NATIONAL TECHNICAL SCHOOLS

Conducted a project for this client to define the corporate marketing strategy and reduce overall operating costs.  The project included the evaluation of the technical training service provided via an international correspondence school and on-site school facility and their relationship to the changing marketplace.  The post World War II marketing strategy of the 70-year-old company had not adequately adjusted for the change in the average student profile from a military veteran, age 20-45 with interests in semi-technical service careers to a student profile of a non-military person, age 15-25 with interests’ in skilled high technology service careers.  Extensive analysis was conducted of primary and secondary marketing research data to determine the above problems and develop specific recommendations for presentation to senior management. The project included an evaluation of overhead costs and allocation methods to course profit centers. Improved allocation methods essentially reversed the courses believed to be historically profitable.