Minimizing Melt

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GMAC 2011 Conference in Boston

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Minimizing Melt

  1. 1. Minimizing Melt Brian Wm. Niles, TargetX Erin Nickelsburg, University of Wisconsin Amanda Carlson, Columbia University Krista Larson, York University Camila de Wit, GMAC
  2. 2. www.slideshare.net/ targetx
  3. 3. Differentiation Authenticity ExperienceRelationships Generations
  4. 4. Differentiation Crowded market? Little differentiation? Trending to commoditization?Use the same marketing language? Benefits not clearly articulated?
  5. 5. If your programwas a car, retail or restaurant ...
  6. 6. AuthenticityAuthenticity in marketing reduces post-purchase surprises.Authenticity reduces uncertainty in customer’s purchase decision.
  7. 7. What’s the mostinauthentic thing youdo in marketing your program?
  8. 8. The Experience Customer Service is KingUnderstanding Adult Student Needs Part-time vs. Full-time Student(Registration, parking, dinner, career guidance, housing, activities)
  9. 9. What is one roadblockyour institution puts in front of your adult student?
  10. 10. Sustaining Relationships Primary point of contact One-stop-shop in Admissions Deposit = Part of Community One-stop-shop to Graduation
  11. 11. Sustaining Relationships Make the student a “customer” before classes begin. (Access to services. Invites to events. Contact with faculty or students.)
  12. 12. What is one thing youcan do to solidify the relationship before classes begin?
  13. 13. GenerationsMillennials (enough already!)Parent’s Generational Shift (Boomers to Xers) Connection with Family
  14. 14. What is one thing you can do to embrace parents and/or families/spouses?
  15. 15. Minimizing Melt Brian Wm. Niles, TargetX Erin Nickelsburg, University of Wisconsin Amanda Carlson, Columbia University Krista Larson, York University Camila de Wit, GMAC
  16. 16. 1. If your program was a car, retail or restaurant ... 2. What’s the most inauthentic thing you do in marketing your program?3. What is one roadblock your institution puts in front of your adult student? 4. What is one thing you can do to solidify the relationship before classes begin? 5. What is one thing you can do to embrace parents and/or families/spouses?
  17. 17. Minimizing Melt Brian Wm. Niles, TargetX Erin Nickelsburg, University of Wisconsin Amanda Carlson, Columbia University Krista Larson, York University Camila de Wit, GMAC

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