School marketing podcast #40: 23 Word of Mouth Marketing ideas (Pt 1/2)

Word of mouth is the #1 source of referrals for new families – but it is also the #1 topic that schools want to know more about. So in this 2-part episode (launched together at the end of this month), here are 23 practical word of mouth marketing ideas for your Christian school.


Word of mouth marketing ideas for Christian schools

If there’s one topic that ignites our email signup list or our Facebook page engagement, it is word-of-mouth marketing!  In this post, I wanted to share with you 23 easy-to-implement word-of-mouth (WOM) marketing ideas that any private Christian school can work on starting today:

  1. Stories are WOM fuel – curate them and create them and showcase them!
  2. Treat families like kings and queens – they will tell their friends about it.
  3. Engage your fans – especially on Facebook, Instagram, Pinterest and Twitter.
  4. Give families reasons to talk – take queues from bigger brands who offer memorable customer service.
  5. Empower them to share – put videos on YouTube or Vimeo, post them on Facebook and invite families to share.
  6. Explain how families can refer – map out a system and exactly the procedure for referring (and outline any incentives)
  7. Educate families about any perks or bonuses – referral incentives should be simple to understand, not so complex no one does it. Read More→

Christian school marketing podcast #40: Stop Informing and Start Inspiring Prospective Families

For decades, websites have provided themselves on being a source of information for prospective customers. We search the web when we need to know something to help us, how something works, or what makes our life better. Websites have grown into behemoths of informational content.

Prospective families equally expect to find information on your school website. They want to know about your history, your values, your athletic programs, your academic successes and so much more. Your school website is likely laid out in a format that allows a prospective family to find out all the information they want to know.

The only problem is that information falls short in one area. It is impersonal. Remove the focus on impersonal information and replace it with inspiration!

We convince ourselves that prospective families wake up one day and determine the quality of information on your website in making their school choice. We fool ourselves into believing the right statistic, the well-written exposition on the quality of your teaching staff, or the list of academic, artistic or athletic successes can inspire a family. It doesn’t. Information informs. We must inspire families by sharing with them stories where they can find themselves in some day. The successful stories of families told in video, text or audio will arrest a mom’s attention when she is longing for another way out of the current situation with the public school. To capture the heart of a dad, we must showcase evidence that what works for other similar families could work for them, too.

Information is what people dig for once their heart is turned in the right direction. And to top it off, most of the information on your site sounds so similar to your competitors that it is unlikely that prospective parents can really tell what makes your the best choice. But stories differentiate you and allow you to customize your exhibition of evidence to the needs, problems, pains, frustrations and fears of your specific target audiences.

Keep the information but lead with inspiration.


Living in the Fort Worth-Dallas metro area, we have always been fans of “Amercia’s Team”, the Dallas Cowboys. A few hours south is the “other NFL Texas team”, the Houston Texans. In this episode of our “Faith & Inspiration” series, we feature a heart-warming story of Houston Texan, J.J. Watt.  You may have seen a recent post-game interview after J.J. signed a lucrative long-term contract with the Texans, where he reports to have Googled, “what do rich people buy?”  But this is yet another story about the generous side of J.J. and his support of 3 young Berry children who were orphaned after their parents were killed in a car accident.

Click the image below to watch this inspirational video:

Faith & Inspiration: J.J. Watt and 3 Orphans


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