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The entrepreneurs a true babson story

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Presentation by Gene Begin

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The entrepreneurs a true babson story

  1. 1. 1 THE ENTREPRENEURS A True Babson Story Gene Begin / @gbegin Senior Director of Integrated Marketing / Babson College
  2. 2. 2
  3. 3. EDUCATION AND THE NEED FOR ADVOCACY MARKETING
  4. 4. HIGHER EDUCATION CONSTITUENCY MAP
  5. 5. Consider Evaluate Buy Good Luck? Alumni EDUCATIONAL MARKETING’S RELATIONSHIP WITH THE CONSUMER DECISION JOURNEY Apply Engage Enroll Register
  6. 6. 6 EDUCATIONAL CONSTITUENCY JOURNEY THE LOYALTY LOOP
  7. 7. 7 THE IMPORTANCE OF ADVOCACY MARKETING https://gaggleamp.com/blog/employee-advocacy-infographic
  8. 8. STORYTELLING
  9. 9. INSPIRATION FROM OTHER INDUSTRIES
  10. 10. FOCUS ON THE FARMER “Even the most technical subject has to have a human story behind it. We’ve been able to convince the management that the content shouldn’t be about John Deere equipment.” David Jones Publication Manager John Deere NOT THE EQUIPMENT
  11. 11. BUILDING A PROUD COMMUNITY WITH GOOGLE MY BUSINESS
  12. 12. IT’S THE CAUSE NOT THE COLLEGE
  13. 13. MEET BABSON COLLEGE
  14. 14.  Small, private business college 14 miles west of Boston  #1 in entrepreneurship for 22 and 18 consecutive years  Approximately 2000 undergraduate and 1300 graduate students, representing more than 74 countries  Undergraduate program (top 25 in business)  Graduate program - MBA and MS degrees (top 50 in business)  Executive education program (top 10 U.S. and top 20 in the world for custom programs)  Babson Global, which works with corporate, university, government, and foundation partners to advance entrepreneurship education and Entrepreneurial Thought and Action® worldwide BABSON COLLEGE
  15. 15.  #1 in entrepreneurship for 22 and 18 consecutive years IT’S THE CAUSE NOT THE COLLEGE
  16. 16. HOW DO YOU DEFINE ENTREPRENEURSHIP?
  17. 17. MISSION: REDEFINITION The Brand Campaign
  18. 18. In doing so: • Augment pride and engage our community in advocacy. • Expand Babson’s application base, in turn expanding and enhancing our student and alumni base. • Generate more corporate relationships. • Create greater attention with academic institutions, foundations and grants organizations, and the policy community. Increase brand awareness, engagement, and adoption for Babson, the educator for Entrepreneurship of All Kinds®. Entrepreneurship of All Kinds®
  19. 19. 20 TODAY’S HIGHERED CONSTITUENCY JOURNEY Secondary Audiences: Prospects (students, employees) and external influencers at the top of the awareness funnel (recruiters, parents, media, thought leaders) Target Audience: Advocates (alumni, faculty, staff, current students)
  20. 20. EVOLUTION OF A BRAND CAMPAIGN
  21. 21. BRAND CAMPAIGN EVOLUTION FY12 WRITE IT FY13 SHOW IT FY14 LIVE IT
  22. 22. FY15 & FY16 ACT IT
  23. 23. THE ENTREPRENEURS: A TRUE BABSON STORY
  24. 24. 25 ACTION.BABSON.EDU
  25. 25. ALUMNI ARE YOUR STORY
  26. 26. 27 EARNED MEDIA
  27. 27. PUTTING YOUR BRAND MESSAGE IN THE HANDS OF YOUR ALUMNI
  28. 28. WORD OF MOUTH IS YOUR MOST POWERFUL BRAND MESSAGE • Social media = word of mouth reinvented • Community Passion • Use Your Advocates • Genuine and authentic storytelling
  29. 29. THANK YOU! PRESENTATION: WWW.SLIDESHARE.NET/GBEGIN PODCAST: HTTP://K12.BLACKBAUD.COM/LETTING- ALUMNI-TAKE-CENTER-STAGE-A-TRUE-BABSON- COLLEGE-STORY GENE BEGIN / @GBEGIN SENIOR DIRECTOR OF INTEGRATED MARKETING / BABSON COLLEGE

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