Marketing the Academy Program - Cisco...Also contains a wealth of information for parents and students • Components Hallway, classrooms, guidance counselor’s office • Academy

1© 2004 Cisco Systems, Inc. All rights reserved.

Marketing the Academy Program


Agenda

• MarketingDefining the Audience

Defining the Message

A look at the tools


What is Marketing?

• The means to create communication about a product or service and use it to encourage recipients of the communication to purchase or use the product or service


Marketing Toolkit

• Developed by Cisco Systems to facilitate your local marketing activities

• 50+ resources fall into five major groupings

Event tools

Presentation tools

Publicity tools

Marketing plan

Videos, logo, brochures

• Academy Connection > Tools


Marketing Toolkit

• Coming soon - collateral in the pipeline

DatasheetsCCNA, PNIE, high school implementation datasheet (4-page), eInclusion datasheet

PostersHP IT Essentials, PNIE

Updated Academy PowerPoint presentations

Academy recruitmentStudent recruitmentOrientation

Available July 9


U.S. Academy Newsletter

• Contains updates and important information, articles from across the Web, successes, and more!

• Published bimonthly• Posted to Academy Connection

Headlines • Emailed to those who have opted in

to receive non-critical Academy emails

You can opt in by updating your profile on Academy Connection

• Territory Updates contains articles of interest for each U.S territory

• Next issue: June 14

http://www.cisco.com/warp/public/779/edu/newsletter/US/NE/04April.html



What Questions Should You Ask Yourself?

• Who am I marketing to? Audience

• What is important to that audience? Opportunity

• What solution does the Academy provide? Message


Who are the Key People You “Market” to?

• Students

• Parents

• Educators

• Administrators

• Academies

• Business partners


A Closer Look at Each “Market”

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Students

• What’s the message?Relevant, real world skills gained

• What are they concerned about?GPAs, time of course, transferability, jobs

• What are they interested in?Technology, employability, furthering their college education, retraining


Parents

• Who am I marketing to?Relevant pathway, college bound or ready for the workforce

• What are they concerned about?Their student’s success

• What solution does the Academy address?Relevant skills, academic rigor


Student/Parent Recruitment Video

In more than 150 countries…• Introduce Cisco as industry leader• Benefits to student

Education pathCareer benefitsValue of certificationStay connected through alumni programTestimonials from students around the world

• Directs them to see their counselor for more info

• Directs them to website/locator to find an Academy near them


Student Success Stories

Theater success stories rotate through five highlight spots on AC site every two weeks

Because of my experience in the Academy Program, I now have a direction in life and am proud of who I am and where I am going. I know that with the right choices and hard work, I can be successful at whatever I do,"

Scott LewisGreenwood, South Carolina


Student Datasheet

• Two versions of each2- and 4-pagers

• Academy Connection >Tools > Marketing Toolkit > Videos, Logo, Brochures > Brochures


Upcoming US Academy Ad Template

• Customizable with your Academy information


Curriculum Roadmap

• Prepares students for a path to tech/voc ed, higher ed, or an entry-level career

• Designed for instructors, administrators, guidance counselors, and prospective Academies

Also contains a wealth of information for parents and students

• ComponentsHallway, classrooms, guidance counselor’s office

• Academy Connection (prelogin) > Course Catalog > Tools for High Schools


Home to Cyberspace’s Newest Hero: Penny Packet

First There Was Peter Packet

http://www.cisco.com/warp/public/779/edu/peterpacket2/deliverables/default.htm


Middle School Goes to Packetville


Academy Poster


What other methods would you suggest?

• IT Skills Gateway

• Meetings with middle schools

• Meeting with other IT students

• Provide information to students in the student center

• Career fairs

• Parent night

• Orientation

• PTA meetings

• Academy Day

• Virtual Field Trip


Administrators

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Administrators

• Who am I marketing to?Decisions makers, cut to the chase, don’t have a lot of time

• What are they concerned about?$$$, alignment to existing content, state standards, filling a void, student success

• What solutions does the Academy Program address?Academic rigor, skills needed worldwide, curriculum, assessment, highly qualified teachers

• What solutions can your Academy specifically address?Support, partners


Administrator Datasheet

• Two versions 2- and 4-pagers



What Other Methods Would You Suggest?

• Annual meetings with administrators to provide an update

• Newsletters

• Data on student success

• Give a presentation at board meeting

• Visit an Academy

• Invite them to a conference

• Share a success story with your local or school newspaper


Educators

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Educators

• Who am I marketing to?Busy people, student centric

• What are they concerned about?Student success, time requirements, training, academic rigor

• What solution does the Academy address?Curriculum, assessment, lesson plans, maps to standards


Administrator Datasheet

• Two versions 2- and 4-pagers



New Design for Course Catalog


Curriculum Roadmap

• Prepares students for a path to tech/voc ed, higher ed, or an entry-level career

• Designed for instructors, administrators, guidance counselors, and prospective Academies

Also contains a wealth of information for parents and students

• ComponentsHallway, classrooms, guidance counselor’s office

• Academy Connection (prelogin) > Course Catalog > Tools for High Schools


Highlight Available Resources

• Community discussion boards

• FTP site

• Instructor guides

• Assessments

• Support from Regional, CATC, Cisco Systems, Inc.



• Conference

• Academy Day

• Virtual Field Trips

• Visit an Academy

• Talk to an Academy student


Existing Academies

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Existing Academies

• Who am I marketing to?People who are aware of the Academy Program

• What are they concerned about?Enrollment, relevance, $$$, student success

• What solution does the Academy address?New product, relevance, tools available


New Email Tool for Program Messaging

• HTML emails

• Target audience

• Polling

• Send to a friend


Example

• Education level campaign One size doesn’t fit all

• Secondary school email and curriculum roadmap microsite

Email sent March 1

Recipients were able to access the roadmap, high school success stories, and a fun crossword puzzlemaker


Cisco Is Communicating

In the news - external PR firm plan• Increase overall awareness and

leverage success stories• 50+ articles in U.S. since Nov 2004• Interviews scheduled with several

education publications including T.H.E. JournalMedia and Methodseschool newsWhat’s NewBoston GlobeTech DirectionsLatina StyleThe Big Deal Book of TechnologyTeaching k-8Technology and Learningand many more…


Monthly Factoids

• Job market/technology trends/certificationsRobert Half Technology last week released its 2005 Salary Guide According to In-Stat/MDR, the worldwide market for professional VoIPservices will top $2.2 billion (US) during 2007, exhibiting an annual growth rate of 45.3% by 2007. Gartner says that wireless and broadband will be established as the standard components for most applications by around 2007.

• Gender storiesCisco Networking Academies: Global Partnerships That Help Fuel Local Economies, Empower Women to ContributeThe Bottom Line: Connecting Corporate Performance and Gender Diversity

• Cisco newsCisco Qualified Specialist Certifications Program Gains Momentum in Advanced Technology Markets

• Theater specific storiesCisco Hosts Girls in Technology Summit to Increase Awareness of Training and Career Opportunities


Panduit Postcard and VOD



• Create an event to share best practices in your area (i.e. lunch with instructors from different schools)

• Invite a Cisco Account Manager or SE to visit your Academy to talk about and/or give a demo of some new technology

• Invite a successful student to an event or meeting to talk about their success for motivation



Global Curriculum Survey

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2004 Curriculum Survey Campaign

• Launched November 18• 14 languages• Discover obstacles for

offering curricula See if we can alleviateBarriers – have and have not

• Discover languages needed to offer curriculum

• What other courses instructors want

• Other questions to discover best marketing strategies


Cisco IT Skills Builder


Best Curriculum Survey Response Rates to DateWorldwide Survey

• The average percentage response rate for instructor/admin curriculum surveys has been approximately 10-12% in the past

until… the 2004 curriculum survey!• AsiaPac 20.64%• Canada 17.37%• EMEA 18.96%• Latin America 14.05%• United States 20.58%• Japan 2.89%


Survey Obstacle Selections

• Not enough instructors available• Marketing is difficult• There are other options for students to get access

to this kind of course at lower costs• High cost of equipment prohibitive• Course not appropriate for education level of this Academy• Time and cost of instructor training • Curriculum content does not meet our needs• Academy is currently offering a course similar to this• The curriculum is only offered in English• Low student interest/demand


Other Interesting Data Gathered

• #1 New Course Requested – IP Telephony• More than 25% respondents indicated that CCNA 3 & 4 and CCNP courses

were not appropriate for their education level. • Respondents from the United States are less likely to offer CCNA, CCNP, and

HP IT Essentials courses as stand alone courses than as either integrated courses or electives.

• A large percentage of respondents from the United States reported CCNA students who were full-time students, while a smaller percentage reported having working adults.

• 7.7% of respondents indicated their program led to an engineering degree, 29.7% to a computer science degree, and 32.4% to some other degree.

• 51.5% of respondents indicated that they would be interested in receiving more information, compared to 70.7% in the overall group.

• Fundamentals of Wireless LANs (FWL) and Fundamentals of Network Security (FNS) should be targeted for 2-3 year institutions, universities, and postgraduate institutions.

More likely to be adopted than other curricula. FNS and FWL have been adopted by a relatively small percentage of academies.


Possible Marketing Promotions

• Rated #1 info wantedRespondents were interested in receiving curriculum roadmaps showing suggested education paths, degrees, and job titles and a suggested course syllabus by ed level

• Approximately 51.5% of respondents indicated they would be interested in learning more about “how” to offer new Academy curriculum


2005 Marketing

• What else can Cisco do to help you market the program?

Documents

Marketing the Academy Program - Cisco...Also contains a wealth of information for parents and students • Components Hallway, classrooms, guidance counselor’s office • Academy