Scaffolding and Co-operative Marketing

     Yes, scaffolding is an educational term - the processes of building new knowledge based on concepts that have already been learned.  But remember, Marketing IS Education.  As another school year begins, this Marketing Matter is the third in a series of three "tips" that focus on the importance of building community.

     Some marketing individuals may refer what's discussed here as "The Halo Effect," but that seems to be a matter of coincidence.  One organization in proximity to another or with a like mission enjoys a more successful event or initiative because the first had a very successful event or initiative.  "Scaffolding" in this context refers to the process of having multiple opportunities at a particular event to benefit one organization; "Co-operative Marketing" involves the creation of a unified approach between two organizations appeal to a wider range of participants than just one of the organizations could influence, and thereby create a situation where the two together are more successful than each would be on their own.  Both of these approaches are created by design, rather than coincidence.

     Both have benefits; both have dangers.  Let's look at the dangers first.

     We've all experienced scaffolding when we go to a school's gala dinner.  Not only do we pay to have a lovely meal, or sponsor a table for all our friends, but there are silent auctions, magic hat and magic envelope happenings, 50/50s, and I'm sure you can think of dozens more.  The danger is that we'll upset the individuals coming to an event, perhaps because they've already paid for the dinner...so what more can they spend?  This almost sounds like our tuition relative to a parent's/guardian's reaction when we enact a technology fee, a fundraising fee and an application fee - and then expect them to work in the cafeteria, be a homeroom mom, or work the weekly bingo.  Colonists revolted against Great Britain for similar charges some 200+ years ago.

     The danger of co-operative marketing is that the organization are so far apart from one another in philosophy that the potential for 1+1=more than 2 backfires.  For example, a school might link up with a recognized community event - not just as a participative entity, but as a partner - sharing the costs of the event and then splitting the benefits.  The result might be that most of the parents in the school are already involved with the community event.  Therefore, there was no additional exposure generated for either entity, and both lose out.  This could be likened to a presidential candidate who decides to run as an independent and splits the party's vote.

     Now for the benefits.

     Most people that go to fundraising events expect that there will be other fundraising opportunities there as well.  Some will appeal to some, others will appeal to others.  They have to be unique, fun, and prizes have to be attractive and attainable.  The one thing that will kill enthusiasm for generating extra funds at an event like this is the person that says, "I don't want to have a whole lot of things going on there, since I have a set amount of money in my pocket that I'm planning to spend there."  That's the person that should stay home and simply make a one-time donation of "what's in his pocket."

     Co-operative marketing works when one organization can expose their constituencies to the other organization, and vice-versa.  Geibel Catholic Middle-High School hosts such an event that benefits the football booster organization and the Connellsville Fire Department.  There are food booths, games, face-painting, music from local bands and fireworks.

     One must not, however, forget that marketing is only the first step.  Once the community is built and enlarged, the next step is making it become "engaged" in your school's vision.

© Michael V. Ziemski, SchoolAdvancement, 2007