North American Division North American Division Educational Marketing Educational Marketing

PresentationPresentation

North American Division North American Division Educational Marketing Educational Marketing

PresentationPresentation

Presented ByPresented By

Don Tucker, DRS MarketingDon Tucker, DRS Marketing

What is “Marketing”?What is “Marketing”?

Building positive relationships and Building positive relationships and generating compelling experiencesgenerating compelling experiences

Why is marketing Adventist Why is marketing Adventist education necessary?education necessary?

Church members have moved Church members have moved

from being loyal, committed and dedicated from being loyal, committed and dedicated stewards of Adventist education to stewards of Adventist education to

becoming consumers.becoming consumers.

Who is the competition?Who is the competition?

Public schoolsPublic schools

Private schoolsPrivate schools

Parochial schoolsParochial schools

Home schoolsHome schools

How can we become How can we become more competitive?more competitive?

SociallySociallySpirituallySpirituallyPhysicallyPhysicallyFinanciallyFinancially

AcademicallyAcademicallyTechnologically Technologically

Who is our market?Who is our market?

Internal and External Internal and External

Market GroupsMarket Groups

Marketing: Who is responsible?Marketing: Who is responsible?

PastorsPastorsTeachersTeachersPrincipalsPrincipalsParentsParentsAdministratorsAdministratorsSDA College Education ProfessorsSDA College Education Professors

What is the NAD educational What is the NAD educational systems corporate image?systems corporate image?

The corporate image should comprise all the The corporate image should comprise all the visual, verbal, and behavioral elements visual, verbal, and behavioral elements that make up the organization.that make up the organization.

The VisualThe Visual

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

The VerbalThe Verbal

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

The BehavioralThe Behavioral

The process of managing change and remain flexible in its response The process of managing change and remain flexible in its response to changing market conditions, competition, and innovation. to changing market conditions, competition, and innovation.

Example:Example:FromFrom ToToBureaucratic Bureaucratic CollaborativeCollaborativeBoss and criticBoss and critic Servant-leader and coachServant-leader and coachCovering content and moving onCovering content and moving on Teaching for masteryTeaching for masteryTeacher-centeredTeacher-centered Student-centeredStudent-centeredOut of context and textbook driven Out of context and textbook driven Authentic, relevant, Authentic, relevant,

meaningfulmeaningfulPassive LearnerPassive Learner Critical thinker and problemCritical thinker and problem

solversolverAssembly line, one-size fits-allAssembly line, one-size fits-all Differentiated, honoring studentsDifferentiated, honoring students

individual uniqueness individual uniqueness

ObjectivesObjectives

Develop a marketing plan that:Develop a marketing plan that:

Defines the vision (marketing goals) both qualitatively and Defines the vision (marketing goals) both qualitatively and quantitativelyquantitatively

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 Sets SDA education (the product) in North America apart from the competitioncompetition

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 communicate the vision/mission, and promote Adventist education to SDA constituents in North Americato SDA constituents in North America