From Tadpole to Frog: Evolving into a Brand with Legs

From Tadpole to Frog: From Tadpole to Frog: Evolving Into a Brand with Evolving Into a Brand with

LegsLegs

Mark Hammer, VP Marketing

www.compasslearning.com

Tadpole DefinitionTadpole Definition

tad⋅pole–noun

the aquatic larva or immature form of frogs and toads, esp. after the development of the internal gills and before the appearance of the forelimbs and the resorption of the tail.


Development of a TadpoleDevelopment of a Tadpole


CompassLearning: Tadpole MarketingCompassLearning: Tadpole Marketing

Company mission: none stated



Company mission: none statedMarketing goal: answer to sales



Company mission: none statedMarketing goal: answer to salesGraphical look & feel:

like all of the competitors (check the boxes)



Company mission: none statedMarketing goal: answer to salesGraphical look & feel:

like all of the competitors (check the boxes)Lead generation?: no


Compulsory Frog QuoteCompulsory Frog Quote

Never try to catch two frogs with one hand.


Our Steps Toward FrogdomOur Steps Toward Frogdom

Developing the Corporate MissionReimagining our IdentityMoving from Product to SolutionDelivering a True Campaign


Developing the Corporate MissionDeveloping the Corporate Mission

1. Cross-functional team brainstorm2. Customer feedback3. Prospect feedback4. Cross-functional team draft5. Executive team response6. Cross-functional team final7. Customer feedback8.Approved


The CompassLearning MissionThe CompassLearning Mission

We facilitate student success by collaborating with educators to create personalized learning experiences.


ValuesValues Passionate. We are passionate about helping students learn and

relentless in our development of technology that helps them succeed.

Agile. We are quick in responding to customer needs and to identifying and developing business opportunities.

Collaborative. We work in a culture of learning – where teamwork and cooperation are valued.

Creative. We create personalized learning experiences that improve student performance.

Accountable. We do what we say and say what we mean. Stakeholder value-driven. We align stakeholder interests with

the interests of our customers.


Key TakeawaysKey Takeaways

Involve everyoneGet customer feedbackReiterate it over and over –

particularly when times are tough


Corporate IdentityCorporate Identity















Proposed CompassLearning SiteProposed CompassLearning Site





Differentiate yourselfGet customer feedbackBe consistent


Pricing the ProductPricing the Product Odyssey

Priced by concurrent user by building

Offered three “products” Manager Assessment Curricula

Priced Enterprise and Hosted equally

Also sometimes occasionally offered subscription


Pricing the SolutionPricing the Solution Odyssey

Priced by concurrent user by building

Offered three “products” Manager Assessment Curricula

Priced Enterprise and Hosted equally

Also sometimes occasionally offered subscription

OdysseyPriced by unlimited-user per

buildingOffer one “product” that

includes: Manager Assessment Curricula

Priced Hosted higher than Enterprise

Push subscription



Assume your offering is wrong and ask why it’s wrong

Create offerings that make sense to your customer base

Understand your customer’s perceived valuesSimplify the price & the productSolve your customer’s problem


A New Campaign: ExternalA New Campaign: External


A New Campaign: InternalA New Campaign: Internal

How do we get to “yes”How do we solve our customer’s problemsHow do we fix internal problems that stop us from

being easy to work with


Delivery of the CampaignDelivery of the Campaign

Email to prospectsWebinarSales rep deliveryNewsletterWeb siteOnline advertisingTrade showsPR


Recent Campaign TakeawaysRecent Campaign Takeaways

Email to prospects – response rates down 29% 2nd half 2008

Webinars – big driver of high-level leads: partner with media to create and drive attendance; drives response when not too frequent; keeps interested prospects interested

Web site – steady visitors per week; better when refreshed

Online advertising – higher cost per lead than most vehicles but find the right vehicle

Traditional advertising – cut dramaticallyTrade shows – cutting dramatically


Reaching the Intelligent ConsumerReaching the Intelligent ConsumerKnow who your buyer isDifferentiate yourself through creative problem

solving – don’t sell themWebinarEmail introduction from a company that already

solves another of their problemsTestimonials

Hold yourself accountable for your programs – you need metrics to determine next steps


ThanksThanks..

Mark HammerVP [email protected]

Business

From Tadpole to Frog: Evolving into a Brand with Legs