Marketing Basics - Focus

"To accomplish more, sometimes you need to see less."

In a world where we put a premium in "multi-tasking", I'm going to ask you to learn to focus on one thing.

I have a theory on "multi-tasking" and it goes like this: We really don't multi-task, we do a bunch of disjointed single tasks which make us feel "busy/productive" which leads to mediocre results. Not applying our full attention and focus leads to "re-dos", mistakes and wasted resources. It also serves as a convenient way to avoid the development of a skill called prioritization.

The secret weapon in Marketing is focus.

Do your research and planning but stay focused on high impact activities that will benefit your center the most. Apply your time and effort to a specific program and follow it through all of its stages: concept, execution, tracking, reporting and refinement. Don't try to stretch yourself and do too many campaigns or programs at the same time. All you'll do is frustrate yourself and waste resources. The chance of success actually goes down if you have too many balls in the air at one time.

This is not to say that you shouldn't be doing multiple things at one time. The key here is to be realistic in setting your goals and targeted campaigns so that you have enough time and resources (money and people) to complete the tasks. It's better to do fewer things completely than doing a number of things half way.

This all sounds simple but take a minute to think about your current and past Marketing programs. Do you still have "open" tasks? Are you getting the results? How much time and money have you spent?

Here's something to focus on that will help your enrollment and retention. Set up a Referral Program for your staff and customers (parents). Incent people to find you two more people just like them. Give them a substantial reward, track and celebrate the referrals.

Focus on this one program and it's just a matter of time before you see something cool... results.