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Pearson Mission: Efficacy. Tuesday January 25, 2014 Tania Sterling. Goals of the Session. to raise awareness around both past and future marketing issues (including efficacy twitter feeds to follow)
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Pearson Mission: Efficacy • Tuesday January 25, 2014 • Tania Sterling
Goals of the Session • to raise awareness around both past and future marketing issues (including efficacy twitter feeds to follow) • to discover how to use the efficacy tools (books & websites) and thought leadership program (including 8 big questions) • to brainstorm how we can talk to customers about efficacy and segment our customer base (facilitated with Marina)
1 & Past Future Efficacy Marketing &
Our commitment to reporting our impact on learner outcomes “Pearson’s purpose is to help people make progress in their lives through learning. So, we better be sure that we can demonstrate [our products deliver a] measurable impact on learning outcomes. “[By 2018] we will, in a rigorous and externally audited way…[publicly] report on [how our products and services improve] learner outcomes.” John Fallon Nov 15, 2013 How are we helping millions to improve their lives through learning?
Our previous business map… New Offerings Existing New Pearson Impact Existing
New Offerings Existing New Pearson Impact Existing Our new business map… • Outcomes • Services New New New digital content Offerings Offerings Program Solutions • Inputs • Products Existing
Pearson’s PUBLIC Efficacy Launch November 15th, 2013 • Press Release (both languages): • CNW and corporate and divisional sites • Stakeholder Letters sent to Key Customers-School & HED • School • HED • Playbook (School Internal Site for Reps and Managers) • Press Release, PPT Presentation Template, 2 Brochures, FAQ, Email Stem, Backgrounder • Website-School • Links to press release, video, and efficacy sites in news section and feature on rotating banner • Social Media • Tania to tweet out links to her PLNs #learningoutcomes @MichaelBarber9 Posters • Devin printed out and posted posters around building Senior Team Briefing • AM briefed school senior manager and sales manager team November 13th.
http://efficacy.pearson.com • On November 15th, Pearson launched a dedicated website: • outlining the company’s focus on efficacy and commitment to put the learner at the heart of the global strategy. • An interactive version of the efficacy framework also features on the website.
The response to the external communication of efficacy has been largely positive Our commitment To report audited learning outcomes measures and targets alongside financial accounts, covering the whole business by 2018. Feedback from education leaders “That’s an enormous commitment and if they really follow through, it gives me some confidence that this is not merely a marketing ploy.” “Pearson’s brightest possible future is not as a company that designs educationally effective products, but as one that facilitates conversation and research about efficacy within the broader academic community.” “At face value, it’s a bold move because it moves the content of education from being critically reviewed by experts to an empirical review,…. It’s the transition from, 'This is a great book’ to ‘This material really works.’ ” Daniel Willingham Michael Feldstein
Facilitating conversations with global education leaders could fundamentally change the perception of Pearson Excerpt of the conversation at the MIT Media Lab - December 10, 2013 • We convened a group of ~100 education leaders from the public, private, and non-profit sectors to share efficacy and discuss learner outcomes • The event was very well received, with attendees providing feedback on the framework and on their changed perceptions of Pearson “"My esteem for Pearson was raised considerably.” “This was a fascinating experience. I hope… that Pearson continually engages us this way.” - Attendee comments
Future Marketing of Efficacy in Canada • Re-launch Efficacy in Canada • Present at educational conferences • PAID MEDIA: • (G&M, Macleans, Educational Publishing outlets, ie., Professional Speaking, etc…) • CREATE COMMUNITY AROUND EFFICACY • MOOC?
This requires a deep, research-based understanding of what works in education Areas of focus for research based on unmet learner needs Access for All Knowledge & Skills Learning Science 8 System Reform & Innovation Pedagogy & Educator Quality Institutional Improvement Measurement & Assessment Digital and Adaptive Learning
2 How to use the efficacy tools in your roles
Embedding efficacy into our conversations with clients is critical to ensuring the product’s success • We believe that improving students outcomes is much more likely to succeed when Pearson and clients have a meaningful conversation about what learners need, as well as how to best deliver that • Where salespeople work – face-to-face with clients – is precisely the place where that conversation happens, and where progress on outcomes begins
Choose Your Own Adventure 30 minutes
3 Talking with customers about efficacy
I have heard this term “efficacy” – what does it actually mean? Dictionary:The ability to produce a desired or intended result. Pearson:A measurable impact on improving someone’s life through learning. Put simply… It’s all about products that improve results and measurable outcomes for learners.
Pearson’s 7 Step Solution Selling Process Pre-Qualify Discovery Qualify Define Solution Present Close Account Management
Scale efficacy reviews beyond Pearson products and services, and think about how they can apply more broadly • Partner to put learner outcomes at the heart of other education organizations • Contribute to a growing public conversation on outcomes in business and government • Build communities, partnerships and relationships that will help us achieve our goals for learners • Learn from others and get feedback to improve our approach for the future • We want to work with external partners to improve and scale efficacy
We need to work together to make learner outcomes a reality for all • What outcomes are you trying to achieve? • Set clear efficacy goals • Give your people the incentive to focus on outcomes • What’s the evidence? • Develop products underpinned by research • Build and use effective data systems • What’s the plan? • Make delivering outcomes a core part of your strategy • Take an open approach • Employ iterative and agile processes • What’s the capacity to deliver? • Talk to your customers and understand their students’ needs • Train your students, teachers or others to use your product effectively • Shape the debate with influential stakeholders
Our commitment – what it means for us • We will review all our products, services, investments and acquisitions to ensure they improve learner outcomes • We will build and share a global bank of evidence on best practices in education • We will publicly report our impact on learning outcomes, and set targets for improvement, across our business by 2018