North American Division Educational Marketing Presentation Larry Blackmer, Associate Director NAD Office of Education larryblackmer.com

What is “Marketing”? Building positive relationships and generating compelling experiences

Why is Marketing Adventist Education Necessary? Church members have moved from being loyal, committed and dedicated stewards of Adventist education to becoming consumers.

Who is the Competition? Parochial schools Public schools Private schools Private schools Home schools

How can we become more competitive? SociallySpirituallyPhysicallyFinanciallyAcademicallyTechnologically

Who is Our Market? Internal and External Market Groups

Marketing: Who’s Responsible? Principals Principals Teachers Teachers Pastors Pastors Parents Parents Administrators Administrators SDA College Education Professors SDA College Education Professors

What is the NAD Educational Systems Corporate Image? The corporate image should comprise all the visual, verbal, and behavioral elements that make up the organization.

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

The Visual The corporate identity The corporate identity (name, logo and tagline) (name, logo and tagline)

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

The Behavioral The process of managing change and remain 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

Objectives Develop a marketing plan that: Defines the vision (marketing goals) both qualitatively and quantitatively Defines the vision (marketing goals) both qualitatively and quantitatively Identifies the target audiences (internally and externally) Identifies the target audiences (internally and externally) Sets SDA education (the product) in North America apart from the competition Sets SDA education (the product) in North America apart from the competition Outlines the marketing and recruiting strategies/tools to best communicate the vision/mission, and promote Adventist education to SDA constituents in North America Outlines the marketing and recruiting strategies/tools to best communicate the vision/mission, and promote Adventist education to SDA constituents in North America

Marketing Tools to Reach Audience Web site Web site Direct mail pieces Direct mail pieces Brochures Brochures Bulletin inserts Bulletin inserts Posters Posters Ads Ads Videos/DVD ’ s/CD ’ s Videos/DVD ’ s/CD ’ s Newsletters Newsletters Exhibit displays and specialty items Exhibit displays and specialty items

NAD Marketing Initiative Objective Objective –To develop a family of visual marketing/communication tools –Promoting/communicating the strengths of SDA education –Re-emphasis, re-establish, re-vitalize Adventist Education to the church –Generating greater awareness of SDA education among new Adventist’s and non believers –Establishing continuity within the North American Division educational system –Providing tools to be used by all schools –Setting SDA education apart from the competition

Projected Projects Spring 2005 Spring 2005 –Video on Customer Relations –Video on Adventist Education for general use –General brochure with drop in content Spring 2006 Spring 2006 –Two more videos and a variety of specific brochures Every other year on alternate coasts - a marketing seminar, beginning January 2005 Every other year on alternate coasts - a marketing seminar, beginning January 2005

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