Inside the Apple – Business Tips and Tricks from Katie Stanfield

I’m so excited to introduce you to the newest member of the Applerouth team: our new National Director of Marketing and Sales, Katie Stanfield! Katie brings a deep background in test prep and education to her role at Applerouth, having helped both high schools and college campuses navigate all the challenges that come along with student testing. Before she came to Applerouth, she worked at Kaplan for many years wearing many hats, from managing centers and working directly with students to leading marketing initiatives and business partnerships. I wanted to get Katie’s perspective on how small business owners like educational consultants can differentiate themselves and forge new relationships when a return to normal seems tantalizingly close, but in-person meetings feel so far.

With working virtually still the norm for many, there is ‘virtually’ no limit to the choices available to a family seeking an educational consultant, and your personal brand can help prospective clients decide if you’re the right fit. Here, Katie explains why it is so important to start by defining your “why”:

The pandemic has changed so many things, including how you may be finding new clients! In-person networking isn’t happening, so it’s time to think about how you’re getting information out and who you’re working with:

 For example, if you create a newsletter to stay in touch with prospective clients, having a guest writer (and, in turn, guest writing for others) can save you time and broaden your connections. You don’t have to develop as much content by yourself, and if you find a colleague or complementary vendor who has a shared alignment, you can collaborate on audience reach and development. 

But how do you help people find you in the first place? Katie let me in on a few tricks of the trade when it comes to using search engines to make yourself more visible and putting yourself where people are already looking:

One of my favorite takeaways from my conversation with Katie is that relying on industry jargon is fine when you’re talking with others in your field, but it won’t help families find you! If you want to know what people are searching for when they need an IEC, let Google be your guide:

Many thanks to Katie for taking time out of her busy schedule to give me a sneak peek of how to find the people who need you. The Applerouth Team is committed to sharing knowledge to make the college application process as pain-free as possible, and we know that helping students find great IECs (and vice versa) is part of that goal!


Applerouth is a trusted test prep and tutoring resource. We combine the science of learning with a thoughtful, student-focused approach to help our clients succeed. Call or email us today at 866-789-PREP (7737) or info@applerouth.com.