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How We Manage: Contemporary Marketing  Jeffery T. Wack, Ph.D.  www.jtwack.com
Key Drivers of Market Demand <ul><li>Demographics </li></ul><ul><li>+ Economics </li></ul><ul><li>+ Social Forces </li></u...
Overview <ul><li>What marketing is NOT </li></ul><ul><li>What  M arketing is </li></ul><ul><li>Big Marketing concepts </li...
Contemporary Marketing is a  Core  (not tangential) Competency He doesn’t know Marketing. What I don’t know can’t be impor...
Lay Barriers to  Adoption of Marketing <ul><li>Not knowing what it is. </li></ul><ul><li>Whatever it is, you don’t do it, ...
What Marketing Is Not
www.wikipedia.com The Lay Understanding of the Discipline of Marketing
What Marketing IS  (Marketing with a capital ‘M’)
Short  Definitions <ul><li>What is Marketing? </li></ul><ul><li>   The  ONLY  business discipline focused on attracting r...
A Taste of  Marketing Questions <ul><li>Is the market growing? </li></ul><ul><li>What are competitors doing? </li></ul><ul...
<ul><li>Is our tough  grading hurting  us with colleges? </li></ul><ul><li>What is the  message   for an event? </li></ul>...
Cornerstone Marketing  Principles
Principle:   Marketing Mix The 4 P s (+1) of the Marketing Mix Demand is affected by how the  offer  to the market is conf...
ANALYSIS EXECUTION PLANNING <ul><li>Demographics </li></ul><ul><li>Statistics </li></ul><ul><li>Research </li></ul><ul><li...
7 Foundation Concepts   School Leaders Should Grasp
Squares A and B are the same shade
 
 
Principle:   Ability to View  from the Customer Perspective <ul><li>Mission  versus  Market Driven? </li></ul><ul><li>Insi...
Consider: How do Prospective Buyers Learn the Price? Recommended Read: Made to Stick, by Heath and Heath
Principle: Customers and Segments   Other Segments School Current Families Alumni Prospects Colleges Strong Relationships ...
Perceived  Benefits  Perceived  Costs Value  = Principle:   Perceived Value The higher the  perceived  value, the higher t...
<ul><li>Delivering </li></ul>Attracting <ul><li>Recruiting </li></ul><ul><li>Soliciting </li></ul><ul><li>Cultivating </li...
Draw a model of your organization
Faciliti Alumni  Personnel/HR Development Business Office Facilities Faculty Touchpoints MARKETING Admissions Principle:  ...
<ul><li>Parent/board WOM </li></ul><ul><li>School fairs </li></ul><ul><li>Visit website </li></ul><ul><li>Reply to inquiry...
Tappers and Listeners
What is the meaning to parents at --lower school level? --upper school level?   <ul><li>“ We are rigorous” </li></ul><ul><...
Principle:   The Curse of Knowledge vs Vision Psychological Distance Related Expertise Renaissance Tendencies Zero-Gravity...
 
 
Organizing for More Effective Marketing Integrated Marketing, or Advancement Model
Consultation & Coordination Across the Vertically Silo-ed Organizational Structure Development : Annual fund Parents Assoc...
The 4 th  Dimension of Integrated Marketing Prospect Alumnus Development Student Parent Bridge Ownership Gaps  in the Cust...
META-VIEW OF MARKETING DECISION-MAKING INFORMATION ACTIONS Authority Resources Ability to Execute Expertise DECISION UNIT
Case Example for Discussion Head Business Office Development Admissions Communications Marketing Parent Relations Events I...
New Title: Director of Strategic Marketing and Communications <ul><li>Convenes monthly meeting of “advancement team” that ...
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Ohio AIS Part II Marketing Principles for Schools

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Jeffery T. Wack Ph.D. presentation to Ohio Assoc of Ind Schools Oct 2008

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Ohio AIS Part II Marketing Principles for Schools

  1. 1. How We Manage: Contemporary Marketing Jeffery T. Wack, Ph.D. www.jtwack.com
  2. 2. Key Drivers of Market Demand <ul><li>Demographics </li></ul><ul><li>+ Economics </li></ul><ul><li>+ Social Forces </li></ul><ul><li>+ Government Policy </li></ul><ul><li>+ Competition </li></ul>External, Uncontrollable Manageable + The nature of the offering relative to alternatives
  3. 3. Overview <ul><li>What marketing is NOT </li></ul><ul><li>What M arketing is </li></ul><ul><li>Big Marketing concepts </li></ul><ul><li>Organizing </li></ul><ul><li>Items for the Head’s agenda </li></ul>
  4. 4. Contemporary Marketing is a Core (not tangential) Competency He doesn’t know Marketing. What I don’t know can’t be important.
  5. 5. Lay Barriers to Adoption of Marketing <ul><li>Not knowing what it is. </li></ul><ul><li>Whatever it is, you don’t do it, and don’t want to do it. </li></ul><ul><li>Thinking one knows what it is, and being wrong. </li></ul>
  6. 6. What Marketing Is Not
  7. 7. www.wikipedia.com The Lay Understanding of the Discipline of Marketing
  8. 8. What Marketing IS (Marketing with a capital ‘M’)
  9. 9. Short Definitions <ul><li>What is Marketing? </li></ul><ul><li> The ONLY business discipline focused on attracting resources </li></ul><ul><li>Wack’s 5 Rs </li></ul><ul><ul><ul><li>Reputation </li></ul></ul></ul><ul><ul><ul><li>Recruits </li></ul></ul></ul><ul><ul><ul><li>Retention </li></ul></ul></ul><ul><ul><ul><li>Relationships </li></ul></ul></ul><ul><ul><ul><li>Revenues </li></ul></ul></ul>
  10. 10. A Taste of Marketing Questions <ul><li>Is the market growing? </li></ul><ul><li>What are competitors doing? </li></ul><ul><li>How can we stand out? </li></ul><ul><li>Are program & pronouncements in line? </li></ul><ul><li>How can we boost inquiries/yield? </li></ul><ul><li>What is the impact of a common app? </li></ul><ul><li>Can we package these disparate programs? </li></ul>, <ul><li>What factors predict choice? </li></ul><ul><li>Offer merit scholarships? </li></ul><ul><li>How can we better use parents/alumni? </li></ul><ul><li>How can we attract teaching talent? </li></ul><ul><li>How can the program be made stronger? </li></ul><ul><li>Reorganize for new generation of parents? </li></ul>
  11. 11. <ul><li>Is our tough grading hurting us with colleges? </li></ul><ul><li>What is the message for an event? </li></ul><ul><ul><li>Are families pleased with the College Counseling? </li></ul></ul><ul><ul><li>Should Development have its own communications office? </li></ul></ul><ul><li>How can we broaden faculty understanding of their roles? </li></ul><ul><li>What characteristics of students predict giving as alumni? </li></ul><ul><li>What programs are attractive to alumni? </li></ul><ul><li>What is our image in the community? Among feeder schools? Consultants? </li></ul><ul><li>How is the website being used? </li></ul><ul><ul><li>Do faculty know how to write recommendations? </li></ul></ul><ul><ul><li>What are customers saying? </li></ul></ul>Everyone On the Same Page
  12. 12. Cornerstone Marketing Principles
  13. 13. Principle: Marketing Mix The 4 P s (+1) of the Marketing Mix Demand is affected by how the offer to the market is configured and delivered. DEMAND P roduct/Program P romotion/ Communications P rice P eople P lace/Access/ Policies
  14. 14. ANALYSIS EXECUTION PLANNING <ul><li>Demographics </li></ul><ul><li>Statistics </li></ul><ul><li>Research </li></ul><ul><li>Brochure </li></ul><ul><li>Web </li></ul><ul><li>Scripts </li></ul><ul><li>Objectives </li></ul><ul><li>Choices </li></ul><ul><li>Design </li></ul>Assess! The Market Principle: Marketing is Strategic Vs Fire! Fire! Fire!
  15. 15. 7 Foundation Concepts School Leaders Should Grasp
  16. 16. Squares A and B are the same shade
  17. 19. Principle: Ability to View from the Customer Perspective <ul><li>Mission versus Market Driven? </li></ul><ul><li>Inside-out versus Outside-in </li></ul>
  18. 20. Consider: How do Prospective Buyers Learn the Price? Recommended Read: Made to Stick, by Heath and Heath
  19. 21. Principle: Customers and Segments Other Segments School Current Families Alumni Prospects Colleges Strong Relationships = Stronger Networks Colleges Prospects Alumni School
  20. 22. Perceived Benefits Perceived Costs Value = Principle: Perceived Value The higher the perceived value, the higher the probability of purchase. How does “affordability” limit our thinking about demand?
  21. 23. <ul><li>Delivering </li></ul>Attracting <ul><li>Recruiting </li></ul><ul><li>Soliciting </li></ul><ul><li>Cultivating </li></ul><ul><li>Referring </li></ul><ul><li>Satisfaction </li></ul><ul><li>Relationships </li></ul>Retaining <ul><li>Retention </li></ul><ul><li>Loyalty </li></ul>Principle: Attention throughout the Customer Lifespan
  22. 24. Draw a model of your organization
  23. 25. Faciliti Alumni Personnel/HR Development Business Office Facilities Faculty Touchpoints MARKETING Admissions Principle: Marketing is in Everyone’s Job Colleges Student Parents College Counseling Others
  24. 26. <ul><li>Parent/board WOM </li></ul><ul><li>School fairs </li></ul><ul><li>Visit website </li></ul><ul><li>Reply to inquiry </li></ul><ul><li>Post inquiry prompts </li></ul><ul><li>Tour, interview </li></ul><ul><li>Reply to application </li></ul><ul><li>Accepts and Denies </li></ul><ul><li>Second Visit day </li></ul><ul><li>Post-accept recruiting </li></ul><ul><li>Visits to school </li></ul><ul><li>Phone contacts </li></ul><ul><li>School profile </li></ul><ul><li>Student’s application </li></ul><ul><li>Recommendations </li></ul><ul><li>Student’s interviews </li></ul><ul><li>College fairs </li></ul><ul><li>Feedback re: alumni performance </li></ul>Principle: Intentionality at Touch Points Inquiries/Applicants Colleges
  25. 27. Tappers and Listeners
  26. 28. What is the meaning to parents at --lower school level? --upper school level? <ul><li>“ We are rigorous” </li></ul><ul><li>“ We are nurturing” </li></ul><ul><li>“ Freedom to take risks” </li></ul>
  27. 29. Principle: The Curse of Knowledge vs Vision Psychological Distance Related Expertise Renaissance Tendencies Zero-Gravity Thinkers From Innovation Killer, Rabe 2006
  28. 32. Organizing for More Effective Marketing Integrated Marketing, or Advancement Model
  29. 33. Consultation & Coordination Across the Vertically Silo-ed Organizational Structure Development : Annual fund Parents Association : Fundraiser Business Office : Tuition payment Athletics : Team uniform Communications : Bulletin subscription Admissions : Volunteer time Who’s asking parents for what, & when? “ Managing the Horizontal”
  30. 34. The 4 th Dimension of Integrated Marketing Prospect Alumnus Development Student Parent Bridge Ownership Gaps in the Customer-School Relationship Grade-to- Grade Within Grade Deans Admissions “ Managing the Longitudinal”
  31. 35. META-VIEW OF MARKETING DECISION-MAKING INFORMATION ACTIONS Authority Resources Ability to Execute Expertise DECISION UNIT
  32. 36. Case Example for Discussion Head Business Office Development Admissions Communications Marketing Parent Relations Events IT - Web Writing & Editorial Publications Production Old Title: Director of Communications
  33. 37. New Title: Director of Strategic Marketing and Communications <ul><li>Convenes monthly meeting of “advancement team” that includes: </li></ul><ul><li>D of Admissions </li></ul><ul><li>D of Development </li></ul><ul><li>D of College Counseling </li></ul><ul><li>Faculty representation </li></ul><ul><li>Agenda and accountability built around “blueprint” </li></ul>Head Business Office Development Admissions Communications Writing & Editorial Publications Production Events Parents Relations Web Communication Coordination

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