Positioning Your Program for Great Success
• Find out how to determine your Unique Selling Proposition (USP).
• Determine how to set your program’s marketing direction by using your USP, mission, vision, and organizational values.
• Who does your program exist for?

Who Are Your Customers — Really?
• Learn about market segmentation — the process by which you distinguish or differentiate your various audiences— and how to build demographic profiles for each segment.
• Find out how to serve those who are most interested in what you have to offer.
• Learn why there is no such thing as an average customer.
• Learn how to find out what makes each significant group different from the others.

Market Analysis Strategies
• Learn why and how to understand enrollment analysis statistics.
• Find out about S-W-O-T analysis, as well as Program Mix analysis.
• Learn how to analyze your competition so that you can discover wasteful overlapping and opportunity-rich gaps.

The Finances of Marketing
• Find out about the only financial format.
• Learn how to develop a budget that uses the proper percentages for promotion and production.
• Discover why your organization needs to be driven by operating margin percentages and not income and registration totals.
• Learn how to use four simple formulae to take the guesswork out of budgeting, course/event planning, and developing the right marketing strategies.

Database Marketing
• Having the right software is one of the keys to developing a successful marketing plan. Learn about what modules make up a great system.
• Find out why you must know customer LifeTime Value, recency, frequency, monetary value, and retention rates.
• Get control of your program’s information so that you can save wasted time and money.

Developing and Implementing Cost-Effective Promotional Campaigns
• What is a promotional campaign?
• Why must you develop a strategy that focuses on your best customers?
• How can you generate new customers while satisfying and retaining past participants?
• Learn the target marketing techniques that will enhance and improve your marketing efforts.

The Internet and Your Marketing Plan
• The Internet has arrived. It needs to become part of your programming and marketing plan.
• Learn Internet marketing techniques that work and find out how you can implement them quickly.
• See what the future of marketing looks like.

Pricing as a Marketing Strategy
• You must balance the customers’ needs, what the competition is doing, and your costs. Learn how to integrate this information to develop pricing that both attracts customers and gives you your needed operating margin.
• Find out about clustering, price breaks, and how to list prices.

Developing a Detailed Marketing Plan
• Having a one-year marketing plan is crucial. Your program must have a stepby- step plan that the whole organization follows.
• Learn what this plan is and how you can implement it quickly and with little heartache.

The Management of Your Marketing Plan
• Find out what staff structure best supports a customer-oriented marketing plan.
• Who really is responsible for marketing?
• Discover proven techniques for measuring the real staff cost of your marketing plan.

Evaluation and Continuous Improvement
• Learn why every marketing plan must include an evaluation component.
• What information do you need, and not need?
• Who should you be listening to?
• Find out how to develop evaluations that give you important information.
• Discover how surveys can keep you in touch with what your customers think about your marketing efforts.