Case Studies :: Kindermusik International
Problem: Kindermusik International, a 75-year-old company serving pre-K education, wanted to develop new channels for its music and movement offerings beyond its core market of childcare centers and parent consumers. Entering the public school market was under consideration. Investing in the redesign necessary to reposition its product line was a controversial, high-risk move. Company executives wanted guidance on entering the school market, appropriate sales strategies, and critical metrics to drive the process.
Solution: Focus Marketing was retained under a long-term contract to help the executive management team. The goal was to develop a go-to-market strategy and a sales strategy to repurpose the consumer product to meet needs in the public school pre-K market. Focus Marketing's principal, Glen McCandless, played a key role as “coach” and consultant. He helped launch ABC Music and Me, a language and early literacy program built around music, and assisted with sales management. The new business unit has been a strong performer, and a once-skeptical board of directors has approved still more investment in the high-growth pre-K education market.
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