NotesFAQContact Us
Search Tips
Peer reviewed Peer reviewed
Direct linkDirect link
ERIC Number: EJ895360
Record Type: Journal
Publication Date: 2010
Pages: 11
Abstractor: As Provided
Reference Count: 10
ISSN: ISSN-1931-6569
Branding and Positioning to Satisfy the Customer's Appetite: An Educational Case Study
Ham, Tim
AASA Journal of Scholarship & Practice, v7 n2 p45-55 Sum 2010
Rebranding and positioning a school district has become critical to satisfy the "customer's" appetite, enhance public relations, and advance consumer perceptions. A service design model provides a district with the framework to advance its position by identifying attributes and prompts to satisfy customer needs and increase student enrollment. A case study of Madison School District demonstrates how applying branding and positioning ideas can be translated from a business model to an educational setting. The district positioned itself to assess customer perceived quality, customer perceived value, customer loyalty, and finally, customer experience related to the district. These assessments, coupled with focused marketing resulted in a three-year trend of steady student growth and a 9% increase in district revenue. (Contains 2 figures.)
American Association of School Administrators. 801 North Quincy Street Suite 700, Arlington, VA 22203-1730. Tel: 703-528-0700; Fax: 703-841-1543; e-mail:; Web site:
Publication Type: Journal Articles; Reports - Research
Education Level: Elementary Secondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Arizona