This is the third in our series on business success factors for 2011. What are local businesses doing to ensure they have a successful year? You can read the full article by clicking here- Part 1 and Part 2. Share your thoughts in the ‘COMMENT’ box below or by joining the discussion.
Because it takes time away the myriad of more immediate things that have to be done, few small business owners take the time to write down their marketing plan or create a calendar of marketing activities. However, the benefits of investing in this kind of planning can give you a valuable, supporting framework to help your business more forward during tough economic times.
Kathy Beland, Executive Director of School-Connect LLC of Bethesda, (www.school-connect.net) tells this Examiner that focus on the marketing planning they did last year is their critical success factor for 2011. School-Connect develops, publishes, and trains educators in implementing School-Connect: Optimizing the High School Experience, a program for boosting students’ social, emotional and academic skills. School-Connect staff also offer professional development in how to create supportive learning communities in high schools and speak nationally on the importance of school connectedness to adolescents’ personal growth and engagement in learning.
‘The delay in approving the 2011 federal budget is causing uncertainty for educators and therefore impacting our market’ Kathy explains. ‘We have to be careful how we spend our marketing budget and make sure we reach our customers effectively. We are focusing on traditional tactics such as reaching out to previous customers and following up on every request for program previews from our website. Fortunately we started using some lower cost marketing tactics such as email marketing last year. Our enewsletter and email updates enable us to keep School-Connect in front of educators and scale back on the more expensive, hard copy mailings.’
A key feature of School-Connect’s marketing plan is their annual training program for educators – the School-Connect Institute. This program prepares participants to teach School-Connect lessons to their students and to provide staff training in their school or district. This year’s School-Connect Institute will be held in Bethesda, August 2 &3. Click here for more information.
What do you think? Share your views on how to achieve business success by using the ‘COMMENT’ box below or click here to join a more detailed discussion.
Enjoyed this column? Click the ‘SUBSCRIBE’ button by my photo & sign up for future articles.