Download - Making Your Business Work
Early Childhood Ireland Leading The Way
Making Your Business Work
Making your Business Work
Elaine Sharkey Business Development Manager Early Childhood Ireland
and
Chad Gilmer Managing DirectoriPLANiT
Our Agenda Developing your Marketing Plan
How to build and maintain enrolment
Maximising your website
Well Positioned Setting the Scene
Business World Changing
Knowledge Age to Relationship Age
From Global Markets to Community Approach
Using Your Marketing Plan to drive your
Business Objectives
Leading the Way
The objectives of a Marketing Plan
- To co-ordinate goals across your business
- To integrate the internal and external communication processes
- To a present a strong & consistent image of your business
Marketing Plan
Vision
Situation Analysis
Remarkable Difference
Core Strategy
Mkt Plan
Vision
Situational Analyses
Remarkable Difference
Core Strategy
Marketing Plan
Analysis
Remarkable Difference
Best Competition
Situation Analysis
SWOT Sector
Marketing Vision
Goals Purpose
Leading the Way
SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
Your Business
Remarkable Difference
Other differenciators What is the one thing
that makes you different to everyone else
Experience ?
Knowledge ?
Value ?
Marketing Plan
Core Strategy
1
•We want to be No.1 when it comes to all areas relating to children in our community(0-5years )
2
•We want to provide the best early learning, play and care environments for our children
3
•The obvious service of choice in our community
The Advantages
Cost effective use of budget
Ease of decision Making
Business will be integrated
Approach will be consistent
To Drive your Core Strategy through your business
We use the marketing mix (5 P’s)
Early Childhood Ireland
The Marketing Mix
Promotion Product /Service
Place Price
People
Promotion
Communications Plan
Enrolment Strategy
Digital Strategy
Key Activities
All communication has a standard look and format
The use of digital media l will ensure that the brand is visible 24/7
PR Campaign
Brand Building Campaigns in the community
Promotion
Communications Plan
Marketing Plan
Promotion
Enrolment Plan
Enrolment Strategy
-What do families & community need from us
- Trends in Sector
- Business Growth
- Parent Focus
Ideal Family
(Value )
Parent Lead
Generation
Parent
Database
Segment
& Nurture
Retention
Segment and Nurture
Create your database
Use Digital Strategy to communicate with parents
Existing and New Parents
Enrolment - Parent Focus
Ideas
- Strong Signage
- Open Days /Tours
- Branded Framed Photos
- Ask parents for introductions
- DVD
Marketing Plan
Digital Marketing Strategy
Digital – means deeper interactions with families
- Targeted
- More personalised
- Measurable
Digital Strategy
Email Marketing
- Ezines - Xmas Cards
Mobile Marketing
-SMS - Mobile Internet /Apps
On -line
Web Opt
Search Engine Opt
Social Media Opt
Do you have a Website Chad Gilmer
Parent Acquisition
Your Web Site
Are you being found ?
How does it Look ?
Does it provide the information to allow an informed decision ?
How do I use my website as a business Tool ?
Customer Retention and Value
Secure Parents Area
Online Forms ◦ Surveys, Permission Requests
Video
Games
What else?......
Leading the Way
Summary
Networking and Collaboration
Develop your Marketing Plan
Build and Maintain Enrolment
Maximise your Website