Talk about basic background. Career Tech is at a crossroads. We’ve been telling a lot of stories. Messages have gotten confusing and chaotic. Our funding has been in jeopardy. All of us need to really think about: what is our story? What is our brand? We need to choose to be marketing driven/data driven if we are going to be part of the economic recovery in Ohio. And if we are going to meet our student’s needs, employers’ needs and communities’ needs.
We all know it is tough out there…..Etc. What we really want to talk about today is recession proofing our branding story. Knowing what niche we fill. And being consistent in our messaging.
Times are changing. Etc. Many of these changes are unprecedented. Taxpayers are demanding accountability for the dollars they provide.
Talk about making wise choices. Stating about 2 years ago “specialists” started stopping by two or three times a week. SEO specialists, Enews specialists, mobile presence specialists, social media specialists, etc. You need to prioritize thru data what you need to do, what you can afford to do and how you will do it. Who is your audience, and where are they? Realize that the problems we are experiencing didn’t happen overnight, nor will they be solved overnight.
Discuss product importance…
More on product being good. Transparency….
Discuss marketing, etc.
Discuss why recruiting and retention are separate….talk about messaging…
What you can expect from your marketing director….what works….how they are trained to see the forest and the trees…not look at one program…vested in what is good for the community…..Roi is sticky for social media. This group is uber conservative
Talk about making wise choices. How open communication, consistent, etc. assists when you have levies, develop partnerships, ask for facility needs.We have to make sure we say the marketing repsonsibilities are defined by district need and the superintendent.
A school’s website is the entrance to their schools. With FREE analytics, insights, etc. never a better time to use data to drive marketing…sure you can’t put a value on a tweet, but you can tell what’s being looked at on your website.Talk a little about what the analytics provide and how to use them and what they mean….
Maybe to improve our messaging we need to look outside ourselves and look at successful businesses…McDonalds and how they’ve improved their restaurant operations and how that may relate to Career Tech…..
The consummate marketer….quality product… development of loyalty, consistency, etc…..
Why Branding is so important…feed off of Apple story….etc…
Play video on Mike Rowe talking about career tech jobs., etc….storytelling….
What is Experience Economy?
We can’t keep programs forever. Continue to fact gather and data…make changes..But choose a niche and stick with it….!!!!! College or Career?
Do people in your community rally to help you…do they feel you meet their needs….
We also have to look at what direction Career Tech Going? A lot of things that used to make sense no longer do. We have to embrace technology….be flexible, get creative whit scheduling, offerings…
Talk about using Facebook. Benefits. Why it works.
Show Video on social media
Be sure to supply tools to those you manage social media, etc. It is a 24 hour/day job….
Go over how very important it is to have all staff buy into the marketing branding….greeting, assisting, caring, etc.
Talk about what our story is…..share recent data….
We are part of the solution….
Oct arev presenation oct. 27 2011
Career Tech is at acrossroads.CHOOSE TO…BE AMARKETING/DATADRIVEN SCHOOL
It’s Tough out There• Decreasing Student PopulationsOld 25% “Rule” may not work• Levies on the ballot “constantly”• Staff Reductions• Tight Finances• Uncertainty• Doing more with less
• Students today on the average have 15+ educational options.• Our audiences want proof that what we are doing makes financial sense.• Poverty levels are increasing. Businesses are hurting.
There are a lot ofMarketing “gurus” outthere offering advice.Suggestion…Slow Down! Thinkabout what worksfor your school inyour area.
What is Marketing? Marketing 101: The most important element of any marketing plan is a good product.It isn’t about marketing and PR. It’sabout communications, and it’s acollaborative effort. Pr can’t improve areputation without the cooperation ofgood products, good practices, goodmanagement, good IR and HR…
Essentials of GoodMarketingDoes your product match your message? It’s not just word of mouth anymore. It’s instant communication, online with 1000’s of people You can only fool the public/customer for a short time.