A high level presentation given in November to CHESPRA walking through marketing your k-12 school district, web user expectations and creating a social media strategy.
17. EXPLOSION OF CHOICES
Consumers are now overloaded with options.
1970 Today
Magazines 300 800
New Book Titles 40,000 80,000
T.V. Channels 3 118.6*
Radio Stations 7,000 16,000
New Movies 260 450
Different Types of Running
Shoes
5 285
Internet Users and Websites 0
1 billion internet users
162 million websites
20. CLUTTER & NOISE
Frequency Frequency Frequency Frequency
Frequency Frequency Frequency Frequency
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Frequency Frequency Frequency Frequency
Frequency Frequency Frequency Frequency
Frequency Frequency Frequency Frequency
Frequency Frequency Frequency Frequency
Frequency Frequency Frequency Frequency
Frequency Frequency Frequency Frequency
Frequency Frequency Frequency Frequency
Frequency Frequency Frequency Frequency
27. NEW JOBTITLE
• Senior Vice President of Marketing
• Brand Manager
• Cultural Anthropologist
• Customer Advocate
• Change Agent
• Director of Listening
• Conversation Facilitation Officer
29. SURVIVAL
• How are you going to be heard?
• How are you going to get noticed?
• How are you going to stay ahead of your
competition?
• How are you going to grow in mindshare and
market share?
30. SURVIVAL
• Prepare a plan
• Listen to your customers
• Respond in calculated and progressive ways
• Show up and go on offense with your game plan
• Enjoy the journey
31. MARKETING BACKGROUND
Conduct Business Review
1
Identify Challenges & Opportunities
2
MARKETING PLAN
Establish Objectives
3
Determine Target Markets & Marketing Objectives
4
Set Plan Strategies – Positioning & Marketing
5
Analyze Communication Goals
6
Define Tactical Marketing Mix Tools
7
Create Marketing Plan Budget & Calendar
8
MARKETING EXECUTION Execute
9
MARKETING EVALUATION Evaluate
10
10-STEP MARKETING PLAN
Roman G. Hiebing JR, ScottW. Cooper,The One-Day Marketing Plan, (NTC Business Books, 1992)
36. — NEIL HOWE &WILLIAM STRAUSS
“OVER THE PAST DECADE, GEN-XERS
HAVE BEEN TAKING OVER FROM
BOOMERS AS THE MAJORITY OF
K-12 PARENTS.
GEN-X PARENTS AND BOOMER PARENTS
BELONG TO TWO NEIGHBORING
GENERATIONS, EACH POSSESSING THEIR
OWN LOCATION IN HISTORY AND THEIR
OWN PEER PERSONALITY.
Millennials & K-12 Schools: Educational Strategies for a New Generation
37. THEY’RE NOT BOOMERS
• Personally attached, protective and directive
of their children.
• Oriented toward their kids when voting and
volunteering.
• Less trusting of educators and less idealistic
about education.
• Sensitive to prices and more insistent on choice.
• Less patient and respectful as problem solvers.
Millennials & K-12 Schools: Educational Strategies for a New Generation
39. ACTION STEPS
1. Assume no trust.
2. Stress accountability and contribution.
3. Offer data, standards, transparency, and ROI.
4. Offer real-time service.
5. Enable parent choice.
6. Prepare for the modular “opt-out” consumer.
Millennials & K-12 Schools: Educational Strategies for a New Generation
40. — NEIL HOWE &WILLIAM STRAUSS
“IN THIS ERA OF ACCOUNTABILITY,
K-12 LEADERS NEED TO FACE UP
TO THE RISING TIDE OF
GEN-X PARENTS.
SCHOOLS THAT FIGURE IT OUT,
COLLECT THE RIGHT DATA,
AND MARKET THEMSELVES
INTELLIGENTLY TO THIS NEW
GENERATION OF PARENTS WILL
BE ABLE TO BRAND THEMSELVES
FOR SUCCESS IN THE DECADES AHEAD.”
Millennials & K-12 Schools: Educational Strategies for a New Generation
70. Conversation Prism, Solis 2008
Niche Networks
Crowd-sourcing
Wikis Blogging
Podcasting
Video Social Networking
Music Pictures
Lifestreams
Events
Social Bookmarks
71. http://twittown.com/
SUCCESS
5 WORST EXCUSES
I don’t have anything to say.
I can’t say anything meaningful in 140
characters.
I don’t have time.
I’m not interested in hearing about what
people are eating for breakfast.
It’s a waste of time.
75. ADDRESSEDTO: MISS ROBERTS,THE GARDENS, EXETER HALL, PRESTON, LANCS
“I HAVE RETURNED HERE SAFE,
WILL WRITE YOU TOMORROW.
TED WALKED WITH ME TO FLINT
THIS MORNING, HE IS STAYING HOME
ANOTHER WEEK.
I SUPPOSE YOU GOT P.C. THIS MORN.”
—WILL
http://www.mmu.ac.uk/news/news-items/news-detail.php?id=1119
173
89. —BARBARA KENNEDY
ASSOCIATE VP FOR EXTERNAL AFFAIRS
“I’M A 25-YEAR PR VETERAN AND I
KNEW I HAD TO ADJUST TO THESE
CHANGES MYSELF.
AND I KNOW OUR AUDIENCES EXPECT
US TO COMMUNICATE THIS WAY.”
mStoner Blog, October 28, 2009
91. Wanted to create community of
first year students before the fall
semester.
THE PROBLEM
Created Facebook groups for
new students.
THE SOLUTION
100% participation
THE RESULTS
95. —JAN DEVEREUX
BCDS DIRECTOR OF COMMUNICATIONS
“THE [SOCIAL MEDIA] PURPOSE
IS TWO-FOLD:
TO PROMOTE CONNECTIONS WITH
AND AMONG MEMBERS OF THE
COMMUNITY (HOPEFULLY RESULTING IN
INCREASE FINANCIAL SUPPORT AND
SCHOOLS SPIRIT) AND TO ENHANCE
OUR BRAND IMAGE.”
mStoner Blog, October 28, 2009
96. • 283 followers
• Posts
✓ Events
✓ Interesting general
education info
✓ Student work
@BCDSCHOOL
97. The Boston Globe, 5 November 2009
http://www.boston.com/ae/books/blog/2009/11/school_lures_au.html
98. —MATT CLOBRIDGE,
BCDS COMMUNICATIONS AND TWITTER/FACEBOOK MANAGER
“PEOPLE HAVE BEEN RESPECTFUL
AND HAVEN’T [MADE SNIDE
WALL POSTS OR NEGATIVE
BLOG COMMENTS]”
mStoner Blog, October 28, 2009
102. Needed to make direct contact
with potential students
THE PROBLEM
Twitter account @carlsonMBA to
answer questions and engage with
potential students in real-time.
THE SOLUTION
Increase in Applications
THE RESULTS
106. Created private online
community: Cafe New Paltz.
THE SOLUTION
Increased “highest selectivity”
deposits from 30% to 37%
THE RESULTS
Wanted to increase the academic
quality of incoming class.
THE PROBLEM
111. —HEATHER SULLIVAN
DIRECTOR OF COMMUNICATIONS AND MARKETING
“I CAN’T IMAGE US BEING ABLE TO PULL
THIS OFF IF WE HADN’T STARTED WITH
A DYNAMIC TEAM OF PEOPLE WHO
WERE (AND STILL ARE) ALREADY
INTERESTED IN SOCIAL MEDIA.
INVEST IN THINKING AND TEAMWORK
UP FRONT ABOUT WHAT YOU ARE
GOING TO DO.”
mStoner Blog, October 28, 2009
124. WORCHESTER
ACADEMY
• Writing class blog
• 2,000 visits/month
• Engagement
✓ Students
✓ Staff
✓ Parents
✓ Alumni
mStoner Blog, October 28, 2009
125. —ANTONIO VIVA,
ASSOCIATE HEAD OF SCHOOL AT WORCESTER ACADEMY
“I’VE HAD PARENTS SAY
THEY ARE AMAZED THAT
THEIR STUDENT
IS SO FUNNY AND ARTICULATE”
mStoner Blog, October 28, 2009
127. WOPS has perception issues resulting
from inconsistent messaging among
schools within district.
THE PROBLEM
Create a strong academic impression
among new parents by promoting the
new IB program.
THE SOLUTION
GROUP BRAINSTORM
128. • Using your assigned social media tool,
create a campaign for WOPS
• 8 minutes to brainstorm
• Choose a spokesperson
GROUP BRAINSTORM
130. AGENDA
1. Marketing and branding
2. Understanding your audience
3. Social media for marketing and branding
4. Creating a social media strategy
131. SOCIAL MEDIA STEPS
1. LISTENTO WHAT PEOPLE ARE SAYING
2. LEARN ABOUTYOUR AUDIENCE
3. DEFINE OBJECTIVES
4. CREATE A PLAN
5. ENGAGE IN CONVERSATIONS
6. REPEAT
135. GUIDELINES
• How to post
• How to respond
• Course use of social networking
• Behavior (personal and professional)
• Privacy and public information
• Review and privileges
140. INSTEAD OF ASKING WHAT ARE
WE TRYING TO COMMUNICATE?
WHICH IMPLIES A ONE-WAY
CONVERSATION...
ASK
HOW CAN WE FACILITATE?
—DAVID ARMANO
141. BELIEVE A ‘PERSON LIKE
THEMSELVES”
60%
Edelman, 2009: Social Pulpit - Barack Obamas Social Media Toolkit
142. CREATE CONVERSATION
• Be transparent
• Be accurate
• Be respectful
• Be coordinated
• Be thoughtful
• Be of value
• Link, link, link...
143. BEFOREYOU WRITE
• Is this post helpful?
• Does it get my
audience involved?
• Does it encourage a
response?
• Does this post help to
humanize my district?
• Is this post worth
passing on?
“How to Engage Social Media Moms”, 2009
Edelman, 2009: Social Pulpit - Barack Obamas Social Media Toolkit
149. A COMPARISON
• 705 fans
• 18 “fan” comments
over the last 18 days
• 149 members
• 14 total comments
since 4/10/08
150. —INTEL
“INTEL STRIVES FOR A BALANCED
ONLINE DIALOGUE.
WHEN WE DO MODERATE CONTENT,
WE MODERATE USING THREE GUIDING
PRINCIPLES: THE GOOD, THE BAD,
BUT NOT THE UGLY.”
151. — INTEL
“...IF THE CONTENT IS POSITIVE OR
NEGATIVE AND IN CONTEXT TO THE
CONVERSATION, THEN WE APPROVE
THE CONTENT, REGARDLESS OF
WHETHER IT'S FAVORABLE OR
UNFAVORABLE TO INTEL.
HOWEVER IF THE CONTENT IS UGLY,
OFFENSIVE, DENIGRATING AND
COMPLETELY OUT OF CONTEXT,
THEN WE REJECT THE CONTENT.”
http://www.intel.com/sites/sitewide/en_US/social-media.htm
152. —HEATHER SULLIVAN
DIRECTOR OF COMMUNICATIONS AND MARKETING
“WE HAVEN’T HAD ANY PROBLEMS
WITH INAPPROPRIATE MESSAGING,
WHICH WAS THE BIG CONCERN
MOST PEOPLE HAD WHEN
SOCIAL MEDIA FIRST EMERGED....
mStoner Blog, October 28, 2009
153. —HEATHER SULLIVAN
DIRECTOR OF COMMUNICATIONS AND MARKETING
“...IF YOU HAVE COURAGE
AND YOU’RE BEING YOURSELF,
YOU SHOULD BE WILLING TO SHARE
THE VOICE OF THE OPPOSITION...
NEGATIVE COMMENTS CAN FOSTER
A DIALOGUE OR CREATE A LEVEL
OF ENGAGEMENT.”
mStoner Blog, October 28, 2009
154. SM STRATEGY
1. LISTENTO WHAT PEOPLE ARE SAYING
2. LEARN ABOUTYOUR AUDIENCE
3. DEFINE OBJECTIVES
4. CREATE A PLAN
5. ENGAGE IN CONVERSATIONS
6. REPEAT
155. SNL: PENELOPE IN THERAPY
http://www.hulu.com/watch/52192/saturday-night-live-penelope---therapy