1
Net Promoter Score (NPS)
Elite: >70 Strong: 50-69 Dev: 30-49 Critical: <30
NPS predicts growth. Schools with NPS >70 grow 2-3x faster than schools with NPS <30.
N Domain 2 of 6
Network Multiplier
Your Community Is Your Growth Engine
Elite schools get 50%+ of new families from referrals. Average schools get under 20%. The difference? A systematic approach to turning satisfied families into active advocates who sell your school for you.
15%
of Score
>50%
Referral Rate
NPS 70+
Elite Score
$0
Cost to Acquire
The Network Effect
One satisfied family becomes five enrolled families. That's the multiplier effect.
👤
1
Satisfied Family
→
👥👥👥👥👥
5+
Referred Families
Families who refer have already sold your school.
They convert faster, stay longer, and cost nothing to acquire.
The Four Core Metrics
2
Referral Rate
Elite: >40% Strong: 25-40% Dev: 15-24% Critical: <15%
Elite schools get 50%+ from referrals. Referrals convert 2x higher and cost $0 to acquire.
3
Digital Reputation Score
Elite: >4.5★ + 50 reviews Strong: 4.0-4.5★ + 25 reviews Dev: 3.5-4.0★ + 10 reviews Critical: <3.5★ or <10 reviews
Parents trust peer reviews more than marketing. Strong reputation drives organic inquiries.
4
Community Engagement Index
Elite: >75% Strong: 50-74% Dev: 30-49% Critical: <30%
Engaged communities become advocates. High engagement correlates with high referral rates.
The Economics of Referrals
❌ Cold Lead
- Cost to acquire: $420 average
- Conversion rate: 28%
- Time to convert: 67 days
- Trust level: Low (skeptical)
- Retention: 84%
✅ Referral Lead
- Cost to acquire: $0
- Conversion rate: 62%
- Time to convert: 31 days
- Trust level: High (pre-sold)
- Retention: 94%
A 40% referral rate is worth $168,000 annually
(Based on 100 students enrolled, $420 avg CAC saved per referral)
Four Ways to Build Network Multiplier
Elite schools systematically activate their community
1. Referral System Architecture
Formal programs that incentivize and track referrals
- ✓ Formal referral program with incentives
- ✓ Ambassador family identification
- ✓ Referral tracking by source
- ✓ Alumni network engagement
2. Reputation Engineering
Strategic reputation building online and offline
- ✓ Online review generation system
- ✓ Review response protocols
- ✓ Media relations and PR
- ✓ Awards and third-party validation
3. Community Activation
Events and programs that build belonging
- ✓ High-attendance school events
- ✓ Active parent organizations
- ✓ Volunteer program engagement
- ✓ Partnership ecosystem
4. Word-of-Mouth Velocity
Share-worthy content and experiences
- ✓ Social media engagement strategy
- ✓ Share-worthy moments creation
- ✓ Organic search visibility
- ✓ Community conversation presence
Case Study
From 18% to 56% Referral Rate in 12 Months
Before
18%
Referral rate
NPS: 42
Reviews: 14
→
After
56%
Referral rate
NPS: 78
Reviews: 87
What They Did:
• Launched formal referral program with thank-you gifts
• Identified 24 ambassador families
• Systematic review generation (quarterly asks)
• Monthly parent appreciation events
• Made sharing easy (social templates, referral cards)
• Tracked and celebrated referral success
Result: 43 additional students from referrals = $126,000 in saved acquisition costs
Quick Wins to Boost Your Network Multiplier
Week 1: Launch Basic Referral Program
What to do:
- 1. Create referral page on website with simple form
- 2. Design thank-you gift ($25-50 value)
- 3. Email all current families announcing program
- 4. Track referrals in spreadsheet
Expected impact:
5-10 point improvement in 90 days
Most schools see referrals double within first quarter
Month 1: Systematic Review Generation
What to do:
- 1. Identify your 20 happiest families
- 2. Personal ask for Google/Facebook reviews
- 3. Make it ridiculously easy (direct links)
- 4. Respond to every review within 48 hours
Expected impact:
15-20 reviews in 30 days
Boosts search visibility and social proof significantly
Your Best Marketing Isn't Paid Ads.
It's families who become advocates.