Review marketing basics, touches on the challenges that student affairs professional face when marketing their services to students, parents, campus and city community. Presented to staff at division retreat - Spring 2013.
MARKETINGIN STUDENTAFFAIRS Allison Dupuis Hegi Family Career Development Center
TOC1. MARKETING 1012. WHY IS MARKETING IMPORTANT?3. BRANDING ACTIVITY4. PROBLEMS AND SOLUTIONS5. NEXT STEPS
WHAT ISMARKETING?*UNDERSTANDING CUSTOMERSNEEDS AND WANTS. Branding Market Research Advertising Online Content
WHAT MOST OF USARE DOING… AD + = VERT ISING Email Blasts Flyers and Brochures
WHY MAKE MARKETINGA PRIORITY? Better Student Attract and Retain Experience Great Students Increased Event Attendance $ More Funding Opportunities
WHAT IS YOURBRAND?YOUR MESSAGE:*IT’S WHAT OTHERS THINK,FEEL, & SAY ABOUT YOU
YOUR OFFICEOFF CAMPUS STUDENTS ON CAMPUS Alumni Current Other SA Staff Parents Prospective Non SA Staff Nonprofits Transfer Faculty Employers Veterans Partnerships Other Minority Other
BRANDING ACTIVITYA COMMON MYTH: THE TRUTH: All we do is We do a lot more! critique resumes! - major/career exploration - decision making - career search and preparationWHY THEY BELIEVE THIS MYTH: WAYS TO ADDRESS THIS MYTH: 1. Offer resume critiques duringBecause resumes are drop-in hours, but never end thethe first step (and only) conversation there. 2. Focus our presentations on otherto finding a job. initiatives and careerRight??? development topics.
UNSURE OF MYTHS?MARKET RESEARCH ISTHE ANSWER. *BUT WHY HAVEN’T WE BEEN PLAYING THE MARKETING GAME ALREADY??
THE PROBLEM:NOT ENOUGH TIME ORPEOPLE THE SOLUTION: DOING MORE WITH LESS
SOLUTION #1:MORE PEOPLEWHO KNOWS SMU BETTER THANSMU STUDENTS? f Market Research Advertising Social Media Management
SOLUTION #1:BRAND AMBASSADORS*OVER 10,000 STUDENT AMBASSADORSA YEAR ON COLLEGE CAMPUSESWORKING FOR:AEO, REDBULL, HP, TARGET,BRANCH OUT, MICROSOFT,RENT THE RUNWAY, FOURSQUARE,HERCAMPUS, AND MORE…
SOLUTION #2:HAVE A CONVERSATION*WORD OF MOUTH STILL WORKS(SOMETIMES IT’S ELECTRONIC) Have you heard We need What can we do about… volunteers… for you?
SOLUTION #3: SPOTLIGHT ANDASSESS SUCCESS(AND FAILURES) f Use Alert Campus Follow up Baseline Media Online
NEXT STEPS:ANSWER THESE QUESTIONS• Are you effectively reaching your audiences? – What are some of your successes?– What are some of your challenges/failures?• Describe your planning process. What are your objectives? How do you assess?• Are your investments in communications generating a satisfactory return? Georgia Tech “Marketing Ourselves on Campus” July 2011, Council on Student Affairs
NEXT STEPS:FORMALIZING PLANS• MARKETING PLAN• SOCIAL MEDIA PLAN• PROGRAMMING AND EVENT CALENDAR• ADVERTISING AND COMMUNICATION PLAN