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Transcript of Powerful School Marketing Solutions Marketing from Confidence Delivered By Dean Kephart Kephart...
Powerful School Marketing Solutions
Marketing from Confidence
Delivered By
Dean Kephart
Kephart Marketing
QED’s 8th Annual Education Marketers’ Forum Powerful School Marketing Solutions
Powerful School Marketing Solutions
National Trends
• Results, results, results• Anecdotal is not enough• Validation
QED’s 8th Annual Education Marketers’ Forum
Powerful School Marketing Solutions
• Fear of budget cuts• Fear of test results• Fear for safety• Fear of teacher satisfaction• Fear of community perceptions
Education CODE RED
QED’s 8th Annual Education Marketers’ Forum
Powerful School Marketing Solutions
Marketing Approach• Awareness of fears• Provide tools to address fears• Move beyond fear to passion
QED’s 8th Annual Education Marketers’ Forum
Powerful School Marketing Solutions
Value of Research
• Customer requirements• Product development• Public relations• Product positioning• Internal mentality
Powerful School Marketing Solutions
• Internal mindset• External validation• On-going commitment
Attitudes Toward Research
QED’s 8th Annual Education Marketers’ Forum
Powerful School Marketing Solutions
Research Model
• Inputs• Activities• Outputs• Outcomes
Powerful School Marketing Solutions
Incenting Customers to Participate
• Prime the pump• Share outcomes• Highlight key sites
Powerful School Marketing Solutions
Start Something Research
• From “nice to have” to “must have”
• Pre and post• Analysis• Publicize
Powerful School Marketing Solutions
“The Dark Side clouds everything.”
YodaStar Wars: Episode II