School Effectiveness+ EES for Schools The brief EES for Schools were developing a new product, School Effectiveness+, a complete improvement system for schools which enables them to evaluate themselves, identify their strengths and weaknesses, benchmark against other schools, and have a clear view of their improvement priorities. To support the product launch, EES for Schools were looking to develop a marketing strategy for School Effectiveness+. As part of this, they needed to gain a better understanding of the different types of schools that would be interested in using the service, and which aspects were likely to be most important to them. They wanted to gain a broad insight into the differing needs of their user-base, and then develop a marketing communications strategy that would app

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