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Gtcla Presentation0316

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  • Transcript

    • 1. Greater Trinity Christian Learning Academy Everett, Washington Product Marketer-Kristina Courtnage Bowman Marketing Communication Manager- Pei-chieh Chen Digital Media Designer-Nathan Hull 
    • 2.  
    • 3.
        • Strong curriculum (SRA/McGraw Hill)
        • Teachers licensed by state
        • Learning level for four-to-five-year olds = first grade education
        • Supervised technology lab
        • Sport court / play facilities
        • Affordable
    • 4.  
    • 5. Industry Category Child care > full-day > Center > Early learning > Age 2 ½ to 6 Operation Latchkey Child care > after school > tutoring > K to middle school
    • 6. Demographics of target customer
        • Working parents
        • 10 miles of GTCLA
        • Income > $50,000
        • Internet access
        • Bachelor’s or higher
        • Navy parents
        • Variety of ethnicities and cultures
        • Christian
    • 7. Psychographics of target customer
      • VALUES:
        • Diversity and multiculturalism
        • Achievements of their children
        • Foreign language learning
        • Technology
        • Affordable care
    • 8. Psychographics for Operation Latchkey
      • VALUES:
        • Homework assistance
        • Interaction after school
        • play area/sports court
        • Access to technology
    • 9. Diana Child Mariah (2 ½) Occupation Nursing home cafeteria staff Distance from school ½ mile Technology Not a regular computer user Learned about GTCLA through word of mouth
    • 10. Eduardo and Elisa Children Juliana (7), Juan (3) Occupations High school teacher Hotel event planner Distance from school 2 miles Technology Family computer Learned about GTCLA through church 
    • 11. Child Kamryn (4 ½) Occupation Psychologist Distance from school 5 miles Technology Regular computer user, early adopter of new technologies Learned about GTCLA through referral agency, Internet Sharise
    • 12. GTCLA service area
    • 13. Special online offer Early literacy/pre-writing skills $750 1.1 miles Kids N Us Parent education (nights) Formal parent conferences Teacher to child ratio - 1:8 $750 0.9 miles Starbright Early Learning Center Special online offer Well-established website Reputation of national brand $954 2.8 miles La Petite Academy Christian focused Accelerated Christian Education curriculum $723 3.1 miles Valley View Christian School   Features   Tuition (monthly) Distance from GTCLA   School
    • 14. Competitive  Advantages
        • Strong curriculum
        • Technology lab / computer literacy
        • Teachers licensed by the Washington State
    • 15. Competitive Advantages (cont)
        • Foreign language focus
        • Teaches diversity
        • Offers subsidies
        • Quality play facilities, sport court
    • 16. Marketing Objective Increase enrollment to 75 students within 12 months (30% increase) 52 students 75 students
    • 17. Increase enrollment Online  awareness branding Interaction with parents word of mouth Marketing Objective
    • 18. Current Marketing
        • Bulletin boards (local stores, library, offices, apts)
        • Navy base outreach
        • Street signs
        • Six-year-old informational video
    • 19. Marketing Messages
        • A local leader in early-childhood education for 10 years.
        • I can learn anything.
        • Operation Latchkey (more positive name)
    • 20. Online Marketing (1) Official website (2) Search engine optimization (3) Google Ad words Search (4) Exposure on other related       websites (5) E-Newsletter (6) YouTube page (7) Facebook group page Offline campaigns (1) Open house (2) 3-on-3 basketball fundraiser tournament (3) Booths at community events  (4) Advertising: Hometown Values Coupon Magazine (5) Public Relations (6) Flyers Marketing Plan
    • 21.
      • Online Marketing
      • (1) Official website
        • Home
        • Our School
        • Programs
        • Parents’ testimony
        • Video clips
        • Enrollment
        • E-Newsletter
        • FAQs
        • Supporters
        • Contact
      •  
      •   (2)Search engine optimization
    • 22. (3) Google Ad words Keywords: Child Care, Day Care, preschool, Christian child care 65.67 Gross margin ROI $22.50 Cost of campaign 1477.50 Gross margin dollars (tuition * number of new students) – (cost of Google ads) ($750*2) - ($22.50) =  $1,477.50/month   Return on investment at 10 percent conversion rate: low: 12; average: 24; high: 48 new students   Total number of new students after 12 months: low: 3% or 1 new student; average: 5% or 2 new students; high: 10% or 4 new students Estimated conversion rate: $22.50/$0.57 (average click-through rate) = 40 Estimated click-throughs in 30 days: $22.50 Total cost in 30 days: 0-1 Number of clicks each day: 1-3 Estimated ad position: $0.75 Cost per day: $5 Activation fee:
    • 23. http://www.greatschools.net/cgi-bin/wa/private/3381 (4)    Exposure on other related websites
    • 24. http://www.privateschoolreview.com/school_ov/school_id/28870
    • 25. http://www.savvysource.com/preschool/profile_sh28804_Greater_Trinity_Christian_Learning_Academy
    • 26. http://www.childcarenet.org
    • 27. (5) E-newsletter (6) YouTube page (7) Facebook group
    • 28.
      • Offline campaigns
      • Events
        • Open houses
        • 3-on-3 basketball fundraiser tournament
        • Booths at community events 
    • 29. Basketball tournament ROI 62.3 47 15.6 Gross margin ROI $578 $578 $578 Cost of campaign 36,000 27,000 9,000 Gross margin dollars after 12 months($9,000/student) 4 students 3 students 1 student Conversion of leads at 10% 40 30 10 Total leads High $578 Average $578 Conservative $578 Basketball event cost
    • 30.
      • Other offline campaigns
        • Flyers
        • Speaking at events (e.g., Mariner High School Event)
        • Hometown Values Coupon Magazine
        • (15,000 circulation)
    • 31. Coupon/ad ROI 10.3 10 8.8 Gross margin ROI 12,000 8,250 3,750 Cost of campaign 123,750 82,500 33,000 Gross margin dollars after 12 months($8,250/student) 15 students 10 students 4 students Conversion of leads at 10% 1% of 15,000= 150 leads 0.7% of 15,000= 105 leads 0.3% of 15,000= 45 leads Total leads out of 15,000 circulation $750 $750 $750 Cost Per Discount $750 $750 $750 Discount Coupon Cost (AD) High Average Conservative
    • 32.
      • Public Relations
      •  
      • Channels: 
        • The Herald
        • The Enterprise
        • countyconnection.net
        • The Mukilteo Beacon
        • La Raza
        • KSER
        • Volunteers of America Western Washington 
        • Area churches
      • Messages: 
        • Events
        • Donation
        • Guests
    • 33. Marketing examples:  http://students.washington.edu/kriscb/gtcla/index.html  
    • 34.  
    • 35.  
    • 36.
      • Lead generation
        • Online marketing: 10 leads 
      •      (per month)
        • Open house: 10 leads 
      •      (per event)
        • 3-on-3 basketball fundraiser tournament: 30 leads 
      •      (per event)
        • Booths at community 
      •      events: 30 leads (per event)
      • Lead Capture
        • E-mail marketing
        • Follow-up calls
    • 37. Cost Analysis 9,404 total $7,800 $300-1500 for 1 issue Tuition discount from the coupons: $750X10 Advertising on Hometown Value Coupon Magazine $500 Flyers $78 Prizes Flyers $0.39/color copy x 200 copies Basketball tournament Flyers $78X2=156 $300X2=600 Flyers $0.39/color copy x 200 copies Prizes Open houseX2 Free Facebook group page Free YouTube page Free SEO Free Design: In house Deliver: Online Newsletter $22.50/month $270/year Ad words: child care, day care, preschool, Christian child care Google Ad words targeted to 10-mile radius of school Free Update information on related websites Exposure on other related websites Free In house Official website Budget Details Event
    • 38. Potential Revenue $27,250X12=327,000 Annual current revenue $500X47=23,500 $750X5=3,750 Total: 27,250 Current revenue $424,750 (see graph) Potential revenue in first year of marketing $500X52=26,000 $750X23=17,250 Total: 43,250 Total potential revenue per month (assume maximum capacity with 52 DSHS and 23 full-tuition paying students) $88,346 Return on investment first year $9,404 Marketing Cost 52 Current enrollment 75 children Capacity $19.86 - $22.76/day or $500/month Tuition/subsidized $750/month Tuition
    • 39. Potential Revenue Total yearly revenue without change in enrollment: $327,000 Total revenue in first year of marketing: $424,750 Difference:$97,750 Total marketing costs: $9,404   Return on Investment in first year: $88,346 Gross margin ROI: 45
    • 40.
        • Maintain online marketing
      Mar
        • Open House
      Feb
        • Maintain online marketing
      Jan
        • Maintain online marketing
      Dec
        • Maintain online marketing
      Nov
        • Facebook group page
      Oct
        • YouTube page
      Sept
        • 3-on-3 basketball fundraiser tournament
      Aug
        • Open House
      Jul
        • AD on Hometown Values Coupon Magazine
        • Exposure on other related websites (lasts for 12 months)
      Jun
        • Google Ad words (lasts for 12 months)
        • E-Newsletter (lasts for 12 months)
        • Launch official website
      May
        • Developing official website+SEO
        • Public Relations (lasts for 12 months)
      Apr Schedule
    • 41. Conclusion