The Asia Society
In response to a need for global thinkers to solve some of the world’s most pressing issues, the Center for Global Education developed a proprietary Global School Design framework to increase global competence in students, teachers and administrators. Over the last five years, the Center for Global Education began implementing this framework through school partnerships funded by government grants. With funding drying up, the Center for Global Education at Asia Society had to reassess its business model and marketing strategies to ensure that schools would continue to see a need for its services.
Because Proof Strategies is one of the leading nonprofit communications firms in DC, the Center for Global Education at Asia Society called us for help rethinking its strategy.
Proof conducted a thorough research program into almost all facets of the organization’s business model, sales process and marketing efforts. First, Proof Strategies developed a qualitative phone survey of current and potential customers to better understand the unique selling points of the Global School Design framework. Second, Proof Strategies spearheaded a competitive analysis of for-profit and nonprofit third-party education curriculum providers. The team then conducted a marketing and communications audit of current efforts by the Center for Global Education.
The insights drawn from this three-pronged research effort indicated that the Center for Global Education had to significantly overhaul its product and digital marketing strategies to remain competitive. Proof Strategies completely reimagined the Global School Design’s product marketing strategy to include gamifying a school’s, educator’s or administrator’s progression in terms of global competence education. Similarly, Proof Strategies overhauled the organization’s marketing collateral based on the unique selling points and market advantages in customer surveys. Finally, Proof Strategies made key user experience recommendations to ensure a streamlined process of converting website traffic into sales.