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Gtcla Presentation0316
Gtcla Presentation0316
Gtcla Presentation0316
Gtcla Presentation0316
Gtcla Presentation0316
Gtcla Presentation0316
Gtcla Presentation0316
Gtcla Presentation0316
Gtcla Presentation0316
Gtcla Presentation0316
Gtcla Presentation0316
Gtcla Presentation0316
Gtcla Presentation0316
Gtcla Presentation0316
Gtcla Presentation0316
Gtcla Presentation0316
Gtcla Presentation0316
Gtcla Presentation0316
Gtcla Presentation0316
Gtcla Presentation0316
Gtcla Presentation0316
Gtcla Presentation0316
Gtcla Presentation0316
Gtcla Presentation0316
Gtcla Presentation0316
Gtcla Presentation0316
Gtcla Presentation0316
Gtcla Presentation0316
Gtcla Presentation0316
Gtcla Presentation0316
Gtcla Presentation0316
Gtcla Presentation0316
Gtcla Presentation0316
Gtcla Presentation0316
Gtcla Presentation0316
Gtcla Presentation0316
Gtcla Presentation0316
Gtcla Presentation0316
Gtcla Presentation0316
Gtcla Presentation0316
Gtcla Presentation0316
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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

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