Re-engineering content for new markets Mikey likes it!

The situation
This best-selling college textbook program had all the right stuff for today’s high school students. The printed book was carefully integrated with online materials that were both fun and instructionally sound. But, the product moved at a slightly faster pace than most high school products. How could this product be re-engineered and repositioned to succeed in the highly competitive high school market?

The process
First, O’Donnell & Associates worked with the client to analyze the segments of the high school market, and target this product to a viable set of potential customers. We needed to focus on schools that had the technology for a print/Web integrated product and the desire for a new approach.

We tested the concept with in-depth interviews at private, parochial and more affluent public schools. The reaction was mixed, but those who liked the concept were very receptive and gave us a lot of feedback about how to make the product more compelling than their current programs. So, we developed a comprehensive Web survey to guide our client in reshaping and revising the product. Next, we planned a class test that would enable us to gather student feedback.

The results
The market development provided a blueprint for developing and refining the product. It also provided valuable feedback and ideas for positioning the product in this new market. The book isn’t published, but the client team is working closely with our participants to refine, test and launch the repackaged product.