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Emerging trends in marketing districts and schools

Emerging trends in marketing districts and schools: an economic context CSBA 2009 Annual Conference December 5, 2009 Steve Rees President and Publisher, School Wise Press. Emerging trends in marketing districts and schools.

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Emerging trends in marketing districts and schools

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  1. Emerging trends in marketing districts and schools: an economic contextCSBA 2009 Annual Conference December 5, 2009 Steve Rees President and Publisher, School Wise Press

  2. Emerging trends in marketing districts and schools What does it look like when parents think and act like customers of school districts? San Francisco USD School Fair, November 2009

  3. Emerging trends in marketing districts and schools What does it look like when parents think and act like customers of school districts? San Francisco USD School Fair, November 2009

  4. Emerging trends in marketing districts and schools What does it look like when parents think and act like customers of school districts? San Francisco USD School Fair, November 2009

  5. Emerging trends in marketing districts and schools What does it look like when parents think and act like customers of school districts? San Francisco USD School Fair, November 2009

  6. Emerging trends in marketing districts and schools What does it look like when parents think and act like customers of school districts? San Francisco USD School Fair, November 2009

  7. Emerging trends in marketing districts and schools What does it look like when parents think and act like customers of school districts? San Francisco USD School Fair, November 2009

  8. Emerging trends in marketing districts and schools What does it look like when parents think and act like customers of school districts? San Francisco USD School Fair, November 2009

  9. Emerging trends in marketing districts and schools What does it look like when parents think and act like customers of school districts? San Francisco USD School Fair, November 2009

  10. Emerging trends in marketing districts and schools What does it look like when parents think and act like customers of school districts? San Francisco USD School Fair, November 2009

  11. Emerging trends in marketing districts and schools The economics of marketing schools is a calculation of risk and reward … of money you put at risk to gain new customers. How big a risk? How big a reward? What could your return on investment be?

  12. Emerging trends in marketing districts and schools Even the Wall Street Journal has noticed a change.

  13. Emerging trends in marketing districts and schools The downturn is pressing district leaders to take unusual steps to remain solvent.

  14. Emerging trends in marketing districts and schools Competition even comes from home-schooling parents.

  15. Emerging trends in marketing districts and schools • Assumptions • One enrollment is worth $7,000. Each family recruited brings 2.5 children. • You have room in your classrooms and schools to add students without adding teachers.57 families

  16. Emerging trends in marketing districts and schools • Assumptions • One enrollment is worth $7,000. • Each family recruited brings 2.5 children. • You have room in your classrooms and schools to add students without adding teachers.57 families

  17. Emerging trends in marketing districts and schools • Assumptions • One enrollment is worth $7,000. • Each family recruited brings 2.5 children. • You have room in your classrooms and schools to add students without adding teachers.57 families

  18. Emerging trends in marketing districts and schools Case #1: Big Investment, Big Return How many families do you need to recruit in order to bring in $1 million?

  19. Emerging trends in marketing districts and schools Case #1: Big Investment, Big Return $1 million = 57 families (with 2.5 kids per family, this = 143 kids at $7,000 per kid on a per-ADA basis)

  20. Emerging trends in marketing districts and schools Case #1: Big Investment, Big Return If you spent $100,000 to persuade these 57 families to enroll, your ... ROI overall: $900,000ROI multiple: 9 times

  21. Emerging trends in marketing districts and schools Case #2: Breakeven Risk Analysis If you spent $100,000 to persuade these families to enroll, how many families would you need to recruit to recoup it all?

  22. Emerging trends in marketing districts and schools Case #2: Breakeven Risk Analysis $100,000 = 6 families (with 2.5 kids per family, this = 15 kids at $7,000 per kid on a per-ADA basis)

  23. Emerging trends in marketing districts and schools Case #2: Breakeven Risk Analysis ROI overall: 1 time your investment

  24. Emerging trends in marketing districts and schools Case #3: Lifetime Customer Value, Breakeven Model If these 6 families with 15 kids stayed on average just 5 years, you would have $370,863 in per-ADA revenue. ROI overall: $270,863ROI multiple: 2.7 times ROI in 5 years

  25. Emerging trends in marketing districts and schools Presenters Santa Rosa City Schools: Supt. Sharon Liddell and PIO Nancy Miller Alvord USD: Asst. Supt. Paul Gill DecisionInsite: Pres. Michael Regele

  26. Emerging trends in marketing districts and schools Thanks Presentations will be available online. Give us your business card and we’ll send you the link to this material next week. Steve ReesSchool Wise Press Steve.rees@schoolwisepress.com 415 337-7971

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