Marketing Adventist Education in a Competitive Marketplace Marketing 101 Larry Blackmer, NAD Vice President of Education Larry Blackmer, NAD Vice President of Education

Marketing 101 What is Marketing –Theory –Practice Is Adventist Educational Marketing Different than Business Marketing? What and to whom do I market? Research on Adventist Schools What is Marketing –Theory –Practice Is Adventist Educational Marketing Different than Business Marketing? What and to whom do I market? Research on Adventist Schools

Marketing Definitions an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholdersan organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders »American Marketing Association an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholdersan organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders »American Marketing Association

Marketing Definitions My first definition of marketing is to find out what your customers want and then give it to them. My second definition - "Marketing is the invisible hand that moves products from sellers to buyers." Tim Cohn

Marketing Definitions Taking actions to create, grow, maintain, defend, and own markets. Al Ries and Jack Trout define marketing as simply war between competitors. Building positive relationships and generating compelling experiences What does Marketing mean to Adventist Education? Taking actions to create, grow, maintain, defend, and own markets. Al Ries and Jack Trout define marketing as simply war between competitors. Building positive relationships and generating compelling experiences What does Marketing mean to Adventist Education?

Marketing Definition for Adventist Education Accessing the needs of the target markets (potential customers), and deciding which needs can be met within the mission of the school, then finding methods to meet those needs. Can we be all things to all people? Can we please everyone? Accessing the needs of the target markets (potential customers), and deciding which needs can be met within the mission of the school, then finding methods to meet those needs. Can we be all things to all people? Can we please everyone?

Marketing Theory Two factors in marketing –Recruitment of new customers – acquisition –Retention and expansion of the relationship with existing customers – base management Two factors in marketing –Recruitment of new customers – acquisition –Retention and expansion of the relationship with existing customers – base management

Marketing Theory 4 Ps –Product –Pricing –Promotion –Place 7 ps - extended marketing mix for service organizations –People –Process –Physical evidence 4 Ps –Product –Pricing –Promotion –Place 7 ps - extended marketing mix for service organizations –People –Process –Physical evidence

Marketing Mix

Product What is the product that we are selling? –Curriculum? –Quality teachers? –Spiritual values? –Good students? –Safe environment? We need to know what we are selling and why! What is the product that we are selling? –Curriculum? –Quality teachers? –Spiritual values? –Good students? –Safe environment? We need to know what we are selling and why!

Pricing Is this the issue most affecting our enrollments? Tuition in schools around Washington. Target market vs price point Quality vs price Value vs price Discounts – budget driven scholarships Is this the issue most affecting our enrollments? Tuition in schools around Washington. Target market vs price point Quality vs price Value vs price Discounts – budget driven scholarships

Cost Value NO SALES!

Promotion Advertising, promoting the school, publicity, etc. Overt and natural promotion A good product sells itself is this true? Advertising, promoting the school, publicity, etc. Overt and natural promotion A good product sells itself is this true?

Place Where do you find your customers? The channel by which a product or service is sold. Where do you find your customers? The channel by which a product or service is sold.

People Who is responsible for marketing your school? –Principal –Teachers –Board –Pastor Any person coming into contact with customers can have an impact on overall satisfaction. In the customers eyes they are inseparable from total service. They must be trained, well-motivated, and the right type of person. Who is responsible for marketing your school? –Principal –Teachers –Board –Pastor Any person coming into contact with customers can have an impact on overall satisfaction. In the customers eyes they are inseparable from total service. They must be trained, well-motivated, and the right type of person.

Process Process(es) involved in providing service Customer service –Answering the phone –Planting flowers –Registration –Conflict resolution –Availability to staff Process(es) involved in providing service Customer service –Answering the phone –Planting flowers –Registration –Conflict resolution –Availability to staff

Physical Evidence Unlike a product, a service cannot be experienced before it is delivered. Potential customers could perceive greater risk in using service Provide case studies, testimonies, samples Unlike a product, a service cannot be experienced before it is delivered. Potential customers could perceive greater risk in using service Provide case studies, testimonies, samples

Customer Focus Which is more important- –Policy –People Is this the way in which we operate? In this approach the customer wants are the driving force. Starting point the customer, no sense selling what people dont want Which is more important- –Policy –People Is this the way in which we operate? In this approach the customer wants are the driving force. Starting point the customer, no sense selling what people dont want

Product Focus The product is king Innovation is key Niche marketing Product depends on market research Thomas Edison – if using this method would have invented larger candle rather than the light bulb. The product is king Innovation is key Niche marketing Product depends on market research Thomas Edison – if using this method would have invented larger candle rather than the light bulb.

Internal – External Marketing Internal marketing –Adventists –Spiritual, Safety, Academics External Marketing –Community –Mission-appropriate –Academics, Safety, Spiritual (Character Development) Difference in focus from internal and external marketing Internal marketing –Adventists –Spiritual, Safety, Academics External Marketing –Community –Mission-appropriate –Academics, Safety, Spiritual (Character Development) Difference in focus from internal and external marketing

Who is our competition? Other Adventist schools Public schools Charter schools Home schools Other private schools Yourself? Other Adventist schools Public schools Charter schools Home schools Other private schools Yourself?

The Behavioral The process of managing change and remaining flexible in its response to changing market conditions, competition, and innovation. Example: From To Bureaucratic Collaborative Boss and critic Servant-leader and coach Covering content and moving on Teaching for mastery Teacher-centered Student-centered Out of context and textbook driven Authentic, relevant, meaningful Passive Learner Critical thinker and problem solver Assembly line, one-size fits-allDifferentiated, honoring students individual uniqueness The process of managing change and remaining flexible in its response to changing market conditions, competition, and innovation. Example: From To Bureaucratic Collaborative Boss and critic Servant-leader and coach Covering content and moving on Teaching for mastery Teacher-centered Student-centered Out of context and textbook driven Authentic, relevant, meaningful Passive Learner Critical thinker and problem solver Assembly line, one-size fits-allDifferentiated, honoring students individual uniqueness

Is Image Enough? You need a product that matches the image you project. You need a product that matches the image you project. No!!!

Mission of Adventist Education Should we accept Non-Adventist Students Accept mission appropriate students Know your mission – why you do what you do. Dilution Dilemma Should we accept Non-Adventist Students Accept mission appropriate students Know your mission – why you do what you do. Dilution Dilemma

What God Wants Values – Why we do what we do Vision – What success looks like Mission – Generally … how Strategy – Specifically … how What Your Parents Want Gods Masterpiece (Ephesians 2:10) Realities / Demands of Your Environment Parent Research Community Research Targeted Segments Define Personas Secularization / Paganism Postmodernism Local School Competition Area Demographics Right brain activity – Inspired, Creative, Visionary Left brain activity – Analytical, Thoughtful, Wise

Adventist Research Findings N=243

Adventist Research Findings N=464 19%

Church Growth Financial Analysis – five years – see Looked at tithe and membership as a function of school constituency Both tithe and membership increased in churches in a school constituency Both tithe and membership decreased in churches without.

Most Important! Be authentic Be spiritual Be Adventist Be about quality Be authentic Be spiritual Be Adventist Be about quality

Future of Adventist Education The World is Flat Traditional cannot mean old Innovative cannot mean risky Instruction must be Christ-directed, student-centered, and globally integrated. We must break out of our silos and begin to work as a system TDEC discussion- where do we go from here The World is Flat Traditional cannot mean old Innovative cannot mean risky Instruction must be Christ-directed, student-centered, and globally integrated. We must break out of our silos and begin to work as a system TDEC discussion- where do we go from here

Conclusion Schools need to be customer driven Teachers need to be student focused We all need to be about our Fathers business – every day, in everything we do. Jesus is coming!!!!!! Schools need to be customer driven Teachers need to be student focused We all need to be about our Fathers business – every day, in everything we do. Jesus is coming!!!!!!

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