marketing adventist education in north american don tucker, drs marketing

Marketing Adventist Education Marketing Adventist Education in in

North American North American

Marketing Adventist Education Marketing Adventist Education in in

North American North American

Don Tucker, DRS MarketingDon Tucker, DRS Marketing

Phase One: (A) Marketing Phase One: (A) Marketing ResearchResearch

ObjectivesObjectives– To discover the strengths/selling points and weaknesses/fix-it To discover the strengths/selling points and weaknesses/fix-it

points of Adventist Education in North Americapoints of Adventist Education in North America– To identify why the majority of SDA students are not enrolling in To identify why the majority of SDA students are not enrolling in

SDA schools.SDA schools.– To determine how best to market SDA education throughout the To determine how best to market SDA education throughout the

North American Division.North American Division.

Focus GroupsFocus Groups– Superintendents, Teachers/Principals, Parents/Laypersons, and Superintendents, Teachers/Principals, Parents/Laypersons, and

PastorsPastors

Telephone Surveys Telephone Surveys – SDA parents who have chosen to not utilize Adventist educationSDA parents who have chosen to not utilize Adventist education

Phase One: (B) Development of a Phase One: (B) Development of a Corporate Identity and TaglineCorporate Identity and Tagline

Logo ObjectiveLogo Objective To create a visual identity that uniquely brands and unifies Adventist To create a visual identity that uniquely brands and unifies Adventist

Education in North America. Education in North America.

Tagline ObjectiveTagline Objective It’s the “Now” and the future It’s the “Now” and the future States accountability and excellenceStates accountability and excellence Ties in with the mission statement and document Journey to ExcellenceTies in with the mission statement and document Journey to Excellence

Focus Groups Focused On Focus Groups Focused On Three QuestionsThree Questions

1. What are the strengths/selling points of Adventist education?

2. What are the weaknesses/fix-it points of Adventist education?

3. How do we market for the future?

Unions RepresentedUnions Represented

Atlantic UnionAtlantic Union Lake UnionLake Union Pacific UnionPacific Union Southern UnionSouthern Union Southwestern UnionSouthwestern Union

Number of Focus Group Number of Focus Group Responses by UnionResponses by Union

Atlantic Union = 76Atlantic Union = 76 Lake Union = 198Lake Union = 198 Pacific Union = 160Pacific Union = 160 Southern Union = 160Southern Union = 160 Southwestern Union = 119Southwestern Union = 119

Number of Responses by Focus Number of Responses by Focus GroupGroup

Superintendents and Associates = 154Superintendents and Associates = 154 Principals/Teachers = 156Principals/Teachers = 156 Parents/Lay persons = 212Parents/Lay persons = 212 Pastors = 191Pastors = 191

Top Strengths/Selling PointsTop Strengths/Selling Points(3% or more of total responses)(3% or more of total responses)

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62 SDA/Christian Beliefs61 Safe Caring Environment27 Quality Academics24 Teacher/Student Ratio10 Leadership/Administration9 Cost versus Value7 Extra/Co-Curricular Activities6 Instruction6 Other5 Student Discipline5 Promotion4 Ethnic Diversity3 Parent Support/Loyalty2 Communication2 Enrollment2 Identity/Image2 Physical Plant2 Special Education2 Technology1 Customer Service1 Pastor Support/Loyalty_________________________243 Total

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90 Leadership/Administration37 Cost versus Value33 Quality Academics31 SDA/Christian Beliefs23 Extra/Co-Curricular Activities22 Identity/Image22 Special Education19 Safe/Caring Environment19 Promotion18 Teacher/Student Ratio17 Physical Plant14 Parent Support/Loyalty14 Pastor Support/Loyalty13 Other13 Teachers Wages11 Enrollment10 Customer Service10 Instruction10 Technology9 Home School8 Ethnic Diversity7 Student Discipline6 Transportation5 Communication3 Constituents______________________

464 Total

Top Weaknesses/Fix-It PointsTop Weaknesses/Fix-It Points(3% or more of total responses)(3% or more of total responses)

Top Strengths vs WeaknessesTop Strengths vs WeaknessesAtlantic UnionAtlantic Union (76 total responses)(76 total responses)

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Top Strengths vs WeaknessesTop Strengths vs WeaknessesLake UnionLake Union (198 total responses)(198 total responses)

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Top Strengths vs WeaknessesTop Strengths vs WeaknessesPacific UnionPacific Union (160 total responses)(160 total responses)

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Top Strengths vs WeaknessesTop Strengths vs WeaknessesSouthern UnionSouthern Union

(160 total responses)(160 total responses)

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Top Strengths vs WeaknessesTop Strengths vs WeaknessesSouthwestern UnionSouthwestern Union


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Top Strengths vs WeaknessesTop Strengths vs WeaknessesSuperintendentsSuperintendents


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Top Strengths vs WeaknessesTop Strengths vs WeaknessesParents/LaypersonsParents/Laypersons


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Focus Groups Selected Focus Groups Selected Marketing ActivitiesMarketing Activities

Launch a nationwide marketing campaignLaunch a nationwide marketing campaign Clarify the mission and vision of SDA educationClarify the mission and vision of SDA education Focus on education as a major player of evangelismFocus on education as a major player of evangelism Go back to the core values of SDA educationGo back to the core values of SDA education Testimonials/success stories from students, parents, Testimonials/success stories from students, parents,

teachers, alumni, etc. in SDA journals/publications, teachers, alumni, etc. in SDA journals/publications, brochures, website, and newslettersbrochures, website, and newsletters

Involvement by students in local church services, Involvement by students in local church services, community activities, and/or civic eventscommunity activities, and/or civic events

Student concerts/performances/presentations at churches Student concerts/performances/presentations at churches and schoolsand schools

Introduce student recruitment incentives (i.e. cash, Introduce student recruitment incentives (i.e. cash, discounts, meals)discounts, meals)

Focus Groups Selected Marketing Focus Groups Selected Marketing Tools Tools

Logo and tagline Logo and tagline Educational web site with links to all schoolsEducational web site with links to all schools Professional education promotional videoProfessional education promotional video Print material designed/developed to be Print material designed/developed to be

adapted for use by each school adapted for use by each school

(i.e. brochures, posters, direct mail pieces, (i.e. brochures, posters, direct mail pieces, bulletin inserts, ads, newsletters, etc. bulletin inserts, ads, newsletters, etc.

Where do we go from here?Where do we go from here?

1. Continue with Phase One -- Market Research 1. Continue with Phase One -- Market Research – Telephone SurveysTelephone Surveys

2. Start working on re-defining the Product2. Start working on re-defining the Product– Vision and Mission Statement (qualitative and quantitativeVision and Mission Statement (qualitative and quantitative))

– Begin developing a comprehensive school improvement Begin developing a comprehensive school improvement program that deals with overcoming the top weaknesses program that deals with overcoming the top weaknesses

3. Begin Phase Two – Develop a comprehensive 3. Begin Phase Two – Develop a comprehensive marketing planmarketing plan

Phase Two: Marketing Plan Phase Two: Marketing Plan Objective: To reach the internal and external target audiences by Objective: To reach the internal and external target audiences by

developing a family of visual promotion, advertising, and developing a family of visual promotion, advertising, and communication tools that:communication tools that:

– Outlines the marketing and recruiting strategies/tools to best Outlines the marketing and recruiting strategies/tools to best communicate the vision/mission, and promote Adventist education to communicate the vision/mission, and promote Adventist education to SDA constituents in North AmericaSDA constituents in North America

– Generates greater awareness of SDA education among new Adventist’s Generates greater awareness of SDA education among new Adventist’s and non believersand non believers

– Establishes continuity within the North American Division educational Establishes continuity within the North American Division educational systemsystem

– Provides tools to be used by all schoolsProvides tools to be used by all schools

– Sets SDA education apart from the competitionSets SDA education apart from the competition

Internal Target GroupsInternal Target Groups Executive Officers (Division/Union/Conference offices)Executive Officers (Division/Union/Conference offices) All Education office staff (Division, Union & Local All Education office staff (Division, Union & Local

Conferences)Conferences) SuperintendentsSuperintendents Education AdvisoryEducation Advisory Principals Principals Teachers Teachers Pilot TeachersPilot Teachers K-12 Board of EducationK-12 Board of Education College ProfessorsCollege Professors Trust Services DirectorsTrust Services Directors

Internal Marketing ObjectiveInternal Marketing Objective

All stakeholders to understand, communicate All stakeholders to understand, communicate and portray the corporate vision/mission, and portray the corporate vision/mission, philosophy, values and strategic direction.philosophy, values and strategic direction.

Recommendation: Internal Recommendation: Internal Marketing PacketMarketing Packet

Brochure Brochure Video/CD/DVDVideo/CD/DVD PowerPoint PresentationPowerPoint Presentation HandbookHandbook

External Marketing AudienceExternal Marketing Audience

Students (elementary and secondary)Students (elementary and secondary) SDA ParentsSDA Parents School Board membersSchool Board members University and college students (education University and college students (education

majors)majors) AlumniAlumni ChurchesChurches PastorsPastors DonorsDonors

Marketing Tools to Reach Marketing Tools to Reach External Target AudienceExternal Target Audience

Web siteWeb site Direct mail piecesDirect mail pieces BrochuresBrochures Bulletin insertsBulletin inserts PostersPosters AdsAds Videos/DVD’s/CD’sVideos/DVD’s/CD’s NewslettersNewsletters Exhibit displays and specialty itemsExhibit displays and specialty items

Recommended Order Of Recommended Order Of Development/ProductionDevelopment/Production

1. Graphic Package1. Graphic Package

Business cardsBusiness cards

StationaryStationary

EnvelopesEnvelopes

Recommended Order Of Recommended Order Of Development/Production Cont.Development/Production Cont.

2. Brochure2. BrochureGeneral informationGeneral information with logo and tagline, photos of students,with logo and tagline, photos of students,educators, facilities, and copy that provides testimonies, educators, facilities, and copy that provides testimonies, highlights the mission/vision, the strengths/selling points, andhighlights the mission/vision, the strengths/selling points, andcontact information contact information

Video/CD/DVDVideo/CD/DVD (Inspirational/promotional/testimonial)(Inspirational/promotional/testimonial)To be used by pastors, superintendents, teachers, and others To be used by pastors, superintendents, teachers, and others

to incorporate into a sermon on Christian educationto incorporate into a sermon on Christian education To be used by school recruiters for promotion To be used by school recruiters for promotion

To be used by all stakeholders to promote Adventist education To be used by all stakeholders to promote Adventist education To include school catalog and other informationTo include school catalog and other information


3.3. Web site Web site

Bulletin InsertsBulletin Inserts

PostersPosters

AdsAds

Direct Mail PiecesDirect Mail Pieces

Exhibit Booth with Specialty itemsExhibit Booth with Specialty items

NewsletterNewsletter


4.4. Specific marketing tools as requested by each Specific marketing tools as requested by each union/conferenceunion/conference

Web SiteWeb Site

Educational Educational InformationalInformational PromotionalPromotional Ties in with the campaign theme Ties in with the campaign theme

Basic Web Site ContentBasic Web Site Content

Home PageHome Page ContactContact About Us, History, MissionAbout Us, History, Mission Staff, Board, AdministrationStaff, Board, Administration Links and External Resources Links and External Resources

– linked to all Conferences and SDA school linked to all Conferences and SDA school sitessites

Complex Website ContentComplex Website Content

Calendar, Schedule, Calendar, Schedule, EventsEvents

News, Press Releases, News, Press Releases, ArticlesArticles

Chat, Forum, Discussion Chat, Forum, Discussion Groups, Message BoardGroups, Message Board

Full site searchFull site search Site mapSite map

Polls, SurveyPolls, Survey DirectoryDirectory Photo GalleryPhoto Gallery Resource LibraryResource Library User Database, User Database,

Mailing ListMailing List Audio, VideoAudio, Video NewsletterNewsletter

Dynamic content, some pages require ongoing technical and content management

Bulletin InsertsBulletin Inserts

Family Of ThreeFamily Of Three Ties in with established campaign lookTies in with established campaign look To be inserted into all church bulletins To be inserted into all church bulletins

throughout North America throughout North America

Posters (with reply cards)Posters (with reply cards)

Family Of ThreeFamily Of Three Ties in with established campaign lookTies in with established campaign look Posted in all Churches throughout North Posted in all Churches throughout North

AmericaAmerica Reply cards with local school mailing Reply cards with local school mailing

address and contact informationaddress and contact information

Publication AdsPublication Ads

Family of three targeted to reach all Family of three targeted to reach all stakeholders throughout the Divisionstakeholders throughout the Division

Ties in with established campaign lookTies in with established campaign look Placed in Adventist publications Placed in Adventist publications (Adventist (Adventist

Review, Insight, Union papers, Conference newsletters, Review, Insight, Union papers, Conference newsletters, etc.)etc.)

Direct Mail Pieces/Post CardsDirect Mail Pieces/Post Cards

Family Of ThreeFamily Of Three Ties in with established campaign look Ties in with established campaign look Mailed to SDA households with pre-school Mailed to SDA households with pre-school

and school aged children and school aged children

Exhibit BoothExhibit Booth

Ties in with campaign themeTies in with campaign theme Used to exhibit at conferences, Used to exhibit at conferences,

conventions, camp meetingsconventions, camp meetings Specialty items to be used as give-aways Specialty items to be used as give-aways

during conventions/conferencesduring conventions/conferences

NewsletterNewsletter

Design ties in with established lookDesign ties in with established look Highlights events, special programs, Highlights events, special programs,

success stories, pilot programs, etc. success stories, pilot programs, etc. Mailed to all parents on a quarterly basisMailed to all parents on a quarterly basis

ImageImageBranding Branding Marketing Marketing

Tools Tools

Promotional Promotional Marketing Marketing

ToolsTools

marketing adventist education in north american don tucker, drs marketing

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