ACH Marketing Presentation


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Presentation to the Association of Continuing Higher Education, New England at U.Conn. Presentation reviewed marketing to adult learners in today\'s media climate and budget restrictions.

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  • It was a dark and stormy night. Really, it was a dark and stormy night. Watching the weather, another Northeaster storm, complete with ice moving in the late afternoon and making travel conditions difficult into the night. We had an information session starting in a couple of hours. Would this weather stop people from coming? We had marketed and promoted this for over a month. It was tough enough fighting for students attention in the current market. Did we have to fight mother nature too? Would our info session be a success?
  • We have to constantly fill the colander as students graduate and move on.Over400 students graduated from SOGS last month. Our info sessions had 450 prospects attend from July 2008 to May 2009
  • At BSC, we looked at the admissions funnel in the same context as the marketing funnelBrand Awareness- Getting consumers to ask or look for specific brand. Consumers need to become aware of the brandMessage Association- Measuring the extent consumers can match message to brand. Associating the brand with something of value to themBrand Familiarity- Measures the degree that an advertisement increases (%) consumers knowledge of brandBrand Imagery- Degree consumer has a favorable opinion of a brandPurchase Intent- Point where the consumer will take action and/or purchase. Consumer decides whether they are likely to purchase the brand.
  • At BSC, our analysis of the funnel told us we had a good percentage of our inquires became applicants and attended BSC SOGS. Matrix and non-MartrixWe had two areas to increase our net- more inquiries are current conversion rate would lead to more students. AND if we could increase the admits to attend rates a few more points, our enrollment numbers would start to grow again.We needed more prospects in the funnel and increase conversion rates.This lead us to ask why student’s don’t complete the application process or what prevents them from starting the process. Applying to grad school can be a daunting process and a large higher education institution can be a be a faceless bureaucracy. We need to make prospects feel comfortable with the process and reach out to those stuck to complete the application.
  • Since July 2008.Our best inquiry pool ever. Our previous best was, 2,254, an 126% increase.
  • How many Americans read a newspaper?Only one third of 18-34 year olds read a newspaper. According to Pew Project for Excellence in Journalism. Magazines are not doing much better, with Folio magazine reporting that “in the second half of 2007, the audited paid and verified circulation of consumer magazines fell 1.7 percent from 282.0 million to 277.2 million.” Television continues to decline as an advertising medium, with “More than 2.5 million fewer people were watching ABC, CBS, NBC and Fox than at the same time last year, statistics show.” (AP, May 10, 2007) and more prospects are time shifting their viewing habits and skipping over commercial advertising.
  • This is just a look at magazine readership, newspaper readership is even more dire.
  • Are the four P’s or marketing are still relevant- product, placement, price and promotion? Yes, but there is a new marketing acronym emerging: ( with apologies to Steve jobs and Apple) I.P.E.D.- integrated marketing, permission marketing, engagement marketing and drip marketing.
  • AMA lists IM as a process so brand is consistent.I define IM as a consistent message across multiple mediums:Traditional marketing and advertising, web, email, online, direct mail, info sessions, open houses, interactions with students.
  • Integrated-Have a complete MARCOM plan, with a unified, consistent message and look across multiple media platforms-Print advertisementsDirect Marketing-Direct Mail LetterFlyersEmailWebWeb 2.0Social Network SEOIt can take 7 touches to break through the clutter of 5,000 messages and needs to be integrated across multiple media streams. Don’t discount print, it still has gravitas among young adults.My survey shows that 74% value newspapers and 80% trust ads in newspapers.While they spend a lot of time online, 42% spend 1-2 hours, 42% spend 3-5 hours and 16% spend 6 or more hours a day online, they ONLY TRUST 5% of the ads online
  • Where are adult learners today? How do we reach them. Isn’t print dead?I survey students a three schools every year on media habits and want to share some interesting data with you about media consumption and perception.
  • ACH Marketing Presentation

    1. 1. Bear Marketing<br />Alternate Integrated Marketing to Adult Learners <br />
    2. 2. Dr. Raymond Guillette<br />James McCormack<br />
    3. 3.
    4. 4. Reaching, Speaking & Recruiting<br />Adult Learners<br />
    5. 5. Info-mercial<br />Search Words<br />Newspaper<br />Point of Purchase<br />Promotions<br />Marketing<br />Advertorial<br />Positioning<br />Billboards<br />eMail<br />Twitter<br />Radio<br />ADVERTISING<br />Sponsorship<br />Television<br />Snipes<br />BRANDING<br />Publicity<br />Blogs<br />Icons<br />Magazines<br />Public Relations<br />Internet<br />Direct Mail<br />Banner Ads<br />Permission Marketing<br />McCormack ENG2523 Adv.<br />5<br />
    6. 6. Students = Colander<br />6<br />
    7. 7. Admissions Funnel<br />7<br />Brand Awareness<br />Prospective Students<br />Message Association<br />Inquiries<br />Applications<br />Brand Familiarity<br />Admits<br />Purchase Intent<br />Accepts<br />Attend<br />
    8. 8. Admissions Conversion Rate<br />8<br />??,???<br />Prospective Students<br />2,842<br />Inquiries<br />1,350 46.2%<br />Applications<br />Admits<br />931 68.9%<br />Enrolled<br />853 89.6% <br />Attend<br />
    9. 9. ‘08-’09 BSC Funnel Numbers <br />Total contacts- 2,842<br />Via Website- 1,805<br />Events, walk-ins, calls- 1,037<br />Applicants- 508<br />Net- 18%<br />
    10. 10. How do we break though the clutter today?<br />
    11. 11. Traditional marketing sources reach a smaller audience today<br />Is Print Dead?<br />
    12. 12. 12<br />
    13. 13. “Half of my advertising works, I just don&apos;t know which half”<br />
    14. 14. I.P.E.D. <br />Integrated marketing<br />Permission marketing<br />Engagement marketing<br />Drip marketing<br />
    15. 15. Integrated Marketing<br />“A planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.”American Marketing Association<br />
    16. 16. Integrated Marketing<br />Multiple touches through multiple mediums<br />Conventional advertisements<br />Print, Radio, TV<br />Direct Marketing-<br />Direct Mail • Email<br />Letter • Flyers<br />Web<br />Web 2.0<br />Social Network <br />SEO<br />Meetings<br />Info Session • Open House • Face-to-Face<br />
    17. 17. Media<br />Web and print media, advertising and student trust<br />
    18. 18. Publication Awareness<br />
    19. 19. Which have you read in the last week?<br />
    20. 20. Magazine Readership<br />How often do you read magazines?<br />Are magazines worth reading?<br />
    21. 21. Print Trust<br />Do you trust ads in newspapers?<br />Do you value newspapers?<br />
    22. 22. Where do you get news?<br />
    23. 23. Websites visited in last week<br />
    24. 24. How many hours do you spend on the Internet daily?<br />
    25. 25. Web Trust<br />Do you trust web ads?<br />Do you value web ads?<br />
    26. 26. Customize the info for the prospect<br />DIRECT MARKETING<br />
    27. 27. Basic Format of a direct ad<br />The Headline<br />The Subhead<br />Illustration or Photo (w/ caption)<br />The Body Copy<br />Follow On Paragraphs<br />Penultimate Paragraph<br />Final Paragraph<br />Logo <br />Tag Line<br />27<br />
    28. 28. Copywriting- Think AIDA<br />Grab Attention <br />Stimulate Interest <br />Build up Desire <br />Urge the reader into Action!<br />Don&apos;t try to sell the features.Sell the &apos;BENEFIT TO THE READER&apos;<br />28<br />
    29. 29. Headlines<br />Capture attention<br />Create interest<br />Know your USP before you start the head<br />Target the head to best prospects<br />Don’t USE ALL CAPS FOR HEADS, use Initial Caps For Each Word & no.<br />29<br />
    30. 30.
    31. 31. What makes advertising work?<br />Hook<br />Benefit<br />Proof<br />Call to action<br />31<br />
    32. 32. Suffolk U. @<br />
    33. 33. Permission Marketing<br />Get prospect’s permission to market, by offering them information in exchange for information<br />Offer a newsletter, study guide, diploma value, a list of career fields the degree will open up, test taking tips, offer valued info <br />
    34. 34.
    35. 35. Marketing email<br />
    36. 36.
    37. 37.
    38. 38.
    39. 39. Engagement Marketing<br />Invite<br />Meet<br />Discuss<br />Benefit<br />Plan<br />Action<br />
    40. 40. Drip Marketing<br />Follow up<br />Phone calls<br />emails<br />
    41. 41. All roads lead to the web<br />All advertising and direct marketing should take prospect back to your best marketing piece- your website<br />
    42. 42. Online Marketing Web<br />42<br />
    43. 43. Facebook<br /><br />Advertising<br />Blog<br />Linked In<br />email<br />Web<br />Affiliates<br />Info Sessions<br />Twitter<br />YouTube<br />Phone Calls<br />SEO<br />Key Word <br />Direct Marketing<br /><br /><br />
    44. 44. Compose an email for a program<br />Write a head- speak to your audience (hook)<br />Subhead to reinforce, highlight or preview<br />Body copy- Benefit and proof<br />Final paragraph- CTA<br />
    45. 45. Resolution Solution<br />Reach out to incomplete applications<br />Help prospective students start the application process<br />Small, informal environment<br />1-on-1 and small group discussions<br />
    46. 46. Resolutions Solutions Marketing Plan<br />email to inquiries<br />email to incompletes<br />website announcement<br />letters to prospects & incompletes<br />campus flyers<br />newspaper ads<br />telephone calls<br />
    47. 47. Marketing budget & Staff<br />
    48. 48. Resolution Solutions Flyer<br />
    49. 49. Resolutions Solutions email<br />
    50. 50. Resolution Solutions Web Page<br />
    51. 51. Resolutions Solutions Letter<br />
    52. 52. Engagement Calls<br />Hello, my name is Jim and I am calling from the School of Graduate Studies at Bridgewater State College. Do you have a few moments that we can talk? The reason I am calling is that we are calling students with incomplete applications to our graduate school programs to help them finish their application. I would like to invite you to our Resolution Solutions on campus January 7th. We will have staff on hand to help you complete your application. Can I register you for the Resolution Solutions? Are you thinking about taking classes this spring? Do you need academic advising as to which courses to register for? Is there anything else I can do for you?<br />
    53. 53. Resolution Solutions Advertisement<br />
    54. 54. Resolutions Solutions<br />The Event<br />
    55. 55. East Campus Commons<br />
    56. 56. Key elements of event<br />small meeting room on campus<br />admission reps and staff on hand to meet with prospect<br />each attendee greeted at door<br />application or program info ready for each RSVP<br />each attendee introduced to a staff member to help answer their questions or complete the app<br />
    57. 57.
    58. 58.
    59. 59.
    60. 60.
    61. 61. Results<br />Expected 14-15 attendees<br />27 attendees at event<br />
    62. 62. eMail Services<br />Cheetah Mail<br /><br />Constant Contact<br /><br />Mail Chimp<br /><br />Stream Send- $10 per month/1M emails<br /><br />