Low levels of income, low literacy levels

Port Alberni Vancouver

Non profit ESL Computer Refurbishment Micro-grants Adult Literacy

Do you offer tutoring? ? ? ?

Non profit For profit

Strengths Certified teachers Literacy Alberni association Reputation Existing customers School board relationships Weaknesses No in-home service Cost Brand awareness Promotion Opportunities International students Demand for academic success High school equivalency Threats Competition Price sensitivity Schools Unstable demand

Small size Low barriers to entry Competition Private Tutors Sylvan Learning Alberni Valley Tutoring Neighbours Relatives Low cost Limited threat Free first visit More services Low cost Highest threat Awareness Skills Assessment High Cost Medium threat

Students: 40 Revenue: $31,000 GOAL

$ * * ! Communications Promotions Pricing Strategy $4,000 +

* Open House * Promotions Free Consultations

* Open House * Promotions Tour Facility Meet Staff Introduce the “klitsa Approach” free!!

* * Promotions Free Consultations $12.50 each Risk free trial Customized assessment & plan 1 on 1

$ Pricing

$ Pricing

! Communications Newspaper SEO/Online Television PR Radio Newsletter Posters Events

Quick Wins SEO & Internet Advertising Posters Newspaper Newsletters Public Relations Events ! Communications

Search Engine Optimization Cross-linking between sites Search terms Continuous updates (blog) Quick Wins Free online classified ads

Posters Popular in the community 30 initially Monthly updates Strategic locations Advertising

Newspapers

5 in. x 5 in. x $5.88/in.2 = $147/ad x 24 $3528

January February March April May June July August September October November December 2 1 1 1 1 1 1 1 1 2 1 2 2 1 1 1 1 2 1

Newsletters Consistent and substantive messages Less skeptical Advertising Existing Customers Send home every month Updates on progress Reassure commitment Reinforce decision Potential Customers Consistent reminder Channels: Strategic locations Blog Email Through school board

Independent source Relatively easy Free! Public Relations

$4000 - 49 - 3528 - 250 $173 posters newspaper consultations events promotions contingency

Satisfaction survey   Record of school performance Performance measurements Monitors and Control

” Knowledge is like a garden: If it is not cultivated, it cannot be harvested.