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click on the link to go to that sector.
Marketing is a critical business function of any enterprise
whose existence depends on customers. Commercial firms and
non-profit organizations alike engage JTWack & Company
when they need market research to learn the attitudes and
behaviors of customers, or when they seek an experienced
consultant to assist them in addressing the market more
effectively. The practice consults to a wide variety of
businesses, but most of its clients are in the service sector:
Education, Healthcare, Fundraising, and Technology.
Education
The education sector is a major focus of the practice’s
work. Jeff Wack has conducted numerous marketing and advancement
projects for dozens of private schools, colleges, and universities.
To see a partial list of education clients click here.
Jeff’s expertise in this sector is suggested by the
following:
- Member of the Board of Trustees of the National
Association of Independent Schools (NAIS), the voice
of independent pre-collegiate education and the center
for collective action on behalf of its 1,200+ member schools.
- Frequent speaker for the Council for the Advancement
of Secondary Education (CASE) and the National Association
of Independent Schools (NAIS).
- Organizes and presents annually the popular Marketing
and Advancement Institute for Independent Schools. Click
here to learn more about
the Marketing and Advancement Institute.
- Wrote a chapter on what marketing in schools should
look like that appears in Marketing
Independent Schools in the 21st Century published
by NAIS. Find out more and purchase this book here.
JTWack & Company consults on virtually every marketing
issue faced by every Admission, Dean’s, and Alumni
office. The most common marketing issues and market segments
that the firm addresses for colleges and independent schools
include the following:
Marketing issues
- Marketing analyses
- Marketing audits
- Admissions funnel research
- Communications studies
- Identity and branding
- Strategic projects
- Integrated marketing management
- Alumni research
- Satisfaction
- Mergers
- Opinion polls
Market segments
- Prospective/current students
- Faculty
- Parents
- oung/older alumni
- Education consultants
- Placement officers
- College admissions officers
Healthcare
JTWack & Company conducts market research and consulting
projects for hospitals, physician practices, and managed
care companies throughout the United States. The practice
has experience in virtually all customer segments in healthcare,
including patients, members, managers, and professionals.
To see a partial list of healthcare clients, click here.
Jeff’s knowledge of the healthcare sector is suggested
by the following highlights:
- Since 1988, Jeff Wack has held an adjunct faculty position
at Yale University where he designed and taught one of
the country’s first Healthcare Marketing graduate
courses.
- Served as acting Director of Strategic Marketing at
Yale-New Haven Hospital for two years.
- Lead author on the chapter "Contemporary
Marketing in Healthcare"
that appears in The Yale Management
Guide for Physicians published by John Wiley &
Sons.
- JTWack & Company has received numerous awards for
its work in healthcare, including:
- The Touchstone (Juried
competition)
Awarded by the American Hospital Association
For research and planning.
- An EFFIE
Awarded by the New York Chapter of the American Marketing
Association
For the use of research in
the design and evaluation of a print campaign done
by McCann-Erickson for Memorial Sloan-Kettering Hospital.
Healthcare clients have retained the firm for more than
one hundred projects that address the following marketing
issues and buyers:
Marketing issues
- Patient/member satisfaction
- Image and positioning research
- Communications effectiveness
- Advertising development
- Advertising tracking
- Service/product line research
- Site analysis
- Medical services usage
- Employee attitudes and work climate
- Service benchmarking
- Women’s health
- Product design
- Consumer preferences and choice modeling
- Market segmentation
Buyers
- Benefits managers
- Health insurance brokers and consultants
- Discharge planners
- Medicare/Medicaid-insured individuals
- Potential/current/recent patients and members
- Office practice managers
- Directors of medical groups
- Special patient populations
Fundraising
As the challenges of attracting donor contributions have
increased, so has interest in marketing among fundraisers.
Jeff Wack was the first to talk at the Annual Conference
of the Council on Foundations about the potential for marketing
in development. JTWack & Company conducts market and
donor research for a variety of not-for-profit organizations,
the Development offices of educational institutions, and
community foundations in particular. To see a partial list
of our dozens of educational and community foundation clients,
click here. 
The Community Foundations of America selected JTWack &
Company to develop and support two market research tools
(the Donor Survey and the High Net Worth Survey) for their
member community foundations:
- Donor Survey
Audience: Donors to community
foundations
Focus:
- Quality of service
- Readership
- High Net Worth Survey
Audience: Households with
net worth in excess of $750,000
Focus:
- Non-profit organization’s name recognition
- Philanthropic behavior
- Interests
- Role of advisors
Information about the Donor Survey and the High Net Worth
Survey can be found under Marketing and Market Research
Tools on the Community Foundations of America website. Click
here.
Technology
Technology companies retain JTWack & Company for a wide
variety of custom research and consulting projects, ranging
from market positioning to compensation surveys. To see
a partial list of our major technology clients, click here.
A representative sample of projects done for firms in this
sector include the following:
- Market demand estimates of radio-wave based telephone
technology among independent telephone companies (Fortune
500 client).
- Customer service best practices among fifteen of the
country’s largest companies (Fortune 500 client).
- Market demand and positioning assessment of cable-based
services (Fortune 500 client).
- Satisfaction survey and compensation system for information
systems cost center (Fortune 500 client).
- Corporate image measurement and tracking (several).
- Strategic marketing planning for second-stage software
start-up company.
- Bi-annual tracking survey of chemical engineer compensation.
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