awards & accreditations

• Testimonials and reviews


1. Be visible

2. Be different

3. Build trust



STEP FOUR: Deliver Your Promise

3 main reasons why parents dis-enroll:

1) They don’t feel communicated to – don’t know what’s going on

2) Teacher turnover in their classroom

3) Specific service issues go unresolved (repeated biting)

STEP FOUR: Deliver Your Promise

Ways to Fix It:

1) TRAINING program and On-Boarding for New Teachers

2) Digital Parent Communication App with Daily Photos, Videos,

Reporting

3) Reduce Teacher Turnover by Tracking It and Working on Your

Leadership, Culture, and Staff Appreciation pillars


1. Be visible

2. Be different

3. Build trust



STEP FIVE: Know Your Numbers

• Because what you measure…IMPROVES

• You won’t know how to improve your score if you’re not keeping score

• It provides CLARITY….and clarity is power

55

What to Track in Your Enrollment Funnel

• # of Inquiries

• Lead Source (Where Inquiries are Coming From)

• # of Tours

• Conversion % from Inquiries to Tours

• # of Enrollments

• Conversion % from Tours to Enrollments

• Monthly / quarterly / annually56

Sample Tracking Form

Recap: The 5-Step Full Enrollment Formula

1. Be Visible: Be found by today’s parents

2. Be Different: A compelling message with points of difference

3. Build Trust: Trust-building elements throughout

4. Deliver Your Promise: Keep them once you get them

5. Know your numbers: Tracking provides huge clarity

Can you see how these steps can transform your enrollment process?

Can you find just 3 hours a week to implement these strategies?

The key is to just START.

What 1 or 2 Actions from This Session Do You Commit to

Completing in the Next 30 Days?

1. _____________________________________

_____________________________________

2. _____________________________________

_____________________________________

Laugh Break –Gotta Love the ‘80s

My high school graduationphoto

I hope you learned a lot over the past hour.

“There’s much more I

have to teach you,

Young Padawan!”

Now, you have a choice to make.

You can do it alone, following this easy 5-step roadmap.

Or...

You can let me mentor you with a deeper dive into all the

knowledge.

If you’re intrigued about getting my personal help, I’ve got great news.

Announcing... (yay!)

The Enrollment Boot Camp Challenge 2018

The World’s #1 Training for Child Care Owners and Leaders Who Want to Get Fully Enrolled with a Proven,

Easy 5-Step System

A Live Virtual 5-Week Training Course

• The Enrollment Boot Camp is my signature training course

• Since it was first created in 2010, hundreds of preschool owners have taken it and seen massive growth in their enrollment

• How is this different, unique, and why should you care?

Enrollment Boot Camp CHALLENGE 2018

• 100% UPDATED, fresh content!

• New tools, new video training, new strategies, new examples for you to model

• First time I’ve taught it LIVE (”Done with you”) in FIVE years

• Then there’s the CHALLENGE part...

Are You Up to the Challenge?

• Grand Prize: $20,000 Value– One Year of Platinum Membership in the Child Care Success Academy ($14,400 value)

– One Year of Child Care CRM Software for Your Program (up to 2 locations)

– A Free Website Analysis and Action Plan from trusted SEO expert Brian Brown

How to Win the Challenge• Track what you implement during the 5-week challenge

• Track your enrollment results

• Fill out the Challenge Entry Form during the first week of April (when Boot Camp is winding down)

• Create an optional video telling your story with your results!

A Little Inspiration“We Grew by 150 Children in 6 Months”

“Working with Kris and using her Enrollment Boot Camp strategies has been the single most important thing we’ve done to grow our enrollment. Quite simply we would not be where we are today without her expertise. As a husband-wife team of many large locations, we’ve gotten a huge return on investmentfrom working with her. Save yourself lots of time, money and frustration and get the Enrollment Boot Camp – I promise you will not regret it."

Gerry Pastor & Jane PorterfieldOwners, Educational PlaycareHartford, CTwww.educationalplaycare.com

A Little Inspiration“From 30 to 90 Kids in Just a Few Months”“In my 25 plus years in the childcare business, I have only once had training of this caliber! Kris has taken marketing to the next level! I feel rejuvenated! We tripled our enrollment in one of our locations (from 30 to 90 children) in just a few months using the Enrollment Boot Camp techniques. I no longer feel like my marketing efforts are fruitless and a waste of money. All of my center management are more motivated than ever. We are Facebooking and emailing and videoing and most importantly of all ENROLLING new children! Hats off to Kris and her Enrollment Boot Camp.”

Annette GentryExec. Director, Creative Day SchoolGreensboro, NCwww.creativedayschool.net

Exactly What You’ll Get

• Benefit #1: Five Weeks of Easy Step-by-Step Content – Each week, you’ll get 4-6 modules of clearly laid out video training

• Benefit #2: Tools, examples, cheat sheets, and exercises designed to get you fast results

• Benefit #3: Weekly live Q&A calls with Kris and/or my fellow coaches (Fridays at 1:00 pm ET, calls will be recorded)

• Benefit #4: Lifetime access to the Enrollment Boot Camp training system, including future improvements and changes, via our online Members Area
















What You’ll Learn: WEEK ONEWeek One (Feb. 26-Mar.4) HOW TO TRACK YOUR SUCCESS

• 5 Easy Steps for Tracking Your Enrollment Progress• I’ll Walk You Through My 5 Success Trackers and Show You Exactly How to Use Them

• The Specific Information You Should be Gathering from Each Parent Prospect

• Where to “House” All this Information So You Can Leverage It (hint: it’s not the “binder of death” or sticky notes!)

• How to Easily Track Your Follow-Up Steps, and What Kind of Follow Up System You Should Have in Place

What You’ll Learn: WEEK TWOWeek Two (March 5-11) HOW TO DOUBLE YOUR PARENT INQUIRIES

• Real-World Strategies for How to Immediately Get Your Phone to Ring with More Quality Prospects that are a Good “Fit” for Your Program

• Keys to Getting Ranked Higher on Google for Your Top Keywords

• How to Get Information out of Google Analytics and What it Means

• Using Online Directories – Which Ones Are Important for You to Be Listed On

• Community Marketing Ideas: Effectively Increase Your Word of Mouth in Your Market

• How to Use Facebook Ads to Drive Traffic to Your Preschool (and the importance of Landing Pages)

• Examples of Great Parent Referral Programs and How to Create One that Brings You Enrollments, Month in, Month Out

What You’ll Learn: WEEK THREEWeek Three (March 12-18) HOW TO DOUBLE YOUR TOURS WITH A WINNING PHONE/INQUIRY PROCESS

• Mastering the Phone Call: A Completely New Approach for Converting More Inquiries to TOURS by Motivating Them to Book a Tour

• How to Fix Your Tour “No-Show” Problem

• We’ll Give You Our Phone Success Script and Train You on How to Use It

• How to Handle Email Inquiries so they Don’t Get “Lost” – But Also Won’t Use Hours of Your Time Responding to Them

• How to Handle Walk-Ins with Ease

What You’ll Learn: WEEK FOURWeek Four (March 19-25) HOW TO DOUBLE YOUR ENROLLMENTS WITH YOUR BEST TOUR

• Our Proven 6-Step Tour System: Use this and Double Your Registration Conversion Rates

• What’s Working Now to Optimize Your Tour – How to Convert More Tours to Enrollments by Communicating More VALUE to Your Prospect

• When to Use Special Offers and When Not To

• Specific Language for Closing the Tour Without Feeling “Sales-y”

What You’ll Learn: WEEK FIVEWeek Five (March 26-Apr. 1) STAFF AND FAMILY RETENTION

• Step by Step Process for Building and Leveraging Customer Loyalty

• Ideas for “outside the box” customer service that will have parents raving about your program

• How to Get Lifetime Referrals & Tons of Reviews and Testimonials

• BONUS: The “Hire Right” Master Class will help you fill your hiring funnel with great teacher applicants!

BOTTOM LINE: You’ll get the same step-by-step

blueprints that I’ve used with hundreds of my clients who have doubled or even

tripled their enrollment.

5 Bonus Gifts! – A $4,308 Value

• BONUS GIFT #1: Strategy Session with Coach Brian ($597 Value):

Coach Brian on my team is an expert in our field, and he owns 5 locations with his wife Carol. He’s a master at seeing the “hidden blind spots” that will help you improve and grow your business. This strategy session is a game-changer. No obligation, just a way for us to keep helping you.


• BONUS GIFT #2: Facebook Ad Campaign Mastery Training ($697 Value):

A value-packed online workshop with our very own Facebook Expert Bruce Spurr, designed specifically for child care owners and marketers. We’ll show you examples of actual FB campaigns and the 3 components of successful campaigns you need to model. This is THE ad strategy that will get your phone ringing more than any other single thing you can do in today’s digital economy, PLUS recruit the best teacher talent in your market.


• BONUS GIFT #3: 2-Month Free Trial of Kris Murray’s Insiders Club with Free Welcome GOODIE Box ($1,920 Value):

You’re getting the Boot Camp, so we want to give you 2 months of free ongoing support and accountability along with it, so you get maximum success from your investment. Plus a big box of free training resources and cool swag. (NEW MEMBERS ONLY Please)


• BONUS GIFT #4: Hire Right Master Class ($597 Value): A live two-hour online workshop designed to help you find and hire qualified teachers that are a great fit for your program, whenever you need to.


• BONUS GIFT #5: Email Marketing Master Class ($497 Value): A 2-hour workshop, all about how to get your emails opened and read by prospective parents, and how to maximize the effectiveness of your email marketing campaigns.

Total Value of Enrollment Boot Camp Challenge plus Bonuses

BENEFITS VALUE• Benefit #1: Five Weeks of Easy Step-by-Step Content $1,175

• Benefit #2: Tools, examples, cheat sheets, and exercises $850

• Benefit #3: 5 Weekly live Q&A calls $697• Benefit #4: Lifetime access Priceless

• 5 Bonus Gifts $4,308TOTAL VALUE $7,030

A Tiny Investment with a Huge Return

• Benefit #1: Five Weeks of Easy Step-by-Step $1,175Content


• Benefit #3: 5 Weekly live Q&A calls $697

• Benefit #4: Lifetime access Priceless

• 5 Bonus Gifts $4,308

TOTAL VALUE $7,030

YOUR INVESTMENT ONLY $597

Payment Options

Best Deal: One Time Payment of $597

Or

3 Monthly Installments of $219

– Get started for just $219 today, no more payments until a

month from now

How Many Children do You Need to Enroll to Pay for this Training?

Guarantee #1

Simply sign up, show up, and check out the training

If you decide for ANY reason it’s not for you, cancel by the

end of week 2 and get a 100% refund, no questions asked

Guarantee #2

I guarantee you will 10-TIMES your investment in the first year

You will add a minimum of $5,970 to your revenue, or get a full refund

(Assumes you’ve actually implemented strategies each week from this course)

You Have NOTHING to Lose by Taking Me Up on These 2 Guarantees

The Risk is All on ME

What to do Now

à www.EnrollmentBootcamp.com

Learn more and Get Registered

before this course sells out

FAQ #1

• When does the course start and end, and what if I can’t

make the live training calls?

FAQ #2

• How do you know for sure these strategies will work for

me and my program?

FAQ #3

• The main reason I can’t grow my enrollment is due to lack

of quality teachers/staff. Can you help me fix this?

FAQ #4

• How many children can I expect to gain from this training,

and what will my return on investment be?

FAQ #5

• I’ve already purchased the “older” version of Enrollment

Boot Camp. Can I get a refund or a deal if I invest in this?

Don’t delay or risk being locked out

The Enrollment Boot Camp Challenge is limited to the first 100 people who register

There are 700+ people on this webinar and 15,000 people on our list, so it’s very likely this

WILL sell out

Once the 100th person registers for the Boot Camp, we will close the doors

You’ll have a great shot at winning the Grand Prize worth $20,000 – and be my

next Platinum Coaching Client

A Tiny Investment with a Huge Return

• Benefit #1: Five Weeks of Easy Step-by-Step $1,175Content


• Benefit #3: 5 Weekly live Q&A calls $697

• Benefit #4: Lifetime access Priceless

• 5 Bonus Gifts $4,308

TOTAL VALUE $7,030

YOUR INVESTMENT ONLY $597

What to do Now

à www.EnrollmentBootcamp.com

Learn more and Get Registered

before this course sells out

Again, Seats are Limited to the First 100 People

Doors Close on Sunday, Feb. 25that Midnight ET

Training Starts Monday, Feb. 26th

THANK YOU!• Just go to www.enrollmentbootcamp.com

• That’s where the SLIDES and 10-POINT QUIZ will be posted (scroll to bottom of page for PDFs)

• I look forward to mentoring you to lifetime SUCCESS and a Full House.

Webinar FullEnrollmentFormula Feb18 · TheFullEnrollmentFormula 5"Simple"Stepsto"Your"Forever"Wait"List Kris Murray President"&"Founder Child"Care"Marketing"Solutions

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