Please click on the link to go to that sector.

• Education
• Health Care
• Nonprofits
• Technology

Marketing is a critical business function of any enterprise whose existence depends on customers. Commercial firms and nonprofit 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, health care, 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

health care
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 health care, including patients, members, managers, and professionals. To see a partial list of health care clients, click here. Jeff’s knowledge of the health care 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 health care 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 health care" that appears in The Yale Management Guide for Physicians published by John Wiley & Sons.
• JTWack & Company has received numerous awards for its work in health care, 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.

health care 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:
  • nonprofit 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.