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