Making a Difference Marketing Educational Services

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Making a Difference Marketing Educational
Services

• Roy Norris
• Senior Director Educational Services
• WVIZ/PBS 90.3 WCPN ideastream
• Idea Center
• Cleveland, Ohio
• Phone  [phone]
• Email  roy.norris_at_ideastream.org
• http//www.ideastream.org

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The Tipping Point How Little Things Can Make a
Big Difference A book by Malcolm Gladwell
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Bible

• Mat 419,And he saith unto them, Follow me, and
  I will make you fishers of men.

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Our goal today is that you become fishers of
teachers.

• TeacherLine
• Feeding frenzy
• Imagine 2 boats in the ocean
• Each throws a ¼ of a cow overboard
• One works one doesnt
• Why
• Chumming

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Chum

• an anglers bait, especially chopped fish,
  scattered on the water
• How much chum is in your water?
• Are you growing services or just providing
  services?

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Marketing Efforts

• Advisory Council -120 Members
• Radio and Television Spots
• 35K Piece Newsletter
• Area Reps
• Booths at Conferences
• Electronic Newsletter
• Web site - BLOGS Listservs
• Interactive Video Conferencing

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Tipping Point

• Rules of Epidemics
• The Law of the Few
• The Stickiness Factor

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Rules of Epidemics

• The spread of a product is like that of a virus
• Something tips to spread quickly
• How long have you been trying
• Is insanity doing the same thing repeatedly
  expecting different results?

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The Law of the Few

• The right person makes all the difference
• Word of mouth epidemic

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The Law of the Few

• Connectors
• That person who connects others
• Mavens (somebody who is an expert or
  knowledgeable enthusiast in a particular field)
• Think about the last expensive restaurant you
  went to or the computer you purchased
• Salesmen
• Someone who you feel comfortable and trust who is
  there to help you make a decision

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Listen my children and you shall hear Of the
midnight ride of
William Dawes

• Paul Revere vs. William Dawes

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Who are your few?

• ideastream
• 4 former Superintendents
• former principals
• former tech coordinators
• former teachers

However,
even among our group few can cause a word of
mouth epidemic
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Definition of Marketing

• 1. selling of products and services
• the business activity of presenting products or
  services to potential customers in such a way as
  to make them eager to buy.

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System Problem

• What do you have to sell?
• We all seem to be reinventing new services to
  sell to K-12.
• How efficient is this system?

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• There are plenty of advertising executives who
  think that precisely because of the sheer
  ubiquity of marketing efforts these days,
  word-of-mouth appeals have become the only kind
  of persuasion that most of us respond to anymore.

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Word of Mouth is incredibly important

• And it is time for raises at WVIZ
• So if you like what I am doing here
• Make sure you mention it to one of my bosses
• Kit Jensen or Jerry Wareham

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The Stickiness Factor

• There is a simple way to package information
  that, under the right circumstances, can make it
  irresistible/sticky and compels a person into
  action.
• In order to be capable of sparking epidemics,
  ideas have to be memorable and move us into
  action.
• All you have to do is find it.

http//radio.weblogs.com/0107127/stories/2003/01/0
1/tippingPointNetVersion.html
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John Carroll University
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• A Digital Camera For Your School (Y2K)
• Date April 19, 2005
• May 12, 2005Time 10 1PM
• Place WVIZ/PBS, Studio B
• Cost 260.00 (includes You and 2Kids, lunch, and
  a digital camera)
• Presenter Jim LuteranAudience All Teachers and
  StudentsIn this Y2K workshop, You and 2 Kids
  will learn the complete operation of a digital
  camera. Learn how to download digital pictures
  into various applications, and how to clone,
  print and add text to a digital picture with
  Photo Editing Software. Leave with a quality
  digital camera, a battery charger, four
  rechargeable batteries and the skills to use it
  as a teaching tool. You will also receive photo
  editing software and other photo enhancing
  software. For specific information on the digital
  camera call Jim Luteran at 216-739-3866. (Limit
  13 teachers)

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What are we marketing in Educational Services?

• Service for a FEE
• Maintain self-sustaining Ed Services business
  working as an integrated part of ideastream
• ideastream Strategic Plan FY 2006-2008
• Service for a FEE - The Wave of the Future!

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