From Tadpole to Frog: Evolving into a Brand with Legs
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From Tadpole to Frog: Evolving into a Brand with Legs

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Mark Hammer, Vice President of Marketing at Compass Learning (www.compasslearning.com), explains how the Austin-based company evolved into a distinct brand by focusing on customer needs. The ...

Mark Hammer, Vice President of Marketing at Compass Learning (www.compasslearning.com), explains how the Austin-based company evolved into a distinct brand by focusing on customer needs. The presentation shares his insights and offers recommendations for maximizing brand evolution through contemporary marketing strategies including competitive differentiation with today’s budgetary constraints; moving from product to solutions-based messaging; and how optimizing customer dialogue can turn into a value-add.

Interested in more marketing programs and networking? Visit the Austin American Marketing Association website (www.austinama.org) for coming events and the AMA blog (www.austinama.org/blog) to be a part of the conversation.

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    From Tadpole to Frog: Evolving into a Brand with Legs From Tadpole to Frog: Evolving into a Brand with Legs Presentation Transcript

    • From Tadpole to Frog: Evolving Into a Brand with Legs Mark Hammer, VP Marketing
    • Tadpole Definition
      • tad⋅pole
      • – noun
      • the aquatic larva or immature form of frogs and toads, esp. after the development of the internal gills and before the appearance of the forelimbs and the resorption of the tail.
    • Development of a Tadpole
    • CompassLearning: Tadpole Marketing
      • Company mission: none stated
    • CompassLearning: Tadpole Marketing
      • Company mission: none stated
      • Marketing goal: answer to sales
    • CompassLearning: Tadpole Marketing
      • Company mission: none stated
      • Marketing goal: answer to sales
      • Graphical look & feel: like all of the competitors (check the boxes)
    • CompassLearning: Tadpole Marketing
      • Company mission: none stated
      • Marketing goal: answer to sales
      • Graphical look & feel: like all of the competitors (check the boxes)
      • Lead generation?: no
    • Compulsory Frog Quote
      • Never try to catch two frogs with one hand.
    • Our Steps Toward Frogdom
      • Developing the Corporate Mission
      • Reimagining our Identity
      • Moving from Product to Solution
      • Delivering a True Campaign
    • Developing the Corporate Mission
      • Cross-functional team brainstorm
      • Customer feedback
      • Prospect feedback
      • Cross-functional team draft
      • Executive team response
      • Cross-functional team final
      • Customer feedback
      • Approved
    • The CompassLearning Mission
      • We facilitate student success by collaborating with educators to create personalized learning experiences.
    • Values
      • Passionate . We are passionate about helping students learn and relentless in our development of technology that helps them succeed.
      • Agile . We are quick in responding to customer needs and to identifying and developing business opportunities.
      • Collaborative . We work in a culture of learning – where teamwork and cooperation are valued.
      • Creative . We create personalized learning experiences that improve student performance.
      • Accountable . We do what we say and say what we mean.
      • Stakeholder value-driven . We align stakeholder interests with the interests of our customers.
    • Key Takeaways
      • Involve everyone
      • Get customer feedback
      • Reiterate it over and over – particularly when times are tough
    • Corporate Identity
    • Corporate Identity
    • Corporate Identity
    • Corporate Identity
    •  
    • Corporate Identity
    • Corporate Identity
    • Corporate Identity
    • Proposed CompassLearning Site
    • Corporate Identity
    • Key Takeaways
      • Differentiate yourself
      • Get customer feedback
      • Be consistent
    • Pricing the Product
      • Odyssey
        • Priced by concurrent user by building
        • Offered three “products”
          • Manager
          • Assessment
          • Curricula
        • Priced Enterprise and Hosted equally
        • Also sometimes occasionally offered subscription
    • Pricing the Solution
      • Odyssey
        • Priced by concurrent user by building
        • Offered three “products”
          • Manager
          • Assessment
          • Curricula
        • Priced Enterprise and Hosted equally
        • Also sometimes occasionally offered subscription
      • Odyssey
        • Priced by unlimited-user per building
        • Offer one “product” that includes:
          • Manager
          • Assessment
          • Curricula
        • Priced Hosted higher than Enterprise
        • Push subscription
    • Key Takeaways
      • Assume your offering is wrong and ask why it’s wrong
      • Create offerings that make sense to your customer base
      • Understand your customer’s perceived values
      • Simplify the price & the product
      • Solve your customer’s problem
    • A New Campaign: External
    • A New Campaign: Internal
      • How do we get to “yes”
      • How do we solve our customer’s problems
      • How do we fix internal problems that stop us from being easy to work with
    • Delivery of the Campaign
      • Email to prospects
      • Webinar
      • Sales rep delivery
      • Newsletter
      • Web site
      • Online advertising
      • Trade shows
      • PR
    • Recent Campaign Takeaways
      • Email to prospects – response rates down 29% 2 nd half 2008
      • Webinars – big driver of high-level leads: partner with media to create and drive attendance; drives response when not too frequent; keeps interested prospects interested
      • Web site – steady visitors per week; better when refreshed
      • Online advertising – higher cost per lead than most vehicles but find the right vehicle
      • Traditional advertising – cut dramatically
      • Trade shows – cutting dramatically
    • Reaching the Intelligent Consumer
      • Know who your buyer is
      • Differentiate yourself through creative problem solving – don’t sell them
        • Webinar
        • Email introduction from a company that already solves another of their problems
        • Testimonials
      • Hold yourself accountable for your programs – you need metrics to determine next steps
    • Thanks . Mark Hammer VP Marketing CompassLearning [email_address] 512-492-6147