Isn’t it amazing how fast the rate of change continues to increase?

Just when we think technology has come to the point where things can’t possibly continue to be changing as fast as they are, they change again!  Five years ago, the pandemic caused all kinds of changes.  In times past, isolation would have made us go stir crazy in about three months time.  Thanks to technology, those that had the foresight to have technological resources in place for emergency situations were able to pivot to a new way of connecting virtually.  Those that did not have a plan in place had two choices – adapt as best as they could, or shut down altogether.

While technology permitted us to be isolated for a while, we finally emerged from isolation, and begin to establish a “new” normal, since “That’s the way we’ve always done it” is now a recipe for disaster.

About 25 years ago, the transportation industry learned about change and the security necessary to be able to board an airplane.  Then, school safety and security became a priority shortly thereafter.  And still today, health has been added to the list of things that receive priority consideration, since health is the basis for the two items that have caused our federal government to be shutdown.

And as things continue to change, it will have continuing effects on how faith-based schools continue to do business, and stay in business.

I’m not sure if you follow any online businesses today, but it is a growing trend.  Even MaryKay and Pampered Chef representatives have their own Web sites rather than hosting parties or personally visiting their customers.  Others in the business coaching business have published documents and books, have produced videos and podcasts, and have held online seminars long before our pandemic hit.  One of the things almost all these entrepreneurs advise is to give something in return for an email address in order to avoid sending “spam” emails to people who may not be interested.

How does this marketing approach apply to your school?

It deals with your virtual tour.

More and more schools have been using their Web sites to host a Virtual Tour of the school through a well-produced video presentation.  The goal at that point was to offer a look at the school to entice the parents of a prospective student to contact the school and make an appointment for an in-person tour and conversation about the experience they were seeking for their child.

And that’s different today.  While every state, and even some communities, have different laws and policies regarding travel and participating in public activities, your school marketing tactics need to pivot just like your school’s educators pivoted to provide online instruction to continue the previous school year and start this new one.  And since marketing is education, the comparison makes sense.

Even today, those parents who view your school’s Web site can probably just click a link to watch the virtual tour.

And since the pandemic is five years in the rear view mirror, you need to STOP that practice in its tracks.

Today, parents of prospective students should “sign up” for your school’s virtual tour.  Don’t put the video on YouTube where anyone can access it.  If you want to put short videos on it that give a glimpse of what your school is like as “teasers,” that’s fine.  But your highly produced video tour that puts your school in the best light possible should be something people request.

Have them complete a short form, and in return, you can send them a link to a hidden password protected page to your school’s virtual tour video or to a site that hosts videos which can be password protected, like Vimeo.

The point is that you don’t want to give them unfettered access to your school’s highly produced virtual tour anymore – you need their email address so you can communicate with them.  You could even ask for a phone number, but many won’t provide that until a relationship has been established between the school and the parent.

Why should you do this?  Since they can come back to your school in person, they can do that – and they will.  At every opportunity, capture at least an email address.

It’s not all about the money, or the enrollment, or the support, or the parents, or the quality of the educational program – it’s all about ALL. OF. IT.

It’s “The Experience” – and the experience begins with establishing a relationship.