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    Explorance paper Explorance paper Document Transcript

    • Force Agency is a marketing consulting firm based in Montreal. The company wasfounded earlier in September, 2012, by three McGill Undergraduate students. Our companytakes great pride in its diversity: employees come from different geographic areas across Canada,have different work experiences ranging in varying fields, and have a focus in Marketing, withconcentrations in diverse areas within business.Our mission at Force Agency is to be “committed to providing goal driven marketing consultingto small and medium sized businesses in a variety of industries by offering innovative solutions,unmatched expertise, and a creative team”. As a company, it is fundamental to be viewed as thebest marketing consultants in our customers’ minds. This atmosphere is sustained through ourpersonalized service and unique experience that we offer to our clients. eXplorance is a Montreal-based IT firm that was founded in 2003 (eXplorance, 2012).The company has developed an expertise in Web-enabled software for enterprise-class feedbackmanagement processes. In its nine years of business, they have quickly grown by creating a largeclientele globally. Currently, the company holds roughly 18 percent market share of largeuniversities in North America, and 2-3 percent of the total North American higher educationmarket (S. Saab, personal communication, October 2, 2012). To continue its growth, thecompany is currently seeking to target the K-12 market. Upon further analysis, the demand foreXplorance products within the Quebec market were low, due to the cost structure of the privateschools (many are subsidized) and the initial comments from the respondents ( Appendix 1). TheOntario K-12 market will instead be analyzed for its demand for enterprise feedbackmanagement processes and a plan will be made to target this market. PLACE Force Agency recommends first targeting schools in the Greater Toronto Area (GTA), as
    • they have the largest amount of privateand independent schools (135 total) (Appendix 2a and2b). Within the GTA, the distribution was further segmented by area (Appendix 3a and 3b),demonstrating that Toronto has the largest market. The average tuition for schools in Torontoare alsohigher(Appendix 4), specifically independent schools. Based on this data, eXploranceshould mainly focus on independent schools in Toronto, as they have more disposable incomeand are likely more competitive than the other groups. After successfully targeting this market,the company should continue to target private and independent schools within Canada first, theUnited States, then globally, if proven successful. Force Agency’s exploratory data found that many parents and students would like toevaluate different aspects of the school such as the teachers, courses,the school and givegeneralcomments to the school(Appendix 5). As well, 42% of respondents stated that they chose theschool based on the reputation (Appendix 6). Thus if eXplorance delivers a product that canincrease the reputation of the school, this can be a significant competitive advantage for theseschools. It was also found that many of the respondents did not have many ways to communicateto their school, other than parent-teacher meetingsand a few stating parent-board meetings andsatisfaction surveys (Appendix 7).PRICE The company should offer both perpetual and yearly pricing, as well as pricing with thecourse evaluations and surveys as a bundle, and separately. For perpetual pricing, $10,000 isused as a base fee and then a certain percentage is used depending on the number of students andthe tuition that the school charges (Appendix 8a). This is because the number of students willaffect the amount of surveys that are likely administered, whereas the tuition will show the
    • amount of disposable income that the company has .The perceptual pricing should be used as theprimary pricing method in order to “lock in” the consumer after the first year.If, however, theschools would like to purchase yearly pricing, a percentage is taken from the perceptual pricingformula (Appendix 8b). After 5 years ( after the base fee is amortized), the amount received fromthe yearly pricing is larger than the perpetual pricing formula, however, this is not guaranteedrevenue, as the schools or school board may decide they do not want the product before the 5years is over. Once the package has been sent out, eXplorance should contact the schools two weekslater in order to ensure that they have received and read the package. This will also alloweXplorance to get a better idea on the system’s desirability within each school.PRODUCTMARKET PLAN eXplorance should continue with their direct selling approach when going into the K-12market in Ontario. As direct selling is more effective than cold calling schools, onerepresentative should fly into Toronto and directly go to the top private and independent schoolsin the Greater Toronto Area(Appendix 9a and 9b). eXplorance should show the system at thefirst meeting, or make an appointment within the next week in order to do so. Four schoolsshould be targeted each day, two in the morning and two in the afternoon( Appendix x fordetails). Since many schools will start reviewing their current programs after the winter break,but before the end of the year, this direct selling should be done in the beginning of February orMarch, so that appointments can be made before the end of the school year. This will costapproximately $1,500( Appendix for details on pricing). Force Agency assumes that with this
    • first initial contact, this will allow eXplorance to have reasonable contact with at least 4 or 5schools. At the initial contact, eXplorance should give these schools a package containing a shortone page opening personalized letter to each school, describing who eXploranceis, stating howthey are trying to improve the K-12 school environmentand demonstrating the company’s corecompetency.It is imperative to make it clear that eXplorance is a system, and not just software,and how the integration that eXplorance will allow the school to have, will create a moreefficient and better school for its students. Along with this opening letter, the package willcontain a brochure, which goes into more detail about the course evaluations and surveys, andtheir advantages. Examples should be given which demonstrate how when eXplorance is used,trends can be seen across many years, schools are able to set email triggers for answers toquestions that may be alarming or need immediate attention to, further demonstrating how this isa system and is worth the cost. As well, Mr. Saab’s business card should be given in the package,which gives the schools the contact information for eXplorance (Appendix X for our sampleletter, brochure, and business card). eXplorance shouldtarget each school by stating (to those schools that apply-which ismost), that the cost to implement this software is less than the tuition per student, demonstratinghow its cost is relatively inexpensive. This will give a different perspective to the schools on theprice, and they will more likely feel as though the system is affordable and well worth it. If the school decides to implement this system, they should advice the parents throughemail or letter, as this was the primary communication tool that was preferred based on Force’sexploratory data (Appendix x). Nonetheless, if eXplorance would like to have more data on how
    • schools should implement changes to their school; more surveys should be distributed to parentswhose kids go to private school, as our sample was relatively small to draw large conclusions. eXplorance can do two options when direct selling, if schools are reluctant to pay theirlarge fees. First, they could give a free trial for the first year, in order to increase trial, and thusfuture purchases of the system. However, not all of the benefits of this system can be seen after 1year, as longitudinal analysis is one of the major benefits. Since not all of the benefits can beseen, if the schools do not want to use the system after the first year, this would be veryexpensive for eXplorance.This would cost per school, between $1,000 for support and $9000-$35,000 for training and installation. Because these schools are relatively small, this would likelybe on the lower end, and therefore around $11,000. This leaves a total cost for the company of$12,000/ customer who receives a free yearly trial and an opportunity cost of around$20,000/customer (using the perpetual model). As opposed to giving these schools a free 1 year trial, a discounted rate for the first fewyears could be used in order to increase trial. For example, as of now, the general cost for 3 yearsfor eXplorance is $14,000 ($11,000 for year 1, $1,000 for year 2 maintenance and $1,000 foryear 3 maintenance). If the company charges $8500/ year for 3 years, they will still make$11,500 profit over the 3 years.Furthermore, once these companies have used these products for3 years, the staffs that have used the system will be comfortable with it and they will likely notwant to switch. The student information will also be set up on their systems and it could end upcosting these schools more to switch than to payeXplorance the regular price.Furthermore, afterusing the system for 3 years, they will be able to see the longitudinal benefits of the system andwill be more likely to continue using the product.
    • The first option is not worth the cost, since the benefits of the product cannot be seenafter only one year. The normal perpetual pricing should instead be used for most consumers. Ifthe school is reluctant to pay the high price, giving a discounted rate to the consumer of around10% for the first 3 years (based on the yearly model since it is much less expensive the firstyear), then charging aregular yearly fee after year 3 years.FUTURE RECOMMENDATIONS In order to attract consumers in the future, the company should add a section on theirwebsite which demonstrates what eXplorance offers that other competitors do not. At themoment, there is too much writing and it is not obvious right away what eXplorance’s uniqueselling proposition is. The company must be clearer that they are selling a system and not justsoftware. They can also create a video will be placed on their website, which shows howeXplorance is used, and also highlights the company’s core competency of being integratedwithin an entire school.SPONSORS The 3rd annual Technology Summit is a two day conference held on February 27th and28th, ,2013 in Toronto. Representatives from all over Canada come to the conference (Appendix), including individuals schools and school boards. Specifically, last year, the Toronto DistrictSchool Board, Havergal and Crescent ( twoToronto independent Toronto schools) participated inthe conference. Many universities and colleges also attend, allowing the company to increasetheir presence within the higher education industry as well. The event costs $9,995 to sponsorand includes a 45 minute speaking platform, where eXplorance can be the sole speaker to theaudience and showcase the benefits of the system (Appendix for itinerary). A case study format
    • is encouraged, which emphasises the best practices, tips and advice for the system . Alongsidethe speaking platform, eXplorance will have a 10 x 10 exhibit display on the tradeshow floor,where 7-8 participants at a time can see first-hand the benefits of the eXplorance system. Theexhibit area is a main part of the event, where it is set up where the food is given, and is thereforea high traffic area for participants to have one-on-one conversations with the eXplorancerepresentative and for participants to see the exhibits and take an interest in the products. TheeXplorance logo will also be present on the conference’s website, with a direct link to theeXplorance website. As well, the logo will be placed on all promotional materials for theconference, in front of the registration desk and in the conference room for attendees to see(Appendix 3 for more detailed information). AFTER CHRISTINE’S SPONSOR PART Along with these sponsors, if two of the Canadian Accredited Independent Schools(CAIS) use eXplorance products and write recommendation letters to CAIS, eXplorance can beplaced on the “Corporate Sponsors” page on the CAIS website.This page has the description ofthe services/ products used (Appendix ), and can giveeXplorance a large competitive advantage,as this page is extremely accessible and ensures trust in consumers ( since two independentschools recommended them).Appendix 1James LyngAs like other public schools in the Montreal area, James Lyng is regulated by the CommissionScolaire de Montréal. The secretary admitted that the school administration did not have a strongpower deciding what type of IT system should be implemented in their school; it is the duty of
    • the school boards to choose what system should be used and the government to specify whatbudget should be given for this type of investment.John F KennedyAlthough this school is also regulated by the Commission Scolaire de Montréal, the directorconfessed that course evaluations and surveys for high school students would be very helpful forteachers. His fear is that this software might be too costly for the benefit it could bring to aschool that is not allowed to make any important change in their structure and overall teachingmethods.John GrantAs a school dedicated to students with special needs, John Grant does not use any courseevaluation or survey practices. The school’s general interest would be geared toward the currentexperiences of graduated students; for instance, it would be helpful to know which exact part ofthe special program they offer has been beneficial for the students. They do have extra budget toaccount for different kinds of investments but this money is usually spent on activities for thechildren and equipment for the courses.John Paul IJohn Paul I is known for its very multi-cultural student population. Similarly to the previousschools interviewed, the administration is not in charge of choosing different evaluation methodsand practices as those are regulated by the school boards. Apparently, these unions already offervarious types of surveys as tools for their teachers, who, will also create and manage smallsurveys on their own.West Island CollegeBecause most schools are not-for-profit organizations, the idea of investing thousands of dollarsfor feedback-type software would be quickly dismissed at any school boards.Hebrew Academy SchoolAs a religious school, they have their own ways of assessing student and teachers feedback.Their evaluations are geared toward the integration of the religion into regular instructions andare produced and managed by their employees.Loyola High SchoolThe school members already encourage students and teachers to voice their opinions. Surveysand evaluations are given out but no specific conclusion has been drawn from these practices sofar. The school is looking for ways to differentiate itself from other schools and they wouldcertainly like to have better tools to make concrete changes from students and teachers opinions.
    • Bialik High SchoolIn their opinion, this kind of software is very expensive and not what their school is looking forin type of investment geared toward improving the school.Vincent Massey CollegiateThis school has a very large marketing budget and really strive to be one of Quebec’s topschools. Even though they are interested in the idea of improving their methods and practicesthrough evaluation and surveys, they are looking for a solution that will not take up thousands ofdollars every year. Eventually, as the system is well implemented, they will invest more if theyhave been able to concretely help the school with the help of those tools.CollègeRéginaAssumptaSurveys and evaluations are widely distributed in this high school. This system has beenimplemented a few years ago and they pay a regular licence fee that allows them to keep thesoftware running. Although we were not able to get the name of the company they are using, ourassumption is that Scantron helps them in the survey area as well as the test area.AcadémieSte-ThérèseThey employ an in-house survey system for general-purpose surveys whereas the teachers willinitiate their own survey and evaluation practices. Scantrons are used in these cases to analyzeresults faster. They admitted that this type of automated software would be very interesting butnot at any cost: a few thousands may be the maximum they are willing to spend.Collège Jean EudesThis school is one of the highest performing school in Quebec. They have their own ITdepartment that creates and regulates course evaluations and surveys. Before this department wasput into place, the school debate on whether or not they should outsource. They finally chose notto invest into a third-party software for the main reason that they wanted their IT department tobe one of their competitive advantages. It was also confessed that the cost of doing theseevaluations was very high at the beginning but that in the long-run, their IT staff became veryefficient, which made the overall experience lucrative.Collège Jean de BréboeufThey do already have an in-house system in place that deals with the course evaluations andgeneral usage of surveys but they are willing to consider outsourcing or buying a software it ifit’s beneficial for them. It is important for them to have an edge over their competitors so if thisproduct can help them improve their teaching methods, they would be willing to invest. Theyalso specified that the product would have to be easy to use and easy to customize.
    • Collège Saint-SacrementThis school is still using paper evaluations and surveys. Even though it is one of the best rankedschool in the Quebec province, it is not equipped with an IT department capable of dealing withthe type of software eXplorance is currently offering. In the short-term they are consideringcontinuing to use the traditional paper methods but they are well aware that they will have toswitch to online in the future in order to get better analysis and keep up with the industry.Écoled’éducationInternationaleTheir school is really focused on international opportunities and languages. They constantly seekto improve their program but not through surveys or evaluations. Teachers and students areencouraged to share their opinions and speak with people that are in charge of adapting teachingpractices. In their point of view, evaluations and surveys were not personal enough to get verygood answers and feedback.Appendix 2Appendix 2a Private School Distribution in Ontario 140 120 100 116 80 60 40 55 20 29 9 17 10 0 Barrie London North Bay Ottawa Thunder Bay Toronto (and GTA)Appendix 2b
    • Independent School Distribution in Ontario 20 18 19 16 14 12 10 11 8 6 4 5 2 1 3 0 0 Barrie London North Bay Ottawa Thunder Bay Toronto (and GTA)Appendix 3Appendix 3a Private Schools in GTA 100 80 80 60 40 20 12 10 5 9 0 Toronto Missisauga Scarborough Brampton OtherOther includes: Oakville-2, Burlington-2, Etobicoke-3, Markham-1, Fergus-1Appendix 3b
    • Independent Schools in GTA 14 12 13 12 10 8 6 4 2 3 2 0 Toronto Oakville Richmond Hill OtherOther: London-1, Newmarket-1, Port Hope-1, Rosseau-1, St.Catherines-1, Thornhill-1,Waterloo-1, Whitby-1, Aurora-1, Barrie-1, Belleville-1, Collingwood-1, Etobicoke-1, Hamilton-1, King-1, Lakefield-1Appendix 4 Average Tuition Fees For Schools 26,939 21,911.80 17,315.50 10,750 Independent Schools Private Schools Toronto Independent Schools Private Schools Toronto (excluding Toronto) ( excluding Toronto)Independent Schools Toronto Tuition (top schools):Bayview Glen School $21,200Branksome Hall $29,105Crescent School $28,375Greenwood College School $29,500Havergal College $26,520Royal St. Georges College $27,700St. Clements School $24,875.00The Bishop Strachan School $27,440
    • The York School $26100Upper Canada College $28,575Private Schools Toronto Tuition:Arrowsmith school $23,000Brighton School $22,185Can-Aim High School $4800FieldStone $18,910Foundation $12,960.00Ontario International College $13,980.00Independent Schools (excluding Toronto):Albert College $22,100Appleby 32,990Ashbury $ 20,200Elmwood $20,400Hawthorne $16,000Hillfield $21,768Holy Trinity $21,450Lakefield, $28,330Maclachlan $19,850.00Pretty River Academy $ 16,030*Appleby is an outlierPrivate Schools ( excluding Toronto):Blyth Academy $10,200Nancy Campbell Collegiate Institute $13,600Wellington Hall Academy $8000Ottawa Jewish Community School $11,200*For our purposes, we have defined independent schools as ones that are part of the Canadian AccreditedIndependent Schools (CAIS), however there are some schools that are not part of this association. Theseschools are completely independent from the government, and must meet the CAIS standards. Privateschools, however, do not have specific standards, but are also independent from government funding.Appendix 5
    • How would you like to evaluate the school? 45 40 35 39 30 33 25 28 20 25 15 10 5 3 0 Course Evaluate Evaluate the Give general Other, please evaluations teachers school comments on specify: the schoolAppendix 6Appendix 7Other:-general evaluation about the school- was random though and not everyone was chosen-with principal
    • -calling or emailing individual teachers-meetings with the head of the school-surveys were random and part of strategic planning. We were able to request meetings with GuidanceStaff, VP and Principal Meetings with the head of the schoolAppendix 8Examples of pricing using the independent schools seen below: Independent/Private Schools Tuition Ranking Grades Students $15,400- Preschool- Bayview Glen School 21,200 12 1000 $27,105- Branksome Hall $29,105 JK-12 880 top 25( in Havergal College $26,520 Canada) JK-12 920 Royal St.Georges College $27,700 grades 3-12 426 top 25( in St.Clements $24,875 Canada) grades 1-12 450 The Bishop Strachan School $27,440 JK-12 900 The York School $26,100 JK-12 560 top 25( in Upper Canada College $28,575 Canada) K-12 1020 top 25( in Crescent $28,375 Canada) grade 3-12 698 $11,710- top 25( in Toronto French School $28,120 Canada) grades 2-12 1300 Crestwood Preparatory College $19,800 grades 7-12 375 De La Salle Oaklands $9,900 grade 5-12 700 St.Michaels College $12,800 grades 7-12 1080 top 25( in University of Toronto Schools $20,875 Canada) grades 7-12 626Appendix 8aPERPETUAL Evaluations-year Surveys- Bundle- YearMODEL 1 Year 1 1 Year 2 Year 3 $ $ $ $ $Bayview Glen School 11,368.50 11,368.50 17,490.00 4,000.00 4,000.00 $ $ $ $ $Branksome Hall 13,124.48 13,124.48 20,191.50 4,000.00 4,000.00
    • $ $ $ $ $Havergal College 12,867.40 12,867.40 19,796.00 4,000.00 4,000.00 $ $ $ $ $Royal St.Georges College 12,455.30 12,455.30 19,162.00 4,000.00 4,000.00 $ $ $ $ $St.Clements 11,935.63 11,935.63 18,362.50 4,000.00 4,000.00 $ $ $ $ $The Bishop Strachan School 13,020.80 13,020.80 20,032.00 4,000.00 4,000.00 $ $ $ $ $The York School 12,317.50 12,317.50 18,950.00 4,000.00 4,000.00 $ $ $ $ $Upper Canada College 13,398.13 13,398.13 20,612.50 4,000.00 4,000.00 $ $ $ $ $Crescent 12,940.53 12,940.53 19,908.50 4,000.00 4,000.00 $ $ $ $ $Toronto French School 12,073.43 12,073.43 18,574.50 4,000.00 4,000.00Crestwood Preparatory $ $ $ $ $College 10,848.50 10,848.50 16,690.00 4,000.00 4,000.00 $ $ $ $ $De La Salle Oaklands 9,340.50 9,340.50 14,370.00 4,000.00 4,000.00 $ $ $ $ $St.Michaels College 10,400.00 10,400.00 16,000.00 4,000.00 4,000.00University of Toronto $ $ $ $ $Schools 11,384.43 11,384.43 17,514.50 4,000.00 4,000.00 Equation for: Bundle Price = 10,000(base fee)+0.3(tuition)+2(number of students)+1,500(per each additional administrator over 1) *0.3 was chosen because the higher the tuition, the more disposable income the school likely has. However, we did not want to make this number too high since we don’t want the prices to be too discriminatory. *2 was chosen because the number of students that the school has is a large indication of the number of surveys that will likely be administered. As well, the more students, the more potential for glitches and more surveys, and therefore the more customer service that may be needed. -we did not take into account the 4,000$ maintenance fee in year 1 because we don’t want the cost to be too high and we want to instead lock in the school. The $4000 maintenance fee is instead the only price charge after year 1 , using this model. Appendix 8b 2)Evaluations and Surveys = 0.65*Bundle Price -*0.65 because buying both evaluations and surveys should be more expensive than the bundle
    • Yearly Fee (Bundle) Year 1 Year 2 Year 3 Year 4 Year 5 $ $ $ $ $ Bayview Glen School 10,121.50 8,372.50 8,372.50 7,498.00 5,749.00 $ $ $ $ $ Branksome Hall 11,067.03 9,047.88 9,047.88 8,038.30 6,019.15 $ $ $ $ $ Havergal College 10,928.60 8,949.00 8,949.00 7,959.20 5,979.60 $ $ $ $ $ Royal St.Georges College 10,706.70 8,790.50 8,790.50 7,832.40 5,916.20 $ $ $ $ $ St.Clements 10,426.88 8,590.63 8,590.63 7,672.50 5,836.25 $ $ $ $ $ The Bishop Strachan School 11,011.20 9,008.00 9,008.00 8,006.40 6,003.20 $ $ $ $ $ The York School 10,632.50 8,737.50 8,737.50 7,790.00 5,895.00 $ $ $ $ $ Upper Canada College 11,214.38 9,153.13 9,153.13 8,122.50 6,061.25 $ $ $ $ $ Crescent 10,967.98 8,977.13 8,977.13 7,981.70 5,990.85 $ $ $ $ $ Toronto French School 10,501.08 8,643.63 8,643.63 7,714.90 5,857.45 Crestwood Preparatory $ $ $ $ $ College 9,841.50 8,172.50 8,172.50 7,338.00 5,669.00 $ $ $ $ $ De La Salle Oaklands 9,029.50 7,592.50 7,592.50 6,874.00 5,437.00 $ $ $ $ $ St.Michaels College 9,600.00 8,000.00 8,000.00 7,200.00 5,600.00 University of Toronto $ $ $ $ $ Schools 10,130.08 8,378.63 8,378.63 7,502.90 5,751.45*The base fee is amortized over 5 years, as it was stated that the product is usually amortized over 4.5 years.Because the company cannot buy the product for half a year, 5 years was used. More emphasis was placed onthe first few years in order to ensure higher revenue at the beginning. 1) Year 1=0.35*Bundle Price + 4000 2) Year 2=0.25*Bundle Price + 4000 3) Year 3= 0.25*Bundle Price + 4000 4) Year 4= 0.20*Bundle Price +4000 5) Year 5= 0.10*Bundle Price + 4000 6) Year 6 and on= 4000 * Prices for consumers who only want to buy surveys or evaluations should be these numbers multiplied by 0.65. However, after year 5, the price should be $4000/year.Appendix 9
    • Appendix 9a- Toronto schools (top schools) Top Schools in Toronto Address Phone Number Bayview Glen School 275 Duncan Mill Road, Toronto, ON,M3B 3H9 (416) 443-1030 Branksome Hall 10 Elm Avenue , Toronto ,ON, M4W 1N4 (416) 920-9741 Havergal College 1451 Avenue Road, Toronto, ON M5N 2H9 (416) 483-3843 Royal St.Georges College 120 Howland Avenue, Toronto, ON M5R 3B5 (416) 533-9481 St.Clements 21 St Clements Avenue, Toronto, ON M4R 1G8 (416) 483-4835 The Bishop Strachan School 298 Lonsdale Road, Toronto, ON M4V 1X2 (416) 483-4325 The York School 1320 Yonge Street Toronto, ON M4T 1X2 (416) 926 -1325 Upper Canada College 200 Lonsdale Road, Toronto, ON, M4V 1W6 (416) 488-1125 Crescent 2365 Bayview Avenue, Toronto, ON, M2L 1A2 (416) 449-0952 306 Lawrence Avenue East, Toronto, ON M4N Toronto French School 1T7 (416) 484-6533 Crestwood Preparatory College 217 BrookbanksDr, Toronto, ON M3A 2T7 (416) 391-1441 (416) 969- De La Salle Oaklands 131 Farnham Ave. Toronto, ON M4V 1H7 8771 St.Michaels College 81 Saint Mary St, Toronto, ON M5S 1J4 (416) 926-1300 University of Toronto Schools 371 Bloor Street West, Toronto, ON, M5S 2R7 (416)978-3212Appendix 9b-outside of Toronto (top schools) Top 25 in Canada (outside Toronto) Address Phone Number Appleby College (most expensive 540 Lakeshore Road West, Oakville, ON in Canada) L6K 3P1 (905) 845-4681 4391 County Road 29, Lakefield, ON Lakefield College K0L 2H0 (705) 652-3324 2 Ridley Road, St. Catharines, ON L2R Ridley College 7C3 (905) 684-1889 15800 Yonge Street, Aurora, ON L4G St.Andrews College 3H7 (905) 727-3178 55 Deblaquire Street North, Port Hope, Trinity College School ON L1A 4K7 (905) 885-3217Appendix 10Day 1:
    • Start atToronto French School (A), Crescent (B),Bayview Glen School (C) and Crestwood Prep(D).Day 2:Start at St.Clement’s (A), Upper Canada College (B) ,Bishop Strachan School (C) and De laSalle Oaklands (D).Day 3:Start at Branksome Hall (A), The York School (B) and then Havergal (C).
    • Day 4:Start Royal St.George’s College (A), University of Toronto Schools (B) and then St.Michael’sCollege (C).AppendixRange of Prices: $102-$135 Range of Prices: $103-$139Source: skyscanner.comAverage Price for each month= 118.5 ( February) and 121 (March)Average Price= 120 (rounded) / flightCost= $240 + tax (around 145%) =$588Cost to rent a car for 4 days:83.49/day ( cheapest on Hertz.ca) = $334cost for 4 days:-hotel $150/night
    • -parking $20/day-food $50/day-gas $100 total=980$/4 daysTotal Cost= $1,568Appendix----sample logoAppendixAppendixAttendees 2012 Count of Company Name Company Name Total TDSB 28 Centennial College 6 Toronto District Christian High School 4 Memorial University of Newfoundland 4 Bruce-Grey Catholic District School Board 4 Seneca College 4 Renfrew County Catholic District School Board 3 CECCE 3 Algoma District School Board 3 Limestone District School Board 3 Renfrew County Catholic District School Board 2 College Sainte-Anne de Lachine 2 Vancouver Talmud Torah School 2 Calgary Board of Education 2 MindShare Learning 2 Confederation College 2 Turning Technologies 2 George Brown College 2
    • Yellowknife Catholic Schools 2King’s Christian Collegiate 2Lester B. Pearson School Board 2Shawnigan Lake School 1British Columbia Institute of Technology 1District School Board of Niagara 1Fleming College 1Ryerson University 1Fujitsu Canada - Imaging Division 1Thorvin Electronics Inc. 1Algonquin College 1Waterloo Catholic School Board 1Government of Yukon, Department of Education 1Rowntree Montessori Schools 1Grant MacEwan University 1Selwyn House School 1Havergal College 1Crescent School 1Holy Name of Mary College School 1Trent University School of Education and ProfessionalLearning 1Canadian Memorial Chiropractic College (CMCC) 1University of New Brunswick 1Kings University College 1Fanshawe College 1Lakeland College 1Collingwood School 1Lambton College 1Royal Roads University 1Absolute Software 1School District #71 (Comox Valley) 1CCNB 1Aerohive Networks 1Lloydminster Public School Division 1Sir Sandford Fleming College 1Loyalist College 1Tenet Computer Group 1Medicine Hat College 1Discovery Education Canada 1BenQ Canada Corp. 1Trinity Christian School 1Bishop’s College School 1University of Alberta 1OKI Printing Solutions 1Durham College, Student Academic Learning Services 1Pearson Canada 1Elliot Lake Secondary School 1Queens University 1Regina Catholic Schools 1(blank)
    • Grand Total 129Appendix 2Below is the agenda so far for this year’s conference: thDay One – Tuesday, February 267:30 AMRegistration and Continental Breakfast8:15 AM Opening Comments From the Chair8:30 AM Case Studies: York Region District School Board & OISEDevelop a Practical Roadmap to Integrate Education Technology into Your ClassroomMost educators have made their peace with whether technology has a place in education. However,many continue to face strong challenges to effectively integrating these technologies into their lessonplans. Hear from K-12 and university leaders about what has worked well and what hasn’t. Analyze the teaching criteria behind the implementation plan Examine what you can do with the technology and types/sample lesson plans Evaluate lessons learned and overall successes on the integration processDetermine what can work for you with useful tips on technology adoption and integration.Todd Wright, Literacy @ School & ABEL Program, York Region District School BoardGarfield Gini-Newman, Instructor, University of Toronto, OISE9:15 AM Case Study: Crescent SchoolHow to Build a Curriculum Using BYOD and Enable New Learning OpportunitiesMobile devices can be effective tools for student learning. Hear how you can implement a bring-your-own-device approach to teach your students. Integrate BYOD approach into the classrooms Understand common implementation and usability challenges and how to overcome them Lessons learned and plans for the futureTake back to your school working BYOD teaching strategies.
    • Martha Miller, Technology Integrator, Crescent SchoolRobert Costanzo, Upper School Faculty, English Teacher, Crescent SchoolJames Wildman, Senior Manage Information Technology, Crescent School10:00 AM Mid-Morning Networking BreakInteract with conference speakers and fellow attendees. Secure important new business contacts and talkabout crucial developments in your field.10:30 AMCase Study: American Public University SystemHow to Use Analytics with Current Education Technology to Improve Teaching and LearningThe current learning model can stall comprehension, learning and overall student success. Understandhow you can start a data mining and analytics program, what tools and capabilities are required and howyou can help educators and students improve their outcomes. Formulate a roadmap for effective data mining, analysis and response Establish a predictive analytics framework to improve retention, performance and success Plan for increased personalized learning opportunities with the next generation of analytics in educationDevelop a scalable and affordable data analytics strategy at your institution.Phil Ice, Ed.D, VP, Research & Development, American Public University System11:15 AMeTextbooksRolling Out and Experimenting with eTextbooks: How Making the Digital Shift Can Enhance theLearning ExperienceTextbooks publishers, educational institutions and faculty are getting on board with eTextbook trends.Some educational institutions are working with publishers to increase access to more flexible andaffordable material, while faculty and students are experimenting with “open textbooks” and creatingversions of their own. Learn how you can switch by assessing the: Impact on academic improvements with textbook personalization Estimated cost-savings associated with the print-to-digital shift Benefits and challenges from a resource and content perspectiveAddress the value and place of eTextbooks and “open textbooks” in your classrooms.12:00 PM Networking LuncheonJoin the conference speakers and your peers for a relaxing luncheon.1:15 PM Case Study: Calgary Science SchoolEvaluate the Budgetary Decisions and Criteria Behind a Technology Implementation StrategyFunding, tight budgets and cost are often cited as the most common deterrent to adopting a 1:1 programin schools. Determine how you can successfully make the case to continuously support a school-owned 1device – 1 student program. Establish a vision, criteria and pedagogical shift to ensure meaningful use of technology Source the funding and overcome financial barriers to integration Divide up technology funding for this project and understand the choice of technologies Justify the existing laptop, new iPad investments and resultsGet an inside look at the financial investment decisions of a long-standing 1:1 program.Scott Petronech, Assistant Principal & Education Technologist, Calgary Science School
    • 2:00 PM Case Study: St. Patrick’s Regional SchoolExamine Pedagogies Driving Educational Technologies to Facilitate Learning in the ClassroomThe pedagogical question surrounding technology is: what do teachers and professors want students toknow and learn, and how do you help them get there? Learn how you can properly use technology toprovide your students with the tools for exploration and opportunities to acquire knowledge of their own. What are the pedagogical goals for using a particular piece of technology? What is the additional benefit of using technology in the classroom? How do adopted technologies increase personalized learning opportunities?Make better use of technology to achieve your pedagogical goals.John Bevacqua, Principal & Teacher, St. Patricks Regional School2:45 PM Mid-Afternoon Networking BreakInteract with conference speakers and fellow attendees.3:15 PM Case Study: Algonquin College stThe Cost of Doing Business: Going All In with Educational Technologiesto Create a 21 CenturyLearning EnvironmentIn 2010, Algonquin College determined that it was time to introduce mobile learning into all FTpostsecondary programming. By 2013 the mobile learning program will exceed 11,000 students in over140 programs. Hear how you can embrace the use of digital technologies to enhance the learningexperience of its students. Examine the decision & implementation rationale behind the MLP Take a look at faculty preparedness, support and curriculum design Understand some of the physical and IT related infrastructure decisions that must be made Define the costs and how to benefit from a full education technology programTake away tips to develop a comprehensive education technology blueprint in your institution.Glenn MacDougall, Director, Learning & Teaching Services, Algonquin College4:00 PM IT & Faculty Staff PanelCreating a Collaborative Environment to Make Educational Technology Initiatives ThriveFor faculty and IT support staff to successfully take technology initiatives from idea to practice,collaboration is key. Hear from both sides on what you require, and how to work together, to make yourinitiativessucceed. Assess the top faculty and IT needs of today Identify approaches to improve collaboration, overcome hurdles and improve implementation Encourage collaborative efforts for supporting faculty and IT driven-initiativesGain insights into how you can improve your faculty - IT collaboration efforts.Tim Foster, Demonstrator, School of Education, Trent UniversityStephen Morris, Vice Principal, York Mills Collegiate Institute (TDSB)More to come…
    • 4:45 PM Conference Adjourns to Day Two5:00 PM Evening Social ActivitiesUnwind and mingle with the delegates and speakers at our “exclusive” end-of-the-day reception. Bringyour business cards! thDay Two - Wednesday, February 277:45 AMRegistration and Continental Breakfast8:15 AM Opening Comments From the Chair8:30 AM Case Study: Massive Open Online Courses (MOOCs)Understand the Value of MOOCs and How They Can Revolutionize the Education SystemMOOCs are becoming a game changer for the education structure, teaching models and learningoutcomes. In May 2012, Harvard University and MIT announced edX, an open-source educationalplatform that offers free university courses to anyone with broadband connection around the world. Hearhow MOOCs are initiating a shift in paradigm and understand the pedagogical implications as themovement grows. Provide interactive mode of teaching that engages students Encourage peer learning and support instant feedback on student progress Work with experimental assessment models and customized teaching opportunitiesGet a first-hand look at what MOOCs can offer to you on their game changing potential in education.9:15 AM Case Study: Clintondale High School - Flipped SchoolEnhance Your Class-Time Management with Flipped Teaching Methodologies to PersonalizeLearningFlipped classrooms can help free-up valuable class-time by reducing lecturing time for deeper contentreview and discussion. Explore how this reverse instruction and content delivery model can help yourstudents create a more personalized learning experience. Evaluate the methodology behind the flip, its value and appropriate uses Support deeper learning with increased student-teacher time Increase peer learning and enable more discussion timeAdopt flipped classroom methods for a more tailored learning environment at your school.Greg Green, Principal, Clintondale High School10:00 AM Mid-Morning Networking BreakInteract with conference speakers and fellow attendees.10:30 AM Cloud ComputingMaximize Your Investment in Education and Benefit from Cloud-Computing TechnologyCloud pay-as-you-go services capacity for storage and networking allows for increased network traffic ofstudents and teachers without the overloading and crashing problems common to “brick and mortar”datacenter hosts. Maximize your technology dollars with solutions that increase the opportunities of yourstudents and educators today. Hear how cloud-computing technology can help you: Reduce your education technology costs with a scalable cloud computing solution
    • Track students’ performance and improve communications with parents Connect with educators to share high-quality content and collaborate on critical topicsTake back to your institution a scalable and cost-effective solution to education technology deployment.11:15 AM Case Study: Peel District School BoardHow to Set Up a Robust BYOD Program that Achieves a 1:1 Goal in Any ClassroomWith most students today owning some kind of mobile device, schools are capitalizing on this reality tobring into the classrooms the opportunities of mobile technology in education. Hear directly from the PeelDSB on how you can set up a district wide BYOD rollout. Evaluate the costs & benefits of a full-scale BYOD rollout Assess the step-by-step program implementation and management Establish the necessary support system Rollout coordination of BYODLearn how you can implement a mobile learning strategy in your institution.Mark Keating, Chief Information Officer, Peel DSB12:00 PM Networking LuncheonJoin the conference speakers and your peers for a relaxing luncheon.1:15 PMCase Study: Social Media in EducationIntegrate Social Media to Develop New Teaching Methodologies and Build ClassroomEngagementSocial media, such as blogs and Twitter, can not only improve student participation strategies, but theycan also provide real time engagement and teacher feedback. Hear how you can use social media toolsto change classroom dynamics and: Increase your students’ participation rate with creative uses of informal learning Source low-cost, real-time collaborative tools on social media platforms Develop strategies to overcome roadblocks to the use of social media in your institutionTake away practical insights to how social media tools can improve learning and engagement in yourclassroom.Dr. Jim Greenlaw, Professor, Faculty of Education, University of Ontario Institute of Technology2:00 PMCase Study: Game-Based LearningEmploying Game Design and Game-Based Learning Tactics to Engage Your ClassroomMost classrooms are set up with little student motivation and engagement, limited feedback thatincentivizes failure, and standardized learning regardless of proficiency and unique learning methods.Explore game-based pedagogical alternative for your classroom. Analyze the criteria behind a game-designed classrooms Integrate digital games and game-like features into your teaching Develop a learning environment for students that is customized to their needsLearn innovative ways to teach and engage your students.2:45 PM Mid-Afternoon Networking BreakInteract with conference speakers and fellow attendees.3:15 PM Case Study: Durham District School BoardA Step-by-Step Professional Development Plan to Secure Faculty Buy-in for a SuccessfulEducation Technology Initiative
    • Education technologies not only help students better prepare for the outside world and expand the stlearning resources at their disposal, but also bring teaching methodologies into the 21 century. Ensuringyour faculty’s engagement is key to the success of your initiatives. Enable your faculty staff with training and professional development Advance staff collaboration, communication and networking Encourage pilots, proposal and brainstorming new ways to use technologiesSource strategies for your faculty engagement and overall project success.Martyn Beckett, Director of Education, Durham District School Board4:00 PMK-20 PanelHow Can Education Technology Bridge the Gaps between K-12 and Post-Secondary EducationEducational institutions are tasked with preparing students with the necessary skills to become successfulindividuals in society and the workforce. Attend this discussion on strategies you can implement to helpstudents manage the transition from K-12 to post-secondary and bridge the divide. How does teaching and education technology differ at the K-12 vs.post secondary level? How can technology help students remained engaged? Can education technology increase student retention rates in your classes? What can be done to improve the transition process and student success?Understand how you can contribute to the goal to close the K-20 transition gap.Lorraine Carter, Professor & Academic Director, Centre Flexible Teaching and Learning, NipissingUniversityDr. Trent Tucker, Anne Lockie and Frederic Promoli Professor in TransformationalLearning, University ofGuelphAllan Hardy, Principal, Greenwood College SchoolMore to come…4:45 PM Conference AdjournsAppendix 3
    • Thank you for your interest in our upcoming 3rd Annual Education Technology Summit. Thistwo-day event will be held on February 27th and 28th, 2013 in Toronto.During our discussion you mentioned to me some key components to what the Mcgill Universityand its Partner would consider to be a successful sponsorship opportunity. 1) Speak and educate an audience of key target market delegation about Mcgill University and its Partner’s latest student survey technology 2) An exhibit booth to showcase one on onethe benefits of the new application and to aid in the networking and lead generation initiatives 3) Augment Mcgill University and its Partner’s initiative to capitalize on and broaden brand awareness and market presence primarily to the Ontario market. To aid in the marketing of their new online content.We are excited to provide you with solutions that can help you achieve all of these objectives.By partnering in this executive-level event Mcgill University and Partner will benefit in theseways: 1) SHOWCASE McGILL UNIVERSITY AND ITS PARTNER’S LATEST PRODUCTS: Utilize our summits educational style format to further promote and showcase the organizations knowledge and expertise within educational technology.A 45 minute speaking platform will allow Mcgill University and it’s Partner to send a seniorexecutive to showcase his/her expertise in the subject area, while highlighting the features,advantages and benefits of Mcgill University and its Partner’s suite of solutions and products.As the sole presenter of the session,Mcgill University and its Partner will have the undividedattention of the audience, maximizing your opportunity to showcase your leadership andexpertise.A case study format is highly encouraged and welcome. We would be happy to work together todraft a session title, description and speaking points that best fit your needs, as well as thecontent quality we always strive to maintain. The audience is often most receptive when thesession is anchored by best practices, tips and advice. This is an excellent way to help educateand advance the knowledge of educational technology professionals, while at the same time,allow the excellence of your people, products and services to shine through. 2) PRODUCT/BRAND SHOWCASE: Demonstrate your solutions and foster unique business relationshipsone on one with your potential clients and networking partners at a designated booth for the Mcgill University and its Partner.
    • To further the Mcgill University and its Partner’s objective to connect with your target audience,we also include a 10 x 10 exhibit display booth or tabletop display on the trade show floorlimited to seven to eight participants.We offer a number of high-impact on-site networking functions and an exhibit area designed tobe the heart of the event. Our booths are set up in the same area as where breakfast, breaksand lunches are held to make sure you get the best traffic flow. This ensures you are able tohave as many one-on-one conversations with the 80-100+ attendees at this event. 3) BRAND EXPOSURE: Augment the Mcgill University and its Partner’s initiative to increase brand awareness to aid in the goals to increase market awareness of the universities new online content to primarily the Ontario market.We help maximize and enhance your brand exposure leading up to the event, as well as onsiteat the summit. Your logo on SI website with a direct link to your website. In addition to the biweekly email campaigns done internally, our conference website is also promoted by our partners. Logo placement in all promotional materials including any advertisements in industry publications. Your logo on the conference signage, which is placed right upfront at the registrations desk as well as in the conference room. This will be seen by all of our attendees as soon as they walk in.Your Investment: $9,995I have attached our detailed agenda with confirmed speakers. This conference brings togetherexactly the executives you want to connect with. The attached attendee list will highlight theattendees from our last Education Technology Summit.We look forward to your involvement at this exciting event!Kind regards,Scott CarterSponsorship Managercarter@strategyinstitute.com1-866-298-9343 ext.229
    • AppendixExample of one of the sponsors: