Christian Campagnuolo discusses 'Learning Centered Marketing' at the eMarketing Techniques for Educators Conference in Austin Texas on January 28th, 2009.

1. Presented By Christian Campagnuolo Assistant Vice-President, Marketing & Media Relations Valencia Community College

12. SEGMENTATION STRATEGY AT WORK Value Convenience Transferability Success Mass Market Messages – TV, Print, Radio, Web, Outdoor Action – Face to Face, Website, Event, Word of Mouth, POI Moment of Truth – What is your Educational Bio? Pipeliners Postponers Intenders Recoupers Specific Message Specific Message Specific Message Specific Message Valencia Student Messages – What? When? How? Is informed by the Marketing Funnel

14. Phase Recruitment Funnel *

15. Marketing Funnel Place & Time Engagement EducationIsIn.com Transition Services Events Pay-Per-Click Valenciacc.edu “ Future Student” Web Ads Radio Print Television Transition Services Interactive Gateway Apply for Financial Aid & Admission Personalized View Book - content is determined by input from previous touch point Pre Funnel Image Building Awareness & Credibility Early Funnel Features &Benefits Interests Mid Funnel Specific Benefits Preference Program Specific Splash Page Face to Face & Book Cover Program Explorer Answer Center Link Contact Transitions Valencia Preview Sign-up Valencia Tour Sign-up Late Funnel Outcome Personal Preference Orientation Sign-up - Orientation content is based on SEGMENT CLASSIFICATION Register for classes - 2+ mandate register in Orientation Customized Acceptance Letter and subsequent written and electronic communications outline path to orientation and first day of class. Letter content and path is based on SEGMENT CLASSIFICATION Classes Begin Results Selection Affirmation On-Campus Tactics Student Ambassador Q&A Alumni Career Corner

26. Image Building Audience Prospective Student Message Awareness & Credibility Pre-Funnel Students cycle through “mid, late and begin class” until they reach about 20 credits Active Alumni/Donors feed the “pre-funnel”

27. The Students impact on collaboration among teams

29. Contact Information: [email_address]