Higher Education Marketing        Challenges
There are Dramatic Shifts in Higher Education as We Approach 2020
“The business of higher educationis going to change as much in the next decade as newspapers did         in the prior one....
Higher Education    Marketing isSuffering from an “Identity Crisis”
The Problem of “Sameness”…“That‟s billions of dollars of media to bereiterative… stop telling people the samething they‟re...
Elizabeth Scarborough, a highereducation consultant, recently developed a word cloud of almost 1,000 college and universit...
At the top of the “word cloud” list:World, excellence, success, future, learning, life, minds, realSameness = Identity Cri...
Common misconception that marketing   should be primarily focused on the        function of admissions.*Source: A 2020 Per...
Consider the lifetime value chain of  a student from prospect to advocate.*Source: A 2020 Perspective on Higher Education ...
Students will often have even greater  value to the institution as alumni.*Source: A 2020 Perspective on Higher Education ...
Connect the links in the chain withintegrated marketing communication     to capitalize on considerableopportunities to ad...
“(findings highlight) a real need to go beyond the „social media checklist‟ tactic and adopt a more strategic and measurab...
?           Integrated            Consistent      Audience Appeal     Reinforces Brand    Website Connected
Higher Education Marketing  Meeting the Challenges
“You don‟t win an Olympic gold medal with a fewweeks of intensive training. There‟s no such thingas an overnight opera sen...
What’s Needed: Now & Beyond•   RESEARCH/EXPLORE – RAM Panel>>Advertising campaign,    Consumer behavior knowledge>>Targete...
A Need for Research“Unknowns” Make the Work of     Marketing Harder
Targeting, messaging and media mix:• What segment to target now, next and later?• When, where and how often to reach each ...
Target Audience, Media and Message in Sync
Mapping by Audience Segment
The Data Intelligence Tools      Develop a campaign following an audience                 segmentation study. Create custo...
“Critical to the success of anyBrand Campaign is how wellyou know your audience(s).”
Developing Personas
The Education Consumer JourneyAwareness                                     ConsiderationPrint                            ...
Borrell 2012 Data: Digital MediaMix  EXAMPLE: Digital budget distribution for Colleges and Universities  in 4-County Des M...
Mobile Solutions:Ads, Apps & Sites                 Success               Starts Here              Career                  ...
“Armed with the true intelligence, we can begin the Creative Process, and it doesn‟t start with clever words andpretty pic...
What is thefundamentaltest of abrandposition?
Is it believable    and can you own it?            Case Study:Southern New Hampshire             University
2003: A modest school when Le-Blanc joined as      president…it’s online program was:“a sleepy operation on a nondescriptc...
http://www.snhustories.com/
StrategicContentMarketing
Social Media: Content Plan andStrategy Audit•   Content Marketing Plan•   Marketing-integrated•   Targeting Audiences•   R...
Call-to-Action
Visual Social Audit• Consistent across   platforms• Audience appeal• Brand tenets/   message present• Pages optimized
ENGAGE              StrategicCONSUMERSBUiLD            SocialBRANDS            Advertising
Powerful Platform. BAM 2.0 is the mostinnovative, comprehensive and flexible social advertisingplatform. BAM 2.0 is fueled...
Aligning Outcomes with Goals:Business, Strategic, TacticalBusiness goal examples• Total annual revenue to exceed ?? millio...
Your Challenges:   DISCUSS
Higher edchallenges presentation_030813
Upcoming SlideShare
Loading in …5
×

Higher edchallenges presentation_030813

387 views

Published on

Challenges in Higher Education Marketing and what is needed to meet the challenges.

Published in: Business
  • Be the first to comment

  • Be the first to like this

Higher edchallenges presentation_030813

  1. 1. Higher Education Marketing Challenges
  2. 2. There are Dramatic Shifts in Higher Education as We Approach 2020
  3. 3. “The business of higher educationis going to change as much in the next decade as newspapers did in the prior one.” - Seth Godin, Marketer, author of “Purple Cow”
  4. 4. Higher Education Marketing isSuffering from an “Identity Crisis”
  5. 5. The Problem of “Sameness”…“That‟s billions of dollars of media to bereiterative… stop telling people the samething they‟re not hearing.” - Clive Sirkin, Senior marketing officer, Kimberly Clark
  6. 6. Elizabeth Scarborough, a highereducation consultant, recently developed a word cloud of almost 1,000 college and university taglines that highlights common words perhaps indicative of a mass market approach.
  7. 7. At the top of the “word cloud” list:World, excellence, success, future, learning, life, minds, realSameness = Identity Crisis
  8. 8. Common misconception that marketing should be primarily focused on the function of admissions.*Source: A 2020 Perspective on Higher Education – themarketingprof.com
  9. 9. Consider the lifetime value chain of a student from prospect to advocate.*Source: A 2020 Perspective on Higher Education – themarketingprof.com
  10. 10. Students will often have even greater value to the institution as alumni.*Source: A 2020 Perspective on Higher Education – themarketingprof.com
  11. 11. Connect the links in the chain withintegrated marketing communication to capitalize on considerableopportunities to advance the institution.*Source: A 2020 Perspective on Higher Education – themarketingprof.com
  12. 12. “(findings highlight) a real need to go beyond the „social media checklist‟ tactic and adopt a more strategic and measurable approach in higher education” - Karine Joly, collegewebeditor.com
  13. 13. ? Integrated Consistent Audience Appeal Reinforces Brand Website Connected
  14. 14. Higher Education Marketing Meeting the Challenges
  15. 15. “You don‟t win an Olympic gold medal with a fewweeks of intensive training. There‟s no such thingas an overnight opera sensation. Great law firms ordesign companies don‟t spring up overnight… everygreat company, every great brand, and every greatcareer has been built in exactly the same way: bitby bit, step by step, little by little.” - Seth Godin
  16. 16. What’s Needed: Now & Beyond• RESEARCH/EXPLORE – RAM Panel>>Advertising campaign, Consumer behavior knowledge>>Targeted audiences, market intelligence>>Competitive landscape>>Borrell EDU data• MEDIA MIX – Integrated media plan, broadcast, print, behaviorally targeted digital, outdoor, email, out-of-home, mobile sponsorship, social• BRANDING/STRATEGY – Brand positioning, goals (short term and three-year), messaging, core strategy, major tactics• DYNAMIC CREATIVE – Either to evolve current campaign or to depart from, depending on what the research says• SOCIAL MEDIA – Content and platform strategy, tactics, marketing sync/training for contributors (staff, student, marketing), Blinq Media• MEASUREMENT/ANALYTICS – RAM panel (analyze and measure campaigns), data capture/media analytics (PointRoll), social media analytics (Blinq Media)
  17. 17. A Need for Research“Unknowns” Make the Work of Marketing Harder
  18. 18. Targeting, messaging and media mix:• What segment to target now, next and later?• When, where and how often to reach each audience?• How does the message resonate with each audience?Internal/external factors:• Understanding how the internal college offerings (programs/curriculum) impact goals• Understanding how the uncontrollable external market factors impact goals
  19. 19. Target Audience, Media and Message in Sync
  20. 20. Mapping by Audience Segment
  21. 21. The Data Intelligence Tools Develop a campaign following an audience segmentation study. Create customer segments using secondary researchtools from Nielsen (Claritas, Prizm and Consumerpoint) and used PitneyBowes’ MapInfo® Software to demonstrate the geographic location segments by household. 4
  22. 22. “Critical to the success of anyBrand Campaign is how wellyou know your audience(s).”
  23. 23. Developing Personas
  24. 24. The Education Consumer JourneyAwareness ConsiderationPrint PrintDigital Video Social MediaSocial Media Audience Targeted BannerSection Targeted Banner Ads Ads(mobile + desktop) (mobile + desktop)Rich Media Enabled Banner ReputationAds Management/MapsHigh Impact Ad Units E-mailIntent PurchasePrint PrintSEM/SEO Pay-per-click/SEOE-mail Content/Behavior TargetingBehavior Targeting Banner Ads Banner AdsRe-Targeting Banner Ads Re-Targeting Banner AdsHigh Impact Ad Units High Impact Ad UnitsSocial Media Social MediaReputation Management/Maps AdvocacyLoyalty E-mail MarketingE-mail Marketing ReputationSocial Media Management/Maps
  25. 25. Borrell 2012 Data: Digital MediaMix EXAMPLE: Digital budget distribution for Colleges and Universities in 4-County Des Moines Area (Polk, Warren, Dallas, Story). Percent Share 29% Paid Search 28% ROS Display 24% Targeted Display 13% Online Video* 4% Email* 1% Audio *Online video is being under utilized by 12% and Email by 10% compared 2012 Projection: $69.69 to higher education nationally. 2017 Forecast: $213.31 $ in Millions Percent Change: 206%
  26. 26. Mobile Solutions:Ads, Apps & Sites Success Starts Here Career Family Development Personal Opportunity EnrichmentCampus Virtual Tour
  27. 27. “Armed with the true intelligence, we can begin the Creative Process, and it doesn‟t start with clever words andpretty pictures. It begins with strategy.”
  28. 28. What is thefundamentaltest of abrandposition?
  29. 29. Is it believable and can you own it? Case Study:Southern New Hampshire University
  30. 30. 2003: A modest school when Le-Blanc joined as president…it’s online program was:“a sleepy operation on a nondescriptcorner of the main campus. I thought it was squandering an opportunity.”Now: SNHU‟s Center for Online and Continuing Education (COCE), the largest online-degree provider in New England with 10,600 students enrolled in 120 graduate and undergraduate programs and specialties. Source: http://stateimpact.npr.org/new-hampshire/2012/03/07/why-a-business-magazine- named-snhu-one-of-worlds-most-innovative-companies/
  31. 31. http://www.snhustories.com/
  32. 32. StrategicContentMarketing
  33. 33. Social Media: Content Plan andStrategy Audit• Content Marketing Plan• Marketing-integrated• Targeting Audiences• Reinforces Brand?• Website Integration• Call-to-Action
  34. 34. Call-to-Action
  35. 35. Visual Social Audit• Consistent across platforms• Audience appeal• Brand tenets/ message present• Pages optimized
  36. 36. ENGAGE StrategicCONSUMERSBUiLD SocialBRANDS Advertising
  37. 37. Powerful Platform. BAM 2.0 is the mostinnovative, comprehensive and flexible social advertisingplatform. BAM 2.0 is fueled by BLiNQ Media’s LiFT: Likes.Interests & Fan TargetsTM, identifies and ranks globalaudiences with the highest propensity to engage withbrands before the ad spend.Break-through Results. Unprecedentedtargeting, performance and scale in social ad campaigns.
  38. 38. Aligning Outcomes with Goals:Business, Strategic, TacticalBusiness goal examples• Total annual revenue to exceed ?? million in 2013-2014• Total class enrollments to exceed ?? in 2013-2014Strategic goal examples• Maintain greater than 98%?? customer satisfaction• Elevate brand value by increasing Brand (BAV) factors• Develop a robust content strategy to support tenetsTactical goal examples• Achieve 140?? testimonials, 75?? PR mentions in 2013• Develop innovative “personal branding” training program prof. (headshots, using social media, interviewing, etc)• Execute a dynamic creative, impactful, data-rich ad program• Expert speaker series or other to promote startup program• Launch Campus Virtual Tour Mobile App
  39. 39. Your Challenges: DISCUSS

×