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Volume 10, Issue 4

ENROLLMENT TEAM NEWSLETTERP A U L M I T C H E L L S C H O O L S

Welcome Message from Winn Claybaugh

Victories!

Enrollment Systems

Marketing Update

Tour Topics

Tip of the Month

You Need This

Homeplay

Upcoming Trainings

Welcome Message from Winn Claybaugh

Hi Everyone!

Does it sometimes seem like our enrollment team job descriptions are changing day by day? That can feel both exciting and overwhelming at the same time. Trust me, we hear you and we are standing by with all the support you need.

As you navigate through your ever-changing roles and tasks, I encourage you to avoid confusing “busywork” with “productive

work.” It’s easy to stay and feel busy, but don’t confuse efforts with results. You may think that making 10 contacts with a potential Future Professional is enough, but what if it takes 11 or even 20 to enroll that Future Professional? Yes, you would be putting forth a lot of effort in making 10 contacts, but we need to focus on the desired result of increasing enrollment in our schools.

My best advice is that you sit down with your school owner and director, along with your entire enrollment team, and together you review the latest version of your job description. While doing so, not only will you receive clarity on the important tasks, you may also realize that there are some things you need to remove from your plate. Please make sure you get the support of your director and owner in making this happen. For example, yes, we host nationwide events every year such as Free Hugs Day, September 11 tributes, and Veterans Day events, but hopefully organizing those events is not on your plate.

Hopefully your school director and owner are up to date on all things related to enrollment, including the latest trainings, etc. If not, they might be holding you to an old job description, which could keep you from being productive and successful. You can find the current admissions and marketing job descriptions on The HUB in Guide 4. Financial aid job descriptions are on The HUB in Guide 11.

Please reach out to me, Stephanie Melvin, Casey Palmer, or any of our Paul Mitchell Advanced Education team to support you through this process.

XOXO, Winn Claybaugh

IN THIS ISSUE

July/August 2016

July/August 2016 2ENROLLMENT TEAM NEWSLETTER

“Green“ FUNraising VictoriesBy Christina Howarth-MatthewsAdmissions Leader, Paul Mitchell The School Cincinnati

I am excited to share the success of an exciting new FUNraising project at Paul Mitchell The School Cincinnati. Inspired by Grow Appalachia, our school’s Green Team, and John Paul DeJoria’s Racing Extinction film, we used recycled doll heads to create one-of-a-kind planters. We filled them with indoor and outdoor plants, herbs, and strawberries and sold them for $20 each. We have already raised $340, and I am still taking custom orders. I have three to deliver this week!

We are in love with this new FUNraising campaign. In addition to selling to Future Professionals, we've also sold planters to guests and salon owners. Most important, we’ve used them as a platform to discuss how small changes can keep our planet happy and healthy.

Another exciting victory is our success with John Paul's Grow Appalachia program here in Cincinnati. Recently, our success was featured in an article in Lead Cincinnati magazine (http://www.leadcincinnati.com/Over-the-Rhine- Peoples-Garden).

http://growappalachia.berea.edu/

http://racingextinction.com/

http://racingextinction.com/

http://www.leadcincinnati.com/Over-the-Rhine-Peoples-Garden




Phoenix Career Fair SuccessBy Veronica BottiAdmissions Leader, Paul Mitchell The School Phoenix

Paul Mitchell The School Phoenix recently hosted a salon career fair with greater success than ever, welcoming 37 salon professionals and 30 different salons. Every type of salon was represented, including Supercuts, Sport Clips, JC Penney Salons, Ulta, a local barbershop, and local high-end independent salons.

One of the biggest differences this time was that our admissions team worked with our education day team to hold prep days every Wednesday for 6 weeks leading up to the big event. We also worked with Creative and Phase Two Future Professionals on résumé building, reviewing completed résumés, interviewing skills, portfolio design, and how to choose a salon. Every week we checked off the Future Professionals who had completed the three necessary items for the fair. The result was over-the-top confidence and preparedness. We invited all Future Professionals to be part of the career fair, to build excitement for future career fairs.

The salons were very impressed with our Future Professionals’ questions and their general professionalism. Many job offers and future interviews were made during the fair, and some salons called back later in the day to offer positions.


Successful Planning for Your 2016–1017 High School ProgramBy Stacie PaulAdmissions Leader, Paul Mitchell The School Las Vegas

Having a successful high school program can make or break your yearly enrollment goals. This year, set yourself up for success by reviewing, brainstorming, and planning your way to a measurable and successful high school recruiting program.

Review

As the old saying goes, if you don't know where you are, you can't get where you're going. Revisit your 2015–2016 high school recruiting campaign. Was it successful? Are there opportunities for improvement? As an enrollment team, ask yourselves: What worked? What didn’t work? What happened to the leads you acquired this year? What ideas do you have for this year? With a strong understanding of the improvements you want to make or the strategies you want to implement, you’ll have a solid starting point.

Set Goals

Locate the High School Program Goal Setting tools on The HUB. By using the data collected from the previous year, you can determine your 2016–2017 high school enrollment goals and how you will achieve them. The goal setting tools will help you understand how many leads per high school, how many leads per event, and how many events per week you’ll need for a successful high school program. Plan Your Calendar

Once you know how many events you’ll need to achieve your high school enrollment goals, determine which events you will add to your 2016–2017 calendar.

• Counselor visits are an important step in building and maintaining rapport and sharing the features and benefits of Paul Mitchell Schools with your high school contacts. *Tip: Do your high schools have a college / career center or college advisor? Find out who your best ally is. It may not always be the counselor.

• Roundtable visits are a great way to gain qualified leads. Sharing with students who are genuinely interested in attending your school is very powerful. Based on your event lead goals, ask your high school contact to assist in getting that number of students signed up to attend.

• Lunch visits are a great way to gain exposure to the entire student body, and an opportunity to build guest traffic. *Tip: Be approachable, brand your table setup, and use current clinic classroom promotions as conversation starters.

Continued


Successful Planning for Your 2016–1017 High School Program, Continued

• College and career fairs can be a fun and interactive way for high school students to find out more about Paul Mitchell Schools. Ask your school contact which activities you can host, and get creative: include a tool bar, Design Team styling and makeup, a raffle, social media contests, etc. Ask high school students what they would like to see. *Tip: Focus on the features and benefits for this demographic, such as iPads, student-run programs, financial aid, scholarships, etc.

• Design Team Events / Other: What activities are happening at the high school that you can get involved in? Whether it be a “fix-up bar” at a dance, helping the drama club before a performance, or offering cheerleader curls for a competition, there are opportunities everywhere to showcase your Future Professionals and the Paul Mitchell Schools brand.

Maintain Relationships

Build memorable relationships by starting early. Incorporate the following in your relationship-building plans:

• E-blasts for leads gathered and contacts made at the school are a great way to share all of the fun and exciting things that happen at a Paul Mitchell School.

• Social media could be one of your best tools. Know the high schools’ hashtags and be a presence in their students’ networks.

• VIP services can be used for leads and school contacts. Why not give people a firsthand look at your clinic classroom?

• Stay informed: Be aware of what is happening at the high schools. It can help when planning events and also show that you care about what’s happening on their campuses.

Keep Score

Make data gathering a priority and track progress toward your goals during the campaign, so you can adjust where needed. With organized data gathered this year, you can start out strong next year!

FIND IT HERE!CRM > The HUB > Guides and Modules > Guide 4 Admissions > Guide 4 Admissions Files > > High School Program Goal Setting for Beginner High School Programs_216

CRM > The HUB > Guides and Modules > Guide 4 Admissions > Guide 4 Admissions Files > High School Program Goal Setting for Established High School Programs_216


Top 3 Factors that Influence the Enrollment DecisionBy Stephanie MelvinDirector of Admissions, Paul Mitchell Schools

When I graduated high school in 199-- (doesn’t matter), the choice of where I would attend college was an easy one: University of Kentucky. Not because it had the best business curriculum or because it was the least expensive, but because of athletics. Basketball, to be exact. Although I was not an athlete, my father was a raging Kentucky Wildcats fan and I was raised to “bleed blue” and question those who didn’t. I was the first person in my family to attend college and I paid for it myself, but my father was proud to tell everyone that his daughter would be a Wildcat, so my decision was clear.

I had never visited the campus and the tuition was too much for my 18-year-old brain to comprehend, but I knew that the University of Kentucky had a history of academic mediocrity and athletic excellence, and that was enough to convince me to put my application and $50 application fee in an envelope, put it in the mailbox, and pray.

Fast-forward several years. As an Admissions Leader, I drew upon my own experiences to empathize with potential Future Professionals who faced their own stories and the factors influencing their enrollment decision. I recognized the patterns that were influencing our demographic, compared them against national research, and concluded that they were, in fact, the same. Research has shown that the top three factors influencing the enrollment decision are (in order) placement, financial aid, and academic reputation.

1. Placement Opportunities: Prospective Future Professionals want to know that your graduates have been offered great jobs in the industry. This makes Professional Development classes and events, your school’s salon partnerships, and your Where Are They Now? assets crucial to achieving enrollment success. Every prospective student dreams of a future in the beauty industry, so it is no surprise that placement opportunities among your school’s graduates is their primary influencing factor.

2. Financial Aid Availability (keyword: availability): Letting prospective Future Professionals know that financial aid is available to those who qualify is more of an influencing factor than the cost of their tuition investment. Having a trusted financial aid advisor to answer their questions and help them navigate their way through the dizzying world of financial aid, FAFSAs, and scholarships is imperative. Having the financial aid advisor build rapport, express patience and empathy, and begin building that relationship on day one will influence the prospective student’s decision to put your Paul Mitchell School at the top of his or her list.

3. Academic Reputation: We live in a world that is governed by opinions, reviews, and “likes.” Good news travels fast, but a bad experience can change someone’s mind and, ultimately, your business. Your entire school team is responsible for maintaining your school’s academic reputation of excellence. The phrase “We are all admissions” has never been so relevant. Your Future Professionals and graduates are telling everyone they know about their experience at your school, good or bad. Your guests are telling everyone, too. Prospective Future Professionals taking a tour are not just there to meet with admissions and financial aid; they are there to meet their new teachers and the students they will attend school with. How does the school “feel”? Is it clean? Do people look happy? Are they having fun? From the service desk to the clinic classroom, we are all responsible for our school’s academic reputation.

After reading this article, think back to your own enrollment decision and the factors that influenced you. Remember that our leads are people – they have stories, opinions, needs, and Snapchat. How will knowing what influences them influence you?


Meet Me!

My name is Angelina Chavez and I’m an Admissions Leader at Paul Mitchell The School Costa Mesa. With over five years as an Admissions Leader, I considered myself a veteran with tons of experience. After all, I was around when we could

enroll ATB students, and I was around when high school diplomas became a requirement for receiving federal funding. I know all about the Dream Act and state board requirements for transfer students, and I probably learned more about financial aid than I wanted (LOL). However, I was apprehensive to change and I thought I knew it all. At times, my confidence helped my team make wise decisions, but at other times it kept us from growing. It was time to change my veteran mindset and look to my team members for fresh views on old issues.

Meet Morgan!

Morgan Pecoy, our newest team member / rookie, approached tasks with fresh, new perspectives. Her rookie-smart mindset brought innovation and creativity to our team. She reminded me that, even as veterans, we can cultivate and

maintain a fresh, first-job mindset to innovate and overcome challenges.

Uniting Forces

After attending our last training, growth became our most prominent thought. By combining both veteran and rookie mindsets, and collaborating with others in different departments, we made significant discoveries. Among the endless opportunities that have emerged since we created a cohesive working environment for each other, we’ve leaned on each other's genuine support, increased our enrollment percentages, launched our first Meet the Future of Style event, rolled out our new part-time Barber program, and much more. By embracing the innovation of the rookies and the experience of the veterans, our team is consistently moving forward in generating our best ideas and implementing them in the wisest way possible.

Vets vs. Rookies: How Having Both Mindsets Wins By Angelina ChavezAdmissions Leader, Paul Mitchell The School Costa Mesa

The difference between success and failure is a great team. Great teams don’t just happen overnight: teams that fit together like puzzle pieces are the result of hard work, dedication, and collaboration. Unite forces and make the commitment to

grow as a team. Utilize the knowledge and experience that the veterans bring and the fresh new innovative ideas that come from the rookies. Be open to change, suggestions, and a new way of thinking. Remember, we're all in this together!


Meet Generation ZBy Casey Stephens PalmerCorporate Admissions Leader

At a recent family dinner, I eavesdropped on a conversation between my 18-year-old cousin and 16-year-old sister. My cousin was upset with his boyfriend so he asked my sister what he should do. My sister said, “Just post a pic to Snapchat and he will know how you feel.” Although consulting friends about our relationship tiffs has always been the thing to do, the advice was completely different than ever before: it was completely Generation Z.

Members of Generation Z, born between 1995 and 2010, are already enrolled in your school. They are your High School Program. They have done enough research about your campus to write a term paper on it and create an informational video. This ultra-connected, ultimate do-it-yourself generation is similar to the Millennials but they also have some unique characteristics. For example, Millennials are transparent on social media about their personal lives, how they feel about their bosses, and when they ate their breakfast, while Gen Z is more private, preferring social sites like Whisper and Snapchat over Facebook.

What else should we know about this emerging generation?

Profile:

• Entrepreneurial and hardworking: 75% aim to make their hobby their job.

• Self-educators: they are used to finding whatever they need when they need it.

• Multicultural and believe success comes from networking.

Campus Visit Expectations:

• Typically visit only their first and second choice schools; they’ve done A LOT of research online.

• Expect campus visits to provide high levels of interaction through videos, photos, and face-to-face interaction with current students. People recruit people.

• Select school based on how they “feel” during the visit.

Communication Preferences:

• Expect information instantaneously: 61% expect less than 24 hours response time and 91% expect customized information from an admissions counselor.

• Aware of their personal brand, and prefer privacy in social media so they use PM (private messaging) and ID (Instagram Direct).

• The least used app on their phones is the phone. What this means for us: our skills need to be strong enough to lead a conversation over the phone, through text messaging, or live chat.

Consider doing your own research on Generation Z to discover more about how to incorporate this mobile-first generation’s preferences and expectations for communication into our enrollment systems.


Telling Your Local Story By Josh KnoxPaul Mitchell Schools Marketing

It is often said in marketing that the best stories sell the most product. When I think of successful brands such as Apple, Allstate, or Domino’s, I realize they have one thing in common: their campaign ads tell an incredibly compelling story. For example, Apple’s iPhone “Onions” ad tells a great story about a young girl reaching Academy Award status after shooting an iPhone video of her mom chopping onions. Allstate features a character named Mayhem who warns

viewers about potential disasters and reminds them that they will be "better protected from mayhem...like me" if they use Allstate. And Domino’s very effective story told how they transformed their lousy pizza into something that made life easier and tastier. That campaign brought Domino’s back from the brink of bankruptcy and led them to record-breaking growth.

In great campaign stories like these, the customer is the hero who has a problem or a need, and the company is the guide that helps them on their journey. The ideal story is not about your company; it’s about what your company can do for your customer.

Of course, we have a broad brand story about Paul Mitchell Schools, but what are you doing on a local level to communicate your own, individual story? Your audience needs to know what sets you apart from your local competition, and why you’re a better choice for them.

Using stories in your daily marketing efforts will dramatically increase your chances of connecting with prospective Future Professionals. When you tell a compelling story about how your school can help make them successful, they can picture themselves in your school. When you show them a simple path to enrollment (including how affordable it is), tell how you will train them (both technically and professionally), and show how you will place them (drawing on your vast network of salons and graduates you’ve placed), you will win more enrollments. Stories resonate with people—they see themselves in the story and how it will end.

Let’s look at affordability (we’ll address training and placement success in the next two newsletters).

Affordability is one of the most frequently asked questions among prospective Future Professionals. Do your prospective students know how affordable you are? How much does it affect your bottom line if they don’t know? Are you using your blogs and social media to spread your message of affordability? On your tours, do you explain how a prospective student can afford to attend your school? (Or are you hoping they’ll take the next steps and learn about affordability when they sign their contract?) Most people do not know that a Paul Mitchell School is affordable in their local market.

Your assignment this month is to think about how you can communicate your affordability more clearly and simply. When you can do that, you’ll see your tours and enrollments increase!


Using the Financial Aid Possible FormBy Carmen MurphyAdmissions Leader, Paul Mitchell The School Spokane

A Unique Perspective

Recently I’ve transitioned from Financial Aid Leader to Admissions Leader for Paul Mitchell The School Spokane. I’m beyond excited to further my career with Paul Mitchell Schools and to share and grow my knowledge as an enrollment team member. Coming from financial aid into

admissions, I’m grateful to see this process from both points of view. But let’s talk about the elephant in the room when it comes to enrollment: the Financial Aid Possible Form.

The Possible form is a fundamental tool used to guide our Future Professionals in making a responsible financial investment. It is similar to the FAFSA4caster in that it helps our prospects understand their options for paying for college. If you’re a Financial Aid Leader, this form may seem elementary to you, but if you’re an Admissions Leader it may seem like a foreign language. So let’s take a quick look at how it’s used, where to find it, and why it’s important to use it with every prospect, every time.

How It’s Used

It starts by reviewing a prospect’s Free Application for Federal Student Aid (FAFSA) confirmation page, Student Aid Report (SAR), or Institutional Student Eligibility Report (ISER). Your Financial Aid Leader can decipher a student’s eligibility for grants, subsidized loans, or solely unsubsidized loans, depending on his or her situation and previous student loan history. After basic information is entered, such as the Estimated Family Contribution (EFC), the number of hours in a program, tuition costs, and the loan amounts for either a dependent or independent student, the Possible form breaks down the total cost of attendance (COA) per loan period as well as the total need based on COA.

Why It’s Important

The Financial Aid Possible Form gives us the ability as advisors to show prospective students what they can “possibly” receive in Title IV funds while attending their designated program. This allows us to disclose financial aid information to the prospect, whether they accept the funds offered or not. It is required by law to disclose this information to every prospective student. Along with the disclosure of financial information, the prospective student sees the bottom line and whether additional funds (e.g., private loans, tuition funding corporations, cash payment plans) will be necessary.

Why We Use It Every Time

We have to remember that every prospective student comes from a different walk of life. We sell education, not financial aid. Financial situations can range from one extreme end of the spectrum to the opposite, and it’s imperative that we not only disclose the information required by law but also help our prospects understand how they can afford a quality education. As with any other rule, there is always an exception: if a prospect refuses to submit a FAFSA, the Possible form would not be necessary.

Continued


Using the Financial Aid Possible Form, Continued

FIND IT HERE!You'll find the Financial Aid Possible Form How-To_615, Financial Aid Possible Form (2 loan period)_428, and Financial Aid Possible Form (3 loan period)_428 on the CRM > The HUB > Guides and Modules > Guide 11 Operations and Financial Aid > Financial Aid > Financial Aid Files

Featured Podcast: Ask Better Questions, Close Bigger Deals, Sales Gravy podcast, May 16, 2016

Featured Book: DISCOVER Questions Get You Connected: For Professional Sellers

In his Ask Better Questions podcast, bestselling author and executive sales trainer Jeb Blount interviews Deb Calvert, author of DISCOVER Questions Get You Connected: For Professional Sellers. Discover the keys to asking better questions during the enrollment process that lead to deeper relationships with your prospects. Learn how to use questions to get your prospects participating in creating what both you and they want.


Admissions Leader and Financial Aid Leader Blended Learning SyllabusesBy Casey Stephens-PalmerCorporate Admissions Leader

The Admissions Team and Financial Aid Team Blended Learning E Courses provide enrollment team members with extended learning opportunities through the calendar year. The course syllabuses include important information regarding network E-Meetings, onsite training preparation, and skill development opportunities. These courses are available on demand, and all enrollment team members are encouraged to enroll.

FIND IT HERE!CRM > The HUB > E-Learning > On-demand and Blended Learning Course Syllabuses

July-August Homeplay AssignmentHere’s a quick recap of the great ideas in this month’s newsletter. Make it your personal homeplay assignment, and share your results with your owner, director, and Success Coach.

❏ Review your 2015 high school campaign. What worked? What do you need to adjust? Use the High School Goal Setting tools to set goals, then build a strategic calendar that supports growing and maintaining relationships with high school contacts.

❏ Rookie or veteran mindset? How do you approach each area of your role? Create a game plan to gain/use experience but remain youthful in your approach.

❏ Listen to the featured podcast: Ask Better Questions, Close Bigger Deals, Sales Gravy podcast, May 16, 2016. Share with a team member what you learned and what you will implement.

❏ Enroll in the Admissions Team and/or Financial Aid Team Blended Learning E Courses. Download the course syllabus and note the important dates on your calendar.


E-Learning For team member registration: Access The HUB via the CRM > Select Event Registration > Click on the desired course name > Scroll down to complete the registration and payment sections.

Admissions Team Orientation Course Enrollment/registration: Open enrollmentThis convenient on-demand course will make your new-hire training even better. The 20-hour course focuses on introducing new hires to the Paul Mitchell Schools admissions systems and school culture. The course combines tutorials, learning activities, knowledge assessments, and a final exam. Available to all admissions team members within their first 30 days of employment. To view the course syllabus click here: bit.ly/1TVtUD7

Admissions Leader Introductory CourseEnrollment/registration: August 16, 2016 – September 12, 2016This course challenges learners to self-assess personal style, product knowledge, and individual opportunities for growth. From there, learners explore topics focused on providing mutually beneficial relationships with our prospects and schools. Due to the high demand for our Admissions Leader Introductory Course, and our commitment to provide quality one-on-one instruction in the course, schools are encouraged to enroll today before the course enrollment reaches capacity. To view the course syllabus click here: bit.ly/1N1232R

Admissions Team Blended LearningEnrollment/registration: Open enrollmentLive Quarterly Call: Wednesday, August 3, 2016, 11:00 AM–12:00 PM CDTThis course blends e-learning with classroom training to provide excellent return-on-investment follow-up for Admissions Leaders. Our national admissions team provides mentoring and coaching to Admissions Leaders throughout the year to guide implementation of new knowledge to improve performance. All Admissions Leaders are encouraged to enroll. To view the course syllabus click here: bit.ly/24GTZtk

Financial Aid Team Blended LearningEnrollment/registration: Open enrollmentThis course blends e-learning with hands-on trainings to prepare learners with core financial aid knowledge. The course features tutorials, quizzes, and assignments to prepare the Financial Aid Training participants prior to the trainings and improve retention after attending them. Please complete the course before attending the August 27–28 Financial Aid Training. To view the course syllabus click here: bit.ly/1LZ8Tj5

E-MeetingsBimonthly Marketing Meetings September/ October CampaignsWednesday, July 6, 2016, 9:00 AM PST

Registration info: CRM >The HUB > E-Meetings > Join Live E-Meeting > September/October 2016 Bimonthly Marketing Meeting

Continued

http://bit.ly/1TVtUD7

http://bit.ly/1N1232R

http://bit.ly/24GTZtk

http://bit.ly/1LZ8Tj5


Upcoming Trainings, Continued

National TrainingsFinancial AidAugust 27–28, 2016Salt Lake City, UT$950 per team member

This training is designed to improve knowledge and skills for both new and experienced Financial Aid Leaders. The training will be held at the Westgate Park City Resort and Spa, giving your team a truly extraordinary resort training experience. Smaller class sizes will allow hands-on training opportunities.

Registration info: CRM > The HUB > Guides and Modules > Guide 1 Resource Guide > Guide 1 Resource Guide Files > Training Events Registration RW_2016.pdf

Revolutionize Your BusinessNovember 6–7, 2016St. Louis, MO$950 for one team member; $550 for each additional team memberSpecial director rate (for directors attending with their team): $250

Revolutionize Your Business will offer keynote speakers and breakout sessions concentrated on sales, admissions, and marketing. Sessions are designed to develop team member skills to drive both qualified leads and loyal clinic classroom guests. This training is for school directors and owners, Admissions Leaders, sales and service team members, and Marketing Leaders.

Registration info: CRM > The HUB > Guides and Modules > Guide 1 Resource Guide > Guide 1 Resource Guide Files > Training Events Registration RW_2016.pdf

For more information about upcoming trainings, contact:Elizabeth Valenzuela

(714) [email protected]

Copyright ©2016 Paul Mitchell Advanced Education, LLC. All rights reserved. Printed in the United States of America. The material in this newsletter shall not be copied or reproduced in whole or in part, except where indicated, without the written consent of PMAE. This newsletter contains confidential business information that should not be shared with anyone who does not have a legitimate “need to know” and who has not signed a confidentiality agreement. If you do not have the current username and password needed to view this information, please contact your school director or PMAE.

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