It's Taped to My Monitor: 10 Marketing Tips That Should be Taped to Yours


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SBSA 2008 Conference Presented by Kristina Dooley (Estrela Consulting) - Pomfret, CT, March 2008

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  • -CCIS Collaboration -Principles of Good Practice
  • It's Taped to My Monitor: 10 Marketing Tips That Should be Taped to Yours

    1. 1. “ It’s Taped to My Monitor”: 10 Marketing Tips That Should Be Taped To Yours Kristina Dooley ~ Director of Admission & Marketing Andrews Osborne Academy, Willoughby, OH
    2. 2. Presentation Guidelines <ul><li>C.A.S.E. ... Highly encouraged! </li></ul><ul><li>Eat your cookies & read your fortune </li></ul><ul><li>Be prepared to share your own ideas & be prepared to participate! </li></ul><ul><li>Now on to the 10 Tips… </li></ul>
    3. 3. Tip #1 It is amazing what you can accomplish if you do not care who gets the credit. ~ Harry S. Truman <ul><li>Who is on your marketing team? </li></ul><ul><li>How are these people given “credit” for their marketing accomplishments? </li></ul>
    4. 4. Tip #2 It will work. I am a marketing genius. ~Paris Hilton Marketing is too important to be left to the marketing department. ~ David Packard <ul><li>You need help but how do you make sure every person marketing your school is on message? </li></ul><ul><li>How do you include your school community in your marketing strategies? </li></ul>
    5. 5. Tip #3 Vision without communication is hallucination. ~ Bob Sevier <ul><li>What is the vision for your school? </li></ul><ul><li>How do you communicate that vision with your audiences, both internal and external? </li></ul><ul><li>Who are your key spokespeople responsible for articulating that vision? </li></ul>
    6. 6. Tip #4 A brand is a living entity - and it is enriched or undermined cumulatively over time, the product of a thousand small gestures. ~ Michael Eisner <ul><li>How can your internal audience have an impact on how your brand is perceived? </li></ul><ul><li>What “small gestures” can your faculty and staff make to improve positive brand perception? </li></ul><ul><li>What methods do you currently use to make sure brand consistency is maintained? </li></ul>
    7. 7. Tip #5 He who throws dirt is losing ground. A closed mouth gathers no feet. <ul><li>How do you communicate with families about how your school compares with your competitors? </li></ul><ul><li>Do you have open lines of communication with your counterparts at competitor schools? Is there value in these relationships? </li></ul><ul><li>How do you measure your school’s “value” in relation to your competition? </li></ul>
    8. 8. Tip #6 Success means never letting the competition define you. Instead you have to define yourself based on a point of view you care deeply about. ~ Tom Chappell <ul><li>How is your school distinguished in the marketplace? Is this due to your marketing strategies or misperceptions? </li></ul><ul><li>How do your marketing materials support your brand? </li></ul><ul><li>If your school name were removed from your marketing materials, would the consumer easily identify you? </li></ul>
    9. 9. Tip #7 If you find yourself in a hole: quit digging. Customers buy for their reasons, not yours. ~ Orvel Ray Wilson <ul><li>Green Orange, LLC. (Thank you, Harry Beckwith). </li></ul><ul><li>How do you measure the success of your marketing tools? </li></ul><ul><li>Heinz & Listerine </li></ul><ul><li>“ But, we’ve always done that.” </li></ul>
    10. 10. Tip #8 Little and often makes much. <ul><li>Faculty & Staff – how often do you communicate with them about enrollment? </li></ul><ul><li>Mission Statements </li></ul>
    11. 11. Tip #9 Never forget a friend, especially if he owes you. <ul><li>Where do your friends work, live, play? Can their social circles help you get your message out? </li></ul><ul><li>When you have an Open House, do you have “carrier pigeons” to help you distribute the invites? </li></ul><ul><li>How do you utilize past/current parents and alums? </li></ul>
    12. 12. Tip #10 It is easiest to suggest solutions when you know nothing about the problem Nothing is impossible until it is sent to a committee . <ul><li>Everyone’s an expert…just ask them. </li></ul><ul><li>The Bus Principle (Thank you, Jim Collins). </li></ul>
    13. 13. Fortunes Not Taped To My Monitor…
    14. 14. But the box says the serving size is 5…. <ul><li>I have always believed that writing advertisements is the second most profitable form of writing. The first, of course, is ransom notes. Philip Dusenberry, Former Ad Exec </li></ul><ul><li>Advertising is selling Twinkies to adults. Donald R. Vance </li></ul><ul><li>Committee: a group of people who individually can do nothing, but as a group decide that nothing can be done. Fred Allen </li></ul>
    15. 15. <ul><li>A market is never saturated with a good product, but it is very quickly saturated with a bad one. Henry Ford </li></ul><ul><li>No great marketing decisions have ever been made on qualitative data. John Scully, Former President of Pepsi and CEO of Apple </li></ul><ul><li>Without research, it’s just an opinion. Robert Sevier, Stamats </li></ul><ul><li>Only when the tide goes out do you discover who's been swimming naked. Warren Buffett </li></ul><ul><li>We are currently not planning on conquering the world. Sergey Brin, Founder of Google </li></ul>
    16. 16. <ul><li>I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel. Dr. Maya Angelou </li></ul><ul><li>It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you'll do things differently. Warren Buffett </li></ul><ul><li>We look at the brand not as a piece of advertising but everything we do communicates who Starbucks is. The place, the physical environment really has become an extension of the brand and it's very important to the success of the company. Howard Schultz, Starbucks </li></ul><ul><li>I have a BMW. But only because BMW stands for Bob Marley and The Wailers, and not because I need an expensive car. Bob Marley </li></ul>
    17. 17. <ul><li>A lady, sitting next to Raymond Loewy at dinner, struck up a conversation. ‘Why’, she asked 'did you put two Xs in Exxon?' 'Why ask?' he asked 'Because', she said, 'I couldn't help noticing?' 'Well', he responded, 'that's the answer.' </li></ul><ul><li>Source: Alan Fletcher, The Art Of Looking Sideways </li></ul>A parting story…
    18. 18. Thank you and safe travels! Email Contact: [email_address]