Intelliworks Webinar: Learning Centered Marketing
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Intelliworks Webinar: Learning Centered Marketing

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featuring Christian Campagnuolo, President, Knight

featuring Christian Campagnuolo, President, Knight

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Intelliworks Webinar: Learning Centered Marketing Intelliworks Webinar: Learning Centered Marketing Presentation Transcript

  • September 24 2009 24, IDEAS THAT WORK WEBINAR SERIES Learning Centered Marketing g g Featuring Christian Campagnuolo President, Knight – Creative + Marketing
  • Why we’re here… What is Intelliworks? Intelliworks is a Relationship Management Solution for Higher Education. Why Ideas that Work? Provide resources, best practices and advice from experts to help your institution make purposeful connections with students. f l ti ith t d t Why does this matter? y Because the deck is stacked…
  • “The deck is stacked…” Source: Nicole Engelbert, Datamonitor g , • The number of secondary school graduates will start to decline in 2010 • Other English speaking countries are actively enrolling more international students • Online programs are creating a more broad and attractive set of options for students • Looming recession will put higher education in greater competition with other public services • An expectation for personalized relationships comes ‘standard’ with the millennial student • Doing a whole lot more with a whole lot less may be a permanent reality for higher education Number of Secondary School Graduates (000s) 3,350 3 350 3,300 3,250 3,200 3,150 31 0 3,100 3,050 2006 2007 2008 2009 2010 2011 2012 2013 2014 Source – National Center for Education Statistics 3
  • Why y y you’re here… SHARE GOALS Inquiry Management • Create Value Contact and – Deliver more qualified candidates Event to your institutions Management • Yield Results – Convert more interested prospects Marketing into enrolled students and Outreach • Prove ROI – Prove prospective students turn into enrolled students Application Management • Expand Market share – Attract and retain the right students Enrolled Student
  • THE PRACTITIONER’S PERSPECTIVE • Create operational efficiency for admissions p y and enrollment professionals • Help them find the right quality and the quantity of students • Provide insight into the effectiveness of their recruitment and marketing strategies • Determine cost and effort associated with recruitment of students it t f t d t
  • THE EXECUTIVE PERSPECTIVE Focus on Your Mission Create operational efficiencies that allow you to increase margin and dedicate more Resources to fulfilling your mission rather than managing operations. Create Accountability Have insight into the performance of your admissions and enrollment departments to gauge effectiveness manage costs and effectiveness, calculate ROI. Impact the Bottomline How much is one student worth to your institution? What if you could attract and retain more?
  • Logistics • Recording will be sent to all attendees. • Q&A Following Presentation – Submit questions via chat functionality in lower right-hand of your screen.
  • Our Expert Christian Campagnuolo, President, Knight • 15 years of brand marketing, advertising, promotions and strategic planning experience/ • Former Vice President of Marketing and Media Relations for Valencia Community College • Consults with private sector and educational institutions
  • Questions? ChristianC@justknight.com WWW.JUSTKNIGHT.COM WWW.INTELLIWORKS.COM/WEBINARS
  • LEARNING CENTERED MARKETING Presented By Christian Campagnuolo President Knight – Creative + Marketing
  • IS MARKETING EVERYONE'S JOB? “Marketing is much broader than most people believe: It is not just a specialized activity. j y It encompasses the entire business. This is the whole business seen from the point of view of the final result, that is, from the result is customer’s point of view. Responsibility for marketing must therefore permeate all areas of the enterprise.” – Peter Drucker
  • DISCUSSION AGENDA Marketing Basics Redefined Defining Y D fi i Your Audience A di Engagement Motivation Need Barrier Putting P tti It All T Together th Profile Examples Putting It Into Action Tactics & Timing The Marketing Funnel & Segmentation Tactics At Work (examples)
  • THE FOUR P’S P BASICS REDEFINED The Four P’s The Five C’s Product Consumer (students) ( ) Price Cost Place Convenience Promotion Communication Conditions of Learning Shultz, Tannenbaum, Lauterborn, 1993
  • DEFINING YOUR AUDIENCE
  • THE FOUR QUESTIONS 1. Who is the audience? 2. What is the audience’s Motivation? 3. What is the audience’s Need? 4. What is the primary Barrier preventing the audience from adopting or acting on my message? f d ti ti ? ENGAGMENT IS THE KEY TO GETTING ALL OF YOUR QUESTIONS ANSWERED
  • ENGAGEMENT IS NOT… Defining your product Focused on dissecting your product Engagement is is… • Leveraging perception of product/service • Connecting the customer to the product/service • A by-product of: • Understanding the benefit your product/service can provide your audience
  • INSIGHTS & MOTIVATION DEFINING YOUR AUDIENCE Establish insight with the use of existing resources: Institutions t I tit ti trend d t d data Gut “The Front Line (Faculty & Staff) The Line” Segmenting the audience based on g g commonalities, leads to establishing a motivation
  • ESTABLISHING INSIGHTS/MOTIVATION DEFINING YOUR AUDIENCE Cognitive (Awareness, Knowledge) Affective (Liking, Preference, Conviction) Know a College education means more Arrive with a “galloping psychology of galloping money, but don’t know how much more entitlement” Consider the reputation of a school an Program and outcome oriented important deciding factor Want W t personalized help and li d h l d Believe, without really knowing, that reassurance during the enrollment attending college is not within their process reach Hispanic students include their parents Define quality by convenience and in the process of choosing a College access Behavioral (Commitment) See College education as a necessity for success What they do in life really matters to them and has to fit who they are Money and/or resources are a major issue Most are paying their own way Case, Sevier, 2004 Different ethnic backgrounds warrant different communication approaches
  • MOTIVATION Motivation is an inner drive that reflects goal-directed arousal. The Th result i a d i f a lt is desire for product, service or experience. It is the drive to satisfy a need need.
  • AUDIENCE NEED Achievement – People need to see that their efforts achieve something worthwhile They need to know: How their efforts fit i t the overall H th i ff t into th ll scheme of things How successful they have been
  • AUDIENCE NEED Power – People need control over what they are doing and want to persuade and influence others They need responsibility for: Themselves and others Their work Their place p
  • AUDIENCE NEED Affiliation – People need others around p them with whom they share the same ideas They need people to: Talk to Value them Encourage them
  • NEED EED Psychologists and biologists identify y g g fy PRIMARY NEEDS. They include the need for food, liquid, oxygen and a constant temperature. temperature These primary needs are created by a desire to achieve NEED REDUCTION. When a need is unsatisfied, desire increases and we are motivated to feed the desire.
  • AUDIENCE BARRIER(S) Utilize the audience’s motivations and needs to establish the BIGGEST barriers facing that audience Write the barriers for PEOPLE not PROCESS or ORGANIZATION Prioritize the Barriers for the audience Barriers are more effective in the first person: B i ff i i h fi
  • BARRIER Great sales people have one thing in common with each other; they eliminate doubt and reasons to say no. They posses a supreme understanding of who the audience is, why they are there, what they need, and most importantly addressing the p y g barriers.
  • THE PROFILE PUTTING IT ALL TOGETHER
  • THE PROFILE EXAMPLES • Age: 18 • H.S. Graduation Year: Pending 2010 • High-School GPA: 2.7 • Major: Undetermined • Assessment Results: Lo Math and Reading Low Scores • Student Status: Applied Primary Motivation • Low risk trial of higher education Need •SSuccess that l d to self confidence h leads lf fid • Help defining what “success” means to her Community College Prospective Student: “I don’t like school, never really did. I barely graduated High School, but my parents are making me go to College. I know that a college degree will help me earn more, but I’m not g g g p good at school, plus I don’t want to be an accountant or a doctor, I just want to earn money and start living my life.”
  • THE PROFILE EXAMPLES Age: 19 H.S. Graduation Year: Pending 2010 High School High-School GPA: 2.9 Desired Major: Architecture Assessment Results: Average SAT Student Status: Applied Primary Motivation • Obtain a 4-year degree Need N d • A chance to earn a 4-year degree and get money for school University/College Prospective Student: “I h have bi plans, big dreams and want to make my mark. I am ready, willing and able to take big l bi d d k k d illi d bl k the next big step but I know my grades are average and I am not a great test taker. My mom worked hard to make sure I was better off, but we never financially planned for college.
  • THE PROFILE EXAMPLES • Age: 38 • H.S. Graduation Year: 1990 • Undergraduate GPA: 3.0 • Major: Business • Employment St t E l t Status: A t R i Asst. Regional Sales lS l Manager Primary Motivation • Career Advancement Need(s) • Support systems to help build academic confidence • Programs that address his professional development gaps Continuing/Adult Education Candidate: “I been in this role for 6 years and I cannot seem to get promoted. I have applied several times to the Regional Sales Manager position and been told I need more formal training in finance and leadership, plus I need to learn Spanish if I am going to get the job in our South A S th American office. I h i ffi have a year until my next review. til t i
  • TACTICS AND TIMING
  • TACTICS & TIMING MOMENT OF TRUTH Arm your audience with credible and authentic information, so they can… Be empowered with knowledge Have the freedom to make decisions Feel that you know them at this exact moment in their life Feel like they are important to you Realize h R li the power of their input f h i i APPROACH THEM ON THEIR TERMS, IN THEIR WORDS, ON THEIR TIME
  • TACTICS & TIMING THE MESSAGE Priority of Message Same message different order Delivery of Message Personal v Impersonal v. Form of Message Electronic v. Tactile Content of Message Words v. Visual Timing f M Ti i of Message How soon before action is needed?
  • PRE-FUNNEL COST – CONVENIENCE – TRANSFERABILITY - SUCCESS
  • EARLY FUNNEL THE BEST PLACE TO PREPARE FOR THE NEXT BIG THING…
  • EARLY FUNNEL WE HAVE THAT, TELL US ABOUT YOU…
  • MID-FUNNEL TELL ME A LITTLE MORE ABOUT YOURSELF…
  • INTERNAL MESSAGING SEGMENTATION AFTER ENROLLMENT
  • THE COLLEGE IS WHAT THE STUDENT EXPERIENCES Grades, credit hours, Acquired completions, completions knowledge placement and skills Learning Student Outcomes Success Conditions C diti of Learning Environment, resources, ability, goals, and other determinants of degree of difficulty
  • STUDENT COMMUNICATION SEGMENTING ORIENTATION
  • STUDENT COMMUNICATION STUDENT SERVICES
  • STUDENT COMMUNICATION STUDENT SERVICES
  • ON INTE AL COMMU CATIO UNIC TS TENTIO EFFORT Results O ON F o Fall to Spring = 4% decrease in stop & drop out o Fall to Fall = 12% decrease in stop and drop out rates o 19% increase in Advising meeting requests y g g q year to y year ERNA o Completion rate increase of 1% or 140 Students RET
  • TAKE-AWAY Engagement is created by a supreme g g y p understanding of the audience; meeting them on their turf, on their terms and addressing their real time needs. Use the establishment of insight, motivation, need and barriers to develop a real, relatable real profile for each audience group Utilize the profile continuously, update it and craft communication where the benefit clearly, simply and consistently throughout the students py y g tenure at the institution
  • THANK YOU Christian Campagnuolo knight - Creative + Marketing ChristianC@justknight.com www.justknight.com j k i h