Education Marketing Plan

Education Marketing Plan
Allendale Language School

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Marketing Vision
The Allendale Language School marketing plan has been created at a crucial juncture for the business. Its past success has been with hundreds of students and a handful of teachers. Over the coming three years, the business can and will expand to reach thousands of students with dozens of teachers. It will do this through rebranding and redevelopment of some basic marketing materials, a systematic referral program for customers and businesses, care with customer satisfaction, and a focus on marketing training for all employees. Marketing will be a total activity and not just one area of what the company does.
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1.1 Goals Personal goals:

CEO achieve 5 speaking engagements per year CEO attend 3 language learning conferences per year CEO devote more than 5 hours per workweek to marketing
Business goals:

Total annual revenue to exceed $2.2 million in 2012 Total class enrollments to exceed 2,800 in 2012 Lead conversion rate to reach 25% in 2012
Tactical goals:

Achieve over 140 customer testimonials in 2012 Achieve 75 PR mentions in 2012
Hire total of 8 new full-time staff over next three years
Strategic goals:

Maintain greater than 98% customer satisfaction with students completing classes Keep dropouts under 2% Raise $500,000 capital funds in 2012 to fund expansion to two new areas in 2013
1.2 Purpose
The Allendale Language School marketing plan is designed to give focus to the CEO and the core staff (sales representative and customer service representative) as the company expands over the next three years. Its primary purpose is to enable the school to reach many more students with affordable language classes which set them up to achieve real breakthroughs in language learning. The business believes that communication through language learning is important for many to have successful, happy lives and careers, and to achieve their greatest potential, whether the student is an immigrant learning English or an American hoping to travel.
1.3 Picture
A student joining the Allendale Language School should hear of its remarkable promise - that he will achieve real breakthroughs in understanding and communication over a three month period taking classes after work for an affordable rate. Allendale Language School will deliver on this promise through its careful, systematic teaching process, careful qualification of students and checkpoints for student learning, and engaging, interactive classroom activities that transcend rote learning. The success that the school has achieved with its method in the past will be brought to a far greater number of students who will be happy to sing the praises of the company by recording video testimonials about their progress.
1.4 Gap Dashboard

The Gap Dashboard reflects the numerical representation of the company's primary personal goals for the CEO, business goals, tactical goals, and strategic goals over the next three years. On a monthly basis, the CEO will review the Gap Dashboard actual versus planned results and identify any shortfalls. With the full-time staff, he will devise a plan to rectify the shortfall. Gap Dashboard Create or edit this table
Year 1 Personal Year 2 Year 3
CEO Speaking Engagements CEO language learning conferences CEO hours on marketing
3 3 470
4 3 300
5 3 240
Business Total revenue Class Enrollments Lead Conversion Rate $1,427,375 1,800 20.00% $1,784,219 2,250 22.00% $2,230,273 2,813 25.00%
Tactical Customer Testimonials PR Mentions New Full-Time Staff 0 27 90 113 60 2 141 75 3
Strategic Customer Satisfaction Rate Dropout Rate Capital Raised $0 98.00% 2.00% $0 98.00% 2.00% $500,000 98.00% 2.00%

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Ideal Customer
The ideal customer for the Allendale Language School's foreign language programs falls into one of two categories. The first is a middle class working person who feels the need to learn a foreign language either for a pressing work-related need, a desire to have more options in career, or a wish to travel to a foreign country and enjoy the experience more. These individuals, however, feel they cannot afford one-on-one tutoring, but are too social to be able to be content with a book, online program, or software to learn the language. They desire a classroom experience both as a structured approach to force them to make a commitment to the language learning and as a means to have extensive social interaction through the process. The ideal customer for Allendale Language School's ESL program is a low-income worker whose lack of English language skills reduces his or her earning potential. Again, this individual feels he or she cannot afford one-on-one tutoring, and may not have a computer to make use of language software or an online program.

2.1 Market Description

Allendale Language School targets customers with the following characteristics:

20 to 40 years of age Hoping to travel to foreign country OR facing work requirements for a foreign language Earn between $30,000 and $60,000 per year Very social - likes talking to others and being part of groups (member of local clubs and associations)
Live within 5 miles of Allendale, NJ For its ESL classes, Allendale Language School targets customers who are: Arrived in the United States in the last ten years
Earn between $15,000 and $30,000 per year Works or wishes to work in a field requiring greater mastery of English Originally from Latin America Live within 5 miles of Allendale, NJ
Remarkable Difference
Allendale Language School's remarkable difference is its guarantee that students who apply themselves in any of its classes will complete it with a breakthrough in understanding or are entitled to repeat the class for 75% off. The School is certain that a student who attends all classes, completes all homework, and participates in class discussions and activities will be ready to "graduate" to the next class after 12 weeks because of the tested approach to language learning it takes, incorporating multiple modes of learning.

3.1 Differentiators
Allendale Language School differentiates itself through a combination of its unique method and unique guarantee. The method uses a standard length of class (12 weeks, 3 class meetings per week of 2 hours each for 72 class hours), activity-based curriculum focused on group and whole class activities and discussion, and extensive homework requirements which will average to an additional 72 hours of work. The method has been tested to work with both visual and auditory learners. The goals of each class are a small breakthrough in understanding and communication which will open up new options for the student. The school's guarantee is that a student who misses no more than one class meeting, completes all homework, and actively participates in class activities and discussion will pass the end of class test and be ready to move up to the next class level should they choose to continue. If they do not, the student is entitled to repeat the class for a significantly reduced fee - only 25% of
tuition. This guarantee is put into use less than 2% of the time (2 out of 100 students or fewer repeat a class).
Core Strategy
The positioning goal for Allendale Language School is to be the best language learning option for residents in the Allendale, New Jersey area who need both a social, structured atmosphere and an affordable price. The external marketing message stresses both the social, interactive aspect and the price of $25 per class for foreign language learners and $15 per class for English as a second language learners. Measurable results from the marketing should include:

Classes run at at least 75% capacity and an average of 90% capacity Expanding the number of classes per year by 25% each year over the next three years

4.1 Core Branding Elements

Core branding elements for Allendale Language School must be revisited to support this plan and move the language school into the future. The current marketing focuses only on the affordable cost of classes and does not speak of the social aspect of the school. To accomplish this change will mean the redeveloping the following elements:

Logo - to incorporate the idea of two people in conversation Colors - less garish and more professional and subdued than current colors (colors must support the idea of the school as a professional school with a history of excellence and not a fly-by-night operation)
Images - should primarily use photos of actual students in discussion with each other and the teachers
Slogan - current slogan of "Breakthroughs in language you can afford!" should be redeveloped to focus on the interactive aspect of class (i.e "Interact, Speak, and Succeed" or something along those lines) With the redevelopment of these core branding elements, the company's printed materials, website, advertising, business cards, and more must be redesigned and reprinted over the next year. The school will also introduce a uniform requirement for teachers including a branded jacket and name tag which must be worn during all classes.
Product/Service Innovation
Allendale Language School offers the following classes:
Foreign Language Program:

(levels for each language include intro, basic 1, basic 2, intermediate 1, intermediate 2, advanced 1, advanced 2)

French Spanish Italian German Japanese Cantonese Mandarin Portuguese
The cost of each class is $900 per student. Classes are 20-25 students. Some classes are held three times per year or more, while others are only held once a year. Classes are held in three "seasons" - Spring (January - May), Summer (June -August), Fall (September - December) with appropriate breaks for holidays. Each class has 36 class meetings. Periodically, special "For Travelers" and "For Business" classes will be held when there is the demand shown.
English Language Program:
(also offered in intro, basic 1, basic 2, intermediate 1, intermediate 2, advanced 1, and advanced 2 levels)

English for Spanish Speakers English for Non-Spanish Speakers
The cost of ESL classes are $540 per student. Classes are the same size and schedule as the foreign language program. English for Spanish Speakers is taught by an English-Spanish bilingual teacher. Allendale Language School will offer the following services to encourage new students:
Suspects: Newsletter Prospects: Open house class nights (where classes in session can be observed by a small
number of visiting prospects) and Language Seminars (90 minute talks by a master teacher or the founder of Allendale Language School about language learning tips and the Allendale method). Open house nights are free to attend and Language Seminars are $20 for foreign language program seminars and $10 for ESL program seminars.

5.1 Price Rationale

The pricing for Allendale Language School is based both on competitive research and on the cost modeling of the school. Competitors offering one-on-one and small class experiences cannot beat Allendale on price. Spread over three months, the price is very affordable for most students. However, the pricing allows Allendale to cover its costs and earn a profits after a certain volume. By hiring good (but not necessarily great) teachers and training them well with a strong method, Allendale reduces the cost of teacher wages. Allendale holds ESL classes in space provided by partnerships with area schools and businesses to maintain lower overhead and allow those classes to be priced lower.
The special language seminars are priced to be very affordable for anyone to get a taste of what Allendale Language School is all about. However, they are not provided for free as a means of qualifying prospects who are willing to spend money on improving their language skills.
Marketing Materials
Key marketing materials for Allendale Language School currently consist of:

ESL program Spanish brochure Foreign language program brochure Business cards for Founder/CEO Newspaper ads Promotional flyers Website Pay-per-click ads In addition to revising these marketing materials based on the company rebranding, new marketing materials will be developed, including: Generic business cards for teachers Business cards for sales representative Marketing kit for businesses focused on ESL program Marketing kit for businesses focused on foreign language program Direct mail pieces focused on area businesses Direct mail to students focused on customer referral program
Web Plan
The Allendale Language School website must be revised to reflect the rebranding and new marketing initiatives of the company. The purpose of the website is to provide the majority of information that potential students need to decide to enroll in a class by meeting the following objectives:
Proving the expertise of Allendale Language School in the area of language training
Displaying testimonial proof from past students and businesses of the quality of Allendale Language School's education
Providing information on all upcoming scheduled classes, class requirements, and fees Providing class materials, times, locations, and details for enrolled students To this end, the website includes the following pages: Homepage and school overview The School's Guarantee The School's Method Foreign language resources on the Web ESL resources on the Web Founder profile School History Testimonials of past students Testimonials of business partners Frequently Asked Questions (not answered elsewhere) Enrolled student portal with details on the class(es) the student is enrolled in, downloadable class materials, additional resources, class times and schedule, location, and announcements from the teacher
Enrollment page (series of forms to complete to enroll and set up an account) Contact page for additional questions All pages relevant to ESL courses also have a Spanish-language version. The website's enrollment page and forms will be redesigned to be 3 simple steps. Also, a page describing the customer referral program and a page focused on the business referral program will be added.

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7.1 Social Media Plan

In the next six months, a Facebook page for Allendale Language School will be launched to allow current students to interact with prospective students and further promote the school. The page will be a forum for questions and comments from past, current, and prospective students, as well as a discussion area based on discussion questions posed by the school and by users. The Facebook page will be monitored by the newly hired sales representative of the company.
Lead Generation Plan

Allendale Language School generates leads from the following sources:

Customer referrals Business referrals Pay-per-click advertising on Google Adwords Print ads in the Bergen Record and New Jersey Star Ledger Strategically placed promotional flyers in area businesses serving prospects for ESL and foreign language programs (i.e. businesses serving the town's Hispanic population, immigration law offices, travel agencies, community centers, restaurants and stores with community information boards)

8.1 Advertising Media Tracking Kits Requested Advertising Contact Contact Medium Name #
Google Adwords Bergen Record removed removed removed removed
Total Distribution Cost/Ad CPM

removed removed removed removed removed removed
NJ Star Ledger Local Flyers
removed removed
removed removed
removed removed
removed removed
removed removed
8.2 Referrals
Allendale Language School will develop a systematic referral program to capitalize on the success it has had to date in earning referrals from its students. Approximately 30% of new students are currently referred by a current or past student. To encourage student referrals, Allendale Language School will offer a discount on the next class taken by the referring student. The discount will be equal to 25% of the cost of the class taken by the referred student. A referring student who brings in multiple referrals can end up with a free class. Allendale Language School will also seek out professional referrals from likely business contacts. These include the following:

Locally-based businesses serving non-English speaking populations Locally-based businesses whose employees are largely foreign-born Locally-based businesses with an international element To earn these referrals, Allendale Language School will market directly to these businesses with direct mail letters, focused marketing kits to those who express interest, and sales meetings to discuss details. The goal is for businesses to either offer to pay for these classes for their employees, offer to pay for part of the class, or promote the classes to their employees without paying.
Lead Conversion Plan

To convert the leads generated through marketing activities into customers, Allendale Language School implements the following:

Print and e-mailed newsletter (both Spanish and English versions), sent every other month Improve online registration form so that it can be done in three easy steps (course selection, scheduling, payment).
Provide frequently asked questions on the website to reduce the need to answer additional email questions.
Hire a sales representative to answer questions by email and phone that go beyond information the website provides (currently, the company founder and CEO provides all sales service). The sales rep will be entitled to commissions based on sales generated by his or her sales efforts.
Service Experience
The Allendale Language School service experience rests on the teacher/student relationship at its base. However, systematic measures can and will be taken to improve the relationship. A customer satisfaction database will be created to begin tracking customer satisfaction levels based on three checkpoints - 4 weeks into a class, 8 weeks into a class, and at the completion of a class. These checkpoints and the resulting tactics to work with students and teachers having trouble is the company's "WOW Process". Loyal students will, in turn, become ambassadors for the company through testimonials and the company Facebook page.

10.1 Loyalty Product/Service Offerings

Loyal students of Allendale Language School can be an asset in helping to convert additional leads. In the past, the school has sought written testimonials by emailing past students. The school will seek to record video testimonials from satisfied students through video chat sessions or through videotaping their comments at class graduations. These graduations are held periodically - on the completion of Basic 2, Intermediate 2, and Advanced 2 classes. Graduations are parties featuring a short ceremony and food relevant to the language being studied. Each passing student receives a certificate of completion signed by their teacher and the school CEO.
Loyal and successful past students will be encouraged to become Fans of the company Facebook page and contribute to conversations there. The possible interaction between these successful students and prospective students will help to sell the company's classes.
10.2 WOW Process

Customer satisfaction is based on setting expectations carefully and then ensuring that those expectations are met. To set expectations correctly, the website and teachers describe the intended results of each class in the same terms, emphasize the amount of homework required, and speak of the importance of classroom interaction, discussion, and attendance. Student satisfaction is measured at three points:
After 4 weeks, one third of the way through the class via a confidential survey which is sealed and delivered to the Allendale Language School office
After 8 weeks, two thirds of the way through the class via another confidential survey After the class is completed with a follow-up survey via mail or email Between the results of the survey and teacher observations, students who are having specific problems learning within the class are pinpointed at 4 weeks and 8 weeks so that additional attention can be paid, and alternate activities chosen. If the student simply does not seem a fit for an interactive mode of learning, the student is approached by the company's customer service representative to discuss this. If they are not enjoying the class or succeeding in learning, they may be offered to receive a prorated refund for the classes not completed so that they can put that money towards an alternate learning method. Having a student leave a class early is preferable to seeing the student fail to succeed and not wish to repeat the class. Although the surveys will collect qualitative information, they will also ask students to rate their satisfaction with their learning, the materials, and the teacher on a numerical scale so that the numbers can be totaled and averaged. Teachers who fall below average will be pinpointed to receive additional training and asked to observe lessons by teachers with above average satisfaction levels. The results of satisfaction surveys will be entered into a database by the company customer service representative so that this kind of analysis can be done.
Marketing Calendar
On a daily basis, Monday to Friday, the CEO of Allendale Business School will devote 8 - 9 AM to review of and implementation of marketing activities. During 2010, the first year of this plan's implementation, additional time beyond this hour per day will be required to manage the activities described on the Milestones chart. After this year of redevelopment, the monthly marketing themes on the Monthly chart will be used to focus each month's marketing. At least 10 hours per month should be spent on the month's marketing theme. On a weekly basis, the CEO will review a lead and conversion report created by the sales representative to identify what marketing activities are leading to success. After the third year, there may be a need to hire a Marketing Director to continue the company's marketing growth as the company moves into new markets. At that point this management will be taken on by the Marketing Director, and the CEO will further limit the time she spends on marketing management.

11.1 Monthly Months

1 2 3 4 5 6 7 8 9 10
Marketing Theme
Website Advertising Customer Referral Program Customer Satisfaction Surveys and Analysis Newsletters Seminars PR efforts Business Referral Program Marketing Training Facebook Page
11 12
Testimonials Annual Reviews and Planning
Milestones Create or edit this table
Implemented Advertising Start Date End Date Budget Manager By New Flyer Campaign Brand Relaunch Print Ads Online Ad Campaign Revise Total Advertising Budget 4/1/2010 5/1/2010 3/1/2010 5/31/2010 5/31/2010 5/1/2010 $1,000 $2,000 $0 $3,000 Implemented Referral Programs Start Date End Date Budget Manager By Design Marketing Kits Print Marketing Kits Identify Business Targets Send Direct Mail to Businesses Set Appointments with Businesses Total Referral Programs Budget 5/1/2010 5/15/2010 5/1/2010 6/1/2010 6/15/2010 5/15/2010 5/31/2010 5/15/2010 6/15/2010 7/15/2010 $2,000 $1,000 $250 $500 $0 $3,750 Implemented Branding Start Date End Date Budget Manager By Logo and Brand Development Slogan Development Marketing Material Redesign 1/1/2010 2/1/2010 3/1/2010 3/1/2010 3/1/2010 5/1/2010 $2,000 $500 $1,000 CEO CEO CEO Marketing firm Marketing firm Marketing firm CEO CEO CEO CEO CEO Marketing firm Marketing firm Sales Rep Sales Rep Sales Rep CEO CEO CEO Marketing firm Marketing firm Sales Rep
Marketing Material Reprint Create Teacher Jackets Total Branding Budget
5/1/2010 5/1/2010
5/31/2010 5/31/2010
$2,000 $1,000 $6,500
CEO CEO
Marketing firm Marketing firm
Implemented Web Development Start Date End Date Budget Manager By Website Form Redesign and Launch Facebook Page Design Total Web Development Budget 5/1/2010 6/1/2010 5/31/2010 6/30/2010 $10,000 $0 $10,000 Implemented Customer Satisfaction Start Date End Date Budget Manager By Customer Write Satisfaction Surveys 2/1/2010 3/1/2010 $0 CEO Service Rep Develop Database 3/1/2010 5/1/2010 $5,000 CEO Customer Administer First Survey 7/1/2010 7/7/2010 $100 Serive Rep Customer Analyze Survey Data 7/7/2010 7/15/2010 $0 Service Rep Total Customer Satisfaction Budget $5,100 Service Rep Customer Teachers Programmer CEO CEO Marketing firm Sales Rep
Totals
$28,350
Critical Numbers
The Allendale Language School must monitor its sales, unit costs, expenses, and key marketing metrics closely to determine if marketing is having the proper effect and the company is on target with its goal of 25% growth per year over the next three years. The growth in sales will be driven by an increase in leads (in part from a large increase in the number of referrals from students and businesses, as well as from good PR mentions and the persuasive effect of testimonials) and an
increase in lead conversion rate (brought about by a better website and a more systematic sales approach with the company sales representative). Marketing metrics will be tracked through Salesforce.com, making use of its Web-to-lead function and dashboard reporting. Expenses and sales will be tracked in QuickBooks, both through automatic entry from credit card transactions on the internet and manual entry of some sales and expenses by the company sales representative and bookkeeper. The CEO will look at reports from these programs on at least a weekly basis.

12.1 Sales Forecast

Sales are projected to increase by 25% per year based on the systematic marketing activities, the untapped market in the Allendale area, and the availability of teaching talent. Foreign language classes are more numerous than ESL and make up twice as many enrollments. Seminars are primarily promotional events which offer an overview. Create or edit this chart
Create or edit this chart
Sales Forecast Create or edit this table

Year 1 Unit Sales Year 2 Year 3
Foreign Language Enrollments ESL Enrollments Foreign Language Seminars Attendees ESL Seminars Attendees Total Unit Sales
1,200 600 850 638 3,288
1,500 750 1,063 797 4,109
1,875 938 1,328 996 5,137
Unit Prices Foreign Language Enrollments ESL Enrollments Foreign Language Seminars Attendees ESL Seminars Attendees
Year 1 $900.00 $540.00 $20.00 $10.00
Year 2 $900.00 $540.00 $20.00 $10.00
Year 3 $900.00 $540.00 $20.00 $10.00
Sales Foreign Language Enrollments ESL Enrollments Foreign Language Seminars Attendees ESL Seminars Attendees Total Sales $1,080,000 $324,000 $17,000 $6,375 $1,427,375 $1,350,000 $405,000 $21,250 $7,969 $1,784,219 $1,687,500 $506,250 $26,563 $9,961 $2,230,273
Direct Unit Costs Foreign Language Enrollments ESL Enrollments Foreign Language Seminars Attendees ESL Seminars Attendees
Year 1 $90.00 $81.00 $10.00 $7.50
Year 2 $90.00 $81.00 $10.00 $7.50
Year 3 $90.00 $81.00 $10.00 $7.50
Direct Cost of Sales Foreign Language Enrollments ESL Enrollments Foreign Language Seminars Attendees ESL Seminars Attendees Subtotal Direct Cost of Sales $169,881 $108,000 $48,600 $8,500 $4,781 $212,352 $135,000 $60,750 $10,625 $5,977 $265,439 $168,750 $75,938 $13,281 $7,471
12.2 Marketing Expense Budget

The marketing expense budget includes the cost of achieving all initial plan milestones and the ongoing operational cost of marketing activities over the next three years. Marketing expenses are somewhat seasonal, as there is a push to advertise each new season of classes in the month preceding the start of that season (December, May, and August). Some costs are spread through the year, such as satisfaction surveys, which will be administered every four weeks once they start. Expenses for 2010 will include some one-time rebranding and website redevelopment costs which will not have to be repeated in 2011 and 2012. Create or edit this chart
Create or edit this chart
Marketing Expense Budget Create or edit this table

Year 1 Print Advertising Flyers Branding Online Advertising Website and Facebook Print Collateral Uniforms Customer Satisfaction Referral Marketing $6,000 $3,000 $2,500 $7,500 $11,600 $6,000 $1,400 $5,600 $1,250 -----------Year 2 $8,000 $4,000 $0 $9,000 $2,880 $4,000 $1,000 $1,500 $1,500 -----------Year 3 $10,000 $5,000 $0 $11,000 $3,500 $6,000 $1,400 $2,000 $1,750 ------------
Total Sales and Marketing Expenses Percent of Sales 3.14%
$44,850 1.79%
$31,880 1.82%
$40,650
12.3 Key Marketing Metrics

Leads must be generated in great volume to yield sales as the school receives a high number of leads (including referrals, website inquiries, seminar attendees, and calls) which do not convert. The conversion rate is currently 20% but expected to rise to 25% over the next three years with the improvement in the school's reputation and Web resources. The average customer yields .15 transactions per month (1.8 per year), as a number of customers will take two classes in a year and some will take three. This is expected to rise in the coming years. The average $/customer is based on the weighted class enrollment average between the foreign language and ESL classes. Referrals are currently 20% of leads and this is expected to increase as a percentage of total leads over the next year and in the following two years. Referrals will include both customer referrals and professional referrals from businesses. PR mentions will increase as the company builds a reputation in Allendale and begins to send more press releases about its work. We expect to garner strong testimonials from 5% of customers. This rate isn't expected to increase, but the nature of the testimonials will change as the school begins to seek video testimonials instead of written testimonials. Key Marketing Metrics Create or edit this table
Year 1 Revenue Leads Leads Converted $1,427,375 9,000 20.00% Year 2 $1,784,219 10,227 22.00% Year 3 $2,230,273 11,252 25.00%
Avg. Transactions/Customer Avg. $/Customer Referrals PR Mentions Testimonials Other 0
0.15 $780 2,734 27 90 0
0.20 $780 3,580 60 113 0
0.25 $780 3,938 75 141
Marketing Training Game

Marketing training is an important component of the initial and continued training of every Allendale Language School teacher. Initial training occurs over a one month period (in December, May, and August, just prior to the beginning of each new class "season") and includes training in the Allendale Language School method and textbooks, as well as observation of current teachers in the classroom. Marketing training occurring during this time period includes 10 hours of sessions with the CEO, covering the following:

The customer guarantee Customer survey process Customer referral program Current advertising and promotional efforts The teacher's responsibility to market (business cards, attire, etc.) Company brand promise Website and Web resources Ongoing training for teachers includes attendance of at least one prospect information seminar per year and one workshop per quarter lead by the CEO or a master teacher for his or her language. These workshops will review teaching techniques as well as spend at least half an hour reviewing the company's marketing activities, with a focus on new developments.
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Appendix
Sales Forecast Create or edit this table
Month Month 1 2
Month Month 4 3 Month 5 Month 6
Month Month 8 7 Month 9
Month 10
Month 11
Month 12
Unit Sales Foreign Language 200 Enrollments 0 0 100 150 200 50 150 250 0 0 100
ESL Enrollments
100
50
75
100
25
75
125
50
Foreign Language 100 Seminars Attendees ESL Seminars 75 Attendees 38 38 38 75 75 38 75 75 38 38 38 50 50 50 100 100 50 100 100 50 50 50
Total Unit Sales
475
88
88
238
400
475
163
400
550
88
88
238
Month Unit Prices Month 1 2 Foreign Language $900.00 Enrollments $900.00
Month 10
Month 11
Month 12
$900.00
$900.00
$900.00
$900.00
$900.00
$900.00
$900.00
$900.00
$900.00
$900.00
ESL Enrollments
$540.00
$540.00
$540.00
$540.00
$540.00
$540.00
$540.00
$540.00
$540.00
$540.00
$540.00
$540.00
Foreign Language $20.00 Seminars Attendees $20.00 $20.00 $20.00 $20.00 $20.00 $20.00 $20.00 $20.00 $20.00 $20.00 $20.00
ESL Seminars $10.00 Attendees $10.00 $10.00 $10.00 $10.00 $10.00 $10.00 $10.00 $10.00 $10.00 $10.00 $10.00
Sales Foreign Language $180,000 Enrollments $0 $0 $90,000 $135,000 $180,000 $45,000 $135,000 $225,000 $0 $0 $90,000
ESL Enrollments
$54,000
$0
$0
$27,000
$40,500
$54,000
$13,500
$40,500
$67,500
$0
$0
$27,000
Foreign Language $2,000 Seminars Attendees ESL Seminars $750 Attendees $375 $375 $375 $750 $750 $375 $750 $750 $375 $375 $375 $1,000 $1,000 $1,000 $2,000 $2,000 $1,000 $2,000 $2,000 $1,000 $1,000 $1,000
Total Sales
$236,750
$1,375
$1,375
$118,375
$178,250
$236,750
$59,875
$178,250
$295,250
$1,375
$1,375
$118,375
Month Direct Unit Costs Month 1 2 Foreign Language 10.00% Enrollments $90.00 $90.00
Month 10
Month 11
Month 12
$90.00
$90.00
$90.00
$90.00
$90.00
$90.00
$90.00
$90.00
$90.00
$90.00
ESL Enrollments
15.00%
$81.00
$81.00
$81.00
$81.00
$81.00
$81.00
$81.00
$81.00
$81.00
$81.00
$81.00
$81.00
Foreign Language 50.00% Seminars Attendees ESL Seminars 75.00% Attendees $7.50 $7.50 $7.50 $7.50 $7.50 $7.50 $7.50 $7.50 $7.50 $7.50 $7.50 $7.50 $10.00 $10.00 $10.00 $10.00 $10.00 $10.00 $10.00 $10.00 $10.00 $10.00 $10.00 $10.00
Direct Cost of Sales Foreign Language $18,000 Enrollments $0 $0 $9,000 $13,500 $18,000 $4,500 $13,500 $22,500 $0 $0 $9,000
ESL Enrollments
$8,100
$0
$0
$4,050
$6,075
$8,100
$2,025
$6,075
$10,125
$0
$0
$4,050
Foreign Language $1,000 Seminars Attendees ESL Seminars $563 Attendees Subtotal Direct $27,663 Cost of Sales $781 $781 $13,831 $21,138 $27,663 $7,306 $21,138 $34,188 $781 $781 $13,831 $281 $281 $281 $563 $563 $281 $563 $563 $281 $281 $281 $500 $500 $500 $1,000 $1,000 $500 $1,000 $1,000 $500 $500 $500
Marketing Expense Budget Create or edit this table
Month Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 10 Print $0 Advertising Flyers Branding Online $500 Advertising Website and Facebook Print $0 Collateral Uniforms Customer $0 Satisfaction Referral $0 Marketing -----------Total Sales $1,550 -----------$1,550 -----------$1,550 -----------$4,550 -----------$21,750 -----------$1,200 -----------$800 -----------$4,500 -----------$1,300 -----------$800 $0 $0 $0 $250 $500 $0 $0 $500 $0 $0 $0 $2,500 $2,500 $0 $100 $100 $100 $100 $0 $0 $0 $0 $1,000 $0 $0 $200 $0 $0 $0 $500 $500 $5,000 $0 $0 $0 $0 $0 $50 $50 $50 $50 $10,000 $200 $200 $200 $200 $200 $500 $500 $500 $1,000 $500 $500 $1,000 $500 $500 $0 $1,000 $0 $1,000 $0 $500 $1,000 $0 $0 $0 $0 $0 $0 $0 $1,000 $0 $0 $0 $0 $0 $0 $0 $0 $2,000 $0 $0 $2,000 $0 $0
Month 11
$0
$0 $0
$500
$200
$0
$0
$100
$0
-----------$800
and Marketing Expenses Percent of 0.65% Sales 112.73% 112.73% 3.84% 12.20% 0.51% 1.34% 2.52% 0.44% 58.18% 58.18%
Key Marketing Metrics Create or edit this table
Month Month 1 2
Month 10
Month 11
Month 12
Revenue
$236,750
$1,375
$1,375
$118,375
$178,250
$236,750
$59,875
$178,250
$295,250
$1,375
$1,375
$118,375
Leads
375
375
525
750
750
750
750
750
750
975
1,125
1,125
Leads Converted
20.00%
20.00%
20.00%
20.00%
20.00%
20.00%
20.00%
20.00%
20.00%
20.00%
20.00%
20.00%
Avg. 0.15 Transactions/Customer 0.15 0.15 0.15 0.15 0.15 0.15 0.15 0.15 0.15 0.15 0.15
Avg. $/Customer
$780
$780
$780
$780
$780
$780
$780
$780
$780
$780
$780
$780
Referrals
75
75
105
150
225
225
225
263
263
341
394
394
PR Mentions
Testimonials
10
11
11
Other
Gap Dashboard Create or edit this table
Month Month 1 2 Personal CEO 0 0
Month 10
Month 11
Month 12
Speaking Engagements CEO language 0 learning conferences CEO hours 50 on marketing 50 50 50 50 40 30 30 30 30 30 30 0 0 0 1 0 0 0 1 1 0 0
Business Total $236,750 revenue Class 300 Enrollments Lead Conversion Rate 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 20.00% 0 0 150 225 300 75 225 375 0 0 150 $1,375 $1,375 $118,375 $178,250 $236,750 $59,875 $178,250 $295,250 $1,375 $1,375 $118,375
Tactical Customer 0 Testimonials PR Mentions New Full4 Time Staff 4 5 8 8 8 8 8 8 10 11 11 1 1 1 1 2 2 2 3 3 3 4 4 0 0 0 0 0 0 0 0 0 0 0
Strategic Customer Satisfaction Rate 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 98.00%
Dropout 0.00% Rate Capital $0 Raised $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 2.00%

Education Marketing Plan

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Education Marketing Plan

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Education Marketing Plan

Allendale Language School

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1.1 Goals Personal goals:

Achieve over 140 customer testimonials in 2012 Achieve 75 PR mentions in 2012

Hire total of 8 new full-time staff over next three years

1.4 Gap Dashboard

Tactical Customer Testimonials PR Mentions New Full-Time Staff 0 27 90 113 60 2 141 75 3