Marketing Research and Plan for Castle Island Bilingual Montessori

Harriet Koblenzer, and Dr. Vera Eccarius-Kelly, Political Science, Siena College, 515 Loudon Rd, Albany, NY 12211

The purpose of this project is to increase the enrollment of Castle Island Bilingual Montessori by conducting market research and developing a tailored marketing plan for Castle Island. The school is a one of a kind organization in the Capital Region, providing an accessible world-class education in a fully implemented Montessori environment and dual language immersion. As a small independent school, Castle Island struggles with enrollment, and especially in the elementary classroom. The founder and director of the school has spent the past 8 years, since the school opened, developing a high quality academic program. She focused her efforts on the curriculum and academic facets of the program, but due to the lack of staffing and resources has not been previously able to devote attention to marketing and creating a marketing strategy. My project addresses this need for market research and a systematic marketing approach. The result of this project is a detailed marketing plan that specifies the marketing objectives, target market, key messaging, and best avenues for advertising. The marketing plan allows Castle Island to make better use of its resources, as well as increase its enrollment. The research methodology used is qualitative, which involved conducting interviews with admissions and marketing & communication directors at other schools, analysing data from previous surveys conducted by the school, and conducting a market overview. This project contributes uniquely to research in marketing and marketing education, as it centers on a small independent school, in which there is not much marketing research on such schools and on marketing education in general. My research also makes a unique contribution in that it addresses the ethics of marketing education, as I use this to guide the development of the marketing strategy.

Additional Abstract Information

Presenter: Harriet Koblenzer

Institution: Siena College

Type: Poster

Subject: Business

Status: Approved

Time and Location

Session: Poster 4
Date/Time: Tue 11:00am-12:00pm
Session Number: 3503