Market Research - I Can See Clearly Now

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Marketingand why it matters

FACT # 1 - In all grades, in schools of all sizes, students in Adventist

schools outperformed the national average in all subjects

FACT# 2 - Adventist education in North America is facing challenges - with declining enrolment

and more schools closing every year

FACT # 3 - private and independent school enrolment is

continually increasing

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7 Challenges Facing Adventist Education in 20151. large Adventist demographic cannot afford the tuition 2. large Adventist demographic does not have a passion for

Adventist education 3. complexities of society becoming school issues - special

education, disintegrating family, mental health & counselling 4. system struggles to recruit, develop and retain leadership 5. system struggles to be able to support excellent education

financially and systemically 6. competitive marketplace where independent & private school

education is thriving 7. competitive marketplace where we are compared to elite

private school education or community-minded faith based schools with good facilities, great test scores and broad program deliver

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the perfect position for

Adventist education

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Words used to describe them:alienated | questioning of authority control-oriented | entrepreneurial

genuine | pessimistic rebellious | non-religious | control-oriented

Gen-X Parents (’60-’80) - kids of the boomers

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marketing obstacles to supporting Gen-X parents

• little loyalty to denominations or the idea of Christian education

• approach Christian education strictly on a consumer basis

• high need for control • high value on diversity and “real life” experiences (I

want my child to experience the real world of public school and its broad options)

• begin relationships with distrust • not loyal to institutions • consumed with educational excellence

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Meeting the expectations of a whole

new generation: the Millennials

THE NEXT BIG deal

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• significantly impacted by the recession • delayed or avoided marriage | frugal |educated but in debt • generally more traditional values than boomers and GenX • lower paying jobs than GenX • 50% believe in a stay-at-home parent • highly pragmatic - view everything in terms of its practical

application i.e. how can this work for me?

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• strong sense of individual tolerance & social responsibility

• committed to ethnic and social equality • millennial parents in particular value health and

nutrition • tech adoption/integration is standard norm • support only brands that reflect their values - cause

branding • expect brands to be useful and practical • support brands that reward loyalty and engage with

them and value their opinion

MILLENNIAL GENERAL CHARACTERISTICS - what we already know

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so how do we move from struggling . . .to thriving?

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MILLENNIAL WITH KIDS Marketing to this Powerful and

Surprisingly Different Generation of Parents

by Jeff Fromm & Marissa Vidler

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Strategic Planning and Why it Matters

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Share two or three school-wide goals from your organization.

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One out of every three organizations integrates its strategic plans into its daily operations with high

effectiveness. Organizations that fail to understand strategic planning will ultimately simply fail.

Forbes Magazine

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Who should be involved in strategic planning?

boardteachersadministratorsparentspastors

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Strategic planning looks at 3 main questions

Where is the school now?Where do we need to be in 3, 5, 10 years?How are we going to get there?

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1. Clarify the school vision2. Collect the data – SWAT,

interviews, surveys - involve all stakeholders

3. Identify the critical issues4. Choose the goals and

strategies5. Write the plan

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must honestly address barriers and weaknesses

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SMART GOALS

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top 4 reasons for strategic planning failure

4. belief that a budget is a plan

3. reluctance to deal with big issues2. getting too complicated

1. failure to hold one another accountable

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to increase student enrolment by 20 students by 2017-2018

MARKETING GOALS: 1. build stronger relationships with constituent pastors 2. build strong relationships with the constituent churches 3. build stronger relationships with present parents 4. increase foreign student enrolment 5. improved web presence

sample SMART goal

create a marketing strategy that supports the strategic plan

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sample - ACTION STEPS FOR GOAL #1 1. build stronger relationships with constituent pastors

a) host an annual fall luncheon for pastors at the school consult with pastors regularly for their opinions (strategic planning

etc.) b) invite them to do specific assemblies and classroom worship for

the students c) invite them to the school to do worship for the staff regularly d) invite the pastors to host a Bible study for kids at the school

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ACTION STEPS FOR GOAL 2 1. build stronger relationships with constituent churches

a) send short news update about the school to church bulletins monthly (it’s okay to brag!)

b) create short one minute school video promo 2-3 times per year for the churches to show

c) ask churches to put a link to the school website on their website d) host school open house once per year and promote in churches and community

e) bring best of school’s performing arts to the school f) provide small gift bags at churches for pre-schoolers from the school yearly & serve

breakfast for families

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mission & values key messages

website & signage support staff - receptionist & telephone

administration & accounting teachers

school building school uniforms

parent communication general communications

brand alignment

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Meadowridge School

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customer service is key - creating an overall positive experience address complaints quickly!

brand alignment

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LESSON FROM ZAPPO SHOES 10 core values that created a brand a billion $ brand

1. Deliver WOW factor through service 2. Embrace and Drive Change 3. Create Fun (and A Little Weirdness) 4. Be Adventurous, Creative, and Open-Minded 5. Pursue Growth and Learning 6. Build Open and Honest Relationships With Communication 7. Build a Positive Team and Family Spirit 8. Do More With Less 9. Be Passionate and Determined 10. Be Humble

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• create clear tag line that all stakeholders understand • create inclusive culture - Adventist and non-Adventist

or Adventist and community

brand alignment

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The Deer Lake Brand

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invite the community to your school regularly and use trained student hosts

brand alignment

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- harness the energy of volunteers - invest in board professional development

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Be persistent in making your school relevant Blessings!

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