Post on 26-Mar-2015
Marketing Adventist Education
in a Competitive Marketplace
Marketing Adventist Education
in a Competitive Marketplace
Marketing 101
Marketing 101
Larry Blackmer,NAD Vice President of EducationLarry Blackmer,NAD Vice President of Education
Marketing 101Marketing 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
• 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 DefinitionsMarketing Definitions
• ““an an organizationalorganizational function and a set of function and a set of processes for processes for creating, communicating creating, communicating and delivering valueand delivering value to customers and to customers and for managing for managing customer relationshipscustomer relationships in in ways that ways that benefitbenefit the the organization and organization and its stakeholdersits stakeholders””
» American Marketing Association
• ““an an organizationalorganizational function and a set of function and a set of processes for processes for creating, communicating creating, communicating and delivering valueand delivering value to customers and to customers and for managing for managing customer relationshipscustomer relationships in in ways that ways that benefitbenefit the the organization and organization and its stakeholdersits stakeholders””
» American Marketing Association
Marketing DefinitionsMarketing 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
• 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 DefinitionsMarketing 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?
• 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
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?
• 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 TheoryMarketing Theory
• Two factors in marketing
– Recruitment of new customers – acquisition
– Retention and expansion of the relationship with existing customers – base management
• Two factors in marketing
– Recruitment of new customers – acquisition
– Retention and expansion of the relationship with existing customers – base management
Marketing TheoryMarketing Theory
• 4 Ps– Product– Pricing– Promotion– Place
• 7 ps - extended marketing mix for service organizations
– People– Process– Physical evidence
• 4 Ps– Product– Pricing– Promotion– Place
• 7 ps - extended marketing mix for service organizations
– People– Process– Physical evidence
Marketing MixMarketing Mix
ProductProduct
• 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!
• 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!
PricingPricing
• 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
• 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
Cost
Value
NO SALES!
PromotionPromotion
• Advertising, promoting the school, publicity, etc.
• Overt and natural promotion
• “A good product sells itself” is this true?
• Advertising, promoting the school, publicity, etc.
• Overt and natural promotion
• “A good product sells itself” is this true?
PlacePlace
• Where do you find your customers?
• The channel by which a product or service is sold.
• Where do you find your customers?
• The channel by which a product or service is sold.
PeoplePeople• 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.
• 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.
ProcessProcess
• Process(es) involved in providing service
• Customer service– Answering the phone– Planting flowers– Registration– Conflict resolution– Availability to staff
• Process(es) involved in providing service
• Customer service– Answering the phone– Planting flowers– Registration– Conflict resolution– Availability to staff
Physical EvidencePhysical 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
• 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 FocusCustomer 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
• 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.
• 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 MarketingInternal – 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
• 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?Who is our competition?
• Other Adventist schools
• Public schools
• Charter schools
• Home schools
• Other private schools
• Yourself?
• Other Adventist schools
• Public schools
• Charter schools
• Home schools
• Other private schools
• Yourself?
The BehavioralThe BehavioralThe process of managing change and remaining flexible in its response to
changing market conditions, competition, and innovation.
Example:From ToBureaucratic CollaborativeBoss and critic Servant-leader and coachCovering content and moving on Teaching for masteryTeacher-centered Student-centeredOut of context and textbook driven Authentic, relevant, meaningfulPassive Learner Critical thinker and problem
solverAssembly line, one-size fits-all Differentiated, honoring
students individual uniqueness
The process of managing change and remaining flexible in its response to
changing market conditions, competition, and innovation.
Example:From ToBureaucratic CollaborativeBoss and critic Servant-leader and coachCovering content and moving on Teaching for masteryTeacher-centered Student-centeredOut of context and textbook driven Authentic, relevant, meaningfulPassive Learner Critical thinker and problem
solverAssembly line, one-size fits-all Differentiated, honoring
students individual uniqueness
Is Image Enough?Is Image Enough?
You need a product that matches the image you
project.
You need a product that matches the image you
project.
No!!!No!!!
Mission of Adventist EducationMission of Adventist Education
• Should we accept Non-Adventist Students
• Accept mission appropriate students
• Know your mission – why you do what you do.
• Dilution Dilemma
• Should we accept Non-Adventist Students
• Accept mission appropriate students
• Know your mission – why you do what you do.
• Dilution Dilemma
What God Wants
Values – Why we do what we do
Vision – What success looks like
Mission – Generally … how
Strategy – Specifically … how
What Your Parents
WantGod’sMasterpiece(Ephesians
2:10)
Realities / Demands of Your
Environment
Parent ResearchCommunity Research
Targeted SegmentsDefine Personas
Secularization / Paganism
PostmodernismLocal School Competition
Area Demographics
Right brain
activity – Inspired, Creative,Visionary
Left brain activity – Analytical
,Thoughtfu
l,Wise
Adventist Research FindingsAdventist Research Findings
0
10
20
30
40
50
60
70
Top Strengths
SDA/ChristianBeliefs
Safe/CaringEnviron.
QualityAcademics
Teacher/Stud.Ratio
Cost vs. Value
0
10
20
30
40
50
60
70
Top Strengths
SDA/ChristianBeliefs
Safe/CaringEnviron.
QualityAcademics
Teacher/Stud.Ratio
Cost vs. Value
N=243
Adventist Research FindingsAdventist Research Findings
0
10
20
30
40
50
60
70
80
90
Top Fix-it Points
Leadership/Admin
Cost vs. Value
QualityAcademics
SDA/ChristianBeliefs
Extra/co-curr.Act
Identity/Image
SpecialEducation
0
10
20
30
40
50
60
70
80
90
Top Fix-it Points
Leadership/Admin
Cost vs. Value
QualityAcademics
SDA/ChristianBeliefs
Extra/co-curr.Act
Identity/Image
SpecialEducation
N=464
19%
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!Most Important!
• Be authentic
• Be spiritual
• Be Adventist
• Be about quality
• Be authentic
• Be spiritual
• Be Adventist
• Be about quality
Future of Adventist EducationFuture 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
• 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
ConclusionConclusion
• 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!!!!!!
• 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.