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“ Let the Students Teach Us: Academy Recruitment” Marketing Max Elsman “ Nonprofit Marketing Consulting Since 1984” NAF Conference
Using “Brand Management” to Grow an Academy ,[object Object],[object Object],[object Object],[object Object],[object Object]
What “Behavioral Economists” Know “ By the time we comprehend and digest information, it is not necessarily a true reflection of reality. Instead it is our representation of reality, and this is the input we base our decisions on.” -- Dan Ariely (from the book “Predictably Irrational”
“Brand” = “Perceived Identity” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Academy “Brand Identity” ,[object Object],[object Object],[object Object],[object Object],[object Object]
Why Marketers are Suspect
Increase Value; Reduce Price ,[object Object],[object Object],[object Object],[object Object]
Marketing Is More Than Sales ,[object Object],[object Object],[object Object],[object Object]
Academies Must Compete ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing Every Day, Every Way ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Recruitment in a Nutshell ,[object Object],[object Object],[object Object],[object Object],[object Object]
Two Separate Efforts ,[object Object],[object Object],[object Object]
Your Brand Identity Now? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
USP Is Your Brand Identity Build entire recruitment effort around your own “Unique Selling Proposition.” It’s how you communicate your Brand Identity. ,[object Object],[object Object]
Distill Your Ideal Brand ID ,[object Object],[object Object],[object Object],[object Object]
“AIDA” in Action ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
“AIDA in Action” (Part 2) ,[object Object],[object Object],[object Object],[object Object]
Manage Your Brand ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Recruitment Media Options ,[object Object],[object Object],[object Object],[object Object],[object Object]
Media Options ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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  • 3. What “Behavioral Economists” Know “ By the time we comprehend and digest information, it is not necessarily a true reflection of reality. Instead it is our representation of reality, and this is the input we base our decisions on.” -- Dan Ariely (from the book “Predictably Irrational”
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