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Presentation to the Association of Continuing Higher Education, New England at U.Conn. Presentation reviewed marketing to adult learners in today\'s media climate and budget restrictions.

Presentation to the Association of Continuing Higher Education, New England at U.Conn. Presentation reviewed marketing to adult learners in today\'s media climate and budget restrictions.

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  • It was a dark and stormy night. Really, it was a dark and stormy night. Watching the weather, another Northeaster storm, complete with ice moving in the late afternoon and making travel conditions difficult into the night. We had an information session starting in a couple of hours. Would this weather stop people from coming? We had marketed and promoted this for over a month. It was tough enough fighting for students attention in the current market. Did we have to fight mother nature too? Would our info session be a success?
  • We have to constantly fill the colander as students graduate and move on.Over400 students graduated from SOGS last month. Our info sessions had 450 prospects attend from July 2008 to May 2009
  • At BSC, we looked at the admissions funnel in the same context as the marketing funnelBrand Awareness- Getting consumers to ask or look for specific brand. Consumers need to become aware of the brandMessage Association- Measuring the extent consumers can match message to brand. Associating the brand with something of value to themBrand Familiarity- Measures the degree that an advertisement increases (%) consumers knowledge of brandBrand Imagery- Degree consumer has a favorable opinion of a brandPurchase Intent- Point where the consumer will take action and/or purchase. Consumer decides whether they are likely to purchase the brand.
  • At BSC, our analysis of the funnel told us we had a good percentage of our inquires became applicants and attended BSC SOGS. Matrix and non-MartrixWe had two areas to increase our net- more inquiries are current conversion rate would lead to more students. AND if we could increase the admits to attend rates a few more points, our enrollment numbers would start to grow again.We needed more prospects in the funnel and increase conversion rates.This lead us to ask why student’s don’t complete the application process or what prevents them from starting the process. Applying to grad school can be a daunting process and a large higher education institution can be a be a faceless bureaucracy. We need to make prospects feel comfortable with the process and reach out to those stuck to complete the application.
  • Since July 2008.Our best inquiry pool ever. Our previous best was, 2,254, an 126% increase.
  • How many Americans read a newspaper?Only one third of 18-34 year olds read a newspaper. According to Pew Project for Excellence in Journalism. Magazines are not doing much better, with Folio magazine reporting that “in the second half of 2007, the audited paid and verified circulation of consumer magazines fell 1.7 percent from 282.0 million to 277.2 million.” Television continues to decline as an advertising medium, with “More than 2.5 million fewer people were watching ABC, CBS, NBC and Fox than at the same time last year, statistics show.” (AP, May 10, 2007) and more prospects are time shifting their viewing habits and skipping over commercial advertising.
  • This is just a look at magazine readership, newspaper readership is even more dire.
  • Are the four P’s or marketing are still relevant- product, placement, price and promotion? Yes, but there is a new marketing acronym emerging: ( with apologies to Steve jobs and Apple) I.P.E.D.- integrated marketing, permission marketing, engagement marketing and drip marketing.
  • AMA lists IM as a process so brand is consistent.I define IM as a consistent message across multiple mediums:Traditional marketing and advertising, web, email, online, direct mail, info sessions, open houses, interactions with students.
  • Integrated-Have a complete MARCOM plan, with a unified, consistent message and look across multiple media platforms-Print advertisementsDirect Marketing-Direct Mail LetterFlyersEmailWebWeb 2.0Social Network SEOIt can take 7 touches to break through the clutter of 5,000 messages and needs to be integrated across multiple media streams. Don’t discount print, it still has gravitas among young adults.My survey shows that 74% value newspapers and 80% trust ads in newspapers.While they spend a lot of time online, 42% spend 1-2 hours, 42% spend 3-5 hours and 16% spend 6 or more hours a day online, they ONLY TRUST 5% of the ads online
  • Where are adult learners today? How do we reach them. Isn’t print dead?I survey students a three schools every year on media habits and want to share some interesting data with you about media consumption and perception.

Transcript

  • 1. Bear Marketing
    Alternate Integrated Marketing to Adult Learners
  • 2. Dr. Raymond Guillette
    James McCormack
  • 3.
  • 4. Reaching, Speaking & Recruiting
    Adult Learners
  • 5. Info-mercial
    Search Words
    Newspaper
    Point of Purchase
    Promotions
    Marketing
    Advertorial
    Positioning
    Billboards
    eMail
    Twitter
    Radio
    ADVERTISING
    Sponsorship
    Television
    Snipes
    BRANDING
    Publicity
    Blogs
    Icons
    Magazines
    Public Relations
    Internet
    Direct Mail
    Banner Ads
    Permission Marketing
    McCormack ENG2523 Adv.
    5
  • 6. Students = Colander
    6
  • 7. Admissions Funnel
    7
    Brand Awareness
    Prospective Students
    Message Association
    Inquiries
    Applications
    Brand Familiarity
    Admits
    Purchase Intent
    Accepts
    Attend
  • 8. Admissions Conversion Rate
    8
    ??,???
    Prospective Students
    2,842
    Inquiries
    1,350 46.2%
    Applications
    Admits
    931 68.9%
    Enrolled
    853 89.6%
    Attend
  • 9. ‘08-’09 BSC Funnel Numbers
    Total contacts- 2,842
    Via Website- 1,805
    Events, walk-ins, calls- 1,037
    Applicants- 508
    Net- 18%
  • 10. How do we break though the clutter today?
  • 11. Traditional marketing sources reach a smaller audience today
    Is Print Dead?
  • 12. 12
  • 13. “Half of my advertising works, I just don't know which half”
  • 14. I.P.E.D.
    Integrated marketing
    Permission marketing
    Engagement marketing
    Drip marketing
  • 15. Integrated Marketing
    “A planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.”American Marketing Association
  • 16. Integrated Marketing
    Multiple touches through multiple mediums
    Conventional advertisements
    Print, Radio, TV
    Direct Marketing-
    Direct Mail • Email
    Letter • Flyers
    Web
    Web 2.0
    Social Network
    SEO
    Meetings
    Info Session • Open House • Face-to-Face
  • 17. Media
    Web and print media, advertising and student trust
  • 18. Publication Awareness
  • 19. Which have you read in the last week?
  • 20. Magazine Readership
    How often do you read magazines?
    Are magazines worth reading?
  • 21. Print Trust
    Do you trust ads in newspapers?
    Do you value newspapers?
  • 22. Where do you get news?
  • 23. Websites visited in last week
  • 24. How many hours do you spend on the Internet daily?
  • 25. Web Trust
    Do you trust web ads?
    Do you value web ads?
  • 26. Customize the info for the prospect
    DIRECT MARKETING
  • 27. Basic Format of a direct ad
    The Headline
    The Subhead
    Illustration or Photo (w/ caption)
    The Body Copy
    Follow On Paragraphs
    Penultimate Paragraph
    Final Paragraph
    Logo
    Tag Line
    27
  • 28. Copywriting- Think AIDA
    Grab Attention
    Stimulate Interest
    Build up Desire
    Urge the reader into Action!
    Don't try to sell the features.Sell the 'BENEFIT TO THE READER'
    28
  • 29. Headlines
    Capture attention
    Create interest
    Know your USP before you start the head
    Target the head to best prospects
    Don’t USE ALL CAPS FOR HEADS, use Initial Caps For Each Word & no.
    29
  • 30.
  • 31. What makes advertising work?
    Hook
    Benefit
    Proof
    Call to action
    31
  • 32. Suffolk U. @ Boston.com
  • 33. Permission Marketing
    Get prospect’s permission to market, by offering them information in exchange for information
    Offer a newsletter, study guide, diploma value, a list of career fields the degree will open up, test taking tips, offer valued info
  • 34.
  • 35. Marketing email
  • 36.
  • 37.
  • 38.
  • 39. Engagement Marketing
    Invite
    Meet
    Discuss
    Benefit
    Plan
    Action
  • 40. Drip Marketing
    Follow up
    Phone calls
    emails
  • 41. All roads lead to the web
    All advertising and direct marketing should take prospect back to your best marketing piece- your website
  • 42. Online Marketing Web
    42
  • 43. Facebook
    MySpace.com
    Advertising
    Blog
    Linked In
    email
    Web
    Affiliates
    Info Sessions
    Twitter
    YouTube
    Phone Calls
    SEO
    Key Word
    Direct Marketing
    eLearners.com
    GradSchools.com
  • 44. Compose an email for a program
    Write a head- speak to your audience (hook)
    Subhead to reinforce, highlight or preview
    Body copy- Benefit and proof
    Final paragraph- CTA
  • 45. Resolution Solution
    Reach out to incomplete applications
    Help prospective students start the application process
    Small, informal environment
    1-on-1 and small group discussions
  • 46. Resolutions Solutions Marketing Plan
    email to inquiries
    email to incompletes
    website announcement
    letters to prospects & incompletes
    campus flyers
    newspaper ads
    telephone calls
  • 47. Marketing budget & Staff
  • 48. Resolution Solutions Flyer
  • 49. Resolutions Solutions email
  • 50. Resolution Solutions Web Page
  • 51. Resolutions Solutions Letter
  • 52. Engagement Calls
    Hello, my name is Jim and I am calling from the School of Graduate Studies at Bridgewater State College. Do you have a few moments that we can talk? The reason I am calling is that we are calling students with incomplete applications to our graduate school programs to help them finish their application. I would like to invite you to our Resolution Solutions on campus January 7th. We will have staff on hand to help you complete your application. Can I register you for the Resolution Solutions? Are you thinking about taking classes this spring? Do you need academic advising as to which courses to register for? Is there anything else I can do for you?
  • 53. Resolution Solutions Advertisement
  • 54. Resolutions Solutions
    The Event
  • 55. East Campus Commons
  • 56. Key elements of event
    small meeting room on campus
    admission reps and staff on hand to meet with prospect
    each attendee greeted at door
    application or program info ready for each RSVP
    each attendee introduced to a staff member to help answer their questions or complete the app
  • 57.
  • 58.
  • 59.
  • 60.
  • 61. Results
    Expected 14-15 attendees
    27 attendees at event
  • 62. eMail Services
    Cheetah Mail
    www.cheetahmail.com
    Constant Contact
    www.constantcontact.com
    Mail Chimp
    www.mailchimp.com
    Stream Send- $10 per month/1M emails
    www.streamsend.com