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Opening General Session

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Presentation on theme: "Opening General Session"— Presentation transcript:

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 Factors
Ed 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 Factors
P 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 Factors
P E S Political Factors Economic Factors Social Factors Customization Technology Choices Pressure to perform, quickly Ed Educational Factors Social Factors

14 Market Analysis – Educational Factors
P 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 Process
21

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 Process
27

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


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