global river marketing plan
DESCRIPTION
This is an iterative doc is used to make a presentation in Oct 2007.TRANSCRIPT
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Global River EducationGlobal River Education
What do we want to grow?What do we want to grow?
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Global River Education is an innovative public education system consultancy whose mission is to facilitate the
creation of a dynamic, free public school environment
where underserved students develop the knowledge, skills,
character, and experiences needed to succeed in life and in
citizenship.
Who are we?Who are we?
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What’s the plan man?What’s the plan man?
1. Market summary
2. Marketing strategy
3. Market research
4. Web plan
5. Financials
6. Controls
7. Summary and Q & A
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1. Market Summary1. Market Summary
•No Child Left Behind (NCLB)
•Redesign system
•Thriving Regenerative Education™
•No Child Left Behind (NCLB)
•Redesign system
•Thriving Regenerative Education™
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What’s the market like?What’s the market like?
•Entire public education system
•Target: Bay Area under-resourced, inner-city high schools
•High demand
•Big need
•Can we grow?
•Entire public education system
•Target: Bay Area under-resourced, inner-city high schools
•High demand
•Big need
•Can we grow?
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That’s SWOT I thoughtThat’s SWOT I thought
Internal– 30+ years experience– Low brand awareness– Thriving Regenerative Enterprise
External– Trend nexus– Resistance to change– NCLB and EMOs
Internal– 30+ years experience– Low brand awareness– Thriving Regenerative Enterprise
External– Trend nexus– Resistance to change– NCLB and EMOs
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Is there any competition?Is there any competition?
•KIPP
•Big Picture Company
•Growth in Alternatives
•KIPP
•Big Picture Company
•Growth in Alternatives
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What do we do?What do we do?
• Public education system consultancy– NCLB– Sustainability
• Research program– Past, present & future of system
• Tutoring• Music Classes• National Council for the Redesign of
Education (NCRE)
• Public education system consultancy– NCLB– Sustainability
• Research program– Past, present & future of system
• Tutoring• Music Classes• National Council for the Redesign of
Education (NCRE)
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What are the keys to success?What are the keys to success?
•Broad perspective of cause not symptoms
•Multi-stakeholder engagement
•Strategic promotions plan
•System knowledge is power
•Broad perspective of cause not symptoms
•Multi-stakeholder engagement
•Strategic promotions plan
•System knowledge is power
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2. Market Strategy2. Market Strategy
•Generate awareness
•Facilitate broad discussion
•Town Hall Meetings
•PR program
•Generate awareness
•Facilitate broad discussion
•Town Hall Meetings
•PR program
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What’s the message?What’s the message?
•Global river: it’s all downstream
•Emergent theme: passion for learning
•Systemic change
•Redesign
•TRE
•Global river: it’s all downstream
•Emergent theme: passion for learning
•Systemic change
•Redesign
•TRE
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It’s all in the mixIt’s all in the mix
•Quality services
•Premium funded
•Brand awareness
•Town Hall Meetings
•Quality services
•Premium funded
•Brand awareness
•Town Hall Meetings
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What’s all the Promotion?What’s all the Promotion?
• Advertising• PR
– News release– Local media stories– Town Hall Meetings
(3/yr initially)
• Web portal– Video Blog
• Guerilla in the midst
• Advertising• PR
– News release– Local media stories– Town Hall Meetings
(3/yr initially)
• Web portal– Video Blog
• Guerilla in the midst
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3. Market Research3. Market Research
•Probing complexity
•Critical Systems Thinking
•Regenerative capacity
•Probing complexity
•Critical Systems Thinking
•Regenerative capacity
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4. Website4. Website
• Joey Shepp, Earthsite
• Information hub
• Integrated resource
• Town Hall Meetings
• User generated
• Joey Shepp, Earthsite
• Information hub
• Integrated resource
• Town Hall Meetings
• User generated
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5. Financials5. Financials
•Critical Assumption = $ available
•Need to explore this
•Critical Assumption = $ available
•Need to explore this
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6. Controls6. Controls
•Ecosystem model
•Collaborative leadership
•Stakeholder engagement
•TREE™
•Ecosystem model
•Collaborative leadership
•Stakeholder engagement
•TREE™
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What’s the worst?What’s the worst?
•No $
•NCLB •Low awareness
•Earned income drivers
•Reconsider continuously
•Zapatista marketing
•No $
•NCLB •Low awareness
•Earned income drivers
•Reconsider continuously
•Zapatista marketing
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7. In Summary…7. In Summary…
•Non-profit
•Experienced educators
•Awareness is critical
•Stakeholder engagement
•Town Hall Meetings
•NCRE
•Non-profit
•Experienced educators
•Awareness is critical
•Stakeholder engagement
•Town Hall Meetings
•NCRE
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Global River EducationThanks for your timeGlobal River EducationThanks for your time
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What’s the structure?What’s the structure?
Organizational Structure
Research ProgramEducation market research
Non-profit funded
Education System ConsultancyThriving Regenerative Education
Non-profit funded
Music ClassesPreschool enrichment services
Non-profit and/orEarned Income
EducareTutoring ServicesNon-profit and/orEarned Income
Global River EducationParent Organization
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MOST™ Importantly…MOST™ Importantly…Objective Strategy Tactic Who/When/How much?
Raise 100% Raise 100% awareness among awareness among public school public school district district superintendents superintendents in the Bay Area by in the Bay Area by October 2009.October 2009.
Develop partnerships
with local school boards and
superintendents
Invite school board members, parents,
teachers, administrators and superintendents to participate in Town Hall
Meetings
John and Kathy will begin spreading the word immediately – $200
Leverage graduate student access to
interview every superintendent in the Bay
Area to generate awareness
John will begin interviews in November 2007 as part of GRE market research
project - $250
Ensure that every superintendent is on
GRE email list
John will maintain active dialogues with
superintendents post interview - $250