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