1. North American Division Educational Marketing Presentation Presented By Don Tucker, DRS Marketing

2. What is “Marketing”? Building positive relationships and generating compelling experiences

3. Why is marketing Adventist education necessary? Church members have moved from being loyal, committed and dedicated stewards of Adventist education to becoming consumers.

4. Who is the competition? Public schools Private schools Parochial schools Home schools

5. How can we become more competitive? SociallySpirituallyPhysicallyFinanciallyAcademicallyTechnologically

6. Who is our market? Internal and External Market Groups

7. Marketing: Who is responsible? Pastors Pastors Teachers Teachers Principals Principals Parents Parents Administrators Administrators SDA College Education Professors SDA College Education Professors

8. What is the NAD educational systems corporate image? The corporate image should comprise all the visual, verbal, and behavioral elements that make up the organization.

9. The Visual The corporate identity The corporate identity (name, logo and tagline) (name, logo and tagline)

10. The Verbal All stakeholders need to understand, communicate and portray the corporate vision/mission, philosophy, values and strategic direction.

11. The Behavioral The process of managing change and remain flexible in its response to changing market conditions, competition, and innovation. Example: From To Bureaucratic Collaborative Boss and critic Servant-leader and coach Covering content and moving on Teaching for mastery Teacher-centered Student-centered Out of context and textbook driven Authentic, relevant, meaningful Passive Learner Critical thinker and problem solver Assembly line, one-size fits-allDifferentiated, honoring students individual uniqueness

12. Objectives Develop a marketing plan that: Defines the vision (marketing goals) both qualitatively and quantitatively Defines the vision (marketing goals) both qualitatively and quantitatively Identifies the target audiences (internally and externally) Identifies the target audiences (internally and externally) Sets SDA education (the product) in North America apart from the competition Sets SDA education (the product) in North America apart from the competition Outlines the marketing and recruiting strategies/tools to best communicate the vision/mission, and promote Adventist education to SDA constituents in North America Outlines the marketing and recruiting strategies/tools to best communicate the vision/mission, and promote Adventist education to SDA constituents in North America