Here are some of the tactics Summer Study uses to create an experience that will lead to strong word of mouth.

Imagine if your daily business challenge was convincing strangers to entrust you with their teenage children. What if you also had to ask these parents to pay for an educational enrichment program – in advance of and in addition to – costly college tuition? Welcome to the business life of Mike Sirowitz, partner and operations manager at Summer Study Programs Inc.

The Melville, N.Y. company founded by his partner, Bill Cooperman, began in 1991 as a way for high school students to earn advanced credits for college-level courses and prepare for college life. At the same time, their host college, Penn State University, could earn additional income and make use of their facilities during the summer months – a real “win-win” in terms of a business model. The model paid off in worldwide expansion, and in the summer of 2007, Summer Study hosted 1,500 teenagers in a total of seven programs at the University of Colorado at Boulder and The Sorbonne in Paris, in addition to their flagship Penn State program.

This growth has meant balancing the interests of multiple stakeholders – the students that attend the programs, their parents who fund the experience, and the colleges that host the events. Keeping all these parties satisfied has grown into a $7 million-per-year business thanks in part to the company’s ability to create a lasting impression on its customer base. Unlike traditional summer camps which rely on repeat business, high school students generally participate in a Summer Study program only once, so the experience must be satisfying enough to encourage participants to talk it up to others.

Here are some of the tactics Summer Study uses to create an experience that will lead to strong word of mouth.

The all-important first impression

For Sirowitz, the relationship begins with the first call or email that comes into his office from a parent or teenager. “I treat every inquiry as though they were already a customer,” he says. This often means that he, or one of the six other directors on his staff, responds via a phone call at night or on weekends, when parents and teenagers are likely to be at home together. The Summer Study staff works hard to prepare clear and accurate responses to all prospect questions. Top managers also meet regularly to discuss issues that have been raised in these conversations with parents so that all team members are well prepared. When possible, these calls are used for informal market research about customer needs and how Summer Study stacks up against competitive offerings.

Impress your suppliers – as well as your customers

Summer Study does extensive marketing which features descriptions and pictures of the program’s campuses, classrooms, dorms and facilities. An important part of the process is to consult with partner schools to ensure that the marketing materials are aligned with the school’s image. Although schools do not pay to be featured, the collaboration results in a clear message to customers and satisfied school partners.

Provide service above and beyond

One of the things Summer Study quickly assessed through their informal marketing research was the hassle involved in getting to and from the program, especially when trying to coordinate with family vacation schedules over the summer. So, instead of letting clients handle travel arrangements on their own, Summer Study created a travel agency to coordinate moving people from, and back to, what is currently 43 states and 27 countries. Although it’s time-intensive, the sister company, Creative Travel International, offers convenience as well as serving as a marketplace differentiator. After years of growth, the travel business is becoming its own profit center – and a way to extend the company’s relevance beyond the three-month summer season.

Listen to your customers

Summer Study managers recognized that their students were interested in volunteering their time and skills. This was a natural offering for the enrichment-focused program, as colleges are increasingly taking notice of community service when reviewing applications. After carefully researching the options, Summer Study arranged for their students to participate in nearby Habitat for Humanity projects after classes. “Recognizing a need and then filling a market void sets top-performers apart,” Sirowitz says. Summer Study managers are constantly re-evaluating the market and asking what their customers want – or don’t want. This genuine commitment to providing the best program in its class allows them to keep their offerings current so as to meet the needs of a changing demographic.

Quality is an everyday job

To maintain consistent quality across the organization, Summer Study conducts comprehensive training for its full-time staff as well as a part-time staff of 150 summer workers. Experience has shown that customers are happiest when front-line staff members are clear on company rules, objectives and ethical standards. A hands-on approach by Summer Study’s leadership team ensures that quality doesn’t slip. “I spend every summer at Penn State University” notes Sirowitz, who sees a key part of his job as making sure everyone has a safe and productive summer that is also rewarding and fun. “I’m there 24/7 and when you’re dealing with people’s children you have to be in charge,” he says. “The kids are the customers but their parents are paying the bill. It’s a fine line between giving 16- or 17-year olds the freedom they want with the structure their parents expect.”

The result?

“I sleep an average of 3 to 5 hours a night for the entire summer. But it’s worth it to give these kids an experience they’ll never forget.”