Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Guerilla marketing: championing change and market share

71 views

Published on

The biggest hurdle for potential college students isn’t scholarships—it's textbooks. Costing on average $1200 per year, an entire generation is foregoing higher education. Five years ago, a like-minded group from Rice University decided to do something about it. Now in 40% of all colleges and universities, OpenStax has saved students over $195 million dollars since 2012. At the August 9th networking luncheon, hear Daniel Williamson, OpenStax Managing Director, and Dani Nicholson, OpenStax Director of Marketing and Communications, share how this non-profit is changing the future of education.

Published in: Education
  • Be the first to comment

  • Be the first to like this

Guerilla marketing: championing change and market share

  1. 1. OpenStax Access. The future of education. Presented by: Daniel Williamson, Managing Director and Dani Nicholson, Director of Marketing and Communications
  2. 2. Dani Nicholson Daniel Williamson Daniel Williamson, Managing Director @new_edu Dani Nicholson, Director of Marketing and Communications @openstax
  3. 3. Nationalstatistics 37% of americans under 30 who didn’t attend college say it was due to cost 43% of students who attended college but dropped out pointed to cost as a reason 89% increase in tuition costs since 2002 $1.4 tril student loan debt in the US is now about $1.4 trillion greater than all other forms of consumer debt other than mortgages 21.9 hr students would have to work 21.9 hours per day over the summer to cover average college costs.
  4. 4. For many economically disadvantaged students, this is a significant cost, anywhere from $600-$1200 per semester. One of the major barriersis textbooks.
  5. 5. Bookstore s Professor s Publisher s Student s Why are they so expensive?
  6. 6. HoustonCommunity College students pay $208 in tuition and fees for a three credit hourcourse.
  7. 7. Went to major philanthropic foundations witha radicalidea: create textbooks similar to leading and give them away for free.
  8. 8. Access. The future of education. openstax.org
  9. 9. OpenStaximpact 3.4 mil students have used OpenStax textbooks since 2012 $342 mil OpenStax textbooks have saved students a total of $332 million since 2012 4,200 institutions have adopted OpenStax textbooks since 2012 29 OpenStax has published 29 textbooks since 2012
  10. 10. OpenStaximpact 3.4 mil students have used OpenStax textbooks since 2012 $342 mil OpenStax textbooks have saved students a total of $332 million since 2012 4,200 institutions have adopted OpenStax textbooks since 2012 29 OpenStax has published 29 textbooks since 2012 3.4 million students fiscal year 2017 0 students fiscal year 2012
  11. 11. How did we doit? They’re generic textbooks, and "free" isn’t impressive to professors, our target market. Professors care about quality first, then price. …But many professors saw their students struggling to afford basic necessities. They used expensive course materials because there were few other options.
  12. 12. Mystudentsshouldn’thave to choose between buyingtextbooks and buyinggroceries. “ ”BinnurErcem Middlesex CommunityCollege
  13. 13. Mission before features By adopting OpenStax, professors can make a difference and help solve a significant problem
  14. 14. Free access on day one means fewer dropouts and more graduates “ ”Email campaign Warm contacts
  15. 15. Get student feedback, evaluate the content, and take your time determining if it’s a good fit for your course. “ ”Email campaign Warm contacts
  16. 16. Our textbooks are not only free, but peer-reviewed and openly licensed, allowing you and your students to use the books however you see fit. “ ”Email campaign Warm contacts
  17. 17. We all need heroes We developed a core group of advocates that speak on behalf of OpenStax. Professors are also aware that students tend to do better to courses when they have access to the required course materials. (Seems like a no brainer, but this is academia!) Many professors saw their students struggling to afford basic necessities and they were were aching for a solution. They used expensive course materials because it was either that or create their own.
  18. 18. Leveraging partnerships 60+ partnerships with online homework companies, custom printers, and other additional resource providers
  19. 19. An information revolution With free and openly licensed information, we can power adaptive learning tools, develop new pedagogical practices Allow for greater choice and price competition in the market Build communities of practice Allow for content localization Move beyond the textbook—video, personalized learning Free is great, but the open license is the key to innovation
  20. 20. Get involved—vote! http://bit.ly/goOpenStax
  21. 21. Thankyou. For more information visit OpenStax.org Presented by: Daniel Williamson, Managing Director and Dani Nicholson, Director of Marketing and Communications

×