Soke Education

Trust
MOD007190 Digital Business and
Principles of Marketing
BSc (Hons) Business with courses /
Level 4
Subject Leader: Kevan Murphy
Group Number: 2
Group members ID’s:
JS: 45661
IO: 40815
ZS: 43391
AA: 38472
HN: 45301
Mission Statement
We would like to achieve the Soke Education Trust goals, and we
aim:
• to increase the number of schools in its portfolio.
• to maintaining or increasing pupils' enrolment in their schools,
affecting government funding.
• to increase government funding and add at least three more
schools to their trust.
 Mission Statement for Soke Education
Trust

VISION MISSIO VALUES

ExploreNthe World We
Strive for High Live In: we want
children to understand Collaboration,
Achievement: we aim to
give children
how to protect their Communication,
local environment, their Leadership,
opportunities, skills and
community and the
knowledge to make wider world, to show Aspiration and
progress, through good respect and have Integrity
teaching and compassion and
experiences curiosity for important (Soke Education
(Soke Education Trust, issues Trust, 2018c).
2018a). (Soke Education Trust,
2018b).
 Objective of the Presentation
SMART Table
• Specific: The presentation will focus on introducing the Soke Education Trust's
mission, goals, and programs to potential donors and community partners.
• Measurable: Measure success by tracking the number of new donors recruited
and partnerships established as a result of the presentation.
• Achievable: The presentation will leverage existing resources, such as data on
the Trust's impact and success stories, to effectively communicate its message
and goals.
• Relevant: The presentation aligns with the Trust's overarching goal of expanding
its network and resources to support education initiatives in the community.
• Time-bound: The presentation will be delivered within a specific timeframe,
allowing for follow-up actions to be taken promptly to capitalize on any interest
generated. With this SMART objective, the presentation can be effectively
planned, executed, and evaluated to ensure its success in furthering the goals of
the Soke Education Trust.
(Rebecca, 2023)
 The Research Plan
• Analysing the website
• Market Analysis
• SWOT Analysis
• STP market Segmentation
• STP market Targeting
• STP market Positioning
• Marketing Mix (7 ps)
 SWOT Analysis
Strengths Weaknesses Opportunities Threats

Local engagement
• Independent
• Continuous • Limited Practical • Expansion of
schools charge
Improvement Skills Programs
high tuition fees
• Adaptability and • Teacher Quality and • Partnerships and
• Declining pupil
Resilience quantity Collaborations
numbers
• Resource • High capital • Community
• Low Performance
Mobilization requirement Engagement
Drivers
• Innovative Programs • Low profit vs sector • High Revenue Growth
• Parents' squeezed
average • Public-sector funding
• Student-Centred budgets
Approach

(Peterborough Keys Academies Trust, 2018)

 STP Model Segmentation

Demographic: parents of children between Age 4 – 11 years, education

level Primary education.

Geographic: Cambridgeshire district schools around Peterborough.

Psychographic: Attitudes towards education, values, lifestyle.

Behavioural: Usage patterns, preferences for learning methods.

(Kingsnorth, 2019)
 STP Model Targeting
Primary school students
preparing for secondary
education entrance exams.

Parents interested in extra

curriculum education
programs for their children.
(Kingsnorth, 2019)
 STP Model Positioning
Emphasizing quality: Highlighting the trust's commitment to providing high-quality
education through experienced faculty, modern facilities, and innovative teaching methods.

Focus on personalized learning: Emphasizing individualized attention, small class sizes,

and tailored learning plans to cater to the diverse needs of students.

Value proposition: Positioning SOKE Education Trust as offering excellent value for money,
with competitive tuition fees, scholarships, and financial aid options.

Social responsibility: Highlighting the trust's initiatives towards community development,

such as offering scholarships to underprivileged students or conducting outreach programs
in rural areas.

Differentiation through specialization: Positioning SOKE Education Trust as a leader in

specific fields or educational approaches, such as STEM education, arts-focused programs,
or experiential learning opportunities.

(Kingsnorth, 2019)
 Marketing Mix
Price Place People Promotion
Student Support Services: Provide
Tuition fees: Setting Location Strategy: comprehensive support services to • Advertising
students to ensure their academic
competitive pricing based success and overall well-being. This
on the quality of education Deciding where to could include counseling, mentoring, • Sales Promotion
provided, local market tutoring, and extracurricular activities
rates, and affordability for place the schools is designed to enhance their learning • Public Relations
the target demographic. experience.
essential. This could • Teacher Development: Support the
Financial aid and • Personal Selling
scholarships: Offering involve selecting professional growth and
options for students from development of teachers through • Direct Marketing
diverse socio-economic specific cities, regions, training programs, workshops, and
backgrounds. • Digital Marketing
• Payment plans: Providing or countries based on resources that enable them to excel
flexibility through in their roles and deliver high-
installment options or market research and • Integrated Marketing
quality education.
discounts for early
payment (Nagle, et all; target audience Communications
2016)
demographics
 Marketing Mix
Product Process: Physical evidence:

Process in the marketing mix Physical evidence in the marketing mix

refers to the procedures, refers to the tangible elements that
Define the educational programs customers interact with when they
and services offered by Soke mechanisms, and activities that
engage with a product or service. It
Education Trust, including facilitate the delivery of a product includes the physical environment,
curriculum details, extracurricular or service to the customer. It packaging, signage, and other tangible
activities, facilities, and support encompasses everything from cues that influence customers'
services. order processing and distribution perceptions and experiences. For
to customer service and support. example, in a retail store, physical
Emphasize the unique features and evidence can include the store layout,
benefits of the educational interior design, lighting, and even the
programs, highlighting how they behaviour of the staff. In a service-
meet the needs of students and oriented business like a hotel, physical
parents. evidence can include the cleanliness of
• Incorporate feedback from the rooms, the quality of the furnishings,
and the appearance of the staff
stakeholders to continually uniforms. Physical evidence plays a
improve and tailor offerings crucial role in shaping customers'
(Kotler and Keller, 2016). perceptions and can influence their
decision-making process
Digital Newsletter
We would like to suggest that
all school members should post
their newsletters to the Soke
Educational Trust website, as
soon as they are posting it on
their own websites and on
social media platforms,
showing that the trust is linked
to them.
How will your campaign help the brand
stand out?
• Soke Education Trust is funded from
our taxes, so parents do not pay fees.
Each school has a funding agreement
with the Secretary of State for
Education - if it doesn't keep to the
rules, the agreement can be ended
and the school transferred to a
different trust
• This can help you to attract new
students and retain existing ones.
Finally, a memorable campaign can
add new school to Soke Education
Trust.
(Soke Education Trust, 2018e).
 Marketing Campaign Effectiveness
To assess the effectiveness of Marketing Campaign Effectiveness in promoting Soke Education Trust it is essential to

establish appropriate measurement and evaluation metrics such as:

• Website Traffic (Smith, 2020).

• Social Media Engagement (Smith, 2020).

• Lead Generation (Johnson and Jones, 2019).

• Enrollment Numbers (Patel, 2018).

• Customer Feedback (Patel, 2018).

Utilising a combination of qualitative and quantitative methods can provide a comprehensive understanding of the

campaign's impact.
(Malviya, 2023)
 Sustainability!
 Environmental Sustainability: Educational institutions can adopt sustainable
practices to reduce their environmental impact, such as energy conservation,
waste reduction, and promoting environmental awareness among students
(Stables and Scott, 2002).
 Community Engagement: Education for sustainability involves collaboration
with local communities and stakeholders to address sustainability challenges
collectively and develop solutions that benefit society as a whole (Barth, et
all, (2007).
 Lifelong Learning: Sustainable education emphasizes the importance of
lifelong learning and continuous improvement, enabling individuals to adapt
to changing circumstances and contribute positively to sustainable
development throughout their lives (Jucker and Mathar, 2018).
 Answer to Questions 1
• Why do you think your selected campaign strategy would be effective?
Targeted Audience:
• Our strategy focuses on reaching the right audience segments, ensuring maximum engagement and
conversion.
Data-Driven Approach:
• Our strategy leverages data analytics to make informed decisions and optimize campaign
performance.
Clear Messaging:
• We communicate our message concisely and effectively, ensuring it resonates with our audience and
drives desired actions.
Multi-Channel Integration:
• By utilizing multiple channels, we maximize reach and engagement, meeting consumers where they
are most active.
Agile Adaptation:
• We continuously monitor and adjust our strategy based on real-time feedback and market dynamics,
ensuring relevance and effectiveness.
 Answer to Question 2
• Would you suggest any other strategy that could replace the recommended strategy?
Influencer Marketing: Collaborating with influencers to promote the campaign can generate
credibility and reach a broader audience.
Content Marketing: Creating valuable content aligned with the campaign's objectives can attract
and engage the target audience organically.
Guerrilla Marketing: Deploying unconventional tactics to create memorable experiences and
buzz around the campaign can generate significant attention.
Experiential Marketing: Hosting events or immersive experiences related to the campaign can
deepen consumer engagement and foster brand loyalty.
Cause Marketing: Aligning the campaign with a social or environmental cause can resonate
strongly with consumers and differentiate the brand positively
 List of References
1. Barth, M., Godemann, J., Rieckmann, M., & Stoltenberg, U. (2007) Developing key competencies for sustainable development in higher
education. International Journal of Sustainability in Higher Education, 8(4), 416–430.

2. Johnson, K., & Jones, M. (2019) Social Media Marketing in Education: A Case Study of Soke Education Trust. International Journal of
Educational Technology in Higher Education, 16(1), pp 1-15.3.

3. Jucker, R., & Mathar, R. (2018) Towards Education for Sustainable Development: A typology of learning activities for urban sustainable
development. Journal of Cleaner Production, 172, 4310–4322.

4. Kotler, P., & Keller, K. L. (2016) Marketing Management (15th ed.). Pearson.

5. Kingsnorth, Simon. (2019) Digital Marketing Strategy An Integrated Approach to Online Marketing. 2nd edn. London: Kogan Page, Limited.

6. Malviya, B., Chakravarty, H., Das, L., Akaremsetty, S. and Mahajan, R. (2023) Investigating the Effectiveness of Cause-Related Marketing
Campaigns in Promoting Corporate Social Responsibility. Journal of Survey in Fisheries Sciences, 10(1S), pp.5956-5969.

7. Nagle, T., Holden, R., & Holbrook, M. (2016) The Strategy and Tactics of Pricing: A Guide to Growing More Profitably (5th ed.). Routledge.

8. Patel, R. (2018) Digital Marketing Trends in the Education Sector. International Journal of Marketing & Business Communication, 5(2), pp 87-
102.

9. Rebecca, A., Nishitha, C., Gouthami, K., Sarayu, T. and Babu, G.C. (2023) Smart Presentation Control using Computer Vision. In 2023 2nd
International Conference on Automation, Computing and Renewable Systems (ICACRS) (pp. 1671-1674). IEEE.
 List of References
10. Peterborough Keys Academies Trust. (2018) Home. (online) Available at: https://www.pkat.co.uk (Accessed 19
March 2024).
11. Smith, J. (2020) Effective Marketing Strategies for Educational Institutions. Journal of Marketing
Education, 42(3), pp 215-230.2.
12. Soke Education Trust (2018a) Our Trust. (online) Available at:
https://www.sokeeducationtrust.co.uk/ourtrust (Accessed 7 March 2024).
13. Soke Education Trust (2018b) Our Trust. (online) Available at:
https://www.sokeeducationtrust.co.uk/ourtrust (Accessed 7 March 2024).
14. Soke Education Trust (2018c) Our Trust. (online) Available at:
https://www.sokeeducationtrust.co.uk/ourtrust (Accessed 8 March 2024).
15. Soke Education Trust (2018d) Our Trust. (online) Available at:
https://www.sokeeducationtrust.co.uk/ourtrust (Accessed 8 March 2024).
16. Soke Education Trust (2018e) Our Trust. (online) Available at:
https://www.sokeeducationtrust.co.uk/ourtrust (Accessed 8 March 2024).
17. Stables, A., & Scott, W. (2002) Environmental education and sustainability: A view from critical
theory. In D. Tilbury, R. B. Stevenson, J. Fien, & D. Schreuder (Eds.), Education and
Sustainability: Responding to the Global Challenge (pp. 15–32).
18. Tuten, T.L. (2019) Principles of marketing for a digital age. Los Angeles: SAGE.