Developing and executing a strategic marketing plan
Situation:
* Well-established private school serving children ages 2-12
* Strategic plan calls for expansion to middle school within 5 years
* Need to grow enrollment of current programs within limits of facilities
* Need to strengthen community to build solid foundation for expansion and fund-raising
Goals:
* Increase enrollment to reach full building capacity within 5 years
* Improve student retention
* Strengthen the school community including alumni relationships
SpringSmart role:
* Research local market structure for early childhood, elementary, middle school and day care
* Conduct parent satisfaction surveys and exit interviews with families
* Analyze enrollment and attrition patterns and current marketing practices
* Identify school's strengths, weaknesses and strategic options for expansion
* Profile segments of families attending and drivers of long-term commitment
* Identify key transition points for families making re-enrollment decisions
Results:
* Recommended detailed 5-year enrollment plan with retention and recruitment goals by age and ___
* Changed marketing focus from recruitment to retention, emphasizing key transition years
* Reallocated marketing resources to target best match families, support and inform re-enrollment ___
* Defined programs which would strengthen community ties with parents, alumni, and families
* Provided communications strategy and execution for critical events and policy changes
