CASE STUDY: Delta Education and the Inquiry Science Education Coalition

Market Research
Strategic Planning

Delta Education is the largest publisher and producer of curriculum-based elementary school science kits in the United States. The vice president of sales and marketing retained Patricia Kennedy Communications, working in partnership with Chris Chopyak, to explore creating an association or coalition of hands-on science educational vendors. Vendors in this sector considered each other as competitors and had never worked on any collaborative project before.

Market Research

Pat and Chris crafted a research process whose ultimate goal was to create this coalition including:

Identifying thought leaders and key stakeholders
Writing and distributing a concept paper for the proposed association
Conducting one-on-one interviews
Securing the input of professionals to contribute to the dialogue (e.g., lobbyists and lawyers specializing in the formation of trade associations)
Implementing a high-level roundtable meeting held at the National Science Teachers Association

Results

Virtually all of the most important vendors in this sector, represented by fourteen presidents or executive vice presidents, participated in the Roundtable at NSTA.

Chris and Pat have planned a summer and are working on:

Developing a business plan and structure for the coalition
Preparing a marketing plan
Proposing several lobbying initiatives that the coalition should undertake

Following the First-ever Roundtable Meeting

"Thanks for the inquiry science education publishers meeting last week. I found the discussions enlightening as well as open minded, considering many of us are competitors."

"An idea that is long overdue. The meeting this morning showed that we can work towards a common goal."

"Many thanks for doing a great job organizing the conference this past Thursday. It was a most valuable investment of time."