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Learning Centered Marketing
 

Learning Centered Marketing

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  • WHEN WAS THE RIGHT TIME TO COMMUNICATE ALL OF THE INFORMATION THE COLLEGE HAD TO GIVE.WHAT MESSAGE COMBINATION WOULD ENGAGE THE STUDENT AND HELP PUSH THE TOWARD THE ENROLLMENT PART OF THE FUNNELHOW DO WE USE COMMUNICATION TO STOP THE CHURN AND FALLOUT

Learning Centered Marketing Learning Centered Marketing Presentation Transcript

  • Learning Centered Marketing
    Presented By
    Christian Campagnuolo
    President
    Knight – Creative + Marketing
  • DISCUSSION AGENDA
    The Marketing Process
    Defining Common Terms
    Defining Your Audience
    Engagement
    Motivation
    Need
    Barrier
    Reaching Across Divisions in the name of Student Success
    Projects & Partnerships
  • The Marketing ProcessBasics Redefined
    The Five C’s
    Consumer (students)
    Cost
    Convenience
    Communication
    Conditions of Learning
    Shultz, Tannenbaum, Lauterborn, 1993
    The Four P’s
    Product
    Price
    Place
    Promotion
  • The Marketing ProcessWhat is Marketing?
    Audience Insight
    Competitive Insight
    Innovation through Integration
    Implementation
    Interpretation
  • The Marketing ProcessCommon Ground
    Recognition
    strong awareness among consumers and opinion leaders
    Consistency
    Utilizes consistent visual, verbal, auditory and tactile identifiers across various demographics
    Emotion
    competes along emotional dimensions
    symbolizes a promise that it can deliver
    Uniqueness
    expresses the uniqueness of position to all audiences
    utilizes various communication tools to position within and across all markets
    Adaptability
    respects local needs, wants and tastes
    adapts to the local marketplace while fulfilling a global mission
    Management
    senior leadership must be a champion of the brand
  • Defining Your Audience
  • THE FOUR QUESTIONS
    Who is the audience?
    What is the audience’s Motivation?
    What is the audience’s Need?
    What is the primary Barrier preventing the audience from adopting or acting on my message?
  • Engagement is not…
    Defining your product
    Focused on dissecting your product
    Engagement 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
  • Audience Insights
    Establish insight with the use of existing resources:
    Segment the audience based on commonalities
  • Motivation Activity
    Motivation is an inner drive that reflects goal-directed arousal. The result is a desire for a product, service or experience. It is the drive to satisfy a need.
  • Audience Need
    Achievement – People need to see that their efforts achieve something worthwhile
    They need to know:
    How their efforts fit into the overall scheme of things
    How successful they have been
    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
    Affiliation – People need others around them with whom they share the same ideas
    They need people to:
    Talk to
    Value them
    Encourage them
  • Need Activity
    Psychologists and biologists identify PRIMARY NEEDS. They include the need for food, liquid, oxygen and a constant temperature. These primary needs are created by a desire to achieve NEED REDUCTION. When a need is unsatisfied, arousal increases and we are motivated to reduce that arousal.
  • Audience Barrier(s)
    Utilize the audience’s motivations and needs to establish a consistent voice for each audience
    Barriers are more effective in the first person: (Example)
    “I have too many students and too little time so providing unique direction and solutions to each student is incredibly tough. The colleges offer dozens upon dozens of services and programs, so it is hard to keep them all top of mind. It hard to keep one straight from another let alone get the student excited about one type of program.”
  • Barrier Activity
    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 barriers.
  • Take-Away
    Engagement is created by a supreme 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 benefit for each audience
    Communicate that benefit clearly, simply and consistently
  • Tactics and Timing of Segmented Messaging
  • Phase Recruitment Funnel
    Awareness
    Inquiry
    Applicant
    Depositor
    Enrollees
  • Thank You
    Christian Campagnuolo
    knight - Creative + Marketing
    ChristianC@justknight.com
    www.justknight.com