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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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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 />