{"id":208,"date":"2007-04-13T21:02:46","date_gmt":"2007-04-14T02:02:46","guid":{"rendered":"https:\/\/archangeladvancement.com\/?page_id=208"},"modified":"2020-12-20T13:28:34","modified_gmt":"2020-12-20T17:28:34","slug":"the-marketing-origin-or-pieces-of-the-dream","status":"publish","type":"page","link":"https:\/\/archangeladvancement.com\/?page_id=208","title":{"rendered":"The Marketing Origin (Or, Pieces of the DREAM)"},"content":{"rendered":"

Remember when you were in Algebra class, and the teacher introduced you to \u201cGraphing the equation of a line?\u201d\u00a0 Not only was it bad enough to remember things like slope-intercept form or point-slope form, you had to draw all those Cartesian Coordinate Systems \u2013 little graphs (if you didn\u2019t use graph paper) in order to plot two points somewhere in the four quadrants so that they can be connected by a line.<\/p>\n

The middle of that system, point (0,0), was know as the origin<\/em><\/strong>.<\/p>\n

The same can be said of marketing.\u00a0 Actually, there are two concepts that show how the five elements of advancement (development, enrollment, retention, asset management and marketing) are related.\u00a0 The first is cyclical.\u00a0 In this model, marketing is where all advancement starts.\u00a0 Marketing causes parents to be interested in enrolling their child; enrollment leads to the hope to continue to attend the school (retention); in order for retention to occur, perhaps some financial aid, or a way to manage the tuition a parent has to pay (asset management); and to provide assets to the school, development creates and strengthens relationships of individuals and businesses engaged in the mission of the school.\u00a0 The only way that more individuals can become engaged is to continue to tell the story of the school (marketing) \u2013 and the cycle continues.<\/p>\n

The second shows marketing as communication \u2013 and how communication must occur with the four other aspects of advancement.\u00a0 From the following diagram, one can see that marketing is at the center \u2013 the \u201cheart\u201d of the matter, if you will.\u00a0 (Thanks to Teeter Associates, Inc. in Greensburg for use of their logo to demonstrate these relationships.\u00a0 Contact them at http:\/\/www.teeterassociates.com<\/a>.)<\/p>\n

\"\"<\/a><\/p>\n

Constituencies must \u201cmarket\u201d to achieve communication with the four quadrants (the remaining aspects of the advancement model): Enrollment (external students\/parents), Retention (internal students\/parents), Asset Management (internal constituencies\/organizations) and Development (external constituencies\/organizations).\u00a0 Each constituency (parents and community) have a different manner in which information must be communicated.\u00a0 Further, each of these groups has an internal and external component.\u00a0 Internal and external constituencies also must be communicated with differently.<\/p>\n

For instance, you wouldn\u2019t send the same letter to a prospective parent to get them to come to a school event as you would send to a current school parent.\u00a0 Taking this same event, you wouldn\u2019t send either of those letters to community members or to pastors and parishioners.\u00a0 Each constituency should receive its own personalized invitation, customized to each of their particular interests.<\/p>\n

It\u2019s a lot of work, but the results of such customization will be most beneficial in the long run\u2026and the long view is the one development (as well as advancement) takes.<\/p>\n

\u00a9 Michael V. Ziemski, SchoolAdvancement, 2007<\/p>\n","protected":false},"excerpt":{"rendered":"

Remember when you were in Algebra class, and the teacher introduced you to \u201cGraphing the equation of a line?\u201d\u00a0 Not […]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":56,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-208","page","type-page","status-publish","hentry"],"jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/P2ggCS-3m","_links":{"self":[{"href":"https:\/\/archangeladvancement.com\/index.php?rest_route=\/wp\/v2\/pages\/208","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/archangeladvancement.com\/index.php?rest_route=\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/archangeladvancement.com\/index.php?rest_route=\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/archangeladvancement.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/archangeladvancement.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=208"}],"version-history":[{"count":5,"href":"https:\/\/archangeladvancement.com\/index.php?rest_route=\/wp\/v2\/pages\/208\/revisions"}],"predecessor-version":[{"id":791,"href":"https:\/\/archangeladvancement.com\/index.php?rest_route=\/wp\/v2\/pages\/208\/revisions\/791"}],"up":[{"embeddable":true,"href":"https:\/\/archangeladvancement.com\/index.php?rest_route=\/wp\/v2\/pages\/56"}],"wp:attachment":[{"href":"https:\/\/archangeladvancement.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=208"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}