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Converge 2014: Applying Best Practices to Marketing in Education - Dennis

Regi Dennis is the VP of Marketing for higher education. He spends his days focusing on branding, communications, inquiry generation, and other marketing activities. The marketing industry for higher education has seen a shift towards digital and social media marketing over the past decade. Effective marketing requires understanding concepts like branding, the value of a school's reputation among prospective students, and collaborating across departments to ensure the student experience delivers on the brand promise.

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Marketing FOR HIGHER Education Regi  Dennis  –  VP,  Marke1ng  
Higher Ed Marketing Communication Inquiry Generation Branding
WHERE DO YOU SPEND YOUR DAY? Branding Communications Generate Inquiries Honoring academic requests Retention Product Development Public Relations
Where I spent my days
Advertiser to marketer
Industry Spend Trend Media  Type   2009   2010   2011   2012   2013   TV   38%   33%   31%   31%   32%   Magazine   7%   4%   4%   3%   2%   Newspaper   10%   7%   6%   5%   4%   Radio   12%   9%   8%   6%   7%   Int  Display   24%   20%   22%   18%   19%   Int  Search   0%   19%   19%   28%   27%   Outdoor   10%   8%   9%   8%   8%   Based  on  3rd  Party  Measured  Data   Source:  Kantar    
Marketing 101 Marketing is the process of communicating the value of a product or service to customers, for the purpose of selling that product or service. Marketing can be looked at as an organizational function and a set of processes for creating, delivering and communicating value to customers, and customer relationship management that also benefits the organization. Marketing is the science of choosing target markets through market analysis and market segmentation, as well as understanding consumer behavior and providing superior customer value.
Marketing 101 Advertising is a form of marketing communication used to encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to take or continue to take some action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. This type of work belongs to a category called affective labor.
Marketing Defined
Be a Marketer to Face the Challenges of Industry
Inflation-Adjusted Published Tuition and Fees Relative to 1983‑84, 1983‑84 to 2013‑14 (1983‑84 = 100) SOURCE:TheCollegeBoard,TrendsinCollegePricing2013.! !
1,800 1,350 900 450 0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Corporate PCs Consumer PCs Tablets Smart phones All mobile phones Source: Gartner IDC Enders Analysis Global Annual Sales (m) More mobile growth coming
Rise of Social 80% 70% 60% 50% 40% 30% 20% 10% 0% Social Networking Sites twitter % of adult internet users who use social networking sites or twitter, over time Source: Pew Research Center’s Internet & American Life Project tracking surveys 2005-2013 2005 8% 8% 18% 72% 2006 2008 2009 2010 2011 2012 2013
Reputation and Brand Source: Niche 50% 48% 45% 7% 40% 30% 20% 10% 0% Extremely Important somewhat important not important WHEN IT COMES TO THE COLLEGE SEARCH, HOW IMPORTANT IS A SCHOOL’S RECONIZABLE NAME/REPUTATION TO YOU?
Personal Experience - Brand
The Marketer’s Tool Kit Have a seat at the table Be a part of operations & decision making Practice Marketing
Expanding the role of marketing Academic Collaboration (Product, Place) –  finding the right balance between business and academia –  making sure there is value in the program to communicate –  ensure the value you are advertising is being delivered Admissions Collaboration (Promotion, Product, Place) –  set balanced expectations of promotion –  ensure admissions experience is educating and compelling –  recruit where your potential students are Administration Collaboration (Pricing, Place) –  set proper ROI expectations for a fiscal health –  allow marketing to play a part in the entire student life cycle
TipsKnow and invest in your brand –  When you do you can truly differentiate and properly communicate it. Conduct research and know your audience –  You must know everything about why people have an affinity for your brand. –  Understand why they did or did not chose you over the competition –  Be able to speak to them like they want to be spoken to Understand the difference between strategy and tactics –  Most likely others in your organization will only focus on tactics. Know that it is the strategy behind it that will truly drive the results. Track ROI –  Create reports –  Report your reports –  Use your reports Be an active participant in all stages of the student experience from inquiry to ambassador –  This ensures that the brand promise that is delivered in your advertising is the same as their experience in the class room and when they graduate. An ambassador is then created, providing you with the most powerful marketing tool. –  Break down the silos in the organization. Branding is not just about the pretty advertisement.