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1.0 Introduction We are having a wonderfully productive year at Allendale. We have 360 students enrolled which is a larger number than we have had for many years. Each month we are delighted to see new students finding Allendale as their new school home. Our students are involved in Regular, German Bilingual, Cogito or Interactions programming and are working hard to do their best possible work. Our students are doing very well academically and involved in many, many diverse activities. During our first academic reporting period, 230 of our students were on the Honour Roll, achieving either Honours with Distinction, Honours or Honourable Mention. Athletically we are having a very successful year as each of our teams has come home with a medal -- Boys' Soccer: Gold; Girls' Soccer: Silver; Junior Boys' Volleyball: Gold; Junior Girls' Volleyball: Bronze; Senior Boys' Volleyball: Silver; and Senior Girls' Volleyball: Bronze. Presently we have a large Cheer Team, four Basketball Teams and three Curling Rinks participating in leagues and activities. The Fine Arts are flourishing at Allendale School through Art, Drama and Music. Throughout the school and beyond, our students' artistic talents are on display through creative, well executed pieces of art. There is excitement within our Drama Program through both our improve Teams and our 30 plus students involved twice a week practicing for our school play to be performed in May 2012. Over a third of our students are involved in our growing Music Program participating in Concert Bands, Jazz Bands, Guitar Classes or Glee Club. Our community celebrated a magnificent evening of music in early December as our students performed to a full house and most appreciative audience. During our Results Review this fall, we had the opportunity to celebrate the achievements of our students during the 2010-2011 school year. Academically, our students achieved very well. Whether they were in Cogito, German Bilingual, Regular or Interactions programming, our students took on the challenge of doing the best work they could do. Provincial Achievement Test results showed our students were consistently performing substantially above provincial averages. Between 87% and 95% of our grade nine students writing Provincial Achievement Tests in Mathematics, Language Arts, Science, and Social Studies achieved the acceptable standard and between 29% and 44% achieved the standard of excellence on these tests.
1.1.5 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
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
2.2 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
2.2.2 Milestones Start Advertising New Flyer Campaign Brand Relaunch Print Ads Online Ad Campaign Revise Total Advertising Budget Start Referral Programs Design Marketing Kits Print Marketing Kits Identify Business Targets Send Direct Mail to Date 5/1/2010 5/15/201 0 5/1/2010 6/1/2010 End Date 5/15/20 10 5/31/20 10 5/15/20 10 6/15/20 Budget $2,000 $1,000 $250 $500 Manager CEO CEO CEO CEO Date 4/1/2010 5/1/2010 3/1/2010 End Date 5/31/20 10 5/31/20 10 5/1/201 0 Budget $1,000 $2,000 $0 $3,000 Implemented By Marketing firm Marketing firm Sales Rep Sales Rep Manager CEO CEO CEO Implemented By Marketing firm Marketing firm Sales Rep
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. 2.3.2 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
3.0 Marketing Strategy 3.1 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
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- 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.
3.2 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 excellence and not a fly-by-night operation) a history of
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.
3.3 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
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4.1.2 Product bundling Product bundling is combining two or more products or services together, creating differentiation, greater value and therefore enhancing the offering to the customer. Bundling is based on the idea that consumers value the grouped package more than the individual items. Bundling can enhance an organizations offering mix while minimizing costs. This is attractive to consumers.
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Marketing Software
4.2.1 Advertising Media Tracking Kits Requested Contact #DistributionCost/AdTotal CPMAdvertising Medium
Contact Name
Google Adwords removed removed removed removedremovedremovedremovedBergen Record removedremovedremovedremovedNJ Star Ledgerremoved removedremovedremovedremovedLocal Flyersremoved removed 4.2.2 Public Relations Public relations often referred to as PR helps an organization gain exposure to potential customers, using topics of public interest and news items, and can help build rapport with customers or the general public. Read these articles and see examples of how good PR can help your business. - Publicity Temperature: How hot is your campaign? When it comes to your business or product, the amount of heat you apply to your publicity campaign can be the difference between success and failure. Too much publicity heat and youll get burned; not enough publicity heat and your campaign wont be well done (I know, enough of the heat references already.). Believe it. - Product Publicity & PR Success and How You Can Do It Too The Client: New Deal Playing Card Company Making the best of the hand you are dealt. Several months ago I took a phone call from an executive at The New Deal Playing Card Company. Her removed removed
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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 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
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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. 4.4 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. 4.5 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)
4.6 Referrals
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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. 4.7 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.
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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
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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. 5.0 Financial 5.1 Break-even Analysis Break Even Analysis is an expected component of most business plans, especially for start-up companies. This calculator shows how much revenue you need to cover both fixed and variable costs. 5.2 Market Research and Analysis Developing a winning marketing strategy begins with a clear understanding of your target audience. Market and industry research can help. These articles explain what market research is, how you can find research data to help define and segment your target market, and what part research data should play in an effective marketing plan. 5.2.1 Market analysis for your online business Every Web plan should include a clear explanation of the market segmentation, target market focus, and a market forecast. It should include detailed information about each of the target market
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5.2.2 Market research Most every organization will benefit from even the most elementary market research. If it does not provide new information, it will confirm what is known. Market research is the process of gaining information about your market. Preferably, this is specific information about your target market and the key factors that influence their buying decisions. 5.2.3 International market research Market Data for Other Countries As the power of the Internet spreads throughout the world, demographic and economic statistics are becoming more available. If youre working on market data for your own country, check with your local business development agencies, business schools, and industry trade associations for help in finding the information you need. 5.2.4 Sources for market forecast data Relatively few marketing plans are blessed with budgets for professional market research. When you cant pass the problem to professionals, then you have to make some intelligent estimates. Get comfortable with the idea of making good educated guesses. Many people think there is something magic about this, some technique they dont know that the experts. 5.2.5 Knowing your customers lets you target marketing efforts Unless you are a new business without a customer base at all, your market research should begin with learning as much as possible about your present customers. Who are they? How did they find you? What do they like about you? What dont they like? Use customer surveys, random interviews, feedback sheets, and a lot. 5.3 Sales Forecast
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Sales Forecast
Year 2Year 3
Unit SalesYear 1 1,5001,875Foreign Language Enrollments
750938ESL Enrollments1,200 1,0631,328Foreign Language Seminars Attendees600 797996ESL Seminars Attendees850 4,1095,137Total Unit Sales638
3,288
Year 2Year 3Unit Prices $900.00 $900.00 Foreign Language EnrollmentsYear 1 $540.00 $540.00 ESL Enrollments$900.00 $20.00 $20.00 Foreign Language Seminars Attendees$540.00 $10.00 $10.00 ESL Seminars Attendees$20.00
$10.00
Sales
$1,350,000 $1,687,500 Foreign Language Enrollments $405,000 $506,250 ESL Enrollments$1,080,000 $21,250 $26,563 Foreign Language Seminars Attendees$324,000 $7,969 $9,961 ESL Seminars Attendees$17,000 $1,784,219 $2,230,273 Total Sales$6,375
$1,427,375 Year 2Year 3Direct Unit Costs Year 1 Foreign Language Enrollments
ESL Enrollments
$90.00 $81.00
$90.00 $81.00
$90.00 $81.00
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Direct Cost of Sales Foreign Language Enrollments ESL Enrollments $108,000 $48,600 $135,000 $60,750 $168,750 $75,938
$10,625 $13,281 Foreign Language Seminars Attendees $5,977 $7,471 ESL Seminars Attendees$8,500 $4,781 Subtotal Direct Cost of Sales $169,881 $212,352
$265,439
5.4 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.
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5.5 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
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Year 2Year 3
$1,784,219 $2,230,273 RevenueYear 1 10,22711,252Leads$1,427,375 22.00%25.00%Leads Conv9,000
erted
0.20.25Avg. Transactions/Customer20.00% $780 $780 Avg. $/Customer0.15 3,5803,938Referrals$780 PR Mentions2,734 27 60 113141Testimonials 00Other90
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5.6 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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Sales Forecast Month1MonthM 3M 4M 5M 6M 7M 8M 9M 10M 11M 12Unit Sales Foreign Language Enrollments 200001001502005015025000100ESL Enrollments 10000507510025751250050Foreign Language Seminars Attendees 10050505010010050100100505050ESL Seminars Attendees 753838387575387575383838Total Unit Sales 47588882384004751634005508888238Unit Prices Month 1Month 2Month 3Month 4Month 5Month 6Month 7Month 8Month 9Month 10Month 11Month 12Foreign Language Enrollments $900.00 $900.00 $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 Seminars Attendees $20.00 $20.00 $20.00 $20.00 $20.00 $20.00 $20.00 $20.00 $20.00 $20.00 $20.00 $20.00 ESL Seminars Attendees $10.00 $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 Enrollments $180,000 $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 Seminars Attendees $2,000 $1,000 $1,000 $1,000 $2,000 $2,000 $1,000 $2,000 $2,000 $1,000 $1,000 $1,000 ESL Seminars Attendees $750 $375 $375 $375 $750 $750 $375 $750 $750 $375 $375 $375 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 Direct Unit Costs Month 1Month 2Month 3Month 4Month 5Month 6Month 7Month 8Month 9Month 10Month 11Month 12Foreign Language Enrollments10.00%$90.00 $90.00 $90.00 $90.00 $90.00 $90.00 $90.00 $90.00 $90.00 $90.00 $90.00 $90.00 ESL Enrollments15.00%$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 Seminars Attendees50.00% $10.00 $10.00 $10.00 $10.00 $10.00 $10.00 $10.00 $10.00 $10.00 $10.00 $10.00 $10.00 ESL Seminars Attendees75.00%$7.50 $7.50 $7.50 $7.50 $7.50 $7.50 $7.50 $7.50 $7.50 $7.50 $7.50 $7.50 Direct Cost of Sales Foreign Language Enrollments $18,000 $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 Seminars Attendees $1,000 $500 $500 $500 $1,000 $1,000 $500 $1,000 $1,000 $500 $500 $500 ESL Seminars Attendees $563 $281 $281 $281 $563 $563 $281 $563 $563 $281 $281 $281 Subtotal Direct Cost of Sales $27,663 $781 $781 $13,831 $21,138 $27,663 $7,306 $21,138 $34,188 $781 $781 $13,831 Marketing Expense Budget Month 1Month 2Month 3Month 4Month 5Month 6Month 7Month 8Month 9Month 10Month 11Month 12Print Advertising $0 $0 $0 $0 $2,000 $0 $0 $2,000 $0 $0 $0 $2,000 Flyers $0 $0 $0 $1,000 $0 $0 $0 $1,000 $0 $0 $0 $1,000 Branding $1,000 $1,000 $500 $0 $0 $0 $0 $0 $0 $0 $0 $0 Online Advertising $500 $500 $500 $500 $1,000 $500 $500 $1,000 $500 $500 $500 $1,000 Website and Facebook $50 $50 $50 $50 $10,000 $200 $200 $200 $200 $200 $200 $200 Print Collateral $0 $0 $500 $500 $5,000 $0 $0 $0 $0 $0 $0 $0 Uniforms $0 $0 $0 $0 $1,000 $0 $0 $200 $0 $0 $0 $200 Customer Satisfaction $0 $0 $0 $2,500 $2,500 $0 $100 $100 $100 $100 $100 $100 Referral Marketing $0 $0 $0 $0 $250 $500 $0 $0 $500 $0 $0 $0 Total Sales and Marketing Expenses $1,550 $1,550 $1,550 $4,550 $21,750 $1,200 $800 $4,500 $1,300 $800 $800 $4,500 Percent of Sales 0.65%112.73%112.73% 3.84%12.20%0.51%1.34%2.52%0.44%58.18%58.18%3.80%Key Marketing Metrics Month 1Month 2Month 3Month 4Month 5Month 6Month 7Month 8Month 9Month 10Month 11Month 12Revenue $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 3753755257507507507507507509751,1251,125Leads 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. Transactions/Customer 0.150.150.150.150.150.150.150.150.150.150.150.15Avg. $/Customer $780 $780 $780 $780 $780 $780 $780 $780 $780 $780 $780
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