1. Opening General Session
July 19, 2012

2. Welcome! The 2nd Annual Ace it! Conference!
Special Guests and Introductions
Goals for this Conference:
Increase your market knowledge
Best practices to grow your revenue
Tools and resources for business development
Actionable steps to take as soon as you get home

3. Today’s Agenda 9:00 AM – 10:30 AM General Session
10:30 AM –10:50 AM Break
10:50 AM – 12:00 PM Education and Research
12:00 PM – 1:00 PM Lunch
1:00 PM - 2:15 PM Franchisee and Program Manager Expert Roundtables:
3 expert tables on “Maximizing SES Enrollments”
3 expert tables on “ Finding and Retaining Contracts”
2:15PM – 2:30PM Break
2:30 PM – 5:00 PM Finding and Researching Contract Opportunities
5:30 PM – 7:00 PM Reception!

4. Agenda for this Presentation
Introductory Remarks – Jeff
Market Analysis and Response to Changing Market – Doug
Market Analysis (Political, Economic, Social, Educational)
Response to Changing Market
Reading Curriculum Revision – Lynn
Putting It All Together – Doug

5. Introductory Remarks – Jeff
Ace it! business important part of a balanced approach to maximize revenue from all sources in a territory
Ace it! business growing despite headwinds, but …
Ace it! revenue needs to grow beyond SES
Contracts are tough, but doable

6. YTD Performance Overview

7. Ace it! YTD – Financial Performance
Average Revenue Per Territory

8. Ace it! YTD – System Metrics
Total Territories / Franchisees
119 / 100
108 / 94
Territories Active since License
98 (82%)
88 (81%)
Territories Active since License that are Active in Current Year
90%
91%
States with Active Territories 35 31
Contracts / Active Territory
6.1
4.5
Steadily growing business as measured by different metrics
Franchisees who are active are very likely to stay active despite ever-changing market

9. Market Analysis and Response to Changing Market
“Come gather 'round people Wherever you roam And admit that the waters Around you have grown And accept it that soon You'll be drenched to the bone. If your time to you Is worth savin' Then you better start swimmin' Or you'll sink like a stone For the times they are a-changin'.”

10. Market Analysis P E Ed S Your Business Political Factors
Economic Factors
Educational Factors
Social Factors

11. Market Analysis – Political FactorsEd S
Political Factors
Economic Factors
Educational Factors
Social Factors
Political Factors
No NCLB/ESEA Reauthorization
Activity vs. Action
Waivers
2012 Elections

12. Market Analysis – Economic FactorsP E
Political Factors
Economic Factors
Economic Factors
Flat Federal Budget
Flat to declining state and local budgets
Diversification of funding sources
ROI Ed S
Educational Factors
Social Factors

13. Market Analysis – Social FactorsP E S
Political Factors
Economic Factors
Social Factors
Customization
Technology
Choices
Pressure to perform, quickly Ed
Educational Factors
Social Factors

14. Market Analysis – Educational FactorsP E Ed
Political Factors
Economic Factors
Educational Factors
Common Core
Technology
Customization/Atomization
Competiton (1:6 choice)
Larger class sizes / fewer staff
Pressure to perform S
Educational Factors
Social Factors

15. How do we respond to change…

16. Response to Changing Market Conditions
We are responding to so much change by fighting for what we have while also looking to the future …

17. Reading Curriculum Revision
As you know, we have begun soliciting input on revising our reading curriculum. We have also convened an Ace it! Reading Advisory Committee to provide additional feedback and input. We have gotten great feedback.
First, let’s address WHY we need to revise the reading curriculum:
Our reading program is old
How long will the third party vendor support it?
We need a more flexible program;  
The market is changing;  
Our curriculum has some content holes. 
Lynn will go into more specifics about why we are looking at a revision and how the Education Department will approach the revision process.

18. Reading Curriculum Revision
Second, let’s address WHEN a revision will be available:
There are a number of valid concerns around how and when we make a transition to a revised curriculum. 
Based on the feedback from the Advisory Committee and others, we plan to target the school year for general availability of a revised reading curriculum. 
We plan on continuing the research and development around the changes and improvements that are needed in a revision, and plan on piloting content with Ace it! operators no later than the school year.   

19. Reading Curriculum Revision Overview - Lynn
Summarize reasons for revising the Ace it! Reading program
Review the tools and processes that will help us keep up with changes in the education market, with a particular focus on
Assessment
Reading Content
Slide 3

20. Reasons for Reading Revision
We get to improve our business by:
Addressing some of the challenges learned since developing the program.
Addressing the changes needed to establish Ace it! as the preferred choice for schools and CBO’s seeking partners for contract.
Increasing the flexibility of Ace it! operators to meet the wider array of requests and needs by these partnering schools and CBOs.
Acknowledging the fact that delivering services off-site is most likely to remain in a paper and pencil delivery format.
Tom Jennings, 7/5/11
Addressing the uncertainty of the long-term relationship with our current publisher

21. Program Development Process21

22. Research Educational Literature/Research Validation
Common Core and State Standards
Customer Research
Ace it! franchisee survey
Assessment RFP

23. Development (Revision)
Leveraging LSF content as the basis for the new program
Instructional Design
Content Selection
Lesson Components
Use of the new CMS and authoring tool to manage the process
Work with technology on new assessment integration

24. Deployment
Pilot Implementation
General Availability

25. Data Gathering Customer data Franchisee and Ace it! staff input
Student Performance data
Content Performance data

26. Analysis & Planning Pilot Review Planning – New content or features
Additional research
Ongoing input from the advisors

27. Program Development Process27

28. Development and Advertising Funds
These funds allow us to defend, improve and grow the business.
2010 Overview of Activities completed
2011 Overview of Activities in process
Increased Opportunity and Revenue
Support
Ad Fund
Dev Fund

29. Development Fund Purpose
Dev Fund
Development Fund Purpose
Used to support and expand Ace it! business directly or indirectly through various activities…
Marketing
Public relations
Lobbying
Grant and application writing
R&D, evaluation
Participation in industry groups
Contracting and employing service providers

30. 2010 Dev Fund Activities Market Research and Support
Research on market segments and funding sources. Delivered.
Research on funding by states and districts. Delivered.
Superintendent Focus Group (ERDI). Done.
Race to the Top – Analysis of state applications and opportunities for Ace it!. Also provided pitch letters.
Analysis of high school opportunity with detailed summary by state, along with potential funding sources. Delivered.

31. 2010 Dev Fund Activities cont’d
Contract and Application Support
Administrator PowerPoint. Delivered.
Contact to Contract business development presentation. Delivered.
Call with superintendent for market insights. Delivered.
Training
Nashville conference. Delivered.
Compliance
Worked with several TX franchisees on appeals.
Worked with several IL franchisees on state issues.
Worked with NC state DoE and districts.
Survey of SES accountability metrics. Delivered.

32. 2011 Dev Fund Activities Government Relations – Increased emphasis
Continue to support SES coalitions, EIA and Tutor Our Children ( Hold a TOC board seat.
Working at federal and state level to gather intelligence, influence policy, change adverse decisions.
Contribute to payment of federal lobbyists
Identify opportunities for additional government funding.
Funding / Grant Support
Grant Support – Comprehensive grant resource for community, providing support for grant identification, best practices, writing support, etc. [Ongoing]
Expert Calls – Series of calls with experts on market opportunity, funding, content knowledge, sales, etc. [6 Delivered. More to come.]
RTI Project - Final report delivered June 2011.

33. 2011 Dev Fund Activities cont’d
R&D Reading
Conduct initial research for reading curriculum revision. [Through EOY]
Scope requirements, develop RFP for new assessment option, and analyze assessment options (content coverage, alignment, etc.) [Sept. 2011]
Training
Provide training for management and growth of business
Main activity: THE NEXT 2 DAYS!
Other training TBD, but looking at series of regional trainings fall/winter.
Application / Compliance Support
SES related and ongoing:
Ensure quality state applications.
Interact with States with questions/concerns.
Help franchisees deal with compliance issues.

34. Advertising Fund Purpose
Ad Fund
Advertising Fund Purpose
Used to maximize the public's awareness of Ace it!, including:
Developing, planning, maintaining, administering, placing:
National advertising materials, programs, activity, & public relations activities
Costs of employing media purchasers, advertising agencies, & public relations firms
Research & development

35. 2010 Ad Fund Activities PR/Marketing Support:
Comprehensive collateral revamp for website launch. Done.
Website. Delivered.
Ace it! case studies (5 underway). Delivery by Q
SES Marketing manual. Delivered at 2010 Sylvan Conference.
School academic data tool. Anticipated delivery: Q
District analysis / customer profile. Delivery: Q

36. 2010 Ad Fund Activities cont’d
Government Relations
Founding member of new SES advocacy coalition: Tutor Our Children ( Hold a TOC board seat. Continue to support EIA.
Working at federal and state level to gather intelligence, influence policy, change adverse decisions.
Contribute to payment of federal lobbyists
Identify opportunities for additional government funding.
Academic Research
Worked to better define academic profile of typical Ace it! student
Identified SES specific research and data needs for NCLB reauthorization
Worked with Dr. Neuman-Sheldon on accurately conveying existing academic gains and research for use in marketing and website.

37. 2011 Ad Fund Activities PR / Marketing
Marketing Support and Collateral
Shared internal resource for project management, writing, editorial, automated tools, and creative services. [Ongoing]
External resource for content, PR for SES and Ace it!, writing services, etc. [Ongoing]
SES materials revamp – revising 10+ pieces of collateral (letters, flyers, brochures, LTEs, op-eds, etc.). [by August 1, 2011]
White papers – develop short white papers on important topics and marketing opportunities (e.g., small group instruction, RTI, school improvement, Algebra I, summer school, etc.). [Ongoing]
Press releases – customizable press releases for SES. Delivered. More to come.
Pitch letters for RTI, ELL, Algebra I and other opportunities. [Oct. 2011]
Translating materials – translating marketing materials into Spanish. [Ongoing]

38. Ad Fund Supported Marketing – A Deeper Dive
Highlight updated Ace it! SES marketing materials
Demonstrate functionality of MARC platform for Ace it!
Additional materials being created for both SES and Contracts

39. Ad Fund
Marketing Support
All Ace it! materials updated to better leverage the Sylvan Brand
All materials are customizable to meet district specifications
Disclosure fields have been created so that the rules and regulations of each school district are met
Ace it! marketing materials will be available in MARC
Additional Ace it! resources will reside on the “Help” Link of the Ace it! Technology System
New materials have also been developed for in-center SES

40. MARC Overview Two email blasts have gone out in the Sylvan Way
Ad Fund
MARC Overview
Two blasts have gone out in the Sylvan Way
Usernames and passwords were created for every center
Based on center we have on file
If you have not received a username and password, please contact:
All Ace it! franchisees will have an additional level of access for the Ace it! materials
Questions or concerns:
Visit the Help Link –

41. MARC Ace it! Demo Please Remember: Door Hangers Flyers Yard Signs
Ad Fund
MARC Ace it! Demo
Please Remember:
These are still being finalized
Your feedback is welcome!
Door Hangers
Flyers
Yard Signs
Features to better target your SES market

42. Additional Ace it! Marketing Resources
Ad Fund
Additional Ace it! Marketing Resources
Additional materials will be created over the next 90 days:
Bi-fold Brochure
Postcard
Business Card (to give parents and kids)
Bus Shelter Signage
Table Cloth
Key marketing pieces will be translated into Spanish
Coming Soon! Improved Marketing Manual with updated copy targeting:
Administrators
Community leaders
Pitch letters
Public Service Announcements – radio and print

43. 2011 Ad Fund Activities cont’d
PR / Marketing cont’d
Customer Research
Survey of Superintendents, District officials, principals re. brand perception. [August 2011]
ERDI Superintendent Focus Groups. [Ongoing]
Partnerships / Adverts
Partnership with National Summer Learning Association Summer School Network with Districts [Q4 2011]
Exploring online and print ad placements [Q3 2011]
Videography
Video of Ace it! in action and interviews with principals, teachers, students, parents for website and training. [Complete by Nov. 2011]

44. 2011 Ad Fund Activities cont’d
PR / Marketing cont’d
Customer Facing Website
Continue to refine existing content and add new content [Ongoing]
Add video [As available, all added by November 2011]
Facebook [October 2011]
Case Studies
For website and other PR/marketing activities [first 4 by September 2011; next 3 by Dec. 2011]
Research Validation
The research will examine the extent to which Ace it! participants exhibit learning gains on state reading and mathematics assessments. For use in all marketing and PR. Contractor retained.
Research to be completed Jan. 31, 2012.

45. Putting It All Together
Growing business, but …
A lot is changing in the market
Maximize current opportunity
We are moving aggressively to change with the market
Can we succeed in this changing market?
YES!

46. Examples of Success
Susan and Carol Steron
Kelli Abar
Tom Jennings

47. Growth Strategy Revenue SES short term, but reduce reliance on SES
Use SES to build relationships and open doors
Diversify contract revenue to identified market segments
“Targeted Intervention” for new markets
Programmatic
Bring on new content and assessment for existing and new contract opportunities
Drastically improve marketing collateral and tools
Improve contract sales training and tools
Deliver vastly improved tech system
System Performance
Increase number of contracts/territory
Establish territory and opportunity performance metrics

48. Finding Opportunity
Academic Need
Funding
Relationships

49. The Sweet Spot Funding Relationships Priority/Opportunity
Academic Need
Funding
Relationships

50. Market Opportunities CCR/CR Math Special Needs Funding Sources Purpose
K-8 + Algebra I
K-8 focused
K-8
Intervention
Math
Special Needs
CCR/CR
Title I, SES, SIG, 21st CC, RTI, State/local, foundations
Title I, RTI, STEM, State/local, foundations
IDEA & Title I, RTI, Title III, State/local, foundations
CCR, SI, other Fed, State/local foundations
Funding Sources
Purpose
Intervention, preparation, SI
Intervention, preparation, SI
Intervention, SI
Intervention, preparation, SI
Ability to Deliver

51. Value Proposition Increased Academic Performance Operational ease
Meeting an important instructional need: targeted intervention
Cost effective: We can move one student approximately one grade for level for less than $1,000.

52. Putting It All Together
NEW OPPs
SES
RESULTS
SUPPORT
SUCCESS!
Sustainable & Profitable