Engaging students through imc acuho i bus ops

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  • 1. Engaging students through Integrated Marketing Communications Professor Sean P. Killion, M.B.A. Adjunct Professor, Philadelphia University & La Salle University Assistant Director, University Housing, Temple University Friday, April 13, 2012
  • 2. Marketing Communications Your brand and its meaning Friday, April 13, 2012
  • 3. Marketing Communications Your brand and its meaning Friday, April 13, 2012
  • 4. Marketing Communications Can Take Many Forms Friday, April 13, 2012
  • 5. THEORY FUNDAMENTALS OF MARKETING WHAT IS MARKETING? Friday, April 13, 2012
  • 6. What is Marketing? Friday, April 13, 2012
  • 7. What is Marketing? • Definition of Marketing American Marketing Association, 2004 An organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders Friday, April 13, 2012
  • 8. What are your marketing challenges? • Funding • Marketing to different groups • Competition • Staff support • Information Clutter Friday, April 13, 2012
  • 9. What is Marketing? Friday, April 13, 2012
  • 10. What is Marketing? • The marketing concept refers to how businesses and organizations address the needs and wants of their customers Friday, April 13, 2012
  • 11. What is Marketing? • The marketing concept refers to how businesses and organizations address the needs and wants of their customers • Understanding the marketing mix or the 4Ps of marketing Friday, April 13, 2012
  • 12. Focus on promotions • Promotional mix • Advertising • Sales Promotions • Public Relations • Personal Selling • Direct Marketing Friday, April 13, 2012
  • 13. Integrated Marketing Communications • Integrated Marketing Communications is the process that marketers use to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communications programs over time to targeted audiences. • Many experts believe that integrating all forms of marketing communication is essential for successful marketing. • What makes IMC an effective strategy? • Strategic Focus • Collaborative Approach • Budgeting • Recruiting Support • Empowering Team Friday, April 13, 2012
  • 14. The Big Idea • The Apprentice - Season 1, Episode 2 • Big Idea • Do It Differently • Failure is not an option Friday, April 13, 2012
  • 15. The Big Idea • The Apprentice - Season 1, Episode 2 • The Pitch Friday, April 13, 2012
  • 16. Marketing Communications can take many forms Friday, April 13, 2012
  • 17. Marketing Communications can take many forms • TV Commercials Friday, April 13, 2012
  • 18. Marketing Communications can take many forms • TV Commercials • Magazine Ads Friday, April 13, 2012
  • 19. Marketing Communications can take many forms • TV Commercials • Magazine Ads • Web and Interactive Media Friday, April 13, 2012
  • 20. Marketing Communications can take many forms • TV Commercials • Magazine Ads • Web and Interactive Media • Promotional items Friday, April 13, 2012
  • 21. Marketing Communications can take many forms • TV Commercials • Magazine Ads • Web and Interactive Media • Promotional items • Do-it yourself, customer- made advertising Friday, April 13, 2012
  • 22. Philadelphia Phillies Case Study Friday, April 13, 2012
  • 23. Philadelphia Phillies Case Study • How many people are Baseball fans? Friday, April 13, 2012
  • 24. Philadelphia Phillies Case Study • How many people are Baseball fans? • How many people have attended a Baseball game in the past year? Friday, April 13, 2012
  • 25. Philadelphia Phillies Case Study • How many people are Baseball fans? • How many people have attended a Baseball game in the past year? • Discuss your experience Friday, April 13, 2012
  • 26. Philadelphia Phillies Case Study Friday, April 13, 2012
  • 27. Philadelphia Phillies Case Study • Initial questions Friday, April 13, 2012
  • 28. Philadelphia Phillies Case Study • Initial questions • Group questions Friday, April 13, 2012
  • 29. Philadelphia Phillies Case Study • Initial questions • Group questions • Sports Marketing 101 Friday, April 13, 2012
  • 30. Philadelphia Phillies Case Study • Initial questions • Group questions • Sports Marketing 101 • Using the Importance of Promotions Worksheet reflect on the five elements of the promotional mix discussed earlier Friday, April 13, 2012
  • 31. Philadelphia Phillies Case Study • Initial questions • Group questions • Sports Marketing 101 • Using the Importance of Promotions Worksheet reflect on the five elements of the promotional mix discussed earlier • How can this help you University? Friday, April 13, 2012
  • 32. TEMPLE UNIVERSITY HOUSING’S 2011-12 IMC PLAN BUILDING COMMUNITIES ONE PERSON AT A TIME 2011Housing Selection Process A community of thinkers, doers, learners, and leaders. To view in full, please turn off pop-up blocker. Friday, April 13, 2012
  • 33. Developing an IMC plan for your organization Friday, April 13, 2012
  • 34. Developing an IMC plan for your organization • Communicating the value proposition Friday, April 13, 2012
  • 35. Developing an IMC plan for your organization • Communicating the value proposition • How does your University differentiate itself from others Friday, April 13, 2012
  • 36. Developing an IMC plan for your organization • Communicating the value proposition • How does your University differentiate itself from others • What makes your University unique Friday, April 13, 2012
  • 37. Developing an IMC plan for your organization • Communicating the value proposition • How does your University differentiate itself from others • What makes your University unique • What to include in your plan? Friday, April 13, 2012
  • 38. Developing an IMC plan for your organization • Communicating the value proposition • How does your University differentiate itself from others • What makes your University unique • What to include in your plan? • Analyzing your customers, their needs and wants Friday, April 13, 2012
  • 39. Developing an IMC plan for your organization • Communicating the value proposition • How does your University differentiate itself from others • What makes your University unique • What to include in your plan? • Analyzing your customers, their needs and wants • Environmental scanning, best practices, and innovative practices Friday, April 13, 2012
  • 40. Developing an IMC plan for your organization • Communicating the value proposition • How does your University differentiate itself from others • What makes your University unique • What to include in your plan? • Analyzing your customers, their needs and wants • Environmental scanning, best practices, and innovative practices • Develop a budget and select the most effective forms to communicate your message Friday, April 13, 2012
  • 41. Developing an IMC plan for your organization • Communicating the value proposition • How does your University differentiate itself from others • What makes your University unique • What to include in your plan? • Analyzing your customers, their needs and wants • Environmental scanning, best practices, and innovative practices • Develop a budget and select the most effective forms to communicate your message • Assess the student experience Friday, April 13, 2012
  • 42. Developing an IMC plan for your organization • Communicating the value proposition • How does your University differentiate itself from others • What makes your University unique • What to include in your plan? • Analyzing your customers, their needs and wants • Environmental scanning, best practices, and innovative practices • Develop a budget and select the most effective forms to communicate your message • Assess the student experience • Include as many forms of marketing as you can afford: Friday, April 13, 2012
  • 43. Developing an IMC plan for your organization • Communicating the value proposition • How does your University differentiate itself from others • What makes your University unique • What to include in your plan? • Analyzing your customers, their needs and wants • Environmental scanning, best practices, and innovative practices • Develop a budget and select the most effective forms to communicate your message • Assess the student experience • Include as many forms of marketing as you can afford: • Direct Marketing Friday, April 13, 2012
  • 44. Developing an IMC plan for your organization • Communicating the value proposition • How does your University differentiate itself from others • What makes your University unique • What to include in your plan? • Analyzing your customers, their needs and wants • Environmental scanning, best practices, and innovative practices • Develop a budget and select the most effective forms to communicate your message • Assess the student experience • Include as many forms of marketing as you can afford: • Direct Marketing • Advertising Friday, April 13, 2012
  • 45. Developing an IMC plan for your organization • Communicating the value proposition • How does your University differentiate itself from others • What makes your University unique • What to include in your plan? • Analyzing your customers, their needs and wants • Environmental scanning, best practices, and innovative practices • Develop a budget and select the most effective forms to communicate your message • Assess the student experience • Include as many forms of marketing as you can afford: • Direct Marketing • Advertising • Print and On-line marketing communications Friday, April 13, 2012
  • 46. • Review of marketing concepts: • Demographics of our students • Importance of functions within Student Affairs • Marketing is becoming a much needed function within Student Affairs • Emotional marketing and branding strategies • The WOW Factor and the Big Idea • Collaborative and cooperative marketing Developing an IMC plan for your organization Friday, April 13, 2012
  • 47. Steps to Developing an IMC Plan • Important Steps: (PCEA) 1. PLAN Prior to any campaign, you and your staff should map out the programs and initiatives that you want to execute during the year. Be sure to include your goals and anticipated costs. 2. COLLABORATE Collaboration is vital for success. Be sure to collaborate with departments with a vested interest in your product, i.e. Admissions, Orientation, Dean of Students, Parent’s Association, etc. 3. EXECUTE Execute your plan as consistently as you can. Be ready for changes and remain flexible and adaptable . 4. ASSESS Remember to evaluate and assess your projects to justify the expense. Show empirical evidence that campaigns work. Marketing without assessment is wasted money. Friday, April 13, 2012
  • 48. Steps to Developing an IMC Plan • Important Steps: (PCEA) 1. PLAN Determine audience Campaigns Strategies - Print and/or on-line Themes 2. COLLABORATE Involve other Housing Officers, students (market research), Student Affairs, Admissions, Student Activities, Financial Aid, Bursar’s Office 3. EXECUTE Budget Get Estimates Plan at least six (6) months ahead if possible 4. ASSESS Assess your campaigns Track results if possible Friday, April 13, 2012
  • 49. Highlights • UH&RL IMC Plan • “Shoot for Fences” & Big Idea • Direct Marketing • Open House • Orientation • Experience Temple • Print Publications • Make Yourself at Home • Housing Selection Process • Guide to Applying for Housing • On-line Communications • Promotion Video Friday, April 13, 2012
  • 50. DIRECT MARKETING ACTIVITIES OPEN HOUSE • EXPERIENCE TEMPLE • SUMMER ORIENTATION • WELCOME WEEK • LIVE CHAT! Friday, April 13, 2012
  • 51. PRINT COMMUNICATIONS HOUSING SELECTION PROCESS MATERIAL • ADMISSIONS • RECRUITMENT Ready? Temple is well-connected. In fact, with the largest student computing center in the country, Temple has been named one of America’s most wired campuses. The TECH (Teaching, Education, Collaboration, and Help) Center offers 24-hour access to always-updated computer technology. And the human connection at Temple is even stronger. One out of eight of all college graduates in Philadelphia holds a Temple degree. Think about what that could mean as you prepare to enter the job market. Temple is also the nation’s fifth-largest provider of professional education. Our students excel in the fields of dentistry, law, medicine, pharmacy, podiatric medicine, and more. You come to Temple to connect with a course of study. Temple connects you with that and so much more. Temple alums share a deep and fierce loyalty to their alma mater. How canTemple connect you? connect Even within the TECH Center, it’s not uncommon to see a film student scoring a movie with a music student. –Faculty member from the School of Communications and Theater You come to Temple to work hard. You come to Temple to get ahead. You throw yourself into the experience. You join, you attend, you cheer, you stay up late and get up early. You navigate the city. You write and solve and type and email. You meet and discuss. You change majors and try out different career paths. You unwind. And you leave a wiser person, a more qualified professional, a more polished thinker. You meet people you never imagined meeting. You do things you never imagined having the chance to do. You grow into yourself. You make the most of your time at Temple. And leave moving quickly toward that next opportunity. Here’sthedeal. Here’sthedeal. WWW.TEMPLE.EDU You come to Temple to sharpen your focus. Our students turn academic passions into success stories. We provide the conditions for your success— then it’s up to you, and your own focus. Students don’t come to Temple simply to “go to college.” They come with real goals in mind, with the energy and drive to achieve those goals, and the wherewithal to adapt those goals when necessary. Whether you enter Temple in the Honors Program, as a Tyler art student, a communications major, Conwell Scholar, undeclared or transfer student, we meet you where you are, and then help you achieve new heights in your chosen field. If your goal is graduate school, Temple can help you get there through rigorous academic preparation and close partnerships with professors. If you plan to start your career right out of college, Temple’s renowned connections with Philadelphia businesses can pave your way. build The people we have in front of our classrooms really care about the students. You get a small-school relationship along with the technology benefits of a world-class institution. –Faculty member from the College of Science and Technology Temple students are known for their grit and determination. Are you tough enough forTemple? Friday, April 13, 2012
  • 52. PRINT COMMUNICATIONS HOUSING SELECTION PROCESS MATERIAL • ADMISSIONS • ADMITTED STUDENTS Friday, April 13, 2012
  • 53. PRINT COMMUNICATIONS FALL 2010 MOVE-IN PACKET • MOVE-IN GUIDE • MOVE-IN SCHEDULE Move-­In Guide Fall 2011 A community of thinkers,doers,learners,and leaders. E-­Brochure Fall 2011 MOVE-­IN SCHEDULE Friday, April 13, 2012
  • 54. ON-LINE COMMUNICATIONS FALL 2011 ELECTRONIC MOVE-IN GUIDE Move-­In Guide Fall 2011 A community of thinkers,doers,learners,and leaders. E-­Brochure Friday, April 13, 2012
  • 55. ON-LINE COMMUNICATIONS HOUSING SELECTION PROCESS • VIRTUAL PAPER 2011Housing Selection Process A community of thinkers, doers, learners, and leaders. To view in full, please turn off pop-up blocker. Friday, April 13, 2012
  • 56. ON-LINE COMMUNICATIONS WEEKLY E-MAIL COMMUNICATIONS • FIRE ENGINE RED Friday, April 13, 2012
  • 57. ON-LINE COMMUNICATIONS VIRTUAL TOURS Virtual Tours • Growing demand to see facilities before committing • Completed in Fall 2010 • New Spin 360 Friday, April 13, 2012
  • 58. ON-LINE COMMUNICATIONS HOUSING ON-DEMAND Housing On-Demand • On-line web applications designed to simplify processes • Easy-to-access • Simple concept in support of Self- Assignment System called MyHousing. Friday, April 13, 2012
  • 59. UNIVERSITY HOUSING WEBSITE CREATIVE SERVICES, WEB COMMUNICATION, AND HOUSING & RESIDENTIAL LIFE UH&RL Website Re-Design • Scheduled to begin re-design in July 2010 • Collaborate with Web Communications and Creative Services • Website research review included research of best practices, focus groups, and surveys. • Working with Office of Facilities Management to design virtual floor plans. Friday, April 13, 2012
  • 60. ON-LINE COMMUNICATIONS VIDEO PRODUCTION Housing Videos • Solicited feedback from University Communications • Hired approved University vendor • The goal was to create vignettes showcasing student life and the residents • Filmed campus tours, administrators from international students services and LLC programs. Friday, April 13, 2012
  • 61. COLLABORATIONS CREATIVE SERVICES, UNIVERSITY PHOTOGRAPHY, AND RESIDENTIAL LIFE Best Decorated Room Contest • Entice students with $1,000 gift certificate for winner • Collaborate with University Photography to capture essence of living on campus • Students eager to show off their creativity and school pride How this initiative supports department • Great photographs and images used in publications and website • Plan to get video to post on-line Friday, April 13, 2012
  • 62. Developing Effective Collaborations • Establishing a coalition committed to plan 1. OFFICE OF THE DEAN OF STUDENTS Work with the Dean of Students to ensure students and parents are informed and prepared during Summer Orientation. 2. STUDENT ACTIVITIES Collaborate with Student Activities with Welcome Week programming, Fall Move-in and other campus events. 3. VICE PRESIDENT OF STUDENT AFFAIRS Keep Vice President informed of plans and programs to ensure details are communicated to highest level leadership on campus. 4. ADMISSIONS Support Enrollment Management by revising Guide to Enrolling pertaining to Housing Selection Process, support Open House, Experience Temple, Live Chat! 5. CREATIVE SERVICES Help to design and produce all print and electronic communications. Friday, April 13, 2012
  • 63. Get Involved, Learn More, & Enhance Skills 1. ACUHO-I Get involved in ACUHO-I specifically in the areas of marketing and communications. 2. Marketing and Communications Committee Join the MCC and participate in discussion to enhance research and add resources for our association. First meeting is following this presentation in Room 9A at 4 PM. 3. Support your local regional association Submit articles in your regional association newsletters to advance knowledge and information sharing. 4. ACUHO-I Network RESOURCE LIBRARY Resource available via the ACUHO-I Network that contains publications, information, and other resources for those interested in obtaining ideas and information about marketing and communications. Friday, April 13, 2012
  • 64. My Contact Information 1. Sean P. Killion, M.B.A. Temple University University Housing and Residential Life 1910 Liacouras Walk, Suite 201G Philadelphia, PA 19122 Phone: (215) 204-7184 Fax: (215) 204-3276 E-mail: skillion@temple.edu 2. Social Media another good way to reach me! Friday, April 13, 2012