School Marketing And Research


Published on

An overview of the research and marketing services C. Grant & Company provides the education market.

Published in: Education, Business, Career
  • Be the first to comment

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

School Marketing And Research

  1. 1. C. Grant & Company Marketing Communications Marketing and Research for Schools and Universities
  2. 2. “Our relationship with C. Grant and Company was the start of something new and important for our organization. Through asking critical questions, C. Grant and Company helped us see ourselves as others see us…” – Dr. Niel Nielsen, President, Covenant College “We are grateful for the study of alumni giving at Wheaton College conducted by C. Grant and Company. We found their firm to be professional, thorough and responsive. Their approach was innovative and immensely helpful.” – Dr. Mark Dillon, Vice President for Advancement and Alumni Relations, Wheaton College “C. Grant and Company provided very helpful consulting work for JBU. They helped us strategize and develop new approaches for some key areas in our student recruitment marketing program. As a result, we re-engineered our campus tour allowing us to increase our overall effectiveness with these contacts. This translated to increased yield. We were able to implement a number of other ideas that had very positive effects in our results. They are experts in this field.” – Don Crandall, Vice President for Enrollment Management, John Brown University 2
  3. 3. Our Capabilities Recruitment Marketing Strategy Identity/Logo Development Brand Strategy Event/College Fair Marketing Advertising and Promotion Website Design Media Relations/PR Web Games Social Network Marketing Video Production/DVD/Virtual Tours Broadcast Advertising Student, Prospect, and Donor Research Direct Mail Alumni Relations Communications Web Marketing Communication Audits and Programs Blogging/Content Development 3
  4. 4. Our Distinctive We bring best practices in marketing and research from the Business, Non-Profit, and Ministry markets to Christian Higher Education. As a firm with expertise in marketing as well as research, we know how to develop research with real-world application to communication programs--and we know how to develop marketing strategies that are constituent-driven. 4
  5. 5. Our Process Dialogue: Collect Data, Listen to Customers, Ask Questions, Review Previous Performance Discover: Analyze Data and Determine the key insight that will drive new results Design: Develop Communications and Marketing Strategy and Execution Plan Deliver: Execute Strategy on Time and on Budget, Generate Momentum, Analyze Results, Begin New Dialogue 5
  6. 6. Research 6
  7. 7. Research Overview Quantitative and Qualitative Research capabilities in: Prospective Student, Student, and Parent Research Alumni Surveys Donor File Analysis Donor Surveys Advancement Predictive Modeling Institutional Branding and Competitive Analysis 7
  8. 8. Research 8
  9. 9. Completed Projects Alumni Values Research Purpose: Provide new insight into the alumni beliefs and values that drive giving behavior. Key Points: The flattening of alumni giving participation is the result of disengagement, not dissatisfaction. Engaging alumni requires a deeper connection between graduates and the College—a process that requires understanding and tapping the deepest personal values of alumni. We develop customized survey instruments to uncover and define alumni values and the top segments for each value. The survey draws from previous opinion and value studies done by members of our team in other markets and also use appropriate questions from the Baylor Religion Survey to provide comparisons with national data. These comparisons further define the unique beliefs and values of alumni. This data generates important new, actionable insights into how to communicate and fundraise with alumni using personal values. Our Four-Step Process: 1. Survey a statistically significant sample of alumni to determine their personal values and beliefs and develop unique “values segments” within the constituent base. 2. Work with Advancement/Development to analyze current giving programs to identify the core underlying values behind each opportunity. 3. Match alumni values by segment with the core values of the school’s giving opportunities. 4. Recommend themes for each giving opportunity and each identified alumni values segment. 9
  10. 10. Completed Projects Donor Predictive Modeling Purpose: Assist Development in determining the best allocation of time and people resources against segments of the donor list by predictive modeling of the donor database. Key Points: Donor profiling emphasizes capacity, propensity, and attachment, primarily using descriptive statistics from both within the organization and from commercially available databases. We go deeper by using inferential statistics to predict future behavior. Propensity to give and attachment to the school have hidden drivers that lie buried in data not often considered in donor segmentation or RFM analyses. We feed all available donor information into a concept learner which will allow for the identification of new giving patterns and assist in predictive modeling. We will research current Development “hunches” on givers and also answer questions such as: 1. Will alumni whose children don’t attend the school decrease giving? 2. Do sports activities or majors impact giving levels? 3. What will happen to giving if an alumni divorces? 4. What is the giving lifetime value of soccer players? Other segments? 5. Should contact with alumni who have attended graduation in any year be prioritized over those who donated in the past six months? 6. Which new alumni will give the most to the school in the years just after graduation? 10
  11. 11. Completed Projects Alumni Association Perception Research Purpose: Provide updated, reliable information on alumni perceptions and interest in involvement with the school. Key Points: Need for new insights that help attract additional alumni, retain existing members, and win back lapsed members. This survey allows for testing of new ideas coming from the Alumni Relations office and others and fill in any gaps in current data to assist with programs, events, and publications. Survey replicates questions from previous surveys to provide comparative data. This survey includes: 1. Measuring current awareness of the Alumni Association’s mission and programs and the benefits (and responsibilities) of a long-term relationship with the school. 2. Understanding how alumni interact with each other, current students, and the school (including regional activities, if applicable). 3. Understanding what programs and services represent real value to alumni. 4. Interest in volunteering and giving to the school. 5. Effectiveness of communication. 6. Where school fits in the “hierarchy of needs” (Church, “faith” ministries, endowed/ tuition driven charity). 7. Potential theological divergence from the theological stand of the school. 8. Negative experiences with the school (admissions, feeling ignored or offended, etc.). 9. Level of ownership in school’s future success. 10. Interest in “affinity reunions” and other new ideas as detailed by the Alumni Association. 11
  12. 12. Completed Projects School Recruitment Survey Objective: Gain a better understanding of the motivations and criteria that parents use when deciding where to send their children to primary school. Key Points: The research insights are used to determine the best practices in creating and implementing a promotional campaign to increase enrollment and student retention. The survey addresses: 1. Parental motivations and priorities. 2. Perceptions on value of Christian education (as it relates to tuition). 3. Reasons why children are withdrawn from school (where applicable). 4. Other barriers that prevent them from enrolling their children at school. 5. Interest in helping to promote school enrollment openings. 6. Recommendations on communication messaging and best vehicles to reach current and prospective families. 12
  13. 13. Marketing 13
  14. 14. Print Advertising 14
  15. 15. Social Network Optimization/ Reviews 15
  16. 16. Eblasts/Banner Ads 16
  17. 17. Print and Online Content 17
  18. 18. Brochures/Catalogs 18
  19. 19. Direct Mail Date Dear Ministry Leader: As one working with professionals who seek to integrate their faith and business life, I though you’d be interested in the attached sampler of our new title, Serving Two Masters? Reflections on God and Profit by C. William Pollard, chairman emeritus of The ServiceMaster Company. This is the follow- up book to Pollard’s best - selling, The Soul of the Firm , which we published with our sister company Zondervan, and a book that has had enormous influence in both the business and Christian communities. This sampler contains four chapters of this just - released book with ideas for further discussion and questions , in a length that works well in a group setting. These chapters will engage participants in stimulating dis cussion and give them important insights they can carry into their workplaces. They will appreciate the advice and encouragement from a business leader who has been in their place. I’d encourage you to use this sampler as a special four - week session or us e an individual chapter to supplement a discussion you are already facilitating. Additional information and copies of the sampler chapters can be downloaded from the book website: . The book is now available at bookstores nationwide or online. Special discounts and ordering information for bulk orders are also detailed in the booklet. I hope this sampler will be helpful to you and those in your circle of influence. Sincerely, Marion Maneker Vice President and Publisher Collins Business 19
  20. 20. Web Design/Games 20
  21. 21. Media Relations 21
  22. 22. Branding/Identity 22
  23. 23. Other Banners Radio Outdoor Video/Animation 23
  24. 24. Social Media Services Research/ Advertising Online Reputation and Search Engine Management Optimization Digital Audit Social Media Optimization 24
  25. 25. Our Services Digital Audit: Evaluation of web presence in online and consumer- generated media, including websites (publisher, author, and related), blogs (influencers and general), search engines, and online reviews. Social Media Optimization: Generating publicity for authors, books, or publishers through social media, blogging, reviews, and other non-search engine related vehicles. Research/Online Reputation Management: Analyzing consumer website posts and reviews to gain insight into consumer trends; tracking and responding to online posts, reviews, and articles related to client products, authors, or brands. Advertising and Search Engine Optimization: Increasing web traffic to websites or blogs through improved coding and keyword content and through online advertising placement and Adwords campaigns. 25
  26. 26. About Us Founded 2001 by Christopher Grant, former Senior Vice President, Marketing at ServiceMaster and Vice President of Marketing at Zondervan (HarperCollins) Full-service integrated marketing and research firm (website here) Office located in historic building in the Chicago suburb of Wheaton, IL 26
  27. 27. The “&” Our experienced team has held professional titles including: Director of Media Relations, Wheaton College Columnist, Chicago Sun-Times Media Group Marketing Manager, Amoco VP of Marketing, ZonderKidz (HarperCollins) Art Director, SpringHill Camps Adjunct Writing Faculty, Wheaton College Co-owner, Gap Digital Recording Creative Director, Tyndale House Adjunct Marketing Professor, Calvin College Consultant, Douglas Shaw & Associates Senior Associate Editor, Leadership Journal Author, “An Educator’s Guide to the Internet” (Simon & Schuster) and “A Rookie’s Guide to the Internet” (Radio Shack) Professor, School of Electrical Engineering and Computer Science, Washington State University Senior Director, Corporate and Internet Communications, Zondervan 27
  28. 28. Partial Client List Zondervan Meisner Aircraft Willow Creek Association Center for Student Missions Wheaton College ServiceMaster Sandy Cove Heartland Alliance for Aramark Kanakuk Kamps Human Needs and Human MicroTek TH Hilson Company Rights Tyndale House Publishers LeaderTreks Raging Waves Waterpark Wheaton Eye Clinic Wheaton Academy SpringHill Camps TruGreen Wheaton Christian Grammar Leadership Network School Forest Home Covenant College Baker Publishing Mount Hermon Camps and Conferences Muskoka Woods John Brown University Pioneer Clubs Pine Cove City of West Chicago, IL Jossey-Bass (Wiley) Associated Agencies Redeemer Church/NYC 28
  29. 29. Thanks Contact:
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.