The enrollment scorecard

1. 01We know where our inquiries came from last season, by channel.

   Not at allBarelySomewhatMostlyFully
2. 02We appear in search when someone looks for what we teach, in our area or field.

   Not at allBarelySomewhatMostlyFully
3. 03We have at least one source of new inquiries that does not depend on word of mouth.

   Not at allBarelySomewhatMostlyFully
4. 04Our website states cost, schedule and who the program is for without a phone call.

   Not at allBarelySomewhatMostlyFully
5. 05There is one obvious next step on every page — apply, book a tour, request info.

   Not at allBarelySomewhatMostlyFully
6. 06The site works properly on a phone, including the inquiry form.

   Not at allBarelySomewhatMostlyFully
7. 07Every inquiry gets a reply within one business day, reliably.

   Not at allBarelySomewhatMostlyFully
8. 08We have a written follow-up sequence, not just one reply and hope.

   Not at allBarelySomewhatMostlyFully
9. 09We email our list on a regular rhythm between enrollment periods.

   Not at allBarelySomewhatMostlyFully
10. 10We know what it costs us to enroll one student or participant.

    Not at allBarelySomewhatMostlyFully
11. 11We know how many inquiries turn into enrollments, as a percentage.

    Not at allBarelySomewhatMostlyFully
12. 12Our marketing budget is set from a number, not from what was left over.

    Not at allBarelySomewhatMostlyFully

How the bands work

• 0–17Word of mouth only. Enrollment currently depends on people telling other people. That works until a season when it does not, and there is nothing underneath it to catch the shortfall. The fix is not a campaign — it is one reliable inquiry source and a follow-up sequence, in that order.
• 18–29Pieces, not a system. Several parts are working and they are not connected. Inquiries arrive and leak somewhere between the first click and the decision. Closing the biggest leak is usually worth more than adding another channel.
• 30–39A working funnel. There is a real enrollment system here. The gains from here are incremental and measurable: better follow-up, a sharper page, spend moved to what is actually producing enrollments.
• 40–48Ready to scale. The system works and you can measure it, which means additional spend can be defended and forecast. The next question is capacity, not acquisition.

Want the money side too? The marketing budget calculator turns this into a number.