A Path to Success

Our insight-driven process builds a comprehensive marketing plan that meets district needs and helps districts to reach their growth goals. Galapagos has extensive experience in the execution, roll-out, implementation, and ongoing management and measurement of marketing plans. We take pride in everything from developing a comprehensive strategy to the ongoing management of the tactical day-to-day needs of a district.

Opportunity

Analysis

An opportunity analysis allows districts to pinpoint customer needs and identify gaps in how it currently addresses those needs. It also provides a comprehensive view of the competitive landscape.

    • Survey customer needs and experience.

    • Evaluate the customer experience.

    • Evaluate competitor growth.

    • Complete a competitive analysis.

    • Survey families who have left before graduation.

    • Determine the potential for enrollment growth using acquired data.

  • Galapagos relies heavily on parent, student, and staff surveys to gather important information about brand, reputation, communication preferences, and the overall customer experience. Our data team specializes in collection and analysis to ensure data is reliable.

    • What families does the district attract, and how many are in or out of the district?

    • How well is the district performing compared to competitors?

    • What is the opportunity for enrollment growth?

    • What needs and priorities do families in your district have?

    • Does the district’s customer experience deliver?

    • What gaps should be addressed?

    • Why do families leave?

  • As part of the Opportunity Analysis, we review any current data that is available to utilize existing baseline metrics. In addition, any growth goals based on key performance indicators (KPIs) will be set as part of the brand strategy and plan.

    Typical KPIs include:

    • Enrollment Growth

    • Enrollment Retention

    • Brand Reputation & Sentiment

    • NPS (Parents and Staff)

    • Parent Satisfaction

Typical KPIs

Typical KPIs

“Recommending Galapagos is one of the easiest recommendations I can make. The level of service, expertise, and professionalism is incredible. For any district leader who recognizes the need to take their communications to a higher level, Galapagos brings a wealth of knowledge but also will help them expand their efforts to areas that are high impact. Whether they are supplementing your current communications team or providing a full suite of services, they are simply the best. They understand education and they know how to tell your story in a meaningful way.”

David Richards, Ph.D.

President, Core2Edge, LLC

Brand Evaluation

The brand evaluation takes a deep dive into the current marketing and communications of the district. This understanding of how well the brand aligns with customer needs builds a well-researched foundation for the recommended marketing strategy.

    • Collect stakeholder input.

    • Measure brand awareness and perceptions.

    • Conduct a brand audit.

    • Evaluate brand alignment.

    • Report findings for recommendation.

  • Build internal consensus on the brand’s role and what it must achieve:

    • How well does the brand express the district’s values?

    • How is the current brand perceived?

    • How well does the brand align with customer priorities and needs AND the district’s values?

    • How well does the brand align with the growth opportunity?

    • Does the brand differentiate the district?

    • Is the current brand communicated consistently?

Adapt. Evolve. Thrive.

Adapt. Evolve. Thrive.

Brand
Strategy

The Brand Strategy utilizes the research and insight gained in the Opportunity Analysis and brand evaluation to ultimately build brand communications and a strategic marketing plan.

    • Develop a positioning platform.

    • Develop and approve a creative brief.

    • Build audience personas.

    • Visual identity development and standards, building upon the current visual identity.

    • Solidify a strategic marketing plan based on the insight learned from the opportunity analysis and brand evaluation.

    • Define the brand’s tone and personality.

    • Identify how the brand is communicated: Internally to staff, and externally to retain current customers and acquire new families.

    • Create a visual identity for the brand.

    • Build consensus for the new brand among stakeholders.

    • Set and record standards for managing brand usage consistently in the future.