TMI-The Episcopal School of Texas Sells!
Yesterday I had a great meeting with one of my favorite customers in the past 6 years. Now, I have many favorites, but this one is special in many ways. In 2005, SalesBy5 was hired by Texas Military Institute, which we then rebranded as TMI-The Episcopal School of Texas. At 265 students, they wanted to grow their population of students living on campus and the ones attending 6-12th grade. The strategy was to show what I saw on my first tour given by a former TMI Graduate, Ryan Kohnen. What I saw were happy students opening doors for me, saying “hello sir,” and greetings in passing. I saw a campus full of respect, Christianity and heart.
We re-branded the school from a cold, gray look, where my wife said she would never allow our daughter to attend, to a warm and welcoming feel, which reflected the school I saw. Further, we revised their website and print materials to showcase the same real, warm look. The new brand was first sold inside of the TMI campus and then exposed to the many families looking for private schools or tired of overcrowded public schools in the area.
What’s the bottom line? They got real. TMI started selling the real opportunities that the school offers, from great people to connections after you graduate that last for the rest of your life. They realized that they had built a community of winners and leaders. These leaders want to be around each other and work with each other. They are challenged and motivated. The result: as of today, they have 400 students. This is the highest enrollment in their 100+ year history.
Sell what is in your heart and what is real. Sell what you feel and sell what you love. TMI sells their true overt benefits and the reasons you can believe they will deliver those benefits. I have referred multiple families to this school and I hope my kids will be accepted. Real sells!
