Educational Program, Marketing Plan Example

Executive Summary

The issue of education has become extremely important in the context of the current global recession that produces a continuous shock on all spheres of human activity and poses a strain on human, financial and other resources, forcing the humankind to look for innovative solutions, additional resources and alternative strategies for future development. Here the growing population, i.e. our children, acquires additional strategic importance in terms of education and future contribution to the economy, business and development of their nation. Children have always been our future, but the hard present requires a much stronger potential to ensure the positive outcomes for future as well as its very existence for countries under stress. Thus, we have to adopt a different model of approaching education, especially under the conditions of uneven access to educational facilities nowadays based on financial resources and not intellectual skills.

The modern times dictate a severe necessity for competition in access to education, and we are witnessing a period of education being a privilege for the few chosen. However, the choice criteria are not the intellectual level of children’s development and not their willingness to study and advance in their intelligence and intellectual skills, but the ability to pay for tuition and for learning materials. The contemporary epoch of education accepts only those to the privileges of studying who are financially creditworthy, without paying attention to their ability and wish to study at an educational establishment. This situation is largely predetermined by the crisis, which is a negative trait of the modern reality; yet it is inescapable, and we have to introduce a program that would change the current distribution of privileges in the field of education.

For this reason we, the educators, have decided to initiate a welfare educational program titled Education for Everyone – it will give additional opportunities for employers to engage in active teaching of their future human resources, on the one hand, and will enable underprivileged children who qualify for college to receive adequate training and enroll to the colleges equally with materially stable children. We want to arrange the preliminary summer course for those who wish to study in college and have enough knowledge to do so, but do not have financial possibilities to receive enough guidance and support in their studies. The program is planned as an employer-based, strategically beneficial one, so all marketing aspects thereof have to be considered properly to estimate the needs, potential revenues and financial implications of the program’s initiation.

Introduction

Mission Statement. We cannot change the whole educational situation in the country since it involves in-depth economic and business relationships that are the issue of macro-level; however, we can do something for those children who qualify for the college education but who lack resources to study, being underprivileged but worthy. Our mission is to give those kids resources that will enable them to study equally with those who can pay for teaching, and to give them a further chance to prove how grateful they are for the given opportunity – to employ them according to their education and to let them advance in their careers. The key to success of a nation is in its youth and the strategic choices the government makes in education, i.e. planning of upcoming human resources. Surely, not only upper class children receive access to education, and there is the overwhelming majority of middle class students in colleges, but the underprivileged children who wish to study are obviously the most motivated group of potential students – having no access to benefits of financial stability, they are highly motivated to break the vicious circle and to earn a decent living for themselves and their families. For this reason an educational program that we are currently offering to establish will become a successful incentive that will prosper and pay off well in the long run.

Concept of the Company. The essence of the program is seen by us, the creators, as follows:

• Professors are volunteers who will design the schedule of their classes according to their opportunities to create reasonable schedules for pupils
• Classes will take place two or three times a week, with the major part of work given for homework, with further discussion in the classroom to save the teaching time
• The period of studies will be finished with a relevant testing session to identify the progress of pupils and to advise enrollment opportunities they will have for some colleges and departments
• The educational program will be finished with assistance in enrollment to colleges; those kids who fail to meet college requirements will be given the educational plan for the next year, with weekly meetings with a tutor appointed (this will help children not lose the educational pace and continue their education in the mainstream college direction to try to enter colleges the following year)
• Upon the completion of the program the outside committee will evaluate the success of particular groups, the sufficiency of materials for pupils and the propriety of educational courses as well as their correspondence to the basic educational skills required for college entrance.

Management Team. The management team we are planning to establish will consist of the following members:

• Managing Director (the person responsible for communication with investors and the community)
• PR Manager (the person responsible for advertising and promotion of the program for pupils and investors)
• Chief Accountant (the person responsible for auditing and accounting, preparing the reports for investors)
• HR Manager (the person responsible for organizing the work of professors, scheduling the courses and managing the number of pupils applying for the program).

Product. The product our education al program is offering is free education for underprivileged children who qualify for the college requirements but lack preparation for entrance. The program offers diverse courses in the majority of major sciences and disciplines needed for enrollment.

Marketing Strategy

Demographics. The planned demographic group at which the program is targeted grasps pupils of graduate classes (16-17 years old) with the low income level. There are no limits on race, ethnicity and gender on demographic characteristics of enrollees.

Trends. There are four tiers of colleges in the USA, and the overwhelming majority of students get to three- and four-tier colleges that are not highly competitive. Only a small portion of students get to the first and second tier colleges (this happens mostly due to the high entrance grades and tuition). We are able to help pupils solve the first problem with entrance grades, which may positively affect their ability to get grants or scholarships for studies with a discount.

Potential Revenue. There is no potential revenue plan for the program Education for Everyone because of the not-for-profit basis of funding and allocation of resources. The investors’ planned revenue constitutes the ability to make agreements with pupils of courses who are the most promising applicants for the jobs in their companies, and conclude contracts with them on more beneficial conditions as a pay off for the opportunity to attend courses.

Financing the Business

Cash Flow Analysis.

Facilities Plan

Physical environment. There is currently no building at the disposal of the planned program, but we are planning to rent a building in the center of the city. It has two floors that are planned to host children attending various courses and having different levels of preparation. The building is equipped with all facilities for disabled children, enabling them to attend classes together with other pupils. The building has accessible toilets, it is easily accessible through all means of transport (underground and bus); however, it does not provide any additional facilities for pupils such as a gym or a movie viewing room.

Equipment. The main items for which payment is needed, so all financial resources will be allocated to these needs:

• Rent for the building
• Transportation of children to the location
• Books
• Writing equipment.