Dialing Up Enrollment
The Sylvan Learning Center may have finally learned its lesson. For the first time, it is dangling something other than its own preparatory classes as an incentive to boost enrollment.
In a deal with Verizon Wireless, the center is hedging its bets this fall on a new campaign that uses cell phones as bait to boost enrollment among children.
About 25,000 phones will be distributed to parents who register their children for classes online at Educate.com. The phones are for the students and designed by Verizon Wireless to promote child safety. For example, calls can only be made to four preprogrammed numbers such as parents’ work or cell phone numbers.
The educational company typically incents parents with free class sessions on CDs in exchange for enrollment. That may sound good to the parent, but not so good to the ears of a child, who likely rails against the prospect of having to sit through one class, let alone two, even if it is digital.
“This is the first time we’ve used an incentive that wasn’t a Sylvan incentive,” says Amy Przywara, senior director of national advertising for the Sylvan Learning Center.
The cell phone giveaway — through December — is one of many initiatives the company has in the pipeline to boost the declining attendance it typically experiences during the fall, Przywara says.
“The fourth quarter is a lower season for us as kids go back to school,” she says.
Two phones are offered as incentives to appeal to a wide age group. The LG Migo targets children ages five to 12 and the Motorola Razr favors teens. The phone is free after a $50 mail-in rebate and requires a two-year contract with Verizon.
“Verizon is looking for new people to sign up for the phones,” Przywara says. “This is very turnkey.”
Sylvan’s nearly 1,200 centers located throughout North America will support with in-center flyers and events, mini posters and e-mails and postcards to families with children. Tagged TV spots support.
