Marketing Adventist Education

Slide 1:Marketing Adventist Educationin a Competitive Marketplace

Marketing 101 Larry Blackmer, NAD Associate Director of Education

Slide 2: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

Slide 3: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

Slide 4: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

Slide 5: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?

Slide 6: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?

Slide 7:Marketing Theory

Two factors in marketing Recruitment of new customers � acquisition Retention and expansion of the relationship with existing customers � base management

Slide 8:Marketing Theory

4 Ps Product Pricing Promotion Place 7 ps - extended marketing mix for service organizations People Process Physical evidence

Slide 9:Marketing Mix

Slide 10: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!

Slide 11: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

Slide 12:Promotion

Advertising, promoting the school, publicity, etc. Overt and natural promotion �A good product sells itself� is this true?

Slide 13:Place

Where do you find your customers? The channel by which a product or service is sold.

Slide 14: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.

Slide 15:Process

Process(es) involved in providing service Customer service Answering the phone Planting flowers Registration Conflict resolution Availability to staff

Slide 16: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

Slide 17: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

Slide 18: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.

Slide 19: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

Slide 20:Who is our competition?

Other Adventist schools Public schools Charter schools Home schools Other private schools Yourself?

Slide 21:Marketing plan

Do you really need a formal plan? Steps in a marketing plan Get your board involved See list of resources at the end show Build in some form of evaluation Build it then, implement it

Slide 22:What is the NAD Educational Systems Corporate Image?

The corporate image should comprise all the visual, verbal, and behavioral elements that make up the organization.

Slide 23:The Visual

The corporate identity (name, logo and tagline) Available from www.nadeducation.org

Slide 24:The Verbal

All stakeholders need to understand, communicate and portray the corporate vision/mission, philosophy, values and strategic direction.

Slide 25:The Behavioral

The process of managing change and remaining flexible in its response to changing market conditions, competition, and innovation. Example: From To Bureaucratic Collaborative Boss and critic Servant-leader and coach Covering content and moving on Teaching for mastery Teacher-centered Student-centered Out of context and textbook driven Authentic, relevant, meaningful Passive Learner Critical thinker and problem solver Assembly line, one-size fits-all Differentiated, honoring students individual uniqueness

Slide 26:Is Image Enough?

You need a product that matches the image you project. No!!!

Slide 27: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

Slide 28:Adventist Research Findings

N=243

Slide 29:Adventist Research Findings

N=464 19%

Slide 30:NAD Objectives

Develop a marketing plan that: Defines the vision (marketing goals) both qualitatively and quantitatively Identifies the target audiences (internally and externally) Sets SDA education (the product) in North America apart from the competition Outlines the marketing and recruiting strategies/tools to best communicate the vision/mission, and promote Adventist education to SDA constituents in North America

Slide 31:Marketing Tools to Reach Audience

Web site Direct mail pieces Brochures Bulletin inserts Posters Ads Videos/DVD�s/CD�s Newsletters Exhibit displays and specialty items

Slide 32:NAD Marketing Initiative

Objective To develop a family of visual marketing/communication tools Promoting/communicating the strengths of SDA education Re-emphasis, re-establish, re-vitalize Adventist Education to the church Generating greater awareness of SDA education among new Adventist�s and non believers Establishing continuity within the North American Division educational system Providing tools to be used by all schools Setting SDA education apart from the competition

Slide 33:Most Important!

Be authentic Be spiritual Be Adventist Be about quality

Slide 34: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

Slide 35: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!!!!!!

Slide 36: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.