Learning Centered Marketing by Christian Campagnuolo


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

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  • Learning Centered Marketing by Christian Campagnuolo

    1. 1. Presented By Christian Campagnuolo Assistant Vice-President, Marketing & Media Relations Valencia Community College
    2. 2. <ul><li>How do we engage? </li></ul><ul><ul><li>Segmentation’s Role </li></ul></ul><ul><ul><li>Tone and Manner of Messaging </li></ul></ul><ul><ul><li>Place & Time of Messaging </li></ul></ul><ul><li>Behavior influencing communication </li></ul><ul><ul><li>Case Studies </li></ul></ul><ul><ul><li>Group Discussion </li></ul></ul><ul><li>Reaching Across Divisions in the name of Student Success </li></ul><ul><ul><li>Projects & Partnerships </li></ul></ul>
    3. 3. <ul><li>The Four P’s </li></ul><ul><li>Product </li></ul><ul><li>Price </li></ul><ul><li>Place </li></ul><ul><li>Promotion </li></ul><ul><li>The Five C’s </li></ul><ul><li>Consumer (students) </li></ul><ul><li>Cost </li></ul><ul><li>Convenience </li></ul><ul><li>Communication </li></ul><ul><li>Conditions of Learning </li></ul><ul><li>Shultz, Tannenbaum, Lauterborn, 1993 </li></ul>
    4. 4. <ul><li>Audience Insight </li></ul><ul><li>Competitive Insight </li></ul><ul><li>Innovation through Integration </li></ul><ul><li>Implementation </li></ul><ul><li>Interpretation </li></ul>
    5. 5. <ul><li>Recognition </li></ul><ul><ul><li>strong awareness among consumers and opinion leaders </li></ul></ul><ul><li>Consistency </li></ul><ul><ul><li>Utilizes consistent visual, verbal, auditory and tactile identifiers across various demographics </li></ul></ul><ul><li>Emotion </li></ul><ul><ul><li>competes along emotional dimensions </li></ul></ul><ul><ul><li>symbolizes a promise that it can deliver </li></ul></ul><ul><li>Uniqueness </li></ul><ul><ul><li>expresses the uniqueness of position to all audiences </li></ul></ul><ul><ul><li>utilizes various communication tools to position within and across all markets </li></ul></ul><ul><li>Adaptability </li></ul><ul><ul><li>respects local needs, wants and tastes </li></ul></ul><ul><ul><li>adapts to the local marketplace while fulfilling a global mission </li></ul></ul><ul><li>Management </li></ul><ul><ul><li>senior leadership must be a champion of the brand </li></ul></ul>
    6. 6. <ul><li>Defining your brand </li></ul><ul><li>Focused on dissecting your brand </li></ul>Engagement is… <ul><li>Leveraging perception of brand </li></ul><ul><li>Connecting the customer to the product </li></ul><ul><li>Not just ONE thing or a group of things </li></ul><ul><li>A by-product of: </li></ul><ul><ul><li>Understanding your product </li></ul></ul><ul><ul><li>Understanding your audience </li></ul></ul>
    7. 7. <ul><li>Primary Audience </li></ul><ul><ul><li>Ages 18-24 </li></ul></ul><ul><ul><li>Typically encumbered by a part-time or full-time job, children or financial hardship </li></ul></ul><ul><ul><li>Instant gratification plays a significant role in decision making </li></ul></ul><ul><ul><li>View education as a commodity – they’re “buying” the path to a better future </li></ul></ul><ul><ul><li>Attracted to different modes of learning </li></ul></ul><ul><ul><li>Ethnically mixed </li></ul></ul><ul><ul><li>Skews female </li></ul></ul><ul><li>Secondary Audience </li></ul><ul><ul><li>Ages 25-45 </li></ul></ul><ul><ul><li>Ethnically mixed </li></ul></ul><ul><ul><li>Attracted to different modes of learning </li></ul></ul><ul><ul><li>Looking for a new path or trying to make their current path better </li></ul></ul><ul><ul><li>Exploring their educational boundaries </li></ul></ul><ul><ul><ul><li>Do they have the ability to go back to school, if so, what level could they handle? </li></ul></ul></ul><ul><ul><li>Investing in self worth </li></ul></ul>
    8. 8. <ul><li>Cognitive (Awareness, Knowledge) </li></ul><ul><li>Know additional education means more money, but don’t know how much more </li></ul><ul><li>Consider the reputation of a school an important deciding factor </li></ul><ul><li>Believe, without really knowing, that attending college is not within their reach </li></ul><ul><li>Define quality by convenience and access </li></ul><ul><li>See education as a necessity for success </li></ul><ul><li>Money and/or resources are a major issue </li></ul><ul><li>Different ethnic backgrounds warrant different communication approaches </li></ul><ul><li>Affective (Liking, Preference, Conviction) </li></ul><ul><li>Arrive with a “galloping psychology of entitlement” </li></ul><ul><li>Program and outcome oriented </li></ul><ul><li>Want personalized help and reassurance during the enrollment process </li></ul><ul><li>Hispanic students include their parents in the process of choosing a College </li></ul><ul><li>Behavioral (Commitment) </li></ul><ul><li>What they do in life really matters to them and has to fit who they are </li></ul><ul><li>Most are paying their own way </li></ul><ul><li>Case, Sevier, 2004 </li></ul>
    9. 9. <ul><li>Establish insight with the use of existing resources: </li></ul><ul><ul><li>Research (old, new, seemingly unrelated) </li></ul></ul><ul><ul><li>Demographics (block data, census info) </li></ul></ul><ul><ul><li>Staff and Faculty insight </li></ul></ul><ul><ul><li>Gut </li></ul></ul><ul><li>Segment the audience based on commonalities </li></ul><ul><ul><li>Educational background </li></ul></ul><ul><ul><li>Age </li></ul></ul><ul><ul><li>Preparedness level </li></ul></ul>
    10. 10. <ul><ul><li>“ Recoupers” – Transfer students meaning transfers from other colleges with breaks in enrollment, part-time Valencia students and past Valencia students. </li></ul></ul><ul><ul><li>“ Postponers” – Older non-transfer students who have little or no post-secondary education or have become disenchanted with formal education. </li></ul></ul><ul><ul><li>“ Pipeliners” – Young non-transfer mandate students progressing recently from high school but whose college aptitude is uncertain. (2+ remediation) </li></ul></ul><ul><ul><li>“ Intenders” – Young non-transfer students who are well prepared educationally and financially for a full time college commitment and know what degree they are seeking. (1 or no remediation) </li></ul></ul>
    11. 11. <ul><li>Define your institution on their terms </li></ul><ul><ul><li>Where is your audience coming from? </li></ul></ul><ul><ul><li>What are their needs? </li></ul></ul><ul><ul><li>What are their motivations? </li></ul></ul><ul><li>How can your institution address the students situation, needs and motivations? </li></ul>
    12. 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
    13. 14. Phase Recruitment Funnel *
    14. 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
    15. 19. <ul><li>Arm your audience with credible and authentic information, so they can… </li></ul><ul><ul><li>Be empowered with knowledge </li></ul></ul><ul><ul><li>Have the freedom to make decisions </li></ul></ul><ul><ul><li>Feel that you know them at this exact moment in their life </li></ul></ul><ul><ul><li>Feel like they are important to you </li></ul></ul><ul><ul><li>Realize the power of their input </li></ul></ul>APPROACH THEM ON THEIR TERMS, IN THEIR WORDS, ON THEIR TIME
    16. 20. <ul><li>Orientation </li></ul><ul><li>Application </li></ul><ul><li>Red Alert Program </li></ul><ul><li>LifeMap </li></ul>
    17. 24. <ul><li>LifeMap isn’t something that I can see or hold in my hand. It’s something that lives in my head. A big idea, made up of lots of little ideas. It’s all of my goals for my future – what I want to be, where I’m headed, how I’m going to do it, who’s going, to help me. It drives me and shapes me and inspires me. It’s the me that I plan to be. </li></ul>
    18. 25. <ul><li>Priority of Message </li></ul><ul><ul><li>Same message different order </li></ul></ul><ul><li>Delivery of Message </li></ul><ul><ul><li>Personal v. Impersonal </li></ul></ul><ul><li>Form of Message </li></ul><ul><ul><li>Electronic v. Tactile </li></ul></ul><ul><li>Content of Message </li></ul><ul><ul><li>Words v. Visual </li></ul></ul><ul><li>Timing of Message </li></ul><ul><ul><li>How soon before action is needed? </li></ul></ul>
    19. 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”
    20. 27. The Students impact on collaboration among teams
    21. 28. <ul><li>“ Marketing is much broader than most people believe: It is not just a specialized activity. It encompasses the entire business. This is the whole business seen from the point of view of the final result, that is, from the customer’s point of view. Responsibility for marketing must therefore permeate all areas of the enterprise.” </li></ul><ul><li>– Peter Drucker </li></ul>
    22. 29. Contact Information: [email_address]