Education Marketing Plan

Education Marketing PlanAllendale Language SchoolPage 1 2 3 4 5 6 7 8 9 10 11 12 13 14

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Marketing VisionThe 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 GoalsPersonal 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 marketingBusiness 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 2012Tactical 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 yearsStrategic 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 PurposeThe 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 PictureA 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

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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 DashboardThe 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 Year 2 Year 3

Personal

CEO Speaking Engagements 3 4 5

CEO language learning conferences 3 3 3

CEO hours on marketing 470 300 240

Business

Total revenue $1,427,375 $1,784,219 $2,230,273

Class Enrollments 1,800 2,250 2,813

Lead Conversion Rate 20.00% 22.00% 25.00%

Tactical

Customer Testimonials 0 113 141

PR Mentions 27 60 75

New Full-Time Staff 90 2 3

Strategic

Customer Satisfaction Rate 98.00% 98.00% 98.00%

Dropout Rate 2.00% 2.00% 2.00%

Capital Raised $0 $0 $500,000


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Ideal CustomerThe 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.


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2.1 Market DescriptionAllendale 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, NJFor 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 DifferenceAllendale 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 DifferentiatorsAllendale 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 StrategyThe 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:

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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




4.1 Core Branding ElementsCore 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 InnovationAllendale 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: NewsletterProspects: 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 RationaleThe 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 MaterialsKey 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 adsIn 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 PlanThe 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 studentsTo 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 questionsAll 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.



7.1 Social Media PlanIn 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 PlanAllendale 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 AdvertisingMedia Tracking Kits RequestedAdvertising Medium

Contact Name

Contact #

Distribution

Cost/Ad

Total CPM

Google Adwords removed removed removedremove

dremoved

Bergen Record removed removed removedremove

dremoved

NJ Star Ledger removed removed removedremove

dremoved

Local Flyers removed removed removedremove

dremoved

8.2 ReferralsAllendale 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 PlanTo 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 ExperienceThe 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 OfferingsLoyal 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 ProcessCustomer 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 emailBetween 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 CalendarOn 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.

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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 Marketing Theme

1 Website

2 Advertising

3 Customer Referral Program

4 Customer Satisfaction Surveys and Analysis

5 Newsletters

6 Seminars

7 PR efforts

8 Business Referral Program

9 Marketing Training

10 Facebook Page

11 Testimonials

12 Annual Reviews and Planning

Milestones


AdvertisingStart

DateEnd Date Budget Manager

Implemente

d By

New Flyer Campaign 4/1/20105/31/201

0$1,000 CEO

Marketing

firm

Brand Relaunch Print Ads 5/1/20105/31/201

0$2,000 CEO

Marketing

firm

Online Ad Campaign Revise 3/1/2010 5/1/2010 $0 CEO Sales Rep

Total Advertising Budget $3,000

Referral ProgramsStart


Implemente

d By

Design Marketing Kits 5/1/20105/15/201

0$2,000 CEO

Marketing

firm

Print Marketing Kits5/15/201

0

5/31/201

0$1,000 CEO

Marketing

firm

Identify Business Targets 5/1/20105/15/201

0$250 CEO Sales Rep

Send Direct Mail to Businesses 6/1/20106/15/201

0$500 CEO Sales Rep

Set Appointments with Businesses6/15/201

0

7/15/201

0$0 CEO Sales Rep

Total Referral Programs Budget $3,750

BrandingStart


Implemente

d By

Logo and Brand Development 1/1/2010 3/1/2010 $2,000 CEOMarketing

firm

Slogan Development 2/1/2010 3/1/2010 $500 CEOMarketing

firm

Marketing Material Redesign 3/1/2010 5/1/2010 $1,000 CEOMarketing

firm

Marketing Material Reprint 5/1/20105/31/201

0$2,000 CEO

Marketing

firm

Create Teacher Jackets 5/1/20105/31/201

0$1,000 CEO

Marketing

firm

Total Branding Budget $6,500

Web DevelopmentStart


Implemente

d By

Website Form Redesign and Launch 5/1/20105/31/201

0$10,000 CEO

Marketing

firm

Facebook Page Design 6/1/20106/30/201

0$0 CEO Sales Rep

Total Web Development Budget $10,000

Customer SatisfactionStart


Implemente

d By

Write Satisfaction Surveys 2/1/2010 3/1/2010 $0 CEOCustomer

Service Rep

Develop Database 3/1/2010 5/1/2010 $5,000 CEO Programmer

Administer First Survey 7/1/2010 7/7/2010 $100

Customer

Serive

Rep

Teachers

Analyze Survey Data 7/7/20107/15/201

0$0

Customer

Service

Rep

Customer

Service Rep

Total Customer Satisfaction

Budget$5,100

Totals $28,350

Critical NumbersThe 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 ForecastSales 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 editthis chart


Sales Forecast



Unit Sales

Foreign Language Enrollments 1,200 1,500 1,875

ESL Enrollments 600 750 938

Foreign Language Seminars Attendees 850 1,063 1,328

ESL Seminars Attendees 638 797 996

Total Unit Sales 3,288 4,109 5,137

Unit Prices Year 1 Year 2 Year 3

Foreign Language Enrollments $900.00 $900.00 $900.00

ESL Enrollments $540.00 $540.00 $540.00

Foreign Language Seminars Attendees $20.00 $20.00 $20.00

ESL Seminars Attendees $10.00 $10.00 $10.00

Sales

Foreign Language Enrollments $1,080,000 $1,350,000 $1,687,500

ESL Enrollments $324,000 $405,000 $506,250

Foreign Language Seminars Attendees $17,000 $21,250 $26,563

ESL Seminars Attendees $6,375 $7,969 $9,961

Total Sales $1,427,375 $1,784,219 $2,230,273

Direct Unit Costs Year 1 Year 2 Year 3

Foreign Language Enrollments $90.00 $90.00 $90.00

ESL Enrollments $81.00 $81.00 $81.00

Foreign Language Seminars Attendees $10.00 $10.00 $10.00

ESL Seminars Attendees $7.50 $7.50 $7.50

Direct Cost of Sales

Foreign Language Enrollments $108,000 $135,000 $168,750

ESL Enrollments $48,600 $60,750 $75,938

Foreign Language Seminars Attendees $8,500 $10,625 $13,281

ESL Seminars Attendees $4,781 $5,977 $7,471

Subtotal Direct Cost of Sales $169,881 $212,352 $265,439

12.2 Marketing Expense BudgetThe 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.



Marketing Expense Budget



Print Advertising $6,000 $8,000 $10,000

Flyers $3,000 $4,000 $5,000

Branding $2,500 $0 $0

Online Advertising $7,500 $9,000 $11,000

Website and Facebook $11,600 $2,880 $3,500

Print Collateral $6,000 $4,000 $6,000

Uniforms $1,400 $1,000 $1,400

Customer Satisfaction $5,600 $1,500 $2,000

Referral Marketing $1,250 $1,500 $1,750

------------ ------------ ------------

Total Sales and Marketing Expenses $44,850 $31,880 $40,650

Percent of Sales 3.14% 1.79% 1.82%

12.3 Key Marketing MetricsLeads 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



Revenue $1,427,375 $1,784,219 $2,230,273

Leads 9,000 10,227 11,252

Leads Converted 20.00% 22.00% 25.00%

Avg. Transactions/Customer 0.15 0.20 0.25

Avg. $/Customer $780 $780 $780

Referrals 2,734 3,580 3,938

PR Mentions 27 60 75

Testimonials 90 113 141

Other 0 0 0

Marketing Training GameMarketing 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 resourcesOngoing 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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AppendixSales Forecast


Month

1

Mont

h 2

Mont

h 3

Month

4

Month

5

Month

6

Mont

h 7

Month

8

Month

9

Mont

h 10

Mont

h 11

Month

12

Unit Sales

Foreign

Language

Enrollments

200 0 0 100 150 200 50 150 250 0 0 100

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ESL

Enrollments

100 0 0 50 75 100 25 75 125 0 0 50

Foreign

Language

Seminars

Attendees

100 50 50 50 100 100 50 100 100 50 50 50

ESL Seminars

Attendees

75 38 38 38 75 75 38 75 75 38 38 38

Total Unit

Sales

475 88 88 238 400 475 163 400 550 88 88 238

Unit Prices

Month

1

Month

2

Month

3

Month

4

Month

5

Month

6

Month

7

Month

8

Month

9

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10

Month

11

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12

Foreign

Language

Enrollments

$900.0

0

$900.

00

$900.

00

$900.0

0

$900.0

0

$900.0

0

$900.

00

$900.0

0

$900.0

0

$900.

00

$900.

00

$900.0

0

ESL

Enrollments

$540.0

0

$540.

00

$540.

00

$540.0

0

$540.0

0

$540.0

0

$540.

00

$540.0

0

$540.0

0

$540.

00

$540.

00

$540.0

0

Foreign

Language

Seminars

Attendees

$20.00

$20.0

0

$20.0

0

$20.00 $20.00 $20.00

$20.0

0

$20.00 $20.00

$20.0

0

$20.0

0

$20.00

ESL Seminars

Attendees

$10.00

$10.0

0

$10.0

0

$10.00 $10.00 $10.00

$10.0

0

$10.00 $10.00

$10.0

0

$10.0

0

$10.00

Sales

Foreign

Language

Enrollments

$180,0

00

$0 $0

$90,00

0

$135,0

00

$180,0

00

$45,0

00

$135,0

00

$225,0

00

$0 $0

$90,00

0

ESL $54,00 $0 $0 $27,00 $40,50 $54,00 $13,5 $40,50 $67,50 $0 $0 $27,00

Enrollments 0 0 0 0 00 0 0 0

Foreign

Language

Seminars

Attendees

$2,000

$1,00

0

$1,00

0

$1,000 $2,000 $2,000

$1,00

0

$2,000 $2,000

$1,00

0

$1,00

0

$1,000

ESL Seminars

Attendees

$750 $375 $375 $375 $750 $750 $375 $750 $750 $375 $375 $375

Total Sales

$236,

750

$1,37

5

$1,37

5

$118,

375

$178,

250

$236,

750

$59,8

75

$178,

250

$295,

250

$1,37

5

$1,37

5

$118,

375

Direct Unit

Costs

Month

1

Month

2

Month

3

Month

4

Month

5

Month

6

Month

7

Month

8

Month

9

Month

10

Month

11

Month

12

Foreign

Language

Enrollments

10.00

%

$90.00

$90.0

0

$90.0

0

$90.00 $90.00 $90.00

$90.0

0

$90.00 $90.00

$90.0

0

$90.0

0

$90.00

ESL

Enrollments

15.00

%

$81.00

$81.0

0

$81.0

0

$81.00 $81.00 $81.00

$81.0

0

$81.00 $81.00

$81.0

0

$81.0

0

$81.00

Foreign

Language

Seminars

Attendees

50.00

%

$10.00

$10.0

0

$10.0

0

$10.00 $10.00 $10.00

$10.0

0

$10.00 $10.00

$10.0

0

$10.0

0

$10.00

ESL Seminars

Attendees

75.00

%

$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

$18,00

0

$0 $0 $9,000

$13,50

0

$18,00

0

$4,50

0

$13,50

0

$22,50

0

$0 $0 $9,000

ESL $8,100 $0 $0 $4,050 $6,075 $8,100 $2,02 $6,075 $10,12 $0 $0 $4,050

Enrollments 5 5

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

$27,6

63

$781 $781

$13,8

31

$21,1

38

$27,6

63

$7,30

6

$21,1

38

$34,1

88

$781 $781

$13,8

31

Marketing Expense Budget


Mont

h 1

Mont

h 2

Mont

h 3

Mont

h 4

Mont

h 5

Mont

h 6

Mont

h 7

Mont

h 8

Mont

h 9

Mont

h 10

Mont

h 11

Mont

h 12

Print

Adverti

sing

$0 $0 $0 $0$2,00

0$0 $0

$2,00

0$0 $0 $0

$2,00

0

Flyers $0 $0 $0$1,00

0$0 $0 $0

$1,00

0$0 $0 $0

$1,00

0

Brandin

g

$1,00

0

$1,00

0$500 $0 $0 $0 $0 $0 $0 $0 $0 $0

Online

Adverti

sing

$500 $500 $500 $500$1,00

0$500 $500

$1,00

0$500 $500 $500

$1,00

0

Websit

e and

Facebo

ok

$50 $50 $50 $50$10,0

00$200 $200 $200 $200 $200 $200 $200

Print

Collater

$0 $0 $500 $500 $5,00

0

$0 $0 $0 $0 $0 $0 $0

al

Uniform

s$0 $0 $0 $0

$1,00

0$0 $0 $200 $0 $0 $0 $200

Custom

er

Satisfac

tion

$0 $0 $0$2,50

0

$2,50

0$0 $100 $100 $100 $100 $100 $100

Referral

Marketi

ng

$0 $0 $0 $0 $250 $500 $0 $0 $500 $0 $0 $0

---------

---

---------

---

---------

---

---------

---

---------

---

---------

---

---------

---

---------

---

---------

---

---------

---

---------

---

---------

---

Total

Sales

and

Market

ing

Expen

ses

$1,55

0

$1,55

0

$1,55

0

$4,55

0

$21,7

50

$1,20

0$800

$4,50

0

$1,30

0$800 $800

$4,50

0

Percen

t of

Sales

0.65

%

112.7

3%

112.7

3%

3.84

%

12.20

%

0.51

%

1.34

%

2.52

%

0.44

%

58.18

%

58.18

%

3.80

%

Key Marketing Metrics


Month

1

Mont

h 2

Mont

h 3

Month

4

Month

5

Month

6

Mont

h 7

Month

8

Month

9

Mont

h 10

Mont

h 11

Month

12

Revenue

$236,7

50

$1,37

5

$1,37

5

$118,3

75

$178,2

50

$236,7

50

$59,8

75

$178,2

50

$295,2

50

$1,37

5

$1,37

5

$118,3

75


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.

Transactions/Custo

mer

0.15 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 1 1 1 1 2 2 2 3 3 3 4 4

Testimonials 4 4 5 8 8 8 8 8 8 10 11 11

Other 0 0 0 0 0 0 0 0 0 0 0 0

Gap Dashboard


Mont

h 1

Mon

th 2

Mon

th 3

Mont

h 4

Mont

h 5

Mont

h 6

Mont

h 7

Mont

h 8

Mont

h 9

Mon

th

10

Mon

th

11

Mont

h 12

Personal

CEO

Speaking

Engagem

ents

0 0 0 0 0 1 0 0 1 0 0 1

CEO

language

learning

conferenc

es

0 0 0 0 1 0 0 0 1 1 0 0

CEO

hours on

50 50 50 50 50 40 30 30 30 30 30 30

marketing

Business

Total

revenue

$236,7

50

$1,3

75

$1,3

75

$118,3

75

$178,2

50

$236,7

50

$59,8

75

$178,2

50

$295,2

50

$1,3

75

$1,3

75

$118,3

75

Class

Enrollmen

ts

300 0 0 150 225 300 75 225 375 0 0 150

Lead

Conversio

n 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

%

Tactical

Customer

Testimoni

als

0 0 0 0 0 0 0 0 0 0 0 0

PR

Mentions1 1 1 1 2 2 2 3 3 3 4 4

New Full-

Time Staff4 4 5 8 8 8 8 8 8 10 11 11

Strategi

c

Customer

Satisfacti

on 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

Rate0.00%

0.00

%

0.00

%0.00% 0.00% 0.00%

0.00

%0.00% 0.00%

0.00

%

0.00

%2.00%

Capital

Raised$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0


Education Marketing Plan

Documents

marketing prosoftware

marketing plan1

marketing training

sample marketing plan

language learning conferences

basic marketing materials

affordable language

student learning