Early Achievers Academy is experiencing a steady drop in enrollment rate that is affecting the preschool's viability. The objective of this marketing plan, therefore, is to reverse this trend. It aims to increase the enrollment for SY 2009-2010 from 25 students of the previous year, to 35 students.
In the face of increasing number of preschools and therefore more intense competition, as well as the effects of the recession, EAA will use the "Focus" strategy based on Kotler's trio of marketing approaches.
The school's target market are middle class (Upper C and Broad C) parents who are more discerning towards their children's education and who consider their children's safety as a priority. In the minds of these parents, EAA shall be the "safest progressive preschool in the neighborhood".
[...] Company Background Early Achievers Academy (EAA) is a government-recognized preschool that is committed to provide quality, developmentally appropriate educational programs for preschoolers to help them prepare for the challenges of first grade and beyond. Specifically, EAA offers daycare and educational services for children up to age 6 years. It also offers tutorial services for children in elementary and high school. The preschool has been in operation since 1998. This incoming school year will thus be its 11th. EAA is located at 18 Moore Street, SFDM, Quezon City. [...]
[...] From the parent-teacher conferences, the teachers learned that the following concerns and criteria are addressed by their pupils' parents when choosing pre-schools for their children: a. Quality of preparation for grade school will the children learning anything from the school? Will they be prepared to enter grade school if they go to EAA? b. Their children's appreciation for school Will the children enjoy going to school or will they be happier to stay at home? Are there facilities for play? [...]
[...] All that is needed is a space that can be converted to three classrooms for the different preschool levels. This also makes barriers to exit minimal, because the space can be easily converted into any type of use. This is also the reason for the increase in the number of preschools in the Veterans Village-Bungad-Philam Life-Paltok Area, which is the target area of EAA. Buyer Power The proliferation of preschools in the area has increased the choices of parents the buyers. [...]
[...] It would also provide incentives for parents to help the school in its marketing efforts. Provide discounts to loyal/ returning students, parents successfully referring other students or enrolling a second child, and students who are brothers/ sisters of alumni/alumnae. Promotion 1. Emphasize the positioning statement in marketing materials as well as the discounted school bus service. Include the message in fliers that the school has a bus service which it is offering at discounted rates. Remind parents that this is the only preschool that offers school bus service at discounted rates, because it cares for the safety of their children Distribute fliers in churches on Sundays. [...]
[...] Because of this, the child's progress is closely monitored and any area for improvement is focused on for each child. And the child is not forced to keep up with his or her classmates, unlike in the traditional set-up Fun and holistic /learning environment. Children are taught not only by means of lectures but also through activity sheets assisted by teachers and aides, circle times (where students and teacher form a circle) for story-telling, quiet play, and active play where children can choose to play in the sand, go bowling or biking, or simply run around. [...]
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