Tag: fundamentals


Apr

04

2016
Nothing Happens Without Engagement

K-12 Marketing Rules of Engagement

K-12 marketing strategy sets the direction that aligns with business goals. Marketing tactics creates the roadmap to achieve those objectives. But nothing, nada, happens without educator engagement. Engagement is multilayered, and has to satisfy a myriad of requirements. Here are some of the notables: Be a Storyteller  The best marketing tells stories. Those stories are most effective when they tell how educators’ lives are improved...

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Feb

03

2016
Be Yourself.  Everyone Else is Taken.

Grow Your Business By Being Genuine

In business, and certainly in life in general, being genuine is a critical aspect of being a force of attraction to other people. The fact is, not everyone is going to become your customer, so it’s best to be true to yourself and your own positive instincts. The importance of “being yourself” is that if you aren’t true to your own personality, you’re at risk...

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Jul

21

2015
Can Marketing Save A “Stuck” Business?

Can Marketing Save A “Stuck” Business?

A stagnating business might decide the solution to their ongoing ills is to escalate marketing. That’s a good decision. But while great marketing can transform a business, some aren’t willing or able to undergo the frequently trying transformation.  Change comes hard, and many avoid the difficult changes required to get a business on track.  So what’s a marketer to do when faced with these tough circumstances?...

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Jun

24

2015
When Marketing to K-12, Know Your Targets

When Marketing to K-12, Know Your Targets

It’s an understatement to say that it’s an exercise in complexity to market to K-12. Here’s how it generally works (and I use the term “works” lightly): You want the largest possible sale. That means marketing that sets the stage for district-wide orders. But getting messages to district supervisors is like a hunt for the Holy Grail. And how easy is it to get ahold...

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May

11

2015
10 Small Business Lessons I Wish I Knew Two Years Ago

10 Small Business Lessons I Wish I Knew Two Years Ago

It’s rather remarkable how quickly one learns to swim when thrown into the deep end.  A new business is like that.  One challenge after the next.  I’ve learned a ton in the two years since I’ve opened the doors to Insight29.  Things I might or might not have not been told in the past, but didn’t really connect to until I experienced them firsthand.  Here...

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Apr

10

2015
The K-12 Marketing Calendar:  Month by Month

The K-12 Marketing Calendar: Month by Month

We’re fast approaching the end of the school year.  And that’s the perfect time to organize and prepare for the coming school year, our next cycle.  First comes determining strategic objectives.  And that’s closely followed by tactics to support those strategies.  So get ready to create your K-12 marketing calendar for the 2015-16 school year. Every organization’s calendar is obviously going to reflect their specific...

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Mar

24

2015
K-12 is a whacky market

Purchasers, Users, Influencers: Sorting Out the K-12 Market

I’ll just come out and say it.  K-12 education is a whacky market.  Typically, if you market and sell curriculum products, the person who purchases your educational solution doesn’t use it, and probably doesn’t even understand it (Purchasing/Business Office). The stakeholders (Superintendent/District Curriculum Director) generally have nothing to do with its implementation or use. The implementers (teachers) frequently — and oftentimes mistakenly — aren’t targets...

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Feb

24

2015
That Depends on You.

Why Marketing Fails

Is your marketing as effective as it should be?  As it can be? Possibly not.  But when you take a hard look at what might be wrong with your marketing, then you’ll move towards better results, and more success.  Here are some typical reasons for lackluster performance.  Re-thinking them can be a great first step towards refining your approach.  For specifics, please read the complete...

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Jan

30

2015
Listen to the Webinar:  K-12 Marketing and Seasonality

Listen to the Webinar: K-12 Marketing and Seasonality

If you market to K-12, you know how difficult a market it is.  If you don’t engage educators with your messages at the right time, and in the right way, they simply won’t pay attention to your communications.  Strict rules apply when marketing and selling to K-12.  The calendar is essential when it comes to your tactical and strategic approaches.  Regardless of the tactics you...

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