What parents want from a virtual school

Give me something worth enrolling in instead of trying to sell me something

Give me information so I can make a decision that is best for my family, not for your school

Speak to me in my language

Explain to me what you are trying to say

Listen to my story, hear what I am telling you

Make it personal for me

Show me you care for me

Only promise what you will put forth in effort to try and fulfill

Be real with me

houston@figment-consulting.com

Improving test scores

I have had numerous families reach out to me recently from an unnamed virtual academy sharing with me their plight.

"We have Class Connects from 9:30-2:30 every day before we can get to our regular learning lessons."

"We are doing 10+ hours per day because they are so focused on improving state test scores."

"What happened to the fun? Learning used to be fun but not anymore."

"I withdrew my two children over the holiday break because it was just too much work."

While I feel for these families, I also feel for the school -- the school is simply doing what it believes will have the best chance of improving test scores. Repeated drilling and practice (Class Connects) along with other learning programs that provide students even more opportunities to practice (Study Island, etc.). Then, the expectation of students progressing through their regular lessons.

One teacher who reached out to me shared that it feels like an ongoing Army boot camp structure - - drill, drill, drill.

"We've become so laser-focused on the state testing that all else is becoming secondary."

What remains to be seen is whether or not all of this will have any impact on test scores. Right now, it appears burnout is more the result than anything else.

And, we wonder why kids don't engage.

houston@figment-consulting.com

For the record - each person gave me permission to use their quote in this post.

Authenticity, transparency, and vulnernability

Authenticity is a difficult ask because it means we admit to our flaws.

Transparency though is tougher because it means our flaws are shared.

And that leads us to vulnerability - which is what we are most afraid of.

When we feel vulnerable we are exposed.

Before you can be authentic and even transparent with your students, you must first be willing to be vulnerable, to be exposed for what you are not.

Know who you are, accept who you are, be who you are, and you have the potential to develop a meaningful relationship with your students and families that is built on trust.

houston@figment-consulting.com

Join us

In some form or fashion that is what all virtual schools are asking families to do -- join us.

So, what does "us" look like?

I know you are tuition-free but that is not a description of "us."

You are accredited yet that is not a description of "us."

You claim to be rigorous but that is not a description of "us."

You are asking families to join yet never define "us."

houston@figment-consulting.com

Relationship Strategy v Marketing Strategy

A marketing strategy is a funnel-down system -- drop as many leads as you can in the top, sift them as they flow down to the bottom, and hopefully the ones who emerge as customers will stick.

A Relationship Strategy turns the funnel on its side, focuses first on existing customers and allows them to use the funnel as a bullhorn to help share your story.

A marketing strategy is about brand messaging.

A Relationship Strategy is about sharing your story.

A marketing strategy is developed around a conference table.

A Relationship Strategy grows from customer to customer.

A marketing strategy is all about which channels to use to broadcast the message and try to reach as many people as possible.

A Relationship Strategy is about determining why you exist, who you can best serve, then laser focus on sharing your story with them.

A marketing strategy focuses on leads and enrollments.

A Relationship Strategy focuses on right-fit students.

A marketing strategy focuses on the start of the school year.

A Relationship Strategy focuses on the end of the school year.

houston@figment-consulting.com

Virtual School Enrollment Call Centers

If you pay your Enrollment team, or enrollment call center, based on enrollments, you do not and cannot have a retention culture.

So, you can unleash all of the "retention programs" you want but they will not have the impact you desire. And, your marketing efforts will fall flat, no matter how brilliant they may appear.

Attrition rates (in-year departures) and retention rates are what they are in virtual schools because we merely want to talk the talk while avoiding walking the talk.

houston@figment-consulting.com

Day 1

After today there are only 365 days left in 2016.

When you arrive at December 31, 2016 and look back on your year, what will it have looked like?

What do you want it to look like? Start there first. Decide, then do.

It's the first day of a new year, and it can also be the first day of a new you.

houston@figment-consulting.com