Positioning Your Program for Great Success
- Find out how to determine your Unique Selling
Proposition (USP).
- Determine how to set your program’s marketing
direction by using your USP, mission, vision, and
organizational values.
- Who does your program exist for?
Who Are Your Customers — Really?
- Learn about market segmentation — the process by
which you distinguish or differentiate your various
audiences — and how to build demographic profiles
for each segment.
- Find out how to serve those who are most interested
in what you have to offer.
- Learn why there is no such thing as an average
customer.
- Learn how to find out what makes each significant
group different from the others.
Market Analysis Strategies
- Learn why and how to understand enrollment analysis
statistics.
- Find out about S-W-O-T analysis, as well as Program
Mix analysis.
- Learn how to analyze your competition so that you
can discover wasteful overlapping and opportunityrich
gaps.
The Finances of Marketing
- Find out about the only financial format.
- Learn how to develop a budget that uses the proper
percentages for promotion and production.
- Discover why your organization needs to be driven
by operating margin percentages and not income
and registration totals.
- Learn how to use four simple formulae to take the
guesswork out of budgeting, course/event planning,
and developing the right marketing strategies.
Database Marketing
- Having the right software is one of the keys to developing
a successful marketing plan. Learn about
what modules make up a great system.
- Find out why you must know customer LifeTime
Value, recency, frequency, monetary value, and
retention rates.
- Get control of your program’s information so that
you can save wasted time and money.
Developing and Implementing Cost-Effective Promotional
Campaigns
- What is a promotional campaign?
- Why must you develop a strategy that focuses on
your best customers?
- How can you generate new customers while satisfying
and retaining past participants?
- Learn the target marketing techniques that will enhance
and improve your marketing efforts.
The Internet and Your Marketing Plan
- The Internet has arrived. It needs to become part of
your programming and marketing plan.
- Learn Internet marketing techniques that work and
find out how you can implement them quickly.
- See what the future of marketing looks like.
Pricing as a Marketing Strategy
- You must balance the customers’ needs, what the
competition is doing, and your costs. Learn how
to integrate this information to develop pricing that
both attracts customers and gives you your needed
operating margin.
- Find out about clustering, price breaks, and how to
list prices.
Developing a Detailed Marketing Plan
- Having a one-year marketing plan is crucial. Your
program must have a step-by-step plan that the
whole organization follows.
- Learn what this plan is and how you can implement
it quickly and with little heartache.
The Management of Your Marketing Plan
- Find out what staff structure best supports a customer-
oriented marketing plan.
- Who really is responsible for marketing?
- Discover proven techniques for measuring the real
staff cost of your marketing plan.
Evaluation and Continuous Improvement
- Learn why every marketing plan must include an
evaluation component.
- What information do you need, and not need?
- Who should you be listening to?
- Find out how to develop evaluations that give you
important information.
- Discover how surveys can keep you in touch with
what your customers think about your marketing
efforts. |
