asi marketing presentation
DESCRIPTION
Stewardship, balance, diversity, innovation, and sustainability come alive in the eco-system through academics. This was more than just a marketing plan, it was a chance to make a difference through learning.TRANSCRIPT
Denis CelaMichele Hileman
David Kirbyxxxxxx
MBA 610Dr. DeMeritt
AU SABLE INSTITUTE MARKETING PLAN
April 16, 2009
‘‘God has used this place in my life as a place of refuge and peace, as a place of formation, God has used this place in my life as a place of refuge and peace, as a place of formation, and as a place of directionand as a place of direction ’-’- Luke Snyder Luke Snyder
What is Au Sable?What is Au Sable? Non-ProfitNon-Profit Christian basedChristian based Field Based Environmental studiesField Based Environmental studies Course Offerings for CreditCourse Offerings for Credit Serves CCCU schoolsServes CCCU schools Locations in Great Lakes, Michigan, Locations in Great Lakes, Michigan, Whidby Island Washington and other sites in Florida and IndiaWhidby Island Washington and other sites in Florida and India DKDK
We shared an incredible experience in just a few short weeks but were changed forever. Au Sable is magical….in that God is present there. He is present in the reation, present in the staff, present in the teaching, and present in the students that He brings there.’ Jessica Jessica BroucekBroucek
More than just a school!More than just a school! Transformational ExperiencesTransformational Experiences - - Indiana WesleyanIndiana Wesleyan Nearly every student who has gone to Au Sable has testified as to itsNearly every student who has gone to Au Sable has testified as to its life changing effects.life changing effects.
A Compelling StoryA Compelling Story A relevant missionA relevant mission Value PropositionValue Proposition
DKDK
– ‘– ‘Au Sable is a holy place, a place set apart.’Au Sable is a holy place, a place set apart.’ Rachel Barr Hoppe Rachel Barr Hoppe
Current State of AffairsCurrent State of Affairs FinancesFinances
EnrollmentEnrollment EndowmentEndowment
Closing facilitiesClosing facilities Lack of CommunicationLack of Communication Passionate Faculty Passionate Faculty
MNMN
“Do they need more information about "markets?" The so called Do they need more information about "markets?" The so called "market" is there, what is lacking is foresight and fiscal responsibility "market" is there, what is lacking is foresight and fiscal responsibility on the part of the Board, and a loss of confidence in the founding on the part of the Board, and a loss of confidence in the founding mission. It is inarguable that what has made Au Sable what it has mission. It is inarguable that what has made Au Sable what it has come to be come to be is the collegiate program and its professors and studentsis the collegiate program and its professors and students. . What the Board has not been able to accomplish, by itself or those What the Board has not been able to accomplish, by itself or those hired to raise funds, is to add to the endowment. ”hired to raise funds, is to add to the endowment. ”
CCurrent problemsurrent problems
Core Problem is lack of organizational sustainabilityCore Problem is lack of organizational sustainability
MNMN
’’the physical, intellectual and spiritual nourishment of Au Sable has been hugethe physical, intellectual and spiritual nourishment of Au Sable has been huge ’’ Steve hall Steve hall
They have a growing marketThey have a growing market Growing evangelical creation care movementGrowing evangelical creation care movement Growing enrollment in CCCU schoolsGrowing enrollment in CCCU schools Trend of “greening” of societyTrend of “greening” of society Growth in Biological Science FieldsGrowth in Biological Science Fields
DCDC
Their product is needed and relevant.Their product is needed and relevant.
Growing biological science fieldGrowing biological science field Growing need for environmental sciencesGrowing need for environmental sciences Christians are more environmentally awareChristians are more environmentally aware
DCDC
No direct competitionNo direct competition
No other institution comparable on same terms as Au No other institution comparable on same terms as Au SableSable
Limited to indirect competition from user schoolsLimited to indirect competition from user schools
DCDC
Passionate StakeholdersPassionate StakeholdersAlumni-Alumni- ……the physical, intellectual and spiritual nourishment of Au Sable has been hugethe physical, intellectual and spiritual nourishment of Au Sable has been huge ’ Steve Hall ’ Steve Hall
College RepsCollege Reps --There are many of us who believe deeply in Au Sable as a national There are many of us who believe deeply in Au Sable as a national treasure and as the best and most important resource for furthering the cause of treasure and as the best and most important resource for furthering the cause of biblically astute, scientifically informed creation stewardship. The problem is, biblically astute, scientifically informed creation stewardship. The problem is, decisions about the program have come so fast, with so little input from and decisions about the program have come so fast, with so little input from and communication to us (the constituency), that it is not clear what we can do or even communication to us (the constituency), that it is not clear what we can do or even if any investment at all on our end will be effectual.if any investment at all on our end will be effectual.
Academic councilAcademic councilInstructorsInstructorsStudentsStudentsStaffStaffBoard/trusteesBoard/trustees
DCDC
Ironically, they did not capitalize on or Ironically, they did not capitalize on or monitor their changing environment.monitor their changing environment.
MLHMLH
CommunicationsCommunications
They have failed to maintain adequate They have failed to maintain adequate communications with stakeholders groups.communications with stakeholders groups.
MLHMLH
Organizational OpportunitiesOrganizational Opportunities
Business ModelBusiness Model MarketingMarketing AdvertisingAdvertising Product DevelopmentProduct Development
MLHMLH
Marketing ImpactMarketing Impact Forecasting – increased CCCU enrollmentForecasting – increased CCCU enrollment Recruiting - ?, ASI enrollment decreasedRecruiting - ?, ASI enrollment decreased Target Market - broadenTarget Market - broaden
MLHMLH
Market StrategyMarket Strategy
Set objectiveSet objective Identify MarketsIdentify Markets Identify ChannelsIdentify Channels Establish ControlsEstablish Controls
MLHMLH
Realize its a good product & invest in itRealize its a good product & invest in it
Marketing budgetMarketing budget Utilize stakeholders as marketersUtilize stakeholders as marketers Develop web based communicationsDevelop web based communications Extend product linesExtend product lines
MNMN
Recognize the growing market trend and Recognize the growing market trend and growing target marketsgrowing target markets
Focus on CCCU schools aim to match their enrollment increaseFocus on CCCU schools aim to match their enrollment increase Market Au Sable in conjunction with other creation care Market Au Sable in conjunction with other creation care
organizationsorganizations Tailor course offerings for students other than science majors.Tailor course offerings for students other than science majors.
MNMN
Realize they have a compelling story Realize they have a compelling story and communicate it.and communicate it.
Testimonials from alumniTestimonials from alumni Video/ YouTube/ Face bookVideo/ YouTube/ Face book Creation care campus groupsCreation care campus groups
DCDC
Get help for areas of organizational need.Get help for areas of organizational need. Make use of willing help from member schoolsMake use of willing help from member schools Contract out for marketing servicesContract out for marketing services Lease facilities in other areas for diversityLease facilities in other areas for diversity Contract out site stewardshipContract out site stewardship
DCDC
Why Au Sable Institute is worth saving.Why Au Sable Institute is worth saving.
Derek Rosenberger TestimonyDerek Rosenberger Testimony
DKDK
Besides the births of my two children, no other event has so dramatically changed my perspective and shaped the trajectory of my life. It is why I do what I do. It was the first time that I felt like my faith was really given a function and was so encouraged to be around a community who really understood the connections between environmental degradation and poverty and a calling to live out lives of stewardship.’
DCDC