asi marketing presentation

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Denis Cela Michele Hileman David Kirby xxxxxx MBA 610 Dr. DeMeritt AU SABLE INSTITUTE MARKETING PLAN April 16, 2009

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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.

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Page 1: ASI Marketing Presentation

Denis CelaMichele Hileman

David Kirbyxxxxxx

MBA 610Dr. DeMeritt

AU SABLE INSTITUTE MARKETING PLAN

April 16, 2009

Page 2: ASI Marketing Presentation

‘‘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

Page 3: ASI Marketing Presentation

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

Page 4: ASI Marketing Presentation

– ‘– ‘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

Page 5: ASI Marketing Presentation

“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

Page 6: ASI Marketing Presentation

’’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

Page 7: ASI Marketing Presentation

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

Page 8: ASI Marketing Presentation

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

Page 9: ASI Marketing Presentation

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

Page 10: ASI Marketing Presentation

Ironically, they did not capitalize on or Ironically, they did not capitalize on or monitor their changing environment.monitor their changing environment.

MLHMLH

Page 11: ASI Marketing Presentation

CommunicationsCommunications

They have failed to maintain adequate They have failed to maintain adequate communications with stakeholders groups.communications with stakeholders groups.

MLHMLH

Page 12: ASI Marketing Presentation

Organizational OpportunitiesOrganizational Opportunities

Business ModelBusiness Model MarketingMarketing AdvertisingAdvertising Product DevelopmentProduct Development

MLHMLH

Page 13: ASI Marketing Presentation

Marketing ImpactMarketing Impact Forecasting – increased CCCU enrollmentForecasting – increased CCCU enrollment Recruiting - ?, ASI enrollment decreasedRecruiting - ?, ASI enrollment decreased Target Market - broadenTarget Market - broaden

MLHMLH

Page 14: ASI Marketing Presentation

Market StrategyMarket Strategy

Set objectiveSet objective Identify MarketsIdentify Markets Identify ChannelsIdentify Channels Establish ControlsEstablish Controls

MLHMLH

Page 15: ASI Marketing Presentation

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

Page 16: ASI Marketing Presentation

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

Page 17: ASI Marketing Presentation

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

Page 18: ASI Marketing Presentation

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

Page 19: ASI Marketing Presentation

Why Au Sable Institute is worth saving.Why Au Sable Institute is worth saving.

Derek Rosenberger TestimonyDerek Rosenberger Testimony

DKDK

Page 20: ASI Marketing Presentation

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