Local Marketing Pilot
Sylvan Learning Centers
Driving Revenues with Local Marketing
Project lead for Baltimore-based Sylvan Learning Centers (1000-centers) managing a local marketing Pilot Market study (37 centers). This pilot study not only identifies and quantifies the best practices for local marketing, but then communicates to the 1,000+ centers throughout Sylvan, guidelines and targets that they could expect when they embark on their own local marketing campaign. The pilot center study yielded quantitative benchmarks for both Return to Active (RTA) and Referral marketing as well as best practices for longer-term relationship building with Schools, Seminars and Community activities. The objectives of the Pilot Markets were to:
- Test & validate the impact on Local Marketing (LM) to the Sylvan business
- Define LM targets & benchmarks – i.e., conversion rates of Referrals
- Define the LM business process for everyone to follow
Each of the pilot centers was called every month for a 30-minute coaching session. Pilot centers reported their activities in each of the LM areas providing information and feedback that is both qualitative and quantitative by filling out the pilot tracking sheet for their center and submitting prior to the call.
The centers saw the following results:
- $100,000 in annual center sales from the 5 LM areas
- Of which, 94% of pilot to date revenue came from RTA and Referral
- $2,000 in annual expense for the 5 LM areas
A Local marketing manual was created for all the centers that highlighted best practices, case studies, financial metrics and other key learning’s from the pilot study.
Michele Popelka
Former VP, Sales, Sylvan Learning Centers
"John was hired to operate a Local Marketing pilot, refine tactics through the pilot, operationalize the tactics and ultimately deliver a local marketing practices manual for Sylvan Learning. John was very professional and organized in his approach. As one of the internal owners of the project, I appreciated the relationships John established both with us and the pilot center franchisees. Ultimately, John delivered incremental revenue in a difficult business year, and we have hired him on for 2010 to expand the program. It has been a pleasure working with John and I will definitely recommend him to others who need similar work."
John Matthews, President & CEO, Gray Cat Enterprises, Inc.
John Matthews is the Founder and President of Gray Cat Enterprises, Inc. a Raleigh, NC-based management consulting company. Gray Cat specializes in strategic project management and consulting for multi-unit operations; interim executive management; and strategic planning. Mr. Matthews has over 30 years of senior-level executive experience in the retail industry, involving three dynamic multi-unit companies. Mr. Matthews experience includes President of Jimmy John's Gourmet Sandwiches; Vice President of Marketing, Merchandising, Corporate Communications, Facilities and Real Estate for Clark Retail Enterprises/White Hen Pantry; and National Marketing Director at Little Caesar's Pizza! Pizza!
