Powerful School Marketing Solutions

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

• Fear of budget cuts• Fear of test results• Fear for safety• Fear of teacher satisfaction• Fear of community perceptions

Education CODE RED

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

• Internal mindset• External validation• On-going commitment

Attitudes Toward Research

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.”

YodaStar Wars: Episode II