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Dripping Your Message with the Rain Effect

What’s the Rain Effect? No, it’s not a water-filled activity where students get doused (fun as that might be!). The Rain Effect we’re talking about is a marketing strategy that “drips” your organization’s value messaging onto your prospects. The goal is to saturate them with your value proposition to the point where they apply for your program. Then, keep dripping that message to keep them focused and retain them through graduation. In marketing lingo, drips make customers… and keep them.

Smart marketers know that it takes more than one drip (or “touch”) to get consumers to the point of purchase, but how many exactly is up for debate. The general rule is 3–5 drips, but this can vary greatly depending on the market and offering.

The student needs to move through several steps before committing to a particular program, and drips are what keep the process moving. It’s helpful to think of it in three basic stages: education, motivation, and determination.

  • Education is the stage where the student is first introduced to your organization and offerings. They don’t know anything about you — who you are or what you can do for them. It is a learning phase in which they become familiar with what you offer.
  • Motivation is the stage where the student asks the question “Why?” Why does this offering matter in my world — what’s in it for me? What are the benefits? Why do I need it?
  • Determination is the stage where the student determines to buy in and apply for your program. They make the decision based on all their previous contact with your brand messaging. They’ve been educated, they’ve been motivated, and now they’re determining to act.

It takes several drips to get students saturated enough to reach that determination stage. What’s interesting is that the same message can reach students in any of the above stages. Think about it: educating students on the value of your programs (education stage) means talking about the appealing features (motivation stage) as well as the facts. And effective drips will all have a call to action that gives the student a clear next step to take (determination stage). So a single powerful message, strategically crafted and consistently dripped, can take your audience from education to determination.

It can be a challenge to create brand messaging that conveys your value proposition effectively through a variety of different formats, and that’s where TFS can help. Our robust Rain Effect strategy uses proven touchpoints along a calculated timeline to reach your students, move them through the various stages, and ultimately land them in your programs. Contact us today to start raining a compelling value message on your audience!

About the Author
Mark C. Perna Mark C. Perna is a best-selling author and the founder of TFS in Cleveland, Ohio, a full-service strategic consulting firm whose mission is to share and support every client’s passion for making a difference.

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