I saw in the news that a former client just closed their school. And though it’s been several years since we worked with them, I can’t help thinking it was all preventable…
During our tenure, we were generating about 120 inquiries a month from their website and paid search campaign. But management got dissatisfied and felt like they could do better, so we got fired and a new marketing vendor — let’s call them the fictitious Moxy Media — was brought in. Under Moxy’s stewardship they dropped down to 30 leads or so inquiries per month. Enrollments tanked and heads started to roll.
It would have been saveable, and we would have happily worked with them again, but the people we had relationships with were now gone.
I heard they’d tried a few other vendors, but couldn’t right the ship quick enough, and now they are out of business.
Another former client just reached out with a similar story:
They had moved on to greener pastures which had not worked out. Tried yet another vendor, which made things worse, and are now back with us, in a full on enrollment crisis and we are trying to salvage things.
There’s a lesson:
Services are not the same as products. They are not interchangeable — one company’s team and performance is not the same as another company’s team or performance. And change has consequences. Relationships and trust take time to form on both ends, and there are very meaningful differences in business practices between service providers.
For example, we have NEVER owned the Google Ads accounts of our clients. This is a red line, do not cross, flashing lights kind of deal for us. Yet it’s still common practice for marketing vendors to own their clients’ Google Ads accounts. They argue that their campaigns are proprietary, and thus they want to control the platform as some sort of IP protection.
Obviously it’s complete BS, and done simply to create dependency and leverage. Neither of which are good foundations for trusting, productive relationships.
Beware of greener pastures. Oh, and trust your friends at Enrollment Resources. ;)