from tadpole to frog: evolving into a brand with legs
DESCRIPTION
Mark Hammer, Vice President of Marketing at Compass Learning (www.compasslearning.com), explains how the Austin-based company evolved into a distinct brand by focusing on customer needs. The presentation shares his insights and offers recommendations for maximizing brand evolution through contemporary marketing strategies including competitive differentiation with today’s budgetary constraints; moving from product to solutions-based messaging; and how optimizing customer dialogue can turn into a value-add. Interested in more marketing programs and networking? Visit the Austin American Marketing Association website (www.austinama.org) for coming events and the AMA blog (www.austinama.org/blog) to be a part of the conversation.TRANSCRIPT
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From Tadpole to Frog: From Tadpole to Frog: Evolving Into a Brand with Evolving Into a Brand with
LegsLegs
Mark Hammer, VP Marketing
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www.compasslearning.com
Tadpole DefinitionTadpole Definition
tad⋅pole–noun
the aquatic larva or immature form of frogs and toads, esp. after the development of the internal gills and before the appearance of the forelimbs and the resorption of the tail.
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www.compasslearning.com
Development of a TadpoleDevelopment of a Tadpole
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www.compasslearning.com
CompassLearning: Tadpole MarketingCompassLearning: Tadpole Marketing
Company mission: none stated
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www.compasslearning.com
CompassLearning: Tadpole MarketingCompassLearning: Tadpole Marketing
Company mission: none statedMarketing goal: answer to sales
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www.compasslearning.com
CompassLearning: Tadpole MarketingCompassLearning: Tadpole Marketing
Company mission: none statedMarketing goal: answer to salesGraphical look & feel:
like all of the competitors (check the boxes)
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www.compasslearning.com
CompassLearning: Tadpole MarketingCompassLearning: Tadpole Marketing
Company mission: none statedMarketing goal: answer to salesGraphical look & feel:
like all of the competitors (check the boxes)Lead generation?: no
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www.compasslearning.com
Compulsory Frog QuoteCompulsory Frog Quote
Never try to catch two frogs with one hand.
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www.compasslearning.com
Our Steps Toward FrogdomOur Steps Toward Frogdom
Developing the Corporate MissionReimagining our IdentityMoving from Product to SolutionDelivering a True Campaign
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www.compasslearning.com
Developing the Corporate MissionDeveloping the Corporate Mission
1. Cross-functional team brainstorm2. Customer feedback3. Prospect feedback4. Cross-functional team draft5. Executive team response6. Cross-functional team final7. Customer feedback8.Approved
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www.compasslearning.com
The CompassLearning MissionThe CompassLearning Mission
We facilitate student success by collaborating with educators to create personalized learning experiences.
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www.compasslearning.com
ValuesValues Passionate. We are passionate about helping students learn and
relentless in our development of technology that helps them succeed.
Agile. We are quick in responding to customer needs and to identifying and developing business opportunities.
Collaborative. We work in a culture of learning – where teamwork and cooperation are valued.
Creative. We create personalized learning experiences that improve student performance.
Accountable. We do what we say and say what we mean. Stakeholder value-driven. We align stakeholder interests with
the interests of our customers.
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www.compasslearning.com
Key TakeawaysKey Takeaways
Involve everyoneGet customer feedbackReiterate it over and over –
particularly when times are tough
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www.compasslearning.com
Corporate IdentityCorporate Identity
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www.compasslearning.com
Corporate IdentityCorporate Identity
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www.compasslearning.com
Corporate IdentityCorporate Identity
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www.compasslearning.com
Corporate IdentityCorporate Identity
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www.compasslearning.com
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Corporate IdentityCorporate Identity
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www.compasslearning.com
Corporate IdentityCorporate Identity
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www.compasslearning.com
Corporate IdentityCorporate Identity
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www.compasslearning.com
Proposed CompassLearning SiteProposed CompassLearning Site
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www.compasslearning.com
Corporate IdentityCorporate Identity
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www.compasslearning.com
Key TakeawaysKey Takeaways
Differentiate yourselfGet customer feedbackBe consistent
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www.compasslearning.com
Pricing the ProductPricing the Product Odyssey
Priced by concurrent user by building
Offered three “products” Manager Assessment Curricula
Priced Enterprise and Hosted equally
Also sometimes occasionally offered subscription
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www.compasslearning.com
Pricing the SolutionPricing the Solution Odyssey
Priced by concurrent user by building
Offered three “products” Manager Assessment Curricula
Priced Enterprise and Hosted equally
Also sometimes occasionally offered subscription
OdysseyPriced by unlimited-user per
buildingOffer one “product” that
includes: Manager Assessment Curricula
Priced Hosted higher than Enterprise
Push subscription
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www.compasslearning.com
Key TakeawaysKey Takeaways
Assume your offering is wrong and ask why it’s wrong
Create offerings that make sense to your customer base
Understand your customer’s perceived valuesSimplify the price & the productSolve your customer’s problem
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www.compasslearning.com
A New Campaign: ExternalA New Campaign: External
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www.compasslearning.com
A New Campaign: InternalA New Campaign: Internal
How do we get to “yes”How do we solve our customer’s problemsHow do we fix internal problems that stop us from
being easy to work with
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Delivery of the CampaignDelivery of the Campaign
Email to prospectsWebinarSales rep deliveryNewsletterWeb siteOnline advertisingTrade showsPR
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www.compasslearning.com
Recent Campaign TakeawaysRecent Campaign Takeaways
Email to prospects – response rates down 29% 2nd half 2008
Webinars – big driver of high-level leads: partner with media to create and drive attendance; drives response when not too frequent; keeps interested prospects interested
Web site – steady visitors per week; better when refreshed
Online advertising – higher cost per lead than most vehicles but find the right vehicle
Traditional advertising – cut dramaticallyTrade shows – cutting dramatically
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www.compasslearning.com
Reaching the Intelligent ConsumerReaching the Intelligent ConsumerKnow who your buyer isDifferentiate yourself through creative problem
solving – don’t sell themWebinarEmail introduction from a company that already
solves another of their problemsTestimonials
Hold yourself accountable for your programs – you need metrics to determine next steps