In 2011, Sylvan partnered with Hanover Research to centralize the company’s research initiatives and eliminate the annual bidding process for recurring project needs. Amy Przywara, Vice President of Marketing, noted how Hanover meets a significant need for Sylvan by stating:
Sylvan is a huge company, but our headquarter operations are quite small – meaning we have to prioritize how to efficiently allocate our staff’s time. Having Hanover’s partnership gives us the best of both worlds, providing dedicated support that integrates research expertise with a comprehensive understanding of our business. This partnership gives us access to research experts without the overhead that often comes with external vendor contracts or with maintaining our own research department.”
Sylvan’s marketing group manages the Hanover partnership and oversees the company’s brand initiatives, creative operations, new product promotions, and content marketing. Amy and her team integrate Hanover’s findings as a “piece of the puzzle” when creating Sylvan’s messaging and when developing go-to-market strategies. Further, Hanover’s research is often presented to Sylvan’s Project Review Board – an executive forum that influences the company’s strategic direction.
>THE RESEARCH IMPACT
Sometimes we’re so focused on our internal needs that we lose sight of best practices and an element of objective industry perspective. Hanover is our solution to overcoming this issue. The partnership helps us to interpret the big picture of our market positioning through objective eyes.”
– Amy Przywara, Vice President of Marketing
Franchising regulations require that Sylvan provide disclaimers to qualify all brand statements when marketing to sell additional franchise units. Hanover’s surveys of Sylvan customers and non-customers have armed the company with the data needed to both support these claims and build the brand’s credibility with current and prospective customers.
Hanover and Sylvan will continue working together in 2015 to further affirm the company’s leading brand and market presence in the tutoring industry.