Internal Marketing: "Understanding your Client: Learning the Art of Shutting Up"


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Used during an orientation I gave to the guidance counselors of Silliman University, in preparation of the recruitment campaign and as supplemental material for Silliman's student retention program.

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Internal Marketing: "Understanding your Client: Learning the Art of Shutting Up"

  1. 1. Learning the Art of Shutting Up<br />UNDERSTANDING YOUR CLIENT<br />Mark Raygan E. Garcia<br />Director, Office of Information & Publications<br />Silliman University <br />
  2. 2. Perception is Reality <br />Perception <br />It is one’s interpretation of what he sees, smells, tastes, feels, and hears based on a number of influences, among which, experiences. <br />Reality <br />It is the state of things as they actually exist. <br />
  3. 3. Image & Identity <br />Image<br />Represents your reputation to people:<br />Rumors / Talks <br />Experience <br /> Identity <br />Represents what you stand by: <br />Values & Principles <br />Systems <br />
  4. 4. Crisis <br />Projection<br />‘Knee-jerk’ (Unmindful) <br />‘Tap on the Shoulder’ (Under-projection)<br />‘Blow My Horn’ (Over-projection) <br />Messages <br />‘Below the belt’ (Defensive scrutiny) <br />‘Mud’ (Lack of clarity) <br />‘Hodgepodge’ (Confused) <br />Assessment <br />‘Oh, really’ (Close-minded) <br />‘Yes, boss’ (Self-discriminating) <br />
  5. 5. Market<br />Potential <br />For catering / servicing <br />Graduating high school students <br />Transferees <br />Employees (incoming) <br />Actual <br />For continued catering / servicing <br />First year – fourth year students <br />Employees (continuing) <br />_________________________________<br />PROBLEM: In terms of marketing, we stop at our potential market. <br />
  6. 6. Internal Marketing <br />The principal role of internal marketing is to ensure everyone within the organization not only understands why the organization exists but also its key outputs and metrics, and most importantly, how every person and department contributes to the delivery of the proposition.<br />Source: The Chartered Institute of Marketing<br />
  7. 7. Internal Marketing (AGAIN?!)<br />Knowing who you are working WITH & FOR<br />Who they are? <br />What they needed yesterday?<br />What they need now? <br />What they need tomorrow? <br />____________________________<br />How we can be them?<br />How they can be us? <br />
  8. 8. Who they are? <br />Students <br />Coming from different parts of the country<br />Coming from different social orientations<br />Coming from different cultures <br />With different goals in life<br />With different motivations in life<br />With different preferences <br />
  9. 9. What they needed?<br />GOOD FUTURE<br />‘Good’ school = Silliman = ‘Good’ education <br />Good education:<br />Holistic campus life <br />Competitive training <br />Good facilities <br />
  10. 10. What they need now? <br />GOOD FUTURE<br />‘Good’ school = ?Silliman? = ‘Good’ education <br />Good education:<br /><ul><li>Holistic campus life ?
  11. 11. Competitive training ?
  12. 12. Good facilities ?</li></li></ul><li>What they need tomorrow? <br />GOOD FUTURE <br />But what is a good future? <br /><ul><li>How can this be achieved?
  13. 13. What role does school play in achieving this?</li></ul>______________________<br />Essentially, the question is: <br />Are you confident that you will realize your goals in life with your Silliman education? <br />
  14. 14. How they can be us/ we can be them?<br />Leveling off <br />Understanding: <br /> 1 What they need<br /> 2 How they perceive our strengths <br /> 3 How they perceive our weaknesses <br />___________________<br />Aligning their assessment with: <br />1 How we view what we can offer <br />2 How we perceive our strengths <br />3 How we perceive our weaknesses <br />
  15. 15. DOs<br /><ul><li>Greet
  16. 16. Verbal
  17. 17. Non-Verbal
  18. 18. Introduce
  19. 19. Know Them (‘Mental Profiling’)
  20. 20. Market
  21. 21. Focus (experiential):
  22. 22. Nature / Community / 5Cs
  23. 23. Distance from home / Dorms / Costs / Scholarships
  24. 24. Invite
  25. 25. Leave Contact / Offer Tour </li></li></ul><li>DON’Ts<br /><ul><li>Don’t brag.
  26. 26. Don’t look domineering / antagonistic.
  27. 27. Don’t look untidy.
  28. 28. Don’t be defensive.
  29. 29. Don’t pretend you know the answer. </li></li></ul><li>