Marketing EbD™Marketing EbD™

Salt Lake City, UTSalt Lake City, UT20082008

Shelli MeadeShelli Meade

Marketing PlanMarketing Plan

Where are we now?Where are we now?

Where do we want to go?Where do we want to go?

How are we going to get there?How are we going to get there?

Where Are We Now?Where Are We Now?

AETL AETL Standard P-5, Standard P-5, Guidelines C & F Guidelines C & F (Combined)(Combined)

Guidelines for meeting Standard P-5 require Guidelines for meeting Standard P-5 require that the that the teacher(s) and administrator(s) teacher(s) and administrator(s) responsible for the management of the responsible for the management of the technology program(s) and cross-technology program(s) and cross-curricular technology program(s) curricular technology program(s) consistentlyconsistently

Market and promote the study of Market and promote the study of technology. technology.

Where Do We Want To Go?Where Do We Want To Go?

How Are We Going How Are We Going To Get There?To Get There?

Marketing Strategy ResourcesMarketing Strategy Resources

StrategiesStrategies

The Tipping PointThe Tipping Pointby Malcolm Gladwellby Malcolm Gladwell

““Ideas and products and messages and Ideas and products and messages and behaviors spread just like viruses do.”behaviors spread just like viruses do.”

p. 7p. 7

““The tipping point is that magic moment The tipping point is that magic moment when an idea, trend, or social behavior when an idea, trend, or social behavior crosses a threshold, tips, and spreads like crosses a threshold, tips, and spreads like wildfire.”wildfire.”

Back CoverBack Cover

The Tipping PointThe Tipping Point

Who are the connectors, mavens, and Who are the connectors, mavens, and salesmen?salesmen?

What will stick?What will stick?

What subsets of the population will be What subsets of the population will be motivated to induce change?motivated to induce change?

Positioning: The Battle for Positioning: The Battle for Your MindYour MindAuthors: Al Ries & Jack Authors: Al Ries & Jack TroutTrout

““Positioning is not what you Positioning is not what you do to a product . . . [it] is what do to a product . . . [it] is what you do to the mind of the you do to the mind of the prospect.”prospect.”

2001, p. 22001, p. 2

Strategies: Strategies: PositioningPositioning

““The basic approach of The basic approach of positioning is . . . to positioning is . . . to manipulate what’s already . . . manipulate what’s already . . . in the mind. To retie the in the mind. To retie the connections that already connections that already exist.”exist.”

p. 5p. 5

Pyro MarketingPyro MarketingGreg StielstraGreg Stielstra

1. Promote to the people most likely to buy.

2. Give them an experience with your product or service.

3. Help them tell others.

4. Keep a record of who they are.

PyromarketingPyromarketing - Neuromarketing - Neuromarketing

• What we perceive depends on what we expect.

• Marketing to those with negative pre-conceptions is like using wet leaves for tinder.

• Let those YOU can ignite (excite) spread the flame to the people you can’t reach.

““How to Promote a Technology How to Promote a Technology Education Program”Education Program”

Author: Mike FitzgeraldAuthor: Mike Fitzgerald

““The most critical step in The most critical step in any formal marketing any formal marketing campaign will be to gain campaign will be to gain the favor and support of the favor and support of your administration and your administration and school board.” school board.” p. 19, TTT 2004p. 19, TTT 2004

USPsUSPs Establish Your Unique Selling Position, Establish Your Unique Selling Position,

which shouldwhich should::

Address how your program is critically Address how your program is critically important for students.important for students.Address the needs of the community, Address the needs of the community, academia, and/or the workforce.academia, and/or the workforce.

What can your program offer that students cannot What can your program offer that students cannot get anywhere else?get anywhere else?

Strategies: PDKStrategies: PDK

““The decisions that advocates seek The decisions that advocates seek to influence are those made by policy to influence are those made by policy makers who control or influence makers who control or influence education, whether they serve on the education, whether they serve on the local school board or town council, in local school board or town council, in state or federal government, or in state or federal government, or in some other institution.”some other institution.”

PDK Connection (48)PDK Connection (48)(2), p. 3(2), p. 3

Strategies: PDKStrategies: PDK

Tips for written communication in Tips for written communication in advocacy:advocacy:

Make your message relevant.Make your message relevant. Stay on the topic.Stay on the topic. Rely on logic, not volume.Rely on logic, not volume. Ask for a response.Ask for a response.

PDK Connection (48)PDK Connection (48)(2), p. 3(2), p. 3

Marketing BasicsMarketing Basics

Who is the audience?Who is the audience?

What is the message?What is the message?

Writing About Technology and Writing About Technology and Technological LiteracyTechnological Literacy

Identify audience.Identify audience. Identify message.Identify message. Use “signposts,” or signals to the Use “signposts,” or signals to the

reader.reader. Consider structure.Consider structure. Consider word choice.Consider word choice.

(Meade, 2004, p. 25)(Meade, 2004, p. 25)

Points to Remember as You Points to Remember as You Get the Message OutGet the Message Out

Present the message in the receiver’s Present the message in the receiver’s self-interest.self-interest.

Be concise, to-the-point, and Be concise, to-the-point, and stimulating.stimulating.

Select spokespersons carefully.Select spokespersons carefully. Repeat message several times in a Repeat message several times in a

variety of formats.variety of formats.

(ITEA, 2005, p. 61)(ITEA, 2005, p. 61)

SummarySummary

1.1. Realize that marketing is important and Realize that marketing is important and essential to a standards-based essential to a standards-based technology program.technology program.

2.2. Accept that a single individual or small Accept that a single individual or small group of people can trigger great change.group of people can trigger great change.

3.3. Concentrate marketing efforts on those Concentrate marketing efforts on those you can affect.you can affect.

Summary ContinuedSummary Continued

4.4. Know what is most important and Know what is most important and unique about your program.unique about your program.

5.5. Determine the characteristics of Determine the characteristics of your program that will resonate your program that will resonate with the values and mindsets of with the values and mindsets of your audience.your audience.

Summary ContinuedSummary Continued

6.6. ShowShow your audience how your your audience how your program works in their best interests.program works in their best interests.

7.7. Help your audience spread the word.Help your audience spread the word.

8.8. Find your marketing metaphor.Find your marketing metaphor.

Summary ContinuedSummary Continued

9.9. Work towards gaining support both Work towards gaining support both within your educational community within your educational community and in the community beyond and in the community beyond formal education.formal education.

10.10. Be positive.Be positive.

What Are We Doing to Get What Are We Doing to Get There?There?

The NASA PortalThe NASA Portal

www.nasa.gov/education/plantchallenge

•Challenge•Registration info•Background info•Evaluation •Activities•Career highlights•Related readings•Science experiment guidelines (NSTA)

The NASA PortalThe NASA Portal

www.nasa.gov/education/plantchallenge

Print Version OnlyRegister for Seeds

Certificate of CompletionResources

ITEA CD: Interactive, Electronic ITEA CD: Interactive, Electronic Version Version andand Print Version Print Version

EbD™ EbD™ Booth 113Booth 113

EbD™ Curriculum SpecialistsEbD™ Curriculum SpecialistsNow available to do workshops in Now available to do workshops in

YOUR State!YOUR State!

The Tipping PointThe Tipping Point

Who are the connectors, mavens, and Who are the connectors, mavens, and salesmen?salesmen?

What will stick?What will stick?

What subsets of the population will be What subsets of the population will be motivated to induce change?motivated to induce change?

Action PlanningAction Planning

Identify what needs to be done.Identify what needs to be done. Decide who will be completing the Decide who will be completing the

identified tasks – generate assignments.identified tasks – generate assignments. Determine what is needed to accomplish Determine what is needed to accomplish

goals (consider resources).goals (consider resources). Develop a realistic timeline.Develop a realistic timeline. Offer recommendations.Offer recommendations.

Action Planning and Action Planning and MarketingMarketing

Sell Everyone on Why We Are Doing Sell Everyone on Why We Are Doing ThisThis

Change Viewpoints of Those Who Change Viewpoints of Those Who Resist ChangeResist Change

Get Buy-InGet Buy-In Sell the ProgramSell the Program Obtain Support of AdministrationObtain Support of Administration

What?What? How?How? Who?Who? Why?Why? When?When? WhereWhere

??

It is not important where I am in regards to retirement, or how much time I have left. What is important is what I am doing for my students today for their futures. We need to consider whether we are just teaching a skill or whether we are teaching students how to think, solve problems, and make mathematics and science come alive. For our profession, I fear our programs will continue to shut down one by one unless we build something that can last for the next generation.

Shelly Montgomery, Memorial High School

Thank you!Thank you!

smeade@iteaconnect.orgsmeade@iteaconnect.org