1. Marketing Consultants
for
Independent Schools
Since 1973
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2. Wonderworks
4 Types of Marketing Services
1. Basic Marketing Consulting
2. Marketing Assessments
3. Brand Research & Development
4. Problem-Solving
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3. 1. Basic Marketing
Consulting
 Business Plans, Marketing Plans
 Market Research – Attitude & Awareness, etc
 Identity and Image Programs
 Strategies and Tactical Plans
 Communication & Media Plans, PR
 Internet, Social Media, Web Sites
 Competitive Reviews
 Advertising, Promotion, PR
 Development Plans, Events, Mailings
 Board of Trustee Presentations
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4. 2. Marketing
Audits/Assessments
 Comprehensive, Independent Evaluations from a
Professional Marketing Perspective of where a School
stands at a Given Moment in Time.
 Updated or New Strategies and Tactics for the short to
intermediate term (1-3 years out).
 Benchmark Findings …and a low Cost Process to
Track Future Performance.
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5. 3. Brand Res e arch &
Development
 Brand Assessment Research
1-on-1 Research Interviews of Administration and
Pivotal Constituents + Analyses/Recommendations.
 Minor Branding Modification
Fine-Tuning of Themes/Tag lines, Graphic Treatments,
and relevant Marketing Programs
 Complete Brand Development
Positioning, Creative Platform, ID Exploratory, Full
Brand Development/Programs
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6. 4. Problem-Solving
 Artex: A Questionable Colgate-Palmolive Acquisition
 Coaxial Cable: Major Advertising Agency Litigation
 World Free Zones: Client - Industry Association Chair
 Alarko Holdings: Gapro-Park Proposal to USDA
 Frost & Sullivan: Beauty Products Market Studies (2)
 Baseline: Comprehensive Restructuring - LA/NY
 MCA/Philips Video Disc: Assess Unrealistic Partnership
 Czech-US Partners: 16 Czech Infra-Structure Firms
on Retainer to Develop Business in Iraq
 ITT Continental Baking: Congress Ban on Child TV
 American Can Company: A Toiletries Division
 Nestor: Failing Artificial Intelligence Company
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7. Wonderworks’ QUICK Profile
 US and International Business Development and Marketing
Consultants …since 1973
 Princeton, NJ Headquarters; Partners in New York, Washington DC,
Atlanta, London, Prague, Istanbul
 Business Plans, Market Research, Identity, Branding, Development
Programs, Assessments, Internet, Advertising & Promotion, PR,
Problem-Solving
 Cross-Over of Corporate and Independent Schools: Choate
Rosemary Hall, Dwight Englewood, Emma Willard, Newark
Academy, Unilever, Pfizer, Colgate-Palmolive, Time Inc/HBO,
Holiday Inns, USPS
 ”The Right Talent for the Right Project”: Former Heads,
Copy Writers, Business School Faculty
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8. Experienced Leadership
 Richard Sarlin, Chairman: International Business
Leader, Entrepreneur, Cutting Edge Thinker,
Successful Author = A Knowledgeable, Seasoned,
Decisive, Hands-on Partner
 J.P. Watson, Director: Former Head; The Heritage
School; Athens Academy; SAIS Advisor
 Ground-Breaker in Translating Corporate Marketing
to Independent Boarding & Day Schools
 Authorities on Independent School Marketing
 Counsel to “Who’s Who” list of Fortune 500’s
Multi-Nationals, Governments, & Non-Profits
 Education Leaders, Award-Winning Top Creatives,
Web Designers, former Heads, Business School
Faculty, et al.
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9. Answers to
Pivotal Marketing Questions
 Are your Mission, Objectives and Priorities
Appropriate, Realistic and Attainable?
 What Strategies and Tactical Programs need to
be Improved? Cut? Replaced?
 How can you Build Enrollment with Smaller
Budgets, Reduced Staff, and Tough Competition?
 Does your Branding and Identity reflect your
Organization’s Strengths & your Marketplace?
 Are your current Marketing & Development Plans
maximizing Enrollment and Fund Raising?
What should be Changed, Fine-tuned, Added?
 Is your Marketing Staff up to the Job?
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10. Wonderworks’ Deliverables
 Experienced Planning: Annual Marketing Plans, Six
Month Reviews, Strategic Plans, Sounder Budgeting
 Independent and Professional Market Research:
Attitude & Awareness, Satisfaction Studies, Focused
Groups, SMET (low cost Annual Tracking Research)
 Professional Branding: Identity/Image, Unique Value
Proposition (Differentiation),Tag Lines for all School
Communications and Publications
 Geographic Focus on “Real Hot Spots” in the Draw
Area; not on Expansion Dreams
 On-Going Care and Feeding of the Brand/Identity
 More Effective Sales Presentations & Open Houses
 No more “Cookie Cutter” Web Sites; Sharper,
More Cost-Effective Advertising, Publications
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11. Independent School Clients
 Newark Academy: Declining Enrollment, Attitude
& Awareness Research, SMET Research, New
Strategies, New Identity, Full Revitalization, Media,
PR, On-going Counsel, Follow-up Seminars
 Choate-Rosemary Hall: Weak Identity with NYC
Feeder Schools, Market Research, New York
Enrollment Plan
 Emma Willard: “Girl’s” Education, Re-Positioning -
Competitive (#1 School for Girl’s in America)
 Tatnall School: SMET Research, Positioning, ID
 Staten Island Academy: Full Revitalization, New
Identity (We’re Committed to being Best on SI),
Retainer Client, Science Center Introduction

12. Independent School Clients
 Knox School: Research, New Identity: “We Teach
Regular Kids to be Exceptional”; Full Revitalization
 Educational Alliance: 14th Street Y - Identity, Launch;
Riverdale Y - Research, Full Revitalization
 American Montessori Society: Repositioning,
Web Site, Identity Development
 Princeton Club: Board Member, Revitalization,
Retention, New Members, Increased Usage
 Dwight Englewood: Bede School Due-Diligence &
Acquisition, Assessment, Strategy, Identity, On-going
Marketing Counsel, Open Houses, Direct Mail
 New Jersey SEEDS: (NJ Prep for Prep), Name,
Positioning, ID – (Pro Bono)

13. Wonderworks’ Corporate Clients
 Colgate Palmolive: Corporate Acquisitions, Ajax
Green Introduction (Target Shows), New
Product Development, Promotions
 Time Warner/HBO: Problem-Solving, Identity,
Subscriber Growth, Research, Strategic Planning
 Holiday Inns: Annual Assessments, Creative
Development, Launch of Crown Plaza Brand
 NYU Medical Center: Launch of MMMA Private
Physician Group, MRI and Rifkin Diabetes Centers
 Pfizer: Leeming-Pacquin, Toiletries, New Products
 Unilever: Bar Soap Strategy, Record Promotion
for Dove, Lifebuoy and Caress
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14. 3 Frequently Asked Questions
1. Why can’t we “Problem-Solve” Internally? Who knows
our School and our “Market” better than we do?
A. Familiarity = Business-as-Usual, Inertia, Myopia
2. Our School and its “Brand” are unique. How can you
understand us in a short period of time?
A. Pivotal Elements, Approach, Experience
3. We don’t need Generalized Conclusions and “pie-in-the-
sky” Recommendations that we won’t use.
A. Wonderworks is results-oriented. We have a
remarkable track-record to prove it.
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15. Wonderworks’ Costs & Timing
 Fees: $10,000 - $40,000 plus out-of-pocket
expenses: e.g., Travel, etc
Fees generally include in-depth, one-on-one
Research Interviews, face-to-face and by telephone
More Complex Interviews & Client-added Issues
may require Contingency Fees (on Pre-approval
only)
 Timing: To be determined by Complexity, Scope,
Research Design and Implementation.
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16. Business Case for Wonderworks
 Extensive Boarding and Day School Experience
 Broad General Business Acumen
 International Fortune 100 Clients
 Analytic, Strategic & Tactical Skills
 “Tried, True and Tested” Methodologies
 Appropriate, Reasonable & Competitive Fees
 On-Time, On-Target, No Excuses Delivery
 A No-Nonsense, Results-Oriented Approach
 Appropriate References on Request
 Creative Resources: Top Writers, Designers
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17. Fresh, Innovative Thinking
or Business-as-Usual?
It’s Your Call!
 Visit our Web Site: www.Wonderworks-inc.com
 Call or E-Mail our Chairman @ 917.566.4127
or info@wonderworks-inc.com
 Call or E-Mail J.P. Watson @ 706.614.4843 or
jpwatson4843@gmail.com
 Discuss your Issues, Problems, Opportunities
 Confirm our Process, Costs & Timing
 Receive our Formal Proposal within 5 days
 Sign an Approved Agreement Letter
 Receive Final Report and Recommendations -
On-time, In-person, Electronically & Hard Copy
 Board of Trustee Presentations includ e d 17

18. Practical Solutions
to Complex
Boarding & Day School
Problems
www.wonderworks-inc.com
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