Post on 26-Jan-2017
4
20
16
15%
June 2016
June 2015
20%
20
17
20%
March 2017
March 2016
15%
Goals for Kenwood Elementary
June 2016
June 2015
Dec 2016
Dec 2015
THE KENWOOD FAMILY
5
30-35 Y.O.
Bachelor Degree +
Live 1.5 Miles South of Kenwood Elementary
Income $75k+
Makers At Heart
Support sustainable businesses
Active with the family
Prefer fixer-uppers on tree-lined streets
Comfortable tinkering with tech
By the Numbers
Supportive Earners & Learners
6
Parents today are uneasy about making family decisions on their own
59% Online
Reviews
57% Social Media
43% Brand
Websites
“If the schools have low rankings and scores in real estate sites like zillow.com, I stay away from that area.
- Professor at UIUC
THE KENWOOD FAMILY
*Of parents age 30-35
7
Parents today are uneasy about making family decisions on their own
THE KENWOOD FAMILY
*Of parents age 30-35
63% Of young families make decisions
with the kid’s opinion in mind
79% Word of Mouth
“My daughter’s preschool teacher gave us a heads up on which schools to choose.”
- Current Kenwood Parent
Look at the test scores-like it or not”
- Parent post from Chambana Moms
The Unit 4 school of choice system overwhelms
8
“Yes, I feel a little like I am at war, mostly with myself, the end goal being to conquer the fear that I may choose the “wrong” school for my children.”
Erin Tarr
(Chambanamoms)
“We went to the Family Information Center and when my wife came out of talking with them she was so mad and disappointed she said we were never going to Unit 4 Schools.”
Mark Wolters
University Of Illinois Professor
Key InsightAffluent parents
tend to overvalue test scores
because the Champaign school
choice system is a confusing
process.
9
“I chose schools based on two items: (1) test scores (school report card) and (2) the “feeling” my husband, daughter, and I got when touring each school.”
Mother of Incoming Kindergartener (Charles Schultz Blog)
Move beyond test
scores by showing what
Kenwood kids can do.
10
Promise
“Don’t underestimate
what these kids can do”
- Charles Schultz
26
Consumer Journey
Press Release
School-Choice APP &
Behind-the- Scenes Video
Social Media
Kenwood School Tours
Guerilla Marketing
Portfolio Website
Direct Mail
Better Plan
Good Plan
Other Recommendations
22
● Partnership with Preschools
http://www.chambanamoms.com/2015/02/03/2015-champaign-urbana-area-preschool-guide/
Other Recommendations
22
● Partnership with Preschools● Better Online Reviews● New Mission Statement
Other Recommendations
22
● Partnership with Preschools● Better Online Reviews● New Mission Statement● Speaker at Tech Festival (Pygmalion)
○ Pygmalion is a music festival that occurs in Champaign-Urbana in September that also features a tech festival where startups and people in the digital and technology industry speak about new, innovative ideas. We recommend having Todd Lash speak at the Pygmalion Tech Talk 2016 about computational thinking in education. This will allow more publicity about Kenwood and could lead to more future partnerships and great brand image in the community.
Other Recommendations
22
● Partnership with Preschools● Better Online Reviews● New Mission Statement● Speaker at Tech Festival (Pygmalion)● Partnership with Neutral Cycle
○ Another partnership we recommend pursuing is with Neutral Cycle to create workshops for the community where they do Makerspace activities with bicycle parts. They also have a Design Studio, where Kenwood can partner with them (with a fee) in terms of creating marketing materials (video, print, press releases, etc.)