Gtcla Presentation0316

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  • Gtcla Presentation0316

    1. 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. <ul><ul><li>Strong curriculum (SRA/McGraw Hill) </li></ul></ul><ul><ul><li>Teachers licensed by state </li></ul></ul><ul><ul><li>Learning level for four-to-five-year olds = first grade education </li></ul></ul><ul><ul><li>Supervised technology lab </li></ul></ul><ul><ul><li>Sport court / play facilities </li></ul></ul><ul><ul><li>Affordable </li></ul></ul>
    3. 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
    4. 6. Demographics of target customer <ul><ul><li>Working parents </li></ul></ul><ul><ul><li>10 miles of GTCLA </li></ul></ul><ul><ul><li>Income > $50,000 </li></ul></ul><ul><ul><li>Internet access </li></ul></ul><ul><ul><li>Bachelor’s or higher </li></ul></ul><ul><ul><li>Navy parents </li></ul></ul><ul><ul><li>Variety of ethnicities and cultures </li></ul></ul><ul><ul><li>Christian </li></ul></ul>
    5. 7. Psychographics of target customer <ul><li>VALUES: </li></ul><ul><ul><li>Diversity and multiculturalism </li></ul></ul><ul><ul><li>Achievements of their children </li></ul></ul><ul><ul><li>Foreign language learning </li></ul></ul><ul><ul><li>Technology </li></ul></ul><ul><ul><li>Affordable care </li></ul></ul>
    6. 8. Psychographics for Operation Latchkey <ul><li>VALUES: </li></ul><ul><ul><li>Homework assistance </li></ul></ul><ul><ul><li>Interaction after school </li></ul></ul><ul><ul><li>play area/sports court </li></ul></ul><ul><ul><li>Access to technology </li></ul></ul>
    7. 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
    8. 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 
    9. 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
    10. 12. GTCLA service area
    11. 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
    12. 14. Competitive  Advantages <ul><ul><li>Strong curriculum </li></ul></ul><ul><ul><li>Technology lab / computer literacy </li></ul></ul><ul><ul><li>Teachers licensed by the Washington State </li></ul></ul>
    13. 15. Competitive Advantages (cont) <ul><ul><li>Foreign language focus </li></ul></ul><ul><ul><li>Teaches diversity </li></ul></ul><ul><ul><li>Offers subsidies </li></ul></ul><ul><ul><li>Quality play facilities, sport court </li></ul></ul>
    14. 16. Marketing Objective Increase enrollment to 75 students within 12 months (30% increase) 52 students 75 students
    15. 17. Increase enrollment Online  awareness branding Interaction with parents word of mouth Marketing Objective
    16. 18. Current Marketing <ul><ul><li>Bulletin boards (local stores, library, offices, apts) </li></ul></ul><ul><ul><li>Navy base outreach </li></ul></ul><ul><ul><li>Street signs </li></ul></ul><ul><ul><li>Six-year-old informational video </li></ul></ul>
    17. 19. Marketing Messages <ul><ul><li>A local leader in early-childhood education for 10 years. </li></ul></ul><ul><ul><li>I can learn anything. </li></ul></ul><ul><ul><li>Operation Latchkey (more positive name) </li></ul></ul>
    18. 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
    19. 21. <ul><li>Online Marketing </li></ul><ul><li>(1) Official website </li></ul><ul><ul><li>Home </li></ul></ul><ul><ul><li>Our School </li></ul></ul><ul><ul><li>Programs </li></ul></ul><ul><ul><li>Parents’ testimony </li></ul></ul><ul><ul><li>Video clips </li></ul></ul><ul><ul><li>Enrollment </li></ul></ul><ul><ul><li>E-Newsletter </li></ul></ul><ul><ul><li>FAQs </li></ul></ul><ul><ul><li>Supporters </li></ul></ul><ul><ul><li>Contact </li></ul></ul><ul><li>  </li></ul><ul><li>  (2)Search engine optimization </li></ul>
    20. 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:
    21. 23. http://www.greatschools.net/cgi-bin/wa/private/3381 (4)    Exposure on other related websites
    22. 24. http://www.privateschoolreview.com/school_ov/school_id/28870
    23. 25. http://www.savvysource.com/preschool/profile_sh28804_Greater_Trinity_Christian_Learning_Academy
    24. 26. http://www.childcarenet.org
    25. 27. (5) E-newsletter (6) YouTube page (7) Facebook group
    26. 28. <ul><li>Offline campaigns </li></ul><ul><li>Events </li></ul><ul><ul><li>Open houses </li></ul></ul><ul><ul><li>3-on-3 basketball fundraiser tournament </li></ul></ul><ul><ul><li>Booths at community events  </li></ul></ul>
    27. 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
    28. 30. <ul><li>Other offline campaigns </li></ul><ul><ul><li>Flyers </li></ul></ul><ul><ul><li>Speaking at events (e.g., Mariner High School Event) </li></ul></ul><ul><ul><li>Hometown Values Coupon Magazine </li></ul></ul><ul><ul><li>(15,000 circulation) </li></ul></ul>
    29. 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
    30. 32. <ul><li>Public Relations </li></ul><ul><li>  </li></ul><ul><li>Channels:  </li></ul><ul><ul><li>The Herald </li></ul></ul><ul><ul><li>The Enterprise </li></ul></ul><ul><ul><li>countyconnection.net </li></ul></ul><ul><ul><li>The Mukilteo Beacon </li></ul></ul><ul><ul><li>La Raza </li></ul></ul><ul><ul><li>KSER </li></ul></ul><ul><ul><li>Volunteers of America Western Washington  </li></ul></ul><ul><ul><li>Area churches </li></ul></ul><ul><li>Messages:  </li></ul><ul><ul><li>Events </li></ul></ul><ul><ul><li>Donation </li></ul></ul><ul><ul><li>Guests </li></ul></ul>
    31. 33. Marketing examples:  http://students.washington.edu/kriscb/gtcla/index.html  
    32. 36. <ul><li>Lead generation </li></ul><ul><ul><li>Online marketing: 10 leads  </li></ul></ul><ul><li>     (per month) </li></ul><ul><ul><li>Open house: 10 leads  </li></ul></ul><ul><li>     (per event) </li></ul><ul><ul><li>3-on-3 basketball fundraiser tournament: 30 leads  </li></ul></ul><ul><li>     (per event) </li></ul><ul><ul><li>Booths at community  </li></ul></ul><ul><li>     events: 30 leads (per event) </li></ul><ul><li>Lead Capture </li></ul><ul><ul><li>E-mail marketing </li></ul></ul><ul><ul><li>Follow-up calls </li></ul></ul>
    33. 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
    34. 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
    35. 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
    36. 40. <ul><ul><li>Maintain online marketing </li></ul></ul>Mar <ul><ul><li>Open House </li></ul></ul>Feb <ul><ul><li>Maintain online marketing </li></ul></ul>Jan <ul><ul><li>Maintain online marketing </li></ul></ul>Dec <ul><ul><li>Maintain online marketing </li></ul></ul>Nov <ul><ul><li>Facebook group page </li></ul></ul>Oct <ul><ul><li>YouTube page </li></ul></ul>Sept <ul><ul><li>3-on-3 basketball fundraiser tournament </li></ul></ul>Aug <ul><ul><li>Open House </li></ul></ul>Jul <ul><ul><li>AD on Hometown Values Coupon Magazine </li></ul></ul><ul><ul><li>Exposure on other related websites (lasts for 12 months) </li></ul></ul>Jun <ul><ul><li>Google Ad words (lasts for 12 months) </li></ul></ul><ul><ul><li>E-Newsletter (lasts for 12 months) </li></ul></ul><ul><ul><li>Launch official website </li></ul></ul>May <ul><ul><li>Developing official website+SEO </li></ul></ul><ul><ul><li>Public Relations (lasts for 12 months) </li></ul></ul>Apr Schedule
    37. 41. Conclusion

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