Branding and Positioning to Satisfy the Customer's Appetite: An Educational Case Study

Autor/in	Ham, Tim
Titel	Branding and Positioning to Satisfy the Customer's Appetite: An Educational Case Study
Quelle	In: AASA Journal of Scholarship & Practice, 7 (2010) 2, S.45-55 (11 Seiten) PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	1931-6569
Schlagwörter	Educational Finance; Public Relations; School Districts; Enrollment; Marketing; Student Recruitment; Models; Newsletters; Elementary Secondary Education; Arizona + Suchen Sie Ihr Suchwort? Bildungsfonds; Public relation work; Öffentlichkeitsarbeit; School district; Schulbezirk; Einschulung; Analogiemodell
Abstract	Rebranding and positioning a school district has become critical to satisfy the "customer's" appetite, enhance public relations, and advance consumer perceptions. A service design model provides a district with the framework to advance its position by identifying attributes and prompts to satisfy customer needs and increase student enrollment. A case study of Madison School District demonstrates how applying branding and positioning ideas can be translated from a business model to an educational setting. The district positioned itself to assess customer perceived quality, customer perceived value, customer loyalty, and finally, customer experience related to the district. These assessments, coupled with focused marketing resulted in a three-year trend of steady student growth and a 9% increase in district revenue. (Contains 2 figures.) (As Provided).
Anmerkungen	American Association of School Administrators. 801 North Quincy Street Suite 700, Arlington, VA 22203-1730. Tel: 703-528-0700; Fax: 703-841-1543; e-mail: info@aasa.org; Web site: http://www.aasa.org/publications/jsp.cfm
Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2017/4/10