impact international school (iis) - marketing plan...
TRANSCRIPT
IMPACT INTERNATIONAL SCHOOL (IIS) - MARKETING PLANVIRGINIA CRUZ, LISA GRASS, LYNN E. BLACK, KASEY HARRIS, & ENJEELA NOORI
AET552MAY 23, 2016
DEVIN ANDREWS
PROGRAM OBJECTIVES
Academically Astute
Socially Aware
Intellectually/ Morally
Fiscally Responsible
Techno Savvy
CREATIVE STRATEGY
QUALITY EDUCATION
Give your child a choice!
Give your child a chance!
Give your child an IIS education!
OPPORTUNITIES
POSITIONING STATEMENT
• A TRULY COMPREHENSIVE AND INTEGRATED INTERNATIONAL CURRICULUM
• QUALITY, WELL-TRAINED AND EXPERIENCED, INTERNATIONAL TEACHERS
• INTEGRATED TECHNOLOGY EDUCATION AND TRAINING
• INDIVIDUALIZED INSTRUCTION AND CAREER GUIDANCE
• GLOBAL COLLABORATION
• WORLD-CLASS BILINGUAL INSTRUCTION
International Education with Distinction
TARGET MARKETS
Educated Middle-ClassAlleviate Poverty and
Income Disparity
Haitian
Middle-Class
Expatriate Families
Haitian Diaspora
Caribbean FamiliesTa
rgets
Bene
fits
Primary Secondary
BUDGET OBJECTIVES
• WORLD CLASS CURRICULUM
• HOLISTIC EDUCATION
• STATE-OF-THE-ART FACILITIES
• DAILY LUNCHES
• AFFORDABLE TUITION
$5,000,000.00
$2,000,000.00
$70,000.00
$157,500.00 $70,000.00
Projected Income
Awards/Grants Gifts Fundrasing Tuition Endowment Fund Benefits
Professional Development
2%
Operating insurance
14%
Utilities27%
Advertising and Promotion
4%Internet Service
8%Office supplies
4%
Cleaning supplies1%
Meals28%
Health Insurance12% Yearly Expenditures
Total Salaries
ProfessionalDevelopmentOperatinginsuranceUtilities
Advertising andPromotionInternet Service
3-Year Projected Income & Expenses
Startup Revenue
Annual Operating Expense Breakdown
Land Acquisition2%
Facilty Construction80%
Technology Materials & Services
4%
Legal & Professional Fees3%
Office & Classroom Furniture
2%
Cafeteria Furniture & Equipment
5%
Vehicles1%
Starting Inventory2%
Utilities1%
Land Acquisition
Facilty Construction
Technology Materials & Services
Legal & Professional Fees
Office & Classroom Furniture
Cafeteria Furniture & Equipment
Vehicles
Starting Inventory
Utilities
Capital Expenditures & Startup Costs
MARCOM STRATEGY
• A regular TV spot will heighten the community and the country’s awareness of the school and inform the community of the benefits of an international education for their children. Also, intermittent radio announcements of events and activities being conducted at the school for community participation
Television & Radio
($9, 000)
• School banners and ads being hosted on other sites, long-tail keywords, Google AdWords, and others
Internet Marketing
($5, 400)
• information meetings (recruitment meetings) will be conducted in various communities outside of Les Cayes in order to attract other families in the surrounding regions. Brochures and pamphlets will be distributed for public enlightenment and consumption.
Recruitment & Informational Meetings
($1, 800)
• Print Media will comprise newspaper advertisements, articles in premier magazines that target parents, education, and family issues.
Print Media
($1, 800)
MARKETING PROGRAM EVALUATION
• Personal Interviews
• Community Surveys
• Social Media
• Community Surveys
• Internal Tracking
REFERENCES
Forman, J. M., Lang, H., & Chandler, A. (2016, May 9). The role of the Haitian diaspora in building Haiti
back better. Retrieved from http://csis.org/publication/role-haitian-diaspora-building-haiti-back-
better.
Luzincourt, K., & Gulbrandson, J. (2010, August). Education and conflict in Haiti: Rebuilding the education
sector after the 2010 earthquake. United States Institute for Peace (USIP). Retrieved from
http://www.usip.org/sites/default/files/sr245.pdf.
Shimp, T.A. & Andrews, J.C. (2013). Advertising, promotion, and other aspects of integrated marketing.
Mason, Ohio: Southwestern, Cengage Learning.
Torres, R., Preskill, H., Piontek, M., (1996). Evaluation strategies for communicating and reporting:
enhancing learning in organizations. Thousand Oaks, CA: Sage Publications.
Wiefels, P. (2002). The Chasm Companion. New York: Harper Business.