Earhart-Edison Exploration Academy Marketing PLan
The example provided below is of a completed marketing plan outlining the steps a school program chose to follow in order to advertise itself to the public.
STEP 1
Determine your organization's goals. E2 is a new program this 2013-2014 school year at North Hall Middle School, so it wanted to make sure students from other schools knew about it in order for them to apply to the program. They had a goal of obtaining about 70 students for the 2013-2014 school year. The program is part of STEM (Science, Technology, Engineering, and Math) designed to prepare middle school students for high school STEM classes.
Determine your organization's goals. E2 is a new program this 2013-2014 school year at North Hall Middle School, so it wanted to make sure students from other schools knew about it in order for them to apply to the program. They had a goal of obtaining about 70 students for the 2013-2014 school year. The program is part of STEM (Science, Technology, Engineering, and Math) designed to prepare middle school students for high school STEM classes.
STEP 2
Establishing a product or service. Earhart-Edison's service is teaching 6th graders based on the STEM curriculum. The students are a tight-knit group of kids. What needed to be advertised was the program itself since this year was its first in existence. The only approval E2 needed during the year to advertise was from Dr. Rayburn (NHMS' principal) and sometimes the Hall County Board of Education Office.
Establishing a product or service. Earhart-Edison's service is teaching 6th graders based on the STEM curriculum. The students are a tight-knit group of kids. What needed to be advertised was the program itself since this year was its first in existence. The only approval E2 needed during the year to advertise was from Dr. Rayburn (NHMS' principal) and sometimes the Hall County Board of Education Office.
STEP 3
Analyze the audience. The audience for E2 is fifth graders from elementary schools and their parents. E2 receives students from the North Hall district and a few other students applying that do not currently live in the North Hall district. In order to target the students and parents, E2 went out and made presentations to fifth graders at various elementary schools a few weeks before the applications were released. They also made brochures about the program, sent out emails, and dispersed fliers advertising the new program. The brief, entertaining presentations were meant for the students, and the publicity/print texts were meant to give the parents more information about E2.
Analyze the audience. The audience for E2 is fifth graders from elementary schools and their parents. E2 receives students from the North Hall district and a few other students applying that do not currently live in the North Hall district. In order to target the students and parents, E2 went out and made presentations to fifth graders at various elementary schools a few weeks before the applications were released. They also made brochures about the program, sent out emails, and dispersed fliers advertising the new program. The brief, entertaining presentations were meant for the students, and the publicity/print texts were meant to give the parents more information about E2.
STEP 4
Survey audience. The E2 teachers made sure to have slips of papers at parent meetings which parents could write comments on about the program. Teachers have asked students and parents in what ways they could make the students' learning experience better by holding parent-teacher conferences and several events throughout the year where parents could attend and talk to teachers. For example, they had December Coffee which was a meeting for parents to come listen to the E2 teachers talk about whatever needed to be said about the program. In addition, there was always constant communication between parents and teachers throughout the year by email.
Survey audience. The E2 teachers made sure to have slips of papers at parent meetings which parents could write comments on about the program. Teachers have asked students and parents in what ways they could make the students' learning experience better by holding parent-teacher conferences and several events throughout the year where parents could attend and talk to teachers. For example, they had December Coffee which was a meeting for parents to come listen to the E2 teachers talk about whatever needed to be said about the program. In addition, there was always constant communication between parents and teachers throughout the year by email.
STEP 5
Think about what has worked. For E2, what worked the most in advertising the program was word of mouth, their personal website, weekly newsletters, and family events such as a 1980's skate party at Skate Country. The teachers have kept a running tab of successful and not so successful events to better prepare themselves for next year.
Think about what has worked. For E2, what worked the most in advertising the program was word of mouth, their personal website, weekly newsletters, and family events such as a 1980's skate party at Skate Country. The teachers have kept a running tab of successful and not so successful events to better prepare themselves for next year.
STEP 6
Scope out the competition. Because Earhart-Edison is a non-profit organization, there is no major competition like there is between businesses. However, E2 did make sure every elementary school close to North Hall Middle School knew about the new E2 program so that students could decide if they wanted to apply to the Earhart-Edison Exploration Academy. There are several programs of choice within the area, so like any other program, E2 wanted the best of the best to apply.
Scope out the competition. Because Earhart-Edison is a non-profit organization, there is no major competition like there is between businesses. However, E2 did make sure every elementary school close to North Hall Middle School knew about the new E2 program so that students could decide if they wanted to apply to the Earhart-Edison Exploration Academy. There are several programs of choice within the area, so like any other program, E2 wanted the best of the best to apply.
STEP 7
Execute. For E2, the "execution" process was an on-going, yearly one. The teachers had to constantly refer back to their marketing strategies/plan that worked for them since they were advertising a service instead of a good.
Execute. For E2, the "execution" process was an on-going, yearly one. The teachers had to constantly refer back to their marketing strategies/plan that worked for them since they were advertising a service instead of a good.
STEP 8
Write it all down. Throughout the course of the year, E2 teachers have kept several binders with information and contacts about people they worked with during the year to make events happen. The Marketing Director, Fernanda Arcaraz, constantly created Word documents and Excel spreadsheets to keep track of information/notes on every event E2 planned. At the end of the school year and the beginning of the next school year, E2 teachers will get together to decide what events promoted the Earhart-Edison Exploration Academy the best and what mediums they used to advertise these events.
Write it all down. Throughout the course of the year, E2 teachers have kept several binders with information and contacts about people they worked with during the year to make events happen. The Marketing Director, Fernanda Arcaraz, constantly created Word documents and Excel spreadsheets to keep track of information/notes on every event E2 planned. At the end of the school year and the beginning of the next school year, E2 teachers will get together to decide what events promoted the Earhart-Edison Exploration Academy the best and what mediums they used to advertise these events.
This Marketing Plan was developed and filled out according to the experiences of the Earhart-Edison Exploration Academy Marketing Director, Fernanda Arcaraz.