Case Studies :: ASCD
Problem: ASCD is the leading professional association that helps educators become more effective teachers and leaders. They were searching for a marketing partner to provide a detailed market analysis and outlook of online professional development for educators, an education market category that had not been studied comprehensively and for which data was largely missing. The analysis would be used to help ASCD develop its online learning strategies. The challenge was finding the information it needed with a limited budget and tight schedule.
Solution: After reviewing proposals from several K-12 industry consultants, ASCD chose Focus Marketing based on an ideal combination of in-depth market knowledge, insight, and thoroughness. Focus Marketing conducted a detailed investigation of the financial, market share, and competitive offerings for online professional development and assisted ASCD with a survey of its membership. The information and data was presented in a detailed report which contained the right information and analysis needed to support its strategic planning process. The project was completed on time and on budget. ASCD will be able to more precisely focus its online professional development offering and enhance its competitive position as a supplier of online learning to the K-12 profession.
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