This system developed by Center for Strategic Planning director Christina Drouin is presented in detail in the chapter 'Steps to a Marketing System' in the new guide to Marketing Independent Schools in the 21^st Century by the National Association of Independent Schools. NAIS

The system presents a tiered approach of four distinct levels creates a planning hierarchy that works effectively in a school setting to anchor the amorphous institution-wide marketing plan. Its use of project implementation teams with specific objectives, tasks, assignments and deadlines gets marketing plans off the shelf and into action. Each planning level is an essential step in affecting positive marketing outcomes.                

 In marketing one does not begin with the questions: “What do we want?” One begins with the questions: “What does the other party want?” What are its values? What are its goals? What does it consider results?”

 -- Peter Drucker, Management Challenges for the 21^st Century

                   Information gathering and analysis are the foundational elements of marketing planning, providing the factual bases upon which to make the planning assumptions that under gird plans. Data from this phase inform the planning process by identifying internal strengths and weaknesses within the school environment, and external threats and opportunities existing or emerging outside the school environment. 

                Planning Level 2
Marketing System Analysis & Planning
Guide (2-3 months)

 “In an service sector as rich with opportunities as independent school education is today, prioritization and strategic selectivity are essential guideposts.”

 The Marketing System Analysis & Planning Guide is the formal presentation of Level 1 findings plus analysis suggesting strategic marketing issues, and growth and positioning challenges and opportunities. The Planning Guide also lists the yield of marketing opportunities using market penetration, market development, product development and diversification growth strategies. All are narrowed down to four to six overarching goals and a series of recommendations that provide focus to the Institutional Marketing Plan.

 Planning Level 3
The Institutional Marketing Plan
(1-2 months)

By allowing the Institutional Marketing Plan to serve as the marketing umbrella under which Project Implementation Plans are executed, marketing becomes an achievable endeavor in most schools. The approach takes a very large task and breaks it down into manageable chunks. The Institutional Marketing Plan provides strategic direction, overarching marketing goals and an evaluation framework, and is advanced by Project Implementation Plans (PIPs).

Project Implementation Plans (PIPs) are at the core of the marketing system. They are the torque behind the Institutional Marketing Plan. If the Institutional Marketing Plan answers the question “What is to be achieved?”  PIPs answer the question “How?” They include project-based work plans with SMART Objectives managed by project teams.