Transcript Slide 1
North American Division Educational Marketing Presentation Presented By Don Tucker, DRS Marketing 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? Public schools Private schools Parochial schools Home schools How can we become more competitive? Socially Spiritually Physically Financially Academically Technologically Who is our market? Internal and External Market Groups Marketing: Who is responsible? Pastors Teachers Principals Parents Administrators 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. The Visual The corporate identity (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 Bureaucratic Boss and critic Covering content and moving on Teacher-centered Out of context and textbook driven Passive Learner Assembly line, one-size fits-all To Collaborative Servant-leader and coach Teaching for mastery Student-centered Authentic, relevant, meaningful Critical thinker and problem solver Differentiated, honoring students individual uniqueness Objectives Develop a marketing plan that: Defines the vision (marketing goals) both qualitatively and quantitatively Identifies the target audiences (internally and externally) 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