Measuring Marketing Efforts‣ Assess awareness and familiarity‣ Compare image perceptions with desired image‣ Measure open rates‣ Measure click throughs‣ Measure viral activity‣ Measure the “call to action” response for each communication‣ Compare the invest of resources (time and money) with return on the investment (ROI)
Distribution ChannelsWeb Web Portal Email PrintMicrosites Facebook Twitter Text MessagingAuto Calls Phone Web Chat Blogs 10% 1% 6% 15% 22% 1% 2% 3% 5% 3% 9% 22%
Decision Influencers College viewbooks 5 Program brochures Course catalogs Alumni mailings Institution websites Current students or graduates Parents or family members 4 Friends Formal campus tours Campus open houses Informal campus visits College visit to high school High school college nights 3 Regional college fairs Telephone call from admission officers Email from admission officers Mail from admission officers Web portalsMean Influence 2 College search guides U.S. News & World Report rankings High school guidance counsellors High school teachers High school coaches Professors 1 College coaches 0% 20% 40% 60% 80% 100% Facebook Twitter Usage (Line of best fit)
Academic Factors Accreditted UG Research 1 Quality of Faculty 2 3 Program ReputationInstitution Reputation 0 20 40 60 80 Source: Academica Group
Opportunity Factors International Exchange Grad School 1 Grad Jobs 2 3 LeadershipCo-ops/ Internships 0 10 20 30 40 50 Source: Academica Group
Affordability Factors Part-time Jobs Cost of Tuition 1 2Merit-based Aid 3Need-based Aid 0 10 20 30 40 50 Source: Academica Group
By Student Type By Educational Objective Dual Enrollment Students Career-driven High School Graduates University Transfer Transfers Professional Development Adult Learners Personal Enrichment Online Learners Stop Outs Continuing Students By Influencer Parents of High School Students By Program Employers of Adult Learners High Demand/Unused CapacityModerate Demand/Unused Capacity Low Demand/Unused Capacity Demand Exceeds Capacity
High School CRM Model Students Transfer Adult Learners • Project manager/ Students 3&*+#$4! analyst Example ()&*%+! text • Content developer Graduate Students CE Students • Graphic/web designer International Students • Multimedia/social media coordinator • Technical support/ 3*#+)&678&! data manager -%,.&$%! "#//! ",**&$%!! -%,.&$%! !3#*%45! "#//! "#$%&$%!()&*%+! 0&1+2%&!
Sample Institutional Promise Inspire success and self-reliance Every encounter Service Philosophy with a student is a teachable moment to inspire success and self-reliance.
Understanding the PromiseDo you know what I expect of you?
Define thePromise‣ Based on the institution’s personality‣ Value-focused‣ Relevant to employees‣ Relevant to students‣ Malleable by unit and individual‣ Clarify deﬁned expectations and limits
Living the PromiseEmployees become institutional trust agents.
Build trust by...‣ Providing accurate information‣ Demonstrating competency‣ Displaying empathy‣ Delivering on promises‣ Treating students as individuals‣ Listening‣ Adding value to their experience
Operationalizing the Promise‣ Personify the promise through services, business transactions, information delivery, human interactions, and learning experiences‣ Identiﬁcation and eradication of service gaps‣ Embedded in the culture--the institution’s DNA‣ A covenant between the institution and its students
Delivering on the Promise Student ExperienceInstitutional Moments Institutional Promise of Truth Experience Employee Experience Institutional Loyalty
Conveying thePromise‣ Clarifying and frequently articulating the promise‣ Managing expectations‣ Promoting successes‣ Building loyalty
Communication Fusion Collaboration IntegrationInformation Sharing
Natural Tensions Academic Culture EM/Marketing Objectives Autonomous Common good Discipline-focused Whole is greater than the parts Unit-oriented IntegrationCognitive dissonance Buy-in Speaking with Academic freedom one voice
Market Segmentation 2 Constituent Brand Needs 1 3 Attributes Brand The Power Brand FROM TOConfusion Affinity of ONE 6 4 Relevant Brand 5 Communication Positioning Differentiation
Constituent Needs‣ Who do you serve?‣ What are their learner needs?‣ What are their educational objectives?‣ When, where, and how can you best meet their needs?
Communications RelevanceProduct Place Description of Description of how, academic program when, and where you benefits and meet the learning outcomes needs of students Value Proposition Description of your Description of your approach to price position on an communicating value educational consumer’s to those you serve value mapPromotion Price
Communications Relevance Product Solution Place AccessPromotion Information Price Value
t rke e Distribution Ma nc llige Strategy Inte n al u tio ng tit ndi Ins ra ion B Communicat by o nal Target Marke t i tuti eI nst mis Pro Product Price g Positionin Positioning
EM & Marketing NexusDr. Jim Blackjimblack@semworks.netwww.semworks.net