2015SCHOOLS__2015
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Wonderworks is a marketing consulting firm that has served independent schools since 1973. They provide four main types of marketing services: basic marketing consulting, marketing assessments, brand research and development, and problem-solving. Their services include developing marketing plans, conducting market research, creating branding and identity programs, and advising on strategies and tactics. They have experience working with both independent schools and large corporations to address various marketing challenges.
2015SCHOOLS__2015
- 1. Marketing Consultants for Independent Schools Since 1973 1
- 2. Wonderworks 4 Types of Marketing Services 1. Basic Marketing Consulting 2. Marketing Assessments 3. Brand Research & Development 4. Problem-Solving 2
- 3. 1. Basic Marketing Consulting v Business Plans, Marketing Plans v Market Research Attitude & Awareness, etc v Identity and Image Programs v Strategies and Tactical Plans v Communication & Media Plans, PR v Internet, Social Media, Web Sites v Competitive Reviews v Advertising, Promotion, PR v Development Plans, Events, Mailings v Board of Trustee Presentations 3
- 4. 2. Marketing Audits/Assessments v Comprehensive, Independent Evaluations from a Professional Marketing Perspective of where a School stands at a Given Moment in Time. v Updated or New Strategies and Tactics for the short to intermediate term (1-3 years out). v Benchmark Findings and a low Cost Process to Track Future Performance. 4
- 5. 3. Brand Research & Development v Brand Assessment Research 1-on-1 Research Interviews of Administration and Pivotal Constituents + Analyses/Recommendations. v Minor Branding Modification Fine-Tuning of Themes/Tag lines, Graphic Treatments, and relevant Marketing Programs v Complete Brand Development Positioning, Creative Platform, ID Exploratory, Full Brand Development/Programs 5
- 6. 4. Problem-Solving v Artex: A Questionable Colgate-Palmolive Acquisition v Coaxial Cable: Major Advertising Agency Litigation v World Free Zones: Client - Industry Association Chair v Alarko Holdings: Gapro-Park Proposal to USDA v Frost & Sullivan: Beauty Products Market Studies (2) v Baseline: Comprehensive Restructuring - LA/NY v MCA/Philips Video Disc: Assess Unrealistic Partnership v Czech-US Partners: 16 Czech Infra-Structure Firms on Retainer to Develop Business in Iraq v ITT Continental Baking: Congress Ban on Child TV v American Can Company: A Toiletries Division v Nestor: Failing Artificial Intelligence Company 6
- 7. Wonderworks QUICK Profile v US and International Business Development and Marketing Consultants since 1973 v Princeton, NJ Headquarters; Partners in New York, Washington DC, Atlanta, London, Prague, Istanbul v Business Plans, Market Research, Identity, Branding, Development Programs, Assessments, Internet, Advertising & Promotion, PR, Problem-Solving v Cross-Over of Corporate and Independent Schools: Choate Rosemary Hall, Dwight Englewood, Emma Willard, Newark Academy Unilever, Pfizer, Colgate- Palmolive, Time Inc/HBO, Holiday Inns, USPS v The Right Talent for the Right Project: Former Heads, Copy Writers, Business School Faculty 7
- 8. Experienced Leadership v Richard Sarlin, Chairman: International Business Leader, Entrepreneur, Cutting Edge Thinker, Successful Author = A Knowledgeable, Seasoned, Decisive, Hands-on Partner v J.P. Watson, Director: Former Head; The Heritage School; Athens Academy; SAIS Advisor v Ground-Breaker in Translating Corporate Marketing to Independent Boarding & Day Schools v Authorities on Independent School Marketing v Counsel to Whos Who list of Fortune 500s Multi-Nationals, Governments, & Non-Profits v Education Leaders, Award-Winning Top Creatives, Web Designers, former Heads, Business School Faculty, et al. 8
- 9. Answers to Pivotal Marketing Questions v Are your Mission, Objectives and Priorities Appropriate, Realistic and Attainable? v What Strategies and Tactical Programs need to be Improved? Cut? Replaced? v How can you Build Enrollment with Smaller Budgets, Reduced Staff, and Tough Competition? v Does your Branding and Identity reflect your Organizations Strengths & your Marketplace? v Are your current Marketing & Development Plans maximizing Enrollment and Fund Raising? What should be Changed, Fine-tuned, Added? v Is your Marketing Staff up to the Job? 9
- 10. Wonderworks Deliverables v Experienced Planning: Annual Marketing Plans, Six Month Reviews, Strategic Plans, Sounder Budgeting v Independent and Professional Market Research: Attitude & Awareness, Satisfaction Studies, Focused Groups, SMET (low cost Annual Tracking Research) v Professional Branding: Identity/Image, Unique Selling Proposition (Differentiation),Tag Lines for all School Communications and Publications v Geographic Focus on Real Hot Spots in the Draw Area; not on Expansion Dreams v On-Going Care and Feeding of the Brand/Identity v More Effective Sales Presentations & Open Houses v No more Cookie Cutter Web Sites; Sharper, More Cost-Effective Advertising, Publications 10
- 11. Independent School Clients v Newark Academy: Declining Enrollment, Attitude & Awareness Research, SMET Research, New Strategies, New Identity, Full Revitalization, Media, PR, On-going Counsel, Follow-up Seminars v Choate-Rosemary Hall: Weak Identity with NYC Feeder Schools, Market Research, New York Enrollment Plan v Emma Willard: Girls Education, Re-Positioning - Competitive (#1 School for Girls in America) v Tatnall School: SMET Research, Positioning, ID v Staten Island Academy: Full Revitalization, New Identity (Were Committed to being Best on SI), Retainer Client, Science Center Introduction
- 12. Independent School Clients v Knox School: Research, New Identity: We Teach Regular Kids to be Exceptional; Full Revitalization v Educational Alliance: 14th Street Y - Identity, Launch; Riverdale Y - Research, Full Revitalization v American Montessori Society: Repositioning, Web Site, Identity Development v Princeton Club: Board Member, Revitalization, Retention, New Members, Increased Usage v Dwight Englewood: Bede School Due-Diligence & Acquisition, Assessment, Strategy, Identity, On-going Marketing Counsel, Open Houses, Direct Mail v New Jersey SEEDS: (NJ Prep for Prep), Name, Positioning, ID (Pro Bono)
- 13. Wonderworks Corporate Clients v Colgate Palmolive: Corporate Acquisitions, Ajax Green Introduction (Target Shows), New Product Development, Promotions v Time Warner/HBO: Problem-Solving, Identity, Subscriber Growth, Research, Strategic Planning v Holiday Inns: Annual Assessments, Creative Development, Launch of Crown Plaza Brand v NYU Medical Center: Launch of MMMA Private Physician Group, MRI and Rifkin Diabetes Centers v Pfizer: Leeming-Pacquin, Toiletries, New Products v Unilever: Bar Soap Strategy, Record Promotion for Dove, Lifebuoy and Caress 13
- 14. 3 Frequently Asked Questions 1. Why cant we Problem-Solve Internally? Who knows our School and our Market better than we do? A. Familiarity = Business-as-Usual, Inertia, Myopia 2. Our School and its Brand are unique. How can you understand us in a short period of time? A. Pivotal Elements, Approach, Experience 3. We dont need Generalized Conclusions and pie-in-the- sky Recommendations that we wont use. A. Wonderworks is results-oriented. We have a remarkable track-record to prove it. 14
- 15. Wonderworks Costs & Timing v Fees: $10,000 - $40,000 plus out-of-pocket expenses: e.g., Travel, etc Fees generally include in-depth, one-on-one Research Interviews, face-to-face and by telephone More Complex Interviews & Client-added Issues may require Contingency Fees (on Pre-approval only) v Timing: To be determined by Complexity, Scope, Research Design and Implementation. 17
- 16. Business Case for Wonderworks v Extensive Boarding and Day School Experience v Broad General Business Acumen v International Fortune 100 Clients v Analytic, Strategic & Tactical Skills v Tried, True and Tested Methodologies v Appropriate, Reasonable & Competitive Fees v On-Time, On-Target, No Excuses Delivery v A No-Nonsense, Results-Oriented Approach v Appropriate References on Request v Creative Resources: Top Writers, Designers 16
- 17. Fresh, Innovative Thinking or Business-as-Usual? Its Your Call! v Visit our Web Site: www.Wonderworks-inc.com v Call or E-Mail our Chairman @ 917.566.4127 or info@wonderworks-inc.com v Call or E-Mail J.P. Watson @ 706.614.4843 or jpwatson4843@gmail.com v Discuss your Issues, Problems, Opportunities v Confirm our Process, Costs & Timing v Receive our Formal Proposal within 5 days v Sign an Approved Agreement Letter v Receive Final Report and Recommendations - On-time, In-person, Electronically & Hard Copy v Board of Trustee Presentations included 17
- 18. Practical Solutions to Complex Boarding & Day School Problems www.wonderworks-inc.com 18