Bruce Palmer, Director of Admission and Marketing, National Outdoor Leadership School (NOLS)

Bruce Palmer began his talk with an amazing number: 80% of those attending the National Outdoor Leadership School hear about it through word of mouth. Is there anyone who would not be envious of this kind of word of mouth success? Another amazing number...97% of attendees would recommend NOLS to a friend. Fred Reichheld would probably say that the Net Promoter score at NOLS is in good shape.

So what did they need....more of the same. They wanted to amplify their success...Increase enrollment though increasing awareness. They had the foundation of great WOM...a great product. So, they got on the bus, an alternative energy bus no less which is powered by recycled vegetable oil (RVO)...Enlisting their most ardent fans and devoted evangelists, their alumni. They went accrues the country on the tour, using the bus as a NOLs program on wheels and got great media coverage. Soy organic soymilk sponsored. Enrollment increased. Program a success.

NOLS seems to have the formula for success...Based upon what was said at the conference about consumer behavior and the requirements for a successful won campaign. They have a great product, customer evangelists, the bus was engaging and allowed for trial...And they have a blog

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