Published on December 5, 2008
Messaging and Branding For A Private School Marketing Research and Recommendations www.IterativePath.com Copyright © 2008 IterativePath.com
Our Client Is A Reputed Private School Offers Early Child Care and Elementary Programs Follows Modified Montessori Method of Teaching Selective Admission Process Well Trained Teachers North of $4 million in annual revenues Copyright © 2008 IterativePath.com
Our Client Has High Churn Rate and Low Conversion Rate Parents are not transferring their children from Early Child Care to Elementary Parents who visit and get admitted choose not to join Copyright © 2008 IterativePath.com
They Faced Critical Marketing Decisions Copyright © 2008 IterativePath.com
We Mapped These To Specific Questions Parents View on Child Education Where they seek information? Copyright © 2008 IterativePath.com How they make School choices?
We Targeted Current Parents, Ex-Parents and Other area Parents Focus Groups with Current Parents & Interviews with Ex-Parents Online Survey of all the Strata Identified Copyright © 2008 IterativePath.com
We Identified Major Themes From Our Exploratory Research I don't have an agenda for my child at all… I don't want to be moving schools every year either I don't want my child to be subject to the whims of [public school] politics My kid is in pre-school and you [a school director] are using the H-word ? I thought it [Montessori] was a cult Copyright © 2008 IterativePath.com
We Analyzed The Data With Three Techniques Histograms Factor Analysis Regression Analysis
Less than 15% Think Private Schools Are Not Expensive Given 70% have an income of greater than 50K, this should be of concern with slowing economy What is it that's going to make parents feel this is $20,000 a year better?
Teachers and Teaching Philosophy Rank Highest Copyright © 2008 IterativePath.com
Word of Mouth Wins Among Information Sources My Pediatrician recommended this school and we have been very happy Copyright © 2008 IterativePath.com
More than 80% Say They Are Satisfied With And Will Recommend Their Current School Caveat : There could be a difference between behavior and attitude Difficult to cause churn away from competitors. Churn in our client school could be to public schools Copyright © 2008 IterativePath.com
Four Key Factors That Describe Views on Education Decided on Private Schools Thinking about College Value for Fees Paid Seek Diverse Environment Copyright © 2008 IterativePath.com
No Remarkable Findings From Regression Analysis Likelihood to recommend current school on parent demographics : The number of children Likelihood to recommend current school on education factors: Costs $13,000-$20,000 a year Copyright © 2008 IterativePath.com
Likelihood to recommend current school on parent demographics : The number of children
Likelihood to recommend current school on education factors: Costs
Montessori Name Is Not A Factor People who know about Montessori have positive impressions Copyright © 2008 IterativePath.com
Key Recommendations For The Decision Problems Focus on Academic Excellence and Financial Aid in Messaging Convert your current customers into your marketers Do not actively push Montessori methods You cannot serve all segments! Copyright © 2008 IterativePath.com
Our Recommendations May Be Implemented By These Methods Target early – Offer free parenting classes at school to parents of 1-2 year olds Offer aggressive financial aid to parents switching to public school Offer multiple-children incentives – without leaving money on the table Enable word-of-mouth marketing with Bring-A-Friend and Free-Childcare events at the campus Copyright © 2008 IterativePath.com
Need More Information? Want to hire us ? Contact us at www.IterativePath.com Copyright © 2008 IterativePath.com
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