This document provides marketing recommendations for Western Washington University (WWU). It recommends focusing on the goal of reaching out to parents and peers who influence potential students' decisions. It suggests empowering student evangelists and increasing WWU's social media exposure to recruit more students. The document also advises selling the memory of the college experience, even if targeting the potential future memory. It recommends using analytics like A/B testing to evaluate marketing strategies.

1. WWU Marketing Recommendations 2011 CBE Project

2. the

3. Goal the

5. ? HOW the

6. The First Rule of MEDICAL INQUIRY

7. Ask the PATIENTwhere it hurts

8. PATIENT the is always the best guide to a correct diagnosis and eventual remedy

9. This means MARKET RESEARCH

10. New decision journey ECOMMERCE BEHAVIORS SOCIAL WEB BEHAVIORS PERUSE FAV BLOGGERS’ POSTS SIGN UP FOR LOYALTY CARD USE COMPARISON TOOLS LOOK AT A CATALOG CONTACT CUSTOMER SERVICE SEE AN AD RECEIVE A MAILER CALL 1-800 VISIT A STORE CONSULT SALES REP CHECK CRAIGS- LIST FOR RESALE OPTIONS ASK QUESTION VIA LIVE CHAT SEARCH FOR A PRODUCT WATCH YOUTUBE VIDEO SIGN UP FOR EMAIL SHOP FROM FRIENDS’ LEMONADE STAND BROWSE WEB SITE POST REVIEW, UPLOAD PIC READ AND RATE REVIEW VISIT A STORE LINK FROM FRIEND’S FACEBOOK BROWSE TAG CLOUDS LINK FROM FRIEND’S FACEBOOK TRACK PURCHASE REVIEW FAQS CREATE TAGS NON-LINEAR • MULTICHANNEL • DIGITAL-FIRST Taken from Resource Interactive

11. the DATING Principle

12. You can’t just convince one person

13. You have to convince their influencers

14. Create and Empower Allies

15. Rally their friends and peers

16. and parents

17. ? Where

18. Parents live at the house

19. Peer influencers live HERE

20. Great start….

21. Reality Virtual

22. theFAB PIE

24. Memory Vs. Experience we value MEMORY more than experience

25. Sell the memory Even if you are selling the potential future memory

26. A new experience can be intimidating… (Like College!)

27. The more concerns we alleviate the more likely the are to come

28. A day in the life… Tell the story of the Western student to overcome concerns

29. Analytics A B testing

30. Recommendations Focus on the Goal Reach out to parents and peer group Empower the evangelists Increase social media exposure FAB PIE Sellthe memory A Day in the LIFE A+B Testing