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Marketing Adventist Education in a Competitive Marketplace Marketing 101 Larry Blackmer, NAD Vice President of Education Marketing 101 • What is Marketing – Theory – Practice • Is Adventist Educational Marketing Different than Business Marketing? • What and to whom do I market? • Research on Adventist Schools Marketing Definitions • “an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders” » American Marketing Association Marketing Definitions • My first definition of marketing is to find out what your customers want and then give it to them. My second definition - "Marketing is the invisible hand that moves products from sellers to buyers." Tim Cohn Marketing Definitions • Taking actions to create, grow, maintain, defend, and own markets. • Al Ries and Jack Trout define marketing as simply “war” between competitors. • Building positive relationships and generating compelling experiences • What does Marketing mean to Adventist Education? Marketing Definition for Adventist Education • Accessing the needs of the target markets (potential customers), and deciding which needs can be met within the mission of the school, then finding methods to meet those needs. • Can we be all things to all people? • Can we please everyone? Marketing Theory • Two factors in marketing – Recruitment of new customers – acquisition – Retention and expansion of the relationship with existing customers – base management Marketing Theory • 4 Ps – Product – Pricing – Promotion – Place • 7 ps - extended marketing mix for service organizations – People – Process – Physical evidence Marketing Mix Product • What is the product that we are ‘selling’? – Curriculum? – Quality teachers? – Spiritual values? – Good students? – Safe environment? • We need to know what we are selling and why! Pricing • Is this the issue most affecting our enrollments? • Tuition in schools around Washington. • Target market vs price point • Quality vs price • Value vs price • Discounts – budget driven scholarships Cost NO SALES! Value Cost Promotion • Advertising, promoting the school, publicity, etc. • Overt and natural promotion • “A good product sells itself” is this true? Place • Where do you find your customers? • The channel by which a product or service is sold. People • Who is responsible for marketing your school? – – – – Principal Teachers Board Pastor • Any person coming into contact with customers can have an impact on overall satisfaction. • In the customers eyes they are inseparable from total service. • They must be trained, well-motivated, and the right type of person. Process • Process(es) involved in providing service • Customer service – Answering the phone – Planting flowers – Registration – Conflict resolution – Availability to staff Physical Evidence • Unlike a product, a service cannot be experienced before it is delivered. • Potential customers could perceive greater risk in using service • Provide case studies, testimonies, samples Customer Focus • Which is more important– Policy – People • Is this the way in which we operate? • In this approach the customer wants are the driving force. • Starting point the customer, no sense selling what people don’t want Product Focus • • • • • The product is king Innovation is key Niche marketing Product depends on market research Thomas Edison – if using this method would have invented larger candle rather than the light bulb. Internal – External Marketing • Internal marketing – Adventists – Spiritual, Safety, Academics • External Marketing – Community – Mission-appropriate – Academics, Safety, Spiritual (Character Development) • Difference in focus from internal and external marketing Who is our competition? • • • • • • Other Adventist schools Public schools Charter schools Home schools Other private schools Yourself? The Behavioral The process of managing change and remaining flexible in its response to changing market conditions, competition, and innovation. Example: From Bureaucratic Boss and critic Covering content and moving on Teacher-centered Out of context and textbook driven Passive Learner Assembly line, one-size fits-all To Collaborative Servant-leader and coach Teaching for mastery Student-centered Authentic, relevant, meaningful Critical thinker and problem solver Differentiated, honoring students individual uniqueness Is Image Enough? No!!! You need a product that matches the image you project. Mission of Adventist Education • Should we accept Non-Adventist Students • Accept mission appropriate students • Know your mission – why you do what you do. • Dilution Dilemma What Your Parents Want What God Wants Values – Why we do what we do Vision – What success looks like Mission – Generally … how Strategy – Specifically … how Right brain activity – Inspired, Creative, Visionary God’s Masterpiece (Ephesians 2:10) Parent Research Community Research Targeted Segments Define Personas Realities / Demands of Your Environment Secularization / Paganism Postmodernism Local School Competition Area Demographics Left brain activity – Analytical, Thoughtful, Wise Adventist Research Findings 70 SDA/Christian Beliefs Safe/Caring Environ. Quality Academics Teacher/Stud. Ratio Cost vs. Value 60 50 40 30 20 10 0 Top Strengths N=243 Adventist Research Findings Leadership/ Admin Cost vs. Value 90 80 19% 70 Quality Academics SDA/Christian Beliefs Extra/co-curr. Act Identity/Image 60 50 40 30 20 10 0 Top Fix-it Points Special Education N=464 Church Growth • Financial Analysis – five years – see www.larryblackmer.com • Looked at tithe and membership as a function of school constituency • Both tithe and membership increased in churches in a school constituency • Both tithe and membership decreased in churches without. Most Important! • • • • Be authentic Be spiritual Be Adventist Be about quality Future of Adventist Education • • • • The World is Flat Traditional cannot mean old Innovative cannot mean risky Instruction must be Christ-directed, student-centered, and globally integrated. • We must break out of our silos and begin to work as a system • TDEC discussion- where do we go from here Conclusion • Schools need to be customer driven • Teachers need to be student focused • We all need to be about our Father’s business – every day, in everything we do. • Jesus is coming!!!!!! Resources • Entrepreneur.com *Offers several articles with advice for creating plans. • HowStuffWorks Tutorial *If you are looking for another site offering a plan tutorial try this one. While not as in-depth as the one offered on KnowThis.com, it does provide good basic coverage. • Sample Marketing Plans *While the company offering this site is primarily in the business of selling its planning software they do offer several marketing plan examples that may prove useful. • Sample Software Plan *PDF file from a marketing textbook publisher site, shows a simple plan for a small software company. While a good guide for learning about plans, it is very basic and does not include much financial information. • Knowthis.com – marketing resources on the web • New Product and Service Development *It will take the better part of 10 minutes just to get acclimated to this busy site, but it is worth the effort for anyone seeking good product development information. Lots of good ideas, explanations of concepts, graphics and more.