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Copy of Final Marketing Strategy Presentation

ACN final presentation yo, we can do this!! :)
by

Lisa Payne

on 10 March 2014

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Transcript of Copy of Final Marketing Strategy Presentation

Surprises!
But about
connecting
with your audience
SO...
That's The Plan For


2014-15
Integrated Marketing Plan

JANUARY 2014- June 2015
Team Members
Steve Marshall, Headmaster
Kathy Muni, Principal
Lisa Payne, Marketing
Greg Vigil, Advisory Board
Dwight Maskew, Website
Production
INTEGRATED MARKETING PLAN FOR ARMA DEI ACADEMY
DEFINE ORGANIZATION
10 STEP INTEGRATED MARKETING PLAN
To Launch and Position ADA as a major competitor in the Private Christian School Market in Douglas County

To Increase Student Enrollment for Fall 2014 by 24 Students
Distinctive Classical Christian Education
Glorify God
Academic Excellence
Develop Christian Leaders
Develop Independent Christian Thinkers
Nurture Love of Learning
Parent Involvement
Partnership with Community and Church
Encourage Character Development
Serve Others
Biblical World View
National Latin Exam
National Mythology Exam
MARKETING
CHANNELS ROI
Primary Target Market
Develop Positioning
Strategies
1. SET GOALS

2. DEFINE ORGANIZATION

3. DEFINE MARKET

4. DEVELOP POSITIONING STRATEGY

5. ENHANCE EDUCATION OFFERINGS

6. DEVELOP MARKETING TACTICS

7. CREATE COMMUNICATION STRATEGY

8. PLAN BUDGET

9. IMPLEMENTATION PLAN

10. MEASURE SUCCESS
20 Minute Radius from Arma Dei Academy
Total Households 232,773 (2012)
Ages 25- 49: Make up 35.9% of population
Primarily stay at home moms
Professionals
Target Market Demographics
Denver Christian
Douglas County Public Schools
Cherry Hills Christian School
Silver State Christian School - Red Rocks Baptist
Foothills Christian - Littleton
Ava Maria - Parker
Ambleside School of Colorado
St. Mary's Academy - Englewood
St. Mary's School - Littleton
St. Thomas More Parish School - Centennial
Front Range Christian School - Littleton
Shepherd of the Hills Christian School-Littleton
Lutheran - Parker
Southeast Christian - Parker
Home-School Association
Competition
Marketing Tactics
INBOUND MARKETING
Web-Site www.armadeiacademy.com
Adwords
Search Engine Optimization
Keywords
Links
Search Engine Marketing
Feature Articles
Blog
Social Media
Facebook
Twitter


OUTBOUND MARKETING
Marketing Tactics
Create Monthly Offer
-
Positioning Strategy for Prospective Parents, Existing Parents and Community
"Christian Parenting with Intention" Series
Jan. 'Top 10 Questions When Choosing a School'
Feb. 'TBD'
Mar. 'Training up Leaders,The Classical Christian Advantage'
Hand Deliver - MOP's/Churches/Christian Preschools/Christian Mom's Groups
Newsletter E-Blasts from ADA
Publicity Release Monthly
Blog Bi-Monthly
Open Houses
Rocket Club/Hiking Club/Soccer Clinic
Parent Word of Mouth - HOA distribution



Weaknesses
Stigmas from direct selling

High staff turnover rates

Tarnished reputation from internet reviews

Lack of sales force training
Opportunities

Mexico has 2nd largest economy in Latin America

Trade totals to $1 billion a day between Mexico & the United States (Doing Business in Mexico)

President Enrique Peña Nieto is expected to announce the National Infrastructure Program (NIP) in the summer of 2013, which will direct the nation’s improvement plans for the next six years.
Threats
Mary Kay, Avon, Jafra, Herbalife, etc.

The weak economy

Low use of internet in Mexico, makes Direct Online Storefront less effective

http://www.nielsen.com/us/en/newswire/2011/the-varied-regional-buying-patterns-of-mexicos-consumers.html
FAMILY PERSONA
Spiritual Communication with Parents
Scripture Discipline
Academic Rigor/Excellence Headmaster
Teachers Loving Environment
Writing Safety
Consumption/Disposition
Characteristics
Recycling steadily growing

"Green Point Vouchers"

Recycling as an incentive
Logo & Design
DEFINE MARKET
PRICING STRATEGY
- Establish pricing that is competitive across all the product and service categories.

- ACN will offer incentives for the start-up kit into three separate time frames.
30% off within 30 days.
20% off within 60 days.
10% off within 90 days. *Set pricing for income supplements

- Promotional Activities: BOGO, % off, etc.

Input Controls:
Product Line Development (Labeling)
IBO Start-Up Kits
Flyers/Brochures
Customer Catalogs
Translation

Process Controls:
Management Training Program

Output Controls:
Measure Sales Results
DIFFERENTIATE FROM THE COMPETITION
ENHANCE EDUCATION OFFERINGS
Performance Standards
Product
Price
Distribution
IMC
PRODUCT
Main aspects that help facilitate a strong relationship with the consumer.

Mexico moving into the motion of recycling.

A
CN be viewed as a company who cares for
the
environment.
IMPLEMENTATION PLAN
ACN Products will be imported from the U.S to make supply chain more efficient.

Estes trucking comany (Main Carrier)

Overall distribution strategy will be held to high standards with expected delivery rate of 97% ( unpredicted external factors 3%)
DISTRIBUTION

Start-up fee incentives for potential IBO recruits
Consistent packaging for brochures, catalogs, products
Website integration when applicable
IMC (Promotion)

Informal Controls
GOALS
LONG-TERM
ACCS Accreditation
National Honors Society
5- Year Growth Goal
Academic Goals - PSAT/SAT/ACT
Accolades/Honors
Employee Social Control
Organizational value of integrity
Work group relationships
Positive group communications
Cultural Control
Organizational culture and top core value is integrity

ACN employees operate with the utmost integrity, highest ethical standard, and comply with consumer protection laws

Legal Advisory Committee
Formal Controls
"Made in America"

All Natural

Eco-friendly
Consumer Products
Product Categories & Services
Beauty

Health & Wellness

Sports Nutrition

Accessories

Household Necessities
Gas / Electricity

Phone Services

Internet / Wireless

Home Security
IBO Specific Products
Basic Start-up Kit
Income Supplements
Social Media
Mail Order
Self Promotion
Account Management
DIRECT MAIL AWARENESS CAMPAIGN - February & March
$5,000 20,000 Households - 5 mile radius
Highlands Ranch, Lone Tree, Centennial, Parker, Castle Pines, Castle Rock

ADVERTISING CAMPAIGN
$4,000 Highlands Ranch, Parker, Castle Rock, Castle Pines

SPONSORSHIP CHURCH EVENTS/CHRISTIAN ORGANIZATIONS
$1,000


ACADEMIC EXCELLENCE
LATIN
SHURLEY
ENGLISH

SCIENCE
SINGAPORE
MATH
FINE
ARTS
CHAPEL
Fine Arts
Parent Survey 2013
Outbound - Paid
$1,800 - Macaroni Kids - Directory, 3 Email Blasts, Article
$1,620 - Colorado Parent- 3 EBlast, Education Guide
$300 - Castle Pines Connection - Ad
$3,881 - Douglas County Newspapers - Ad
$180 - General Dist. to Businesses Flyers/Brochures
$1,600 - K-Love Radio Spots
$300 - Castle Pines Connection Ad
$500 - Denver Post EBlast, April 15th
$500 - Living Way Fellowship Church 750 Flyer Distribution
$1,350-KDVR Fox 31 Page Banner - 6 month
$80 - Facebook/Twitter Postings
$336 - Highlands Ranch Turkey Trot
$350 - Highlands Ranch Chamber of Commerce 1 year
Free - Hub Spot Denver Post









GOALS
CURRENT PARENTS
Parent Survey
Develop Buyer Persona
DEFINE TARGET MARKET DEMOGRAPHICS
COMPETITION
Like Minded Parents
Disciplined
Safe Environment
Biblical Worldview
Spiritual Development
Small Class Sizes
Success at Grade Level
Brilliant, Loving Teachers
Academic Rigor
Positive Peer Influence
Classical Education

Superior Math
Superior Science
Structure
Latin
Welcoming Environment
Fun
Encouragement
Know my childs needs
Learn Respect
Love of Learning
High School Prep
Challenging
2012-2013
2012-2013
Marketing Tactics and Communication Strategy
PLAN BUDGET
MEDIA COMPARISON
5 mile radius
20,000 households
2.9+ Household
Small Class Sizes
Experienced Headmaster
Location - Highlands Ranch
New Facility
7 th Grade Logic
Chess Club
Classical Christian Education
Socratic-Interactive Learning
Member ACCS
Professionally Trained Christian Teachers
Latin
Market Grade - Web-Site
January 12, 2014 - Market Grade 44/100
January 6, 2014 - Market Grade 63/100
March 3, 2014 Free Grader 74/100
PLAN BUDGET
MARKETING FUNNEL
AWARENESS
Advertising
- South Combo Enrollment Ad - Reach 87,600
Word of Mouth
-
In-Bound Marketing
- Arma Dei Website
Visits New
Nov. 1 - 30 438 237
Dec. 1 - 31 512 231
Jan. 1 - 31 879 446
Feb. 1 - 28 934 492

Direct Mail
- 20,000 pieces - Highlands Ranch, Castle Rock,
Centennial, Lone Tree, Greenwood Village
Public Relations
- Clubs - Rocketry, Christian Hiking, Christian Soccer; KLOVE, KRKS - Radio Interview, Club Announcements South Combo, Denver Post, Z-Events, Your Hub, Area Christian Preschools and Churches
CAPTURE LEADS INQUIRIES
INFO@ARMADEIACADEMY.COM
DOWNLOAD OF LITERATURE/INFORMATION
CALL IN 303-346-4523
WEB BASED INQUIRIES
OPEN HOUSES
Walk-In's
CONSIDERATION
Tours, Information, Presentations, Headmaster Interviews, Research
PREFERENCE
ENHANCED EDUCATION, DIFFERENTIATION,
HONORS
ACCOLADES
LIKE-MINDED PARENTS
REGISTRATION
INTEREST
Total
Approximately $13,000
Target Market
Return on
Investment
87
5
17
7
Full transcript