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Global River Marketing Plan


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This is an iterative doc is used to make a presentation in Oct 2007.

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Global River Marketing Plan

  1. 2. Global River Education What do we want to grow?
  2. 3. Who are we? Global River Education is an innovative public education system consultancy whose mission is to facilitate the creation of a dynamic, free public school environment where underserved students develop the knowledge, skills, character, and experiences needed to succeed in life and in citizenship.
  3. 4. What’s the plan man? <ul><li>Market summary </li></ul><ul><li>Marketing strategy </li></ul><ul><li>Market research </li></ul><ul><li>Web plan </li></ul><ul><li>Financials </li></ul><ul><li>Controls </li></ul><ul><li>Summary and Q & A </li></ul>
  4. 5. 1. Market Summary <ul><li>No Child Left Behind (NCLB) </li></ul><ul><li>Redesign system </li></ul><ul><li>Thriving Regenerative Education™ </li></ul>
  5. 6. What’s the market like? <ul><li>Entire public education system </li></ul><ul><li>Target: Bay Area under-resourced, inner-city high schools </li></ul><ul><li>High demand </li></ul><ul><li>Big need </li></ul><ul><li>Can we grow? </li></ul>
  6. 7. That’s SWOT I thought <ul><li> Internal </li></ul><ul><ul><li>30+ years experience </li></ul></ul><ul><ul><li>Low brand awareness </li></ul></ul><ul><ul><li>Thriving Regenerative Enterprise </li></ul></ul><ul><ul><li>External </li></ul></ul><ul><ul><li>Trend nexus </li></ul></ul><ul><ul><li>Resistance to change </li></ul></ul><ul><ul><li>NCLB and EMOs </li></ul></ul>
  7. 8. Is there any competition? <ul><li>KIPP </li></ul><ul><li>Big Picture Company </li></ul><ul><li>Growth in Alternatives </li></ul>
  8. 9. What do we do? <ul><li>Public education system consultancy </li></ul><ul><ul><li>NCLB </li></ul></ul><ul><ul><li>Sustainability </li></ul></ul><ul><li>Research program </li></ul><ul><ul><li>Past, present & future of system </li></ul></ul><ul><li>Tutoring </li></ul><ul><li>Music Classes </li></ul><ul><li>National Council for the Redesign of Education (NCRE) </li></ul>
  9. 10. What are the keys to success? <ul><li>Broad perspective of cause not symptoms </li></ul><ul><li>Multi-stakeholder engagement </li></ul><ul><li>Strategic promotions plan </li></ul><ul><li>System knowledge is power </li></ul>
  10. 11. 2. Market Strategy <ul><li>Generate awareness </li></ul><ul><li>Facilitate broad discussion </li></ul><ul><li>Town Hall Meetings </li></ul><ul><li>PR program </li></ul>
  11. 12. What’s the message? <ul><li>Global river: it’s all downstream </li></ul><ul><li>Emergent theme: passion for learning </li></ul><ul><li>Systemic change </li></ul><ul><li>Redesign </li></ul><ul><li>TRE </li></ul>
  12. 13. It’s all in the mix <ul><li>Quality services </li></ul><ul><li>Premium funded </li></ul><ul><li>Brand awareness </li></ul><ul><li>Town Hall Meetings </li></ul>
  13. 14. What’s all the Promotion? <ul><li>Advertising </li></ul><ul><li>PR </li></ul><ul><ul><li>News release </li></ul></ul><ul><ul><li>Local media stories </li></ul></ul><ul><ul><li>Town Hall Meetings </li></ul></ul><ul><ul><li>(3/yr initially) </li></ul></ul><ul><li>Web portal </li></ul><ul><ul><li>Video Blog </li></ul></ul><ul><li>Guerilla in the midst </li></ul>
  14. 15. 3. Market Research <ul><li>Probing complexity </li></ul><ul><li>Critical Systems Thinking </li></ul><ul><li>Regenerative capacity </li></ul>
  15. 16. 4. Website <ul><li>Joey Shepp, Earthsite </li></ul><ul><li>Information hub </li></ul><ul><li>Integrated resource </li></ul><ul><li>Town Hall Meetings </li></ul><ul><li>User generated </li></ul>
  16. 17. 5. Financials <ul><li>Critical Assumption = $ available </li></ul><ul><li>Need to explore this </li></ul>
  17. 18. 6. Controls <ul><li>Ecosystem model </li></ul><ul><li>Collaborative leadership </li></ul><ul><li>Stakeholder engagement </li></ul><ul><li>TREE™ </li></ul>
  18. 19. What’s the worst? <ul><li>No $ </li></ul><ul><li>NCLB  </li></ul><ul><li>Low awareness </li></ul><ul><li>Earned income drivers </li></ul><ul><li>Reconsider continuously </li></ul><ul><li>Zapatista marketing </li></ul>
  19. 20. 7. In Summary… <ul><li>Non-profit </li></ul><ul><li>Experienced educators </li></ul><ul><li>Awareness is critical </li></ul><ul><li>Stakeholder engagement </li></ul><ul><li>Town Hall Meetings </li></ul><ul><li>NCRE </li></ul>
  20. 21. Global River Education Thanks for your time
  21. 22. What’s the structure?
  22. 23. MOST™ Importantly… Who/When/How much? Tactic Strategy Objective John will maintain active dialogues with superintendents post interview - $250 Ensure that every superintendent is on GRE email list John will begin interviews in November 2007 as part of GRE market research project - $250 Leverage graduate student access to interview every superintendent in the Bay Area to generate awareness John and Kathy will begin spreading the word immediately – $200 Invite school board members, parents, teachers, administrators and superintendents to participate in Town Hall Meetings Develop partnerships with local school boards and superintendents Raise 100% awareness among public school district superintendents in the Bay Area by October 2009.