January 21, 2016
Never underestimate the power of word of mouth. Think about the last really good restaurant or movie you went to. Chances are you did so because someone you know made the recommendation. Marketing and advertising are important and social media has made both faster and easier. However, we ultimately fall back on the recommendation or endorsement of someone we trust. You may recall that I asked parents to complete a brief survey during the weeks prior to winter break called the Net Promoter Survey. It asked parents to answer a single question, using a 0-10 scale: How likely is it that you would recommend Mounds Park Academy to a friend or colleague? The result is called the Net Promoter Score and responses are grouped in the following way:
– Promoters (score 9-10) are loyal enthusiasts who will keep buying and refer others, fueling growth.
– Passives (score 7-8) are satisfied, but unenthusiastic customers, who are vulnerable to competitive offerings.
– Detractors (score 0-6) are unhappy customers who can damage your brand and impede growth through negative word-of-mouth.
The Net Promoter Score is calculated by subtracting the percentage of Detractors from the percentage of Promoters. The Net Promoter Score can range from a low of -100 (if every customer is a Detractor) to a high of 100 (if every customer is a Promoter).
How did MPA fare? Our average score across divisions is 60. As a point of comparison, the Survey Monkey Global Benchmark is 32, taking an average of 45,415 organizations. I am very proud of our score because it reflects the exceptional faculty and staff at MPA, as well as the close partnership between the school and our parent community. We are not perfect. As a school committed to continual improvement, I am not content to leave that score where it is and we will be looking through the open-ended responses for insights.
In the meantime, I hope you will continue to be the school’s ambassadors among your families, friends, and colleagues. As our enrollment grows, we can further strengthen and enhance the programs and services we offer to our students. In the last year, we have increased our marketing in very strategic and targeted ways. However, the greatest impact comes not from an ad on Minnesota Public Radio, but from current MPA families reaching out to their friends and neighbors. In particular, I encourage you to personally invite prospective families to our Winter Open House this Monday, January 25 from 5:00 – 7:00 p.m.
Thank you for all you do for MPA. We are united in our deeply held belief that now, more than ever, our children and society need schools like MPA. Our students are the thinkers, dreamers, and doers that are changing the world.
