How to Become A Market Savvy Education Organization (The Image Group, NSPRA Conference 2009)
17
HOW TO BECOME A MARKET-SAVVY EDUCATIONAL ORGANIZATION What works, what doesn’t and why. www.imagegroup.com
-
Upload
the-image-group -
Category
Education
-
view
532 -
download
4
description
A presentation given by The Image Group discussing marketing tactics to make an impact in a crowed educational marketplace.
Transcript of How to Become A Market Savvy Education Organization (The Image Group, NSPRA Conference 2009)
How to becomea market-Savvy educational organizationWhat works, what doesn’t and why.
www.imagegroup.com
agenda
1. Today’s competitive K-12 education marketplace
2. Marketing clutter and noise
3. Frequency, repetition, focus
4. Survival in a new marketplace
5. Your plan
1
today’S competitive k-12 education marketplace
advanced placement programsMore and more schools around the country are offering AP and IB types of classes as a way to promote academic opportunity, excellence and to differentiate themselves from their competitors. charter SchoolsThe first charter school opened its doors in 1992. Today there are more than 4,500 charter schools serving over 1.3 million students across 40 states and the District of Columbia. dual enrollment programsStates and schools are expanding dual enrollment policies and programs as demand increases for these types of services and programs. According to the U.S. Department of Education, over 70% of U.S. high schools and 50% of U.S. postsecondary institutions permitted high school students to take college courses. Over 800,000 secondary school students took a college-credit course last year. Home Schooling30 years ago home schooling was virtually illegal in almost every state. Today, it’s legal in all 50 states and there are 1-2 million students who are home schooled. interdistrict Schools of choiceMore states are allowing parents to send their children to schools outside of the district in which they live.
magnet programsLarge school districts are continuing to develop magnet programs as a way to keep students in a competitive environment. no child left behindParts of this program have given parents access to more information than ever before around the performance of their child and their school. private Scholarship programsThere are 65+ national and state specific programs providing tens of thousands of students throughout the country with money to attend private schools. private SchoolsThere are over 42,000 (elementary, secondary & combined) private and religious schools educating students in the U.S. tuition tax credit programsNine states offer various types of tuition tax credit programs for families who send their children to private schools. virtual learningToday nearly 1 million K-12 students are taking courses online. voucher programsSeven states and the District of Columbia have taxpayer-funded vouchers/scholarships to help students attend private schools of their choice.
2
marketing clutter
and noiSe
You need to be as savvy as the bestmarketers in the country. Why?
1 million marketing messages a year,3,000 a day
10,000 marketing messages at the supermarket
20,000 TV commercials in a year
100+ ads in one newspaper issue
3,000 marketing meSSageS per day. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Your ad is here.
Your ad is here.
3
4
marketing clutter and noiSe
EXPLOSION OF CHOICES Consumers are now overloaded with options.
1970 today
Magazines 300 800
New Book Titles 40,000 80,000
T.V. Channels 3 118.6*
Radio Stations 7,000 16,000
New Movies 260 450
Different Types of Running Shoes 5 285
Internet Users and Websites 01 billion internet users 162 million websites
* average household
5
marketing clutter
and noiSe
Frequency is the key62% of all ideas are accepted only after they are presented for the sixth time
Consumers have short memoriesIf you gave your idea to 100 people just one time, one day later, 25% would have forgotten it and 97% will forget after 7 days.
6
tHe poweroF repetition
“Why is it so diffi cult to introspect on advertising and how it infl uences us? Because we look for major effects. Too often, we look for the ability of an ad to persuade us. We look for a major effect rather than more subtle, minor effects. These minor effects are not obvious but they are more characteristic of the way advertising works. To understand advertising we have to understand and measure these effects. When our kids are growing up we don’t notice their physical growth each day, but from time to time we become aware that they have grown. Determining how much a child has grown in the last 24 hours is like evaluating the effect of being exposed to a single ad. “Through the process of repetition, these small increments can produce major perceived differences between brands, but we are rarely aware of the process taking place.”
Max Sutherland & Alice K. Sylvester, Advertising and the Mind of the Consumer, (Allen & Unwin, 2000) pages 6-9
Small cumulative increments we don’t notice in a child’s growth in 24 hours.
7
FOCUS
8
BRAND LEADERS
2008
Source: Anthony P. Mikes and Second Wind Ltd.
SOUP
SOFT DRINK
CANNED FRUIT
FILM
APPLIANCES
TIRES
CRACKERS
CHEWING GUM
BRAND LEADERS
2008
Source: Anthony P. Mikes and Second Wind Ltd.
SOUP
SOFT DRINK
CANNED FRUIT
FILM
APPLIANCES
TIRES
CRACKERS
CHEWING GUM
brand leaderS1926 2008
www.secondwindonline.com www.secondwindonline.com
9
you Have anew Job title
Senior Vice President of Marketing
Brand Manager
Cultural Anthropologist
Customer Advocate
Change Agent
Futurist
10
Survival
How are you going to be heard throughthe noise and clutter?
How are you going to get noticed?
How are you going to stay aheadof your competition?
How are you going to growmindshare and market share?
11
Survival
Prepare a plan.
Listen to your customers.
Respond in calculated andprogressive ways.
Show up and go on offense withyour game plan.
Enjoy the journey.
12
your plan
10-Step marketing
plan proceSS*
* Source: Roman G. Hiebing JR, Scott W. Cooper, The One-Day Marketing Plan, (NTC Business Books, 1992)
MARKETING BACKGROUND
Conduct Business Review1
Identify Challenges & Opportunities2
MARKETING PLAN
Establish Objectives3
Determine Target Markets & Marketing Objectives4
Set Plan Strategies – Positioning & Marketing5
Analyze Communication Goals 6
Define Tactical Marketing Mix Tools7
Create Marketing Plan Budget & Calendar8
MARKETING EXECUTION Execute9
MARKETING EVALUATION Evaluate10
13
deFinition oF marketing
Marketing is the process of identifying your target markets, determining the needs and wants for those target markets, and then speaking to and fulfi lling on those needs and wants better than the competition—it is that simple, and that diffi cult.
14
obServationS
We are shifting from a provider-driven model of K-12 education to a consumer-driven model.
With competition, schools need to start thinking of themselves as a brand. Branding isn’t a scheme; it’s a school’s lifeblood.
Schools need to become more marketing savvy.It’s the price schools have to pay to stay in today’s competitive K-12 educational marketplace.
Schools need to recognize that marketing and advertising is no longer just about selling. It’s about creating relationships with customers (lifelong).
A critical component for a school’s brand success is its ability to build a brand from the inside out (internal brand building/marketing).“Moments of Truth” make or break a school’s brand every day.
Schools need to: THINK BIG, STAY FOCUSED NEVER, NEVER QUIT
tHank you!www.imagegroup.com
