Wonderworks is a marketing consulting firm that has served independent schools since 1973. They provide four main types of marketing services: basic marketing consulting, marketing assessments, brand research and development, and problem-solving. Their services include developing marketing plans, conducting market research, creating branding and identity programs, and advising on strategies and tactics. They have experience working with both independent schools and large corporations to address various marketing challenges.

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

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

13. Wonderworks’ Corporate Clients
v Colgate Palmolive: Corporate Acquisitions,
Ajax Green Introduction (Target Shows),
New Product Development, Promotions
v Time Warner/HBO: Problem-Solving, Identity,
Subscriber Growth, Research, Strategic Planning
v Holiday Inns: Annual Assessments, Creative
Development, Launch of Crown Plaza Brand
v NYU Medical Center: Launch of MMMA Private
Physician Group, MRI and Rifkin Diabetes Centers
v Pfizer: Leeming-Pacquin, Toiletries, New Products
v 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
v 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)
v Timing: To be determined by Complexity, Scope,
Research Design and Implementation.
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16. Business Case for Wonderworks
v Extensive Boarding and Day School Experience
v Broad General Business Acumen
v International Fortune 100 Clients
v Analytic, Strategic & Tactical Skills
v “Tried, True and Tested” Methodologies
v Appropriate, Reasonable & Competitive Fees
v On-Time, On-Target, No Excuses Delivery
v A No-Nonsense, Results-Oriented Approach
v Appropriate References on Request
v Creative Resources: Top Writers, Designers
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17. Fresh, Innovative Thinking
or Business-as-Usual?
It’s Your Call!
v Visit our Web Site: www.Wonderworks-inc.com
v Call or E-Mail our Chairman @ 917.566.4127
or info@wonderworks-inc.com
v Call or E-Mail J.P. Watson @ 706.614.4843 or
jpwatson4843@gmail.com
v Discuss your Issues, Problems, Opportunities
v Confirm our Process, Costs & Timing
v Receive our Formal Proposal within 5 days
v Sign an Approved Agreement Letter
v Receive Final Report and Recommendations -
On-time, In-person, Electronically & Hard Copy
v Board of Trustee Presentations included 17

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