bsb final presentation
DESCRIPTION
The final presentation of the British School of Boston marketing project for the public, May 2010.TRANSCRIPT
Our Research
Independent Career
Counselors
BSB Parents
BSB Students
BSB Teachers
Boston College
Professors
Admissions Director
Our Goal
300 500300
UNDERSTAND TARGET MARKET
COMPETITIVE ANALYSIS
NEW MARKETING STRATEGY
Our Tasks
BSB Client Profile
• 70% American
• Income $250,000 - $400,000
• Many Parents Have Secondary Degrees
Trends in Target Market
• Small Population Growth
• Economic Factors
• Media Usage
BSB Target Market
54,000Households
BSB Target Market
1,500Households
3%
BSB Challenges
Brand InstitutionalizingIB Program Flexibility
Separate the Primaryand Secondary Schools
Feeder School Understanding
Institute American Standardized Exams
Aim of the School refinement
Brand Differentiators
Website Re-design
Blog CreationDigitize Brochure
Hire SEO Consultancy
Create Facebook Page
New Query Form
Social Media Integration
Host Family Dinners
Soccer Team Sponsorship
Dr. Robinson TalksAdmissions Director Relationships
Independent Private School ConsultantsFormalizing ALPs
Increasing Admissions Office Staff
IB Program Awareness
Creating Non-Profit Entity
Apparel PrintingAlumni Association Building
WBUR Underwriting
Consider Name Change
MODULAR APPROACH
BRANDED DIFFERENTIATORS
NEW MARKETING PLAN
0
5
10
15
20
25
30
35
K 1 2 3 4 5 6 7 8 9 10 11 12 13
BSB Enrollment by Class
Primary: 28 Secondary: 12
#
S
t
u
d
e
n
t
s
School Year
MODULAR APPROACH
BRANDED DIFFERENTIATORS
NEW MARKETING PLAN
Student Sense of Accomplishment
“Feeder School” Opportunity
Increased Word-of-Mouth
BSB Strengths
Differentiated Teaching
Unwavering Academic Focus
International Mindedness
Spirit of Inclusion
MODULAR APPROACH
BRANDED DIFFERENTIATORS
NEW MARKETING PLAN
Brand Differentiators
Student-Centric Curriculum
Affective Learning Partners (ALPs)
Global Awareness
Free Activity Fridays
Importance of Language Acquisition
Personalized Learning
International Benchmarks
Differentiation
International Mindedness
BSB Current USPs
MODULAR APPROACH
BRAND DIFFERENTIATORS
NEW MARKETING PLAN
Marketing Plan Metrics
Web Traffic
Information Request
Tour Sign Ups
30%
35%
20%
0
100
200
300
400
500
600
2010 2011 2012 2013 2014 2015
Enrollment Growth
Without Recommendation
0
100
200
300
400
500
600
2010 2011 2012 2013 2014 2015
Enrollment Growth
With Recommendation
1% YoY Growth
13% YoY Growth
1% YoY Growth
UNDERSTAND TARGET MARKET
COMPETITIVE ANALYSIS
NEW MARKETING STRATEGY
Our Tasks
Internationally focused
Small Size
Large Size
DomesticFocused
Milton Academy
BostonLatin
Winsor AcademyInternational School of Boston
Tuition Revenue Analysis
Brimmer and May School
Buckingham Browne &
Nichols
International School of
Boston
British School of Boston
Dexter Milton Academy
$33,200 $34,330
$23,750$25,213
$33,550
$41,960
BSB and Competitor School Tuition Comparison
BSB
• 304 students, 69 townships
• Most within 20 miles
• 9 more than 20 miles away
• 47% of students within 5 miles
• Internet Communications• Community Conversations• Private School Expert Relations
• Refine the “Aim of the School”• Create Separate Mission Statements for
the Primary and Secondary Schools• Introduce “brand differentiators”
• Increase the flexibility of the IB Program• Pursue a modular approach and separate
the Primary and Secondary schools• Institute American standardized tests for
6th Year
Re-Integrate3 Re-Position2 Re-Imagine1
Example of Sovereign Capital’s Investments:
Alpha Plus Holdings Limited
Date: June 2002 – December 2007Buy & Build: 6 TransactionsExit money multiple achieved: 5.5xIRR achieved: 53%
Aim of the School
“The British School of Boston is a small school for brilliant and motivated students. We have created a truly international community where learning is
paramount and shared experiences are what fill our day. Our teachers embrace the hands on experience of learning, and participation is a given, rather than an
option. We invite families, both local and abroad, to join us and help shape tomorrows brightest minds.”
Picture of the school
- BSB Aim of School
“To create and support a nurturing, creative, and harmonious environment where the brightest minds can
grow to understand their world.”
- BSB Primary School
“To inspire excellence in academics through an engaging and rigorous internationally based curriculum.”
- BSB Secondary School
Improved Feedback Loop
Fresh Information for Parents
Better Connected to Community
Faster Marketing Distribution
Website Redesign
• Increased Interest in the IPC
• BSB Enters the Conversation
• Culture Change
American Std. Exams
Media Usage
64.1%
19.9%
11.5%
3.1% 1.4% Live TV
Broadcast Radio
Web/Internet
Newspapers
Magazines
Media Usage
• Online penetration will rise from 73% to 82% over the next five years
• 61% of Facebook users are age 35+
• TV is King, Radio is Best
Total Budget: $55,500
HubSpot Data
• In Terms of Traffic, after 5 months of use
– Customers experienced 3.6 times more traffic
– Overall, users experienced a 60% increase in monthly unique visitors
• In Terms of Lead, after of 5 months of use
– Customer experienced 8.6 times more leads
– Overall, users experienced a 4.2x increase in leads
Operational Roadmap