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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 • • • Results, results, results Anecdotal is not enough Validation QED’s 8th Annual Education Marketers’ Forum Powerful School Marketing Solutions Education CODE RED • • • • • 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 • • • 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 Attitudes Toward Research • • • Internal mindset External validation On-going commitment 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.” Yoda Star Wars: Episode II Powerful School Marketing Solutions