Executive Summary
When the thought of private school comes into mind, what the people usually perceive is “high cost education”. At some point, they tend to forget that there are reasons why the cost of that particular education offered in a certain institution is priced at that particular level of monetary amount. Primarily, it is the quality of the educational services that the said institutions offer that makes their provisions in the market priced at such a high rate. This is the reason why there is a need for private schools to have rigid focus on how their institution is being marketed to the target clients.
To be able to create the most effective approach in marketing for private school institutions, there are several points of consideration that needs to be well understood. These elements of marketing are the ones to be tackled within the presentation that follows. The necessary approaches in creating the most effective marketing system for the said institution shall be clearly defined and discussed within the paper that follows herein.
Part 1: THE MARKET
Market Summary
The market to be served by the institution herein is a specific community that hosts a group of young learners of different ages, primarily from pre-school towards high school. Since the school is private, it is expected that the enrollees every year may not be as high as that of the rate of the ones enrolling in public institutions. However, it is still the aim of the institution to attract as much enrollees as possible. TO do this, there are several points of consideration that should be attended to by the administrational officers of the institution. Most likely, these considerations include the needs and wants of the target clients that they ought to serve.
Target Markets
As a private institution that serves mostly those that are aged within the bracket of pre-school years towards the junior high years, the school is devoted to creating the most effective process of teaching that would best suit the needs of the said population. Moreover, the institution also aims to expand in handling specially challenged learners as well as foreign individuals who at some point have their own reasons of difficulty in fitting in within the society that they are living in at present.
Market Demographics
It should be noted by the administrational officers of the school that their clients are not the students alone but the parents and guardians of the students as well. This means that serving their needs and the values that they are most concerned with is within an outmost attention that must be given consideration by the said committee of personnel. Handling such a diverse age of clients is not easy. However, through research and survey proceedings as well as the implication of quarterly performance assessment for the school itself, serving the said target clients could be expected to become highly successful and beneficial for all the stakeholders that the institution aims to take care of.
Geographics
Where should the school be located? This is the primary question that should be answered in this section. At times, no matter how high the quality of the education is or how influential the approach of marketing is, if the location of the institution is much farther than that of the others, the other schools would receive much higher appreciation from the community thus receiving higher number of enrollees. Considerably, this is the reason why it is very important to decide first on where to situate the school premises. The administrational officers should make sure that they are able to cater to the needs of their clients at the most convenient process that their clients would be much willing to take.
Behavior Factors
Are the clients to be served diverse in culture? Are they diverse in personality or learning capabilities? Do they belong to the same economic bracket? These questions are of much high concern for the administrations of private schools. Why? The curriculum that they are supposed to offer their students must not only respond to the protocol of the law on education but must also cater to the specific needs of the population of students that they aim to serve. The behavior of such population is a huge basis of such understanding. Having a comprehension upon the said element of focus in developing school systems is a primary aspect that should be well described as it could determine the school’s strength and influence in the area that it wishes to serve.
Market Needs
Through research proceedings and observational activities, the needs of the students within the area could be identified clearly. What are these possible needs?
(a) Recreational activities
(b) Social connection
(c) Community involvement in the development of the youth
(d) Family enhancement programs
As noted from the examples, the needs of the market may not always pertain to academic matters. Instead, at some point, they may also refer to the social affairs that the students are much involved in that needs to be better enhances, with which the schools could actually make a great difference in.
Market Trends
What do they want? What do they demand? At some point, some communities may demand something that they may not really need but would surely increase their interest in helping in the endeavors of the school. As for example, some may include the following:
(A) Developing athletes
(B) Developing exceptional talents of the learners that may not be within the curriculum of the school such as ice skating, or other sports that could be considered as an elective subject for young kids depending on their own interests.
These demands need not all be served, however, at the most, some should be considered as a key factor to gain a good reputation from the community that the institution particularly serves.
Market Growth
Annually or quarterly, are there new comers in the nearby areas of concern of the institution? Having knowledge about this could help the institution in determining who they should actually invite in enrolling their children at their school. This could also help them in identifying possible annual growth in enrollee rates every year as they begin to create statistical data about the said matter.
SWOT Analysis
Strengths: As a private institution that provides high quality education, it is the institutions’ advantage that the status it has itself already has an impact on the psychological understanding of the society with regards high cost-high quality education. More than that, the school even tries to cover the curriculums for students who have difficulties in learning. Likely, this would become one of the most effective edges that the institution has over the others.
Weaknesses: “HIGH COST”, this is the primary issue that needs to be considered and well understood by the organization. It is considered as a disadvantage, however, making it reasonable enough through presentations of benefits to the clients could overcome this particular question of doubt in the minds of the target market.
Opportunities: as earlier mentioned, the school intends to cater to learners with difficulties and problems in grasping their lessons in a regular pace. It is also the institution’s aim to venture in highly technological procedures of learning to be able to live up to its reputation of being a “private” entity of education that provides the highest level of education to the students that it caters to.
Threats: the public schools and other low-cost educational institutions could prove to be a grave threat to the institution. However, as noted earlier, if the benefits of enrollees in the institution are laid down in a manner that would be well accepted by the market, this particular flaw could be overcome.
Competitions
As noted in the diagram, there are three primary competitions of a private education institution. Mainly, these are Catholic schools, Other Religious Schools and Public Schools, which are naturally giving their service of instruction to learners at a much lower price. Understandably though, from the diagram shown above, the expenses that the clients would have to pay in the long run could make a huge difference on the decision of the clients. Hence, this particular edge should be effectively used by the private school marketers.
Product Offering
As noted from the diagram above, there are four major branches of product offering of the school. More than just academic excellence which is the point of education itself, the institution also offers several programs that could hone athletic talents of the students, increase their social confidence as well as establish better relationships with their families. In short, the school offers a wide array of choices for the students’ overall development as an individual set to succeed in the future.
Keys to Success
The programs of the school are all dynamic and directed. This is one primary key to success that the school considers to apply. Every program that it intends to offer to the students are expected to result in a two way outcome that would not only develop the children personally but also give them a chance to establish better relationship with their families, their friends and the society as a whole.
Critical Issues
Normally as it is, as the institution plans to cater to a huge diverse population, it is expected that it might be involved in inclusion issues and such. However, with careful planning and implementation of protocol on equally treating everyone in the classroom, the said issue on ethical standards could be well dealt with.
Marketing Strategy
In the illustration, there are four major promotional mediums that the institution aims to use as its marketing “ace”. (a)OPEN MEDIA: This includes television programs or short reminders that could entice the target clients to enroll students in the said school; (b)Online Marketing: Considered as the newest, yet the most effective process of advertising to reach hard to contact clients and invite them to take advantage of the services of the institution; (c) Print Media: probably the most common, yet still effective manner of promotion, newspapers are still considered to reach several clients that are targeted by the institution, aside from the fact that it is also the cheapest form of informal marketing available today. (d) Community Awareness Programs: this marketing shall entice the communities targeted by the institution to have an overview of what the school offers through speech-orientation presentations.
PART 2: THE ORGANIZATION
MISSION
Why the Need for Private School Institutions? An Oversight
With the situation of most classes in the United States today, it could not be denied that most parents’ concern is with regards the safety of their children. Because of the fact that there are almost 45%minorities studying at different publics schools in the United States each year, it could be expected that there are those possibilities that makes the situation among classrooms not that quite safe anymore. Not that the students are violent or such, but bullying is certainly one of the most common issue that makes the studying procedures in the American regions much more unstable in the eyes of the parents whose children belong to the minority population of the American society.
In Murrieta, Riverside California, the situation is almost quite as common as the one mentioned above. Children from different countries and different cultures are flooding the classrooms of the said state. As a result, the challenge for educators to create possible ways of creating a more educationally conducive environment for the students is heightened. Moreover, facing cases of racism problems have also increased in numbers. To be able to understand the procedures taken by the said educators in a much better clarification, the points of concern in this particular topic shall be discussed within the paragraphs that would follow.
On Student Management Issues
Most of the public educational institutions in America hold at least 40-50 students per class. Because of the increasing number of students enrolling each year, there could be an extended care-system that the educators should provide their students every now and then. Elementary students towards high school are facing different types of problems that govern their childhood as well as teen years. Hence, as a result, most of the students undergoing the psychological changes as well as social adjustments that they have to deal with have a heightened chance of getting in trouble in school. Most often than not, the efforts of the educators to empower the students to learn are not much given attention by many students considering the fact that they too are preoccupied in doing their own business rather than listening to their teachers in class.
To be able to regulate this type of situation, there is a certain need to imply policies among students as they are being proctored by their teachers or instructors at that. The behavioral policies are also designed to help them readjust themselves in dealing with students from other cultures in a much respectful way. Reports have been made and confirmed that there are numerous crimes happening within the vicinity of High School at times even in Elementary school territories simple because of the fact that the students have a lesser understanding of the other’s culture or traditions, or on the other hand, minorities or at times even timid native Americans are being bullied for several definite reasons. True, growing into psychological maturity may not be that easy for the students who are under this particular situation. This is primarily the reason why Edmund T. Emmer mentioned in his book entitled “Classroom Management for Middle and High School Teachers”, that dealing with students of different cultures is as difficult as it seems. Moreover, the educators should not loose grip of their patience as the situation could still be controlled through the implementation of effective school policing and effective student management. Through the application of the said strategies, the situation among students could still be normalized. As an expected result, the students would be more able to focus on their studies and are thus motivated to finish the courses they take in a much successful recognition.
With the increasing demand of globalization, it could not be denied that the educational systems, especially that of the American states like that of Murrieta, riverside California certainly faces a great turmoil and adjustments. However, the challenge, although not easily managed, could still be regulated in many terms. Through the effective application of the educators with the necessary techniques needed to keep the safety of the students from oppression and the devastating effects of racism, school success in America could still be met. Moreover, through the constant attention given to the needs of the students, normalizing the said situation is indeed possible. To provide the necessary needs of the students of the new millennium, it is indeed important to give them a chance to become a part of a community or an environment that could give them the boost that they need. This is what a private educational institution could provide.
VISIONS of the Institution
Education has and will always be an important aspect in the society. This idea is mainly true because of the fact that it ensures an individual sense of responsibility and it promotes independence by equipping individuals in the society valuable knowledge and skills for them to survive and become existent to their purpose. In general perspective, education significantly promotes the development and further advancement of the society as a whole by enabling the young people to become knowledgeable individuals capable of enhancing the current lifestyle and culture of the society. Thus, in like manner, the act and concept of teaching is indeed significant since it is one and the major link between education and the society. Teaching in either private or public educational institutions is always perceived to be a great and respectable profession however, challenges and problems also exist in this field.
Education to the society is indeed important because of its significant benefits it offers for the individuals seeking knowledge and education. Secular teaching in the established educational institutions is generally considered by this author as a profession that is well honored and valued by the people . However, many problems and issues are still needed to be address and developed to fully recognize the significance of this concept for the society.
Society has always been increasing and the population and likewise its number of students because of which, facilities in the educational institutions must also be expanded to accommodate the said increase. This author believes that every student has their own right to claim and have access to education thus they must be given a way for them to do so. Aside from the classroom, outside facilities must also be given to the student population such as laboratories, athletic fields and others. These facilities will greatly promote the enthusiasm and the educational pursuit of the students and also aid in their complete personal development in different humanistic aspect.
Teaching, generally also involves the professional and interaction between the students and the teacher wherein it is culturally perceive that the teacher has the authority over the situation. However, this author believes that the grounds for the authoritarian aspect should only concern the issue of respect of position between the two and should not be abuse. To develop a harmonious educational environment, this author believes that a certain bond or connection must instead be develop by the teacher to his or her students that is based on the grounds of understanding wherein each of the two can actually learn and develop from their relationship. Through this concept, teacher can actually promote an environment for their students wherein they can grow and develop in both the academic and personal aspects.
Teaching should also involve the aspect of relating the students to the social community they belong with. This concept will involve teaching the students their social responsibilities, its process of enactment, and its significance for the society. Through this concept, students will also learn to participate in their community and become socially responsible individuals.
Education is not only focus on the secular education aspect of the individuals involve in it. This writer strongly believes that the concept of education also transcends all of the basic aspect of the personal development wherein it involves the physical, emotional and social realm of the personal qualities of the human being. These aspects are indeed important and must be addressed by primarily the teacher in his or her goal of guiding the students in their development to become responsible units in the human society. Hence, as the institution’s primary vision, education is viewed as an element of social success that must be provided to all in a manner that every student would receive the knowledge that he is actually due through following a process that best suit his needs as a young learner.
PART 3: THE OPERATIONS: A PRIMARY SOURCE OF REAL MARKETING
How the Institution Aims to Serve Its Clients
Clients of educational institutions could be considered in two-edged target. This means that there are internal as well as external clients of such institutions. Considerably, in this manner, serving both could be done in a one way street process. This involves priority shifting within the organizational bracket of the institution that would later on better results for the service towards the external clients of the organization. In this manner, both clients shall be considered as primary receivers of service in a business-like manner. According to Reichheld, there are necessary steps to follow with regards to the priority shifting process that has to be considered by business owners if they are wanting loyalty form their people and their consumers as well. The following is the list of the principles included in the ‘six bedrock’ strategies that Reichheld refers to his book as an effective way of being able to shift one’s point of view on profit:
· Preach what you practice
This refers to the ability of the administrators to educate their employees well. This education does not only include the necessary matters of concern in business industry they are joined with but this is also designed to teach everyone in the company with regards to what is really happening in and out of the organization. This process builds up trust as the company unfolds the supposed ‘company secrets’ to their valuable force, the employees. By doing so, they are able to satisfy the need of their employees to have the feeling of self-worth, meaning they are able to understand that they play a big part in the company and that they are well appreciated by the organization they chose to work for.
As trust between the employees and the administrators are established, the more loyalty comes into the picture and succeeds the quest for being established.
· Play to win-win
Consumers play the greatest part in reaching the goal of gaining profit for the company. The ‘win-win’ principle refers to the fact that even though companies see the consumers as ‘money providers’, they should also see the worth of their consumers when it comes to receiving fine service and products from them .
This means that both party wins in each transaction that the company and their consumers get into. The consumers should realize the fact that what they have paid for have been worthy enough because of what they received from the company. Hence, knowing this, they are able to establish fine relationship with the company and loyalty is established as well.
· Be Picky
In business, one of the most important activities being done is decision making. Being picky simply refers to the ability of the management of a business organization in ‘choosing’ which services or features of products specifically meets the needs of their core stakeholders. This part of decision making though must be viewed as an equalizer between the employees and the consumers of the company. Being picky involves the ability of the management or the administration to chose what is best for both their employees and their consumers. This would inspire the employees serve even better and the consumers appreciate the products and services more frequent.
· Keep It Simple
Everything must be clear, appealing yet understandable. Whatever the company considers with regards to the changes that they ought to take, everything must be attractive or appealing enough for both the employees and the consumers to accept. Being simple and clear though is the main reason why certain processes could be called ‘appealing’ to others. It must cater to the general public which means it should be able to give both the needs of the employees of the company as well as the consumers’ expectations in an equal manner.
· Reward Right Results
Once the aim or the purpose of the strategies are met, it helps a lot if the management would be able to come up with reward policies especially for the employees who are working hard for them. This could be in a form of an award, recognition or monetary rewards. However, it would be, it is designed to help the employees realize their worth or their importance to the company.
· Listen Hard-Talk Straight
Although there is a sense of authority, it should always be remembered by administrators that there is a need to listen. There is a need to remain open minded for other people’s suggestions. This goes back to the first principle of letting other’s feel that they are of worth to the company.
Applying these six principles mainly helps the business owners to identify their needed adjustment with regards to their shifting of priorities. It is indeed important that the business administrators are able to distinguish the exact aspect in which they should improve themselves to be able to receive fine results. According to Reichheld, “Companies with faithful employees, customers and investors share one key attribute. That is the application of the ‘six bedrock principles’ listed above. Yes, these principles have been proven effective by the people who opted to apply it in their own business activities. Certainly, utilizing this particular approach in handling the clients of educational institutions would not only result to higher profits but also better systems of management for a stronger foundation of organizational existence. This is considered as still the best marketing approach that any educational institution could take.
it is indeed reasonable to say that loyalty may not be that easy to gain, however, once it is already received it is much worthwhile of keeping. The certainty though of one’s loyalty towards a company is not that easy to keep. There are necessary steps to take to be able to hold on to a consumer or an employee’s loyalty and keep the fine relationship get going. Here are some of the outlined guidelines of the book of Reichheld with regards to this matter:
· Make customer value, not profit, the goal.
· Loyal customers are more profitable than new customers are. Break up the potential customer base into segments and find out which ones are more likely to be loyal. Target these customers.
· Find and keep the right employees. Getting the right customers will bring you a profit. Invest that profit in loyal employees who will continue to increase value to your customers. Companies with the highest employee loyalty consistently have the highest customer loyalty.
· Find investors with long-term perspective.
· Learn from defections. If customers or employees are leaving the company, find out why. Take actions to correct problems. Learn from mistakes.
(Based From: Reichheld, 41-45)
Taking these five major guidelines to keeping one’s loyalty towards a business
organization shall help well in the growth of the organization basing from its acceptability to the society or to the market it opts to serve.
The reports of several companies who were able to recognize the importance of the factors, which were listed in Reichheld’s book, is supported by actual results. These are as follows:
DELIGHTED CUSTOMERS COME BACK FOR MORE…
Proactively provide information 32% Assistance during life event1 4%
Consistently good service 32% Service beyond expectations 12%
Inform of new opportunity 30%
Personal relationship over a period of time 26%
Friendly staff interaction 25%
No unpleasant surprises 22%
(source: Reichheld, 174)
In this diagram shown in Reichheld’s book, it is quite obvious how consumers are able to react with the principles that were suggested by the said author. The ability of the companies to heighten their profit through the application of the trust and respect principles determines the capability of the suggestions of Reichheld to drive in success towards business companies. The same is true with educational institutions. Once the clients (parents and students) are served well and were satisfied of the service that they receive, it could be expected that they would stay loyal in the organization for a very long time.
PART 4: COST AND RISK ISSUES
Analysis of the Institution’s Competitive Strategies through the Use of the Balanced Scoreboard; This part of the analysis shall be based on the four basic elements of business progress as follows:
(a)Financial Perspective
The cash flow within the “Handmade Wear” organization could be considered strong and systematic. The process by which the company keeps a close track on what each employee is due for payment makes it easier for them to provide what their people force needs. The profit then of the organization is carefully taken care of through a systematic procedure that involves the computation of how much each employee contributed to the total cash in flow every week.
(b)Customer Perspective
Through attending to the needs of the employees, the organization assures its clients of the state of the art service that they could receive from the employees. Indeed, people who are treated and compensated well by their companies are able to perform at their best shot for the sake of the clients’ satisfaction. This is primarily because of the fact that they are strongly motivated through the treatment that is given to them.
(c)Internal Process Perspective
The operational procedures that are done to continuously bring the organization towards progress need to be regulated to meet the standards of operational advancement. The realization of the goals continues to directly empower the people in meeting the aims of the company for their own good as well as for the company’s.
(d)Learning and Innovation Progress
Facing the challenges of the need of progress requires an organization’s focus upon the major learning and innovation advancements made for the company’s application for future success.
Businesses, whether small-scale or large scale, need to face the challenges of becoming successful in the future. Indeed, through the implementation of the different elements of success in the business operations, it could be expected that the business group could attain the best possible results for its system and its people within the years of its operation. Certainly, for this particular study and the organization that has been examined herein, it could be noted that taking care of the concerns of the people force affects most of the organizational operations that brings success to the entire business. Certainly, this is most true with educational institutions. By serving the needs of the staff working for the success of the organization, the concerns and demands of the clients are also carefully met.
References:
Frederick F. Reichheld. (2001). The Loyalty Effect: The Hidden Force Behind Growth, Profits, and Lasting Value. Harvard Business School Press; New Ed edition.
Derek R. Allen. (2000). Analysis of Customer Satisfaction Data. Amer Society for Quality.
Derek R. Allen. (2002). Linking Customer and Employee Satisfaction to the Bottom Line. ASQ Quality Press.
Michael D. Johnson. (2000). Improving Customer Satisfaction, Loyalty, and Profit : An Integrated Measurement and Management System. Jossey-Bass.
