Higher edchallenges presentation_030813
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Higher education marketing faces significant challenges in the coming years due to dramatic shifts in the industry. Many schools take a mass marketing approach and communicate similar messages, resulting in an "identity crisis." To be successful, schools need to better understand their target audiences through research and develop more integrated and strategic marketing approaches that are consistent across media and reinforce their brands. They also need to view students as part of a lifetime relationship and capitalize on opportunities with alumni to advance the institution. Data-driven tactics and measurement of outcomes will be crucial for higher education marketers to meet future challenges.
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Higher edchallenges presentation_030813
- 1. Higher Education Marketing Challenges
- 2. There are Dramatic Shifts in Higher Education as We Approach 2020
- 3. “The business of higher education is going to change as much in the next decade as newspapers did in the prior one.” - Seth Godin, Marketer, author of “Purple Cow”
- 4. Higher Education Marketing is Suffering from an “Identity Crisis”
- 5. The Problem of “Sameness”… “That‟s billions of dollars of media to be reiterative… stop telling people the same thing they‟re not hearing.” - Clive Sirkin, Senior marketing officer, Kimberly Clark
- 6. Elizabeth Scarborough, a higher education consultant, recently developed a word cloud of almost 1,000 college and university taglines that highlights common words perhaps indicative of a mass market approach.
- 7. At the top of the “word cloud” list: World, excellence, success, future, learning, life, minds, real Sameness = Identity Crisis
- 8. Common misconception that marketing should be primarily focused on the function of admissions. *Source: A 2020 Perspective on Higher Education – themarketingprof.com
- 9. Consider the lifetime value chain of a student from prospect to advocate. *Source: A 2020 Perspective on Higher Education – themarketingprof.com
- 10. Students will often have even greater value to the institution as alumni. *Source: A 2020 Perspective on Higher Education – themarketingprof.com
- 11. Connect the links in the chain with integrated marketing communication to capitalize on considerable opportunities to advance the institution. *Source: A 2020 Perspective on Higher Education – themarketingprof.com
- 12. “(findings highlight) a real need to go beyond the „social media checklist‟ tactic and adopt a more strategic and measurable approach in higher education” - Karine Joly, collegewebeditor.com
- 13. ? Integrated Consistent Audience Appeal Reinforces Brand Website Connected
- 14. Higher Education Marketing Meeting the Challenges
- 15. “You don‟t win an Olympic gold medal with a few weeks of intensive training. There‟s no such thing as an overnight opera sensation. Great law firms or design companies don‟t spring up overnight… every great company, every great brand, and every great career has been built in exactly the same way: bit by bit, step by step, little by little.” - Seth Godin
- 16. What’s Needed: Now & Beyond • RESEARCH/EXPLORE – RAM Panel>>Advertising campaign, Consumer behavior knowledge>>Targeted audiences, market intelligence>>Competitive landscape>>Borrell EDU data • MEDIA MIX – Integrated media plan, broadcast, print, behaviorally targeted digital, outdoor, email, out-of-home, mobile sponsorship, social • BRANDING/STRATEGY – Brand positioning, goals (short term and three-year), messaging, core strategy, major tactics • DYNAMIC CREATIVE – Either to evolve current campaign or to depart from, depending on what the research says • SOCIAL MEDIA – Content and platform strategy, tactics, marketing sync/training for contributors (staff, student, marketing), Blinq Media • MEASUREMENT/ANALYTICS – RAM panel (analyze and measure campaigns), data capture/media analytics (PointRoll), social media analytics (Blinq Media)
- 17. A Need for Research “Unknowns” Make the Work of Marketing Harder
- 18. Targeting, messaging and media mix: • What segment to target now, next and later? • When, where and how often to reach each audience? • How does the message resonate with each audience? Internal/external factors: • Understanding how the internal college offerings (programs/curriculum) impact goals • Understanding how the uncontrollable external market factors impact goals
- 19. Target Audience, Media and Message in Sync
- 20. Mapping by Audience Segment
- 21. The Data Intelligence Tools Develop a campaign following an audience segmentation study. Create customer segments using secondary research tools from Nielsen (Claritas, Prizm and Consumerpoint) and used PitneyBowes’ MapInfo® Software to demonstrate the geographic location segments by household. 4
- 22. “Critical to the success of any Brand Campaign is how well you know your audience(s).”
- 24. The Education Consumer Journey Awareness Consideration Print Print Digital Video Social Media Social Media Audience Targeted Banner Section Targeted Banner Ads Ads (mobile + desktop) (mobile + desktop) Rich Media Enabled Banner Reputation Ads Management/Maps High Impact Ad Units E-mail Intent Purchase Print Print SEM/SEO Pay-per-click/SEO E-mail Content/Behavior Targeting Behavior Targeting Banner Ads Banner Ads Re-Targeting Banner Ads Re-Targeting Banner Ads High Impact Ad Units High Impact Ad Units Social Media Social Media Reputation Management/Maps Advocacy Loyalty E-mail Marketing E-mail Marketing Reputation Social Media Management/Maps
- 25. Borrell 2012 Data: Digital Media Mix EXAMPLE: Digital budget distribution for Colleges and Universities in 4-County Des Moines Area (Polk, Warren, Dallas, Story). Percent Share 29% Paid Search 28% ROS Display 24% Targeted Display 13% Online Video* 4% Email* 1% Audio *Online video is being under utilized by 12% and Email by 10% compared 2012 Projection: $69.69 to higher education nationally. 2017 Forecast: $213.31 $ in Millions Percent Change: 206%
- 26. Mobile Solutions: Ads, Apps & Sites Success Starts Here Career Family Development Personal Opportunity Enrichment Campus Virtual Tour
- 27. “Armed with the true intelligence, we can begin the Creative Process, and it doesn‟t start with clever words and pretty pictures. It begins with strategy.”
- 28. What is the fundamental test of a brand position?
- 29. Is it believable and can you own it? Case Study: Southern New Hampshire University
- 30. 2003: A modest school when Le-Blanc joined as president…it’s online program was: “a sleepy operation on a nondescript corner of the main campus. I thought it was squandering an opportunity.” Now: SNHU‟s Center for Online and Continuing Education (COCE), the largest online-degree provider in New England with 10,600 students enrolled in 120 graduate and undergraduate programs and specialties. Source: http://stateimpact.npr.org/new-hampshire/2012/03/07/why-a-business-magazine- named-snhu-one-of-worlds-most-innovative-companies/
- 34. Social Media: Content Plan and Strategy Audit • Content Marketing Plan • Marketing-integrated • Targeting Audiences • Reinforces Brand? • Website Integration • Call-to-Action
- 35. Call-to-Action
- 36. Visual Social Audit • Consistent across platforms • Audience appeal • Brand tenets/ message present • Pages optimized
- 37. ENGAGE Strategic CONSUMERS BUiLD Social BRANDS Advertising
- 38. Powerful Platform. BAM 2.0 is the most innovative, comprehensive and flexible social advertising platform. BAM 2.0 is fueled by BLiNQ Media’s LiFT: Likes. Interests & Fan TargetsTM, identifies and ranks global audiences with the highest propensity to engage with brands before the ad spend. Break-through Results. Unprecedented targeting, performance and scale in social ad campaigns.
- 39. Aligning Outcomes with Goals: Business, Strategic, Tactical Business goal examples • Total annual revenue to exceed ?? million in 2013-2014 • Total class enrollments to exceed ?? in 2013-2014 Strategic goal examples • Maintain greater than 98%?? customer satisfaction • Elevate brand value by increasing Brand (BAV) factors • Develop a robust content strategy to support tenets Tactical goal examples • Achieve 140?? testimonials, 75?? PR mentions in 2013 • Develop innovative “personal branding” training program prof. (headshots, using social media, interviewing, etc) • Execute a dynamic creative, impactful, data-rich ad program • Expert speaker series or other to promote startup program • Launch Campus Virtual Tour Mobile App
- 40. Your Challenges: DISCUSS
Editor's Notes
- Such strategic plans in higher education will continue to be strained during the next several years as a result of changing market dynamics.
- Such strategic plans in higher education will continue to be strained during the next several years as a result of changing market dynamics.
- Such strategic plans in higher education will continue to be strained during the next several years as a result of changing market dynamics.
- Such strategic plans in higher education will continue to be strained during the next several years as a result of changing market dynamics.
- Godin also asserts that most colleges and universities have become,“…mass marketers have chosen to sell above average education to above average masses of students.” Elizabeth Scarborough, a higher education consultant, recently developed a word cloud of almost 1,000 college and university taglines that highlights common words perhaps indicative of a mass market approach.
- It’s helpful to higher education marketers to understand which social media tools have been adopted across the field, it is of even greater value to understand which social media tools have been most useful to our various constituents (prospective students, current students, alumni, etc.) Although the adoption of a social media channel might be a popular marketing tactic, it does not constitute strategic marketing.
- It’s helpful to higher education marketers to understand which social media tools have been adopted across the field, it is of even greater value to understand which social media tools have been most useful to our various constituents (prospective students, current students, alumni, etc.) Although the adoption of a social media channel might be a popular marketing tactic, it does not constitute strategic marketing.
- Major tactics – The campus virtual tour. Tie in to the video stories, the student page and more.
- Seemlessly delivered through the most effective media channel...Broadcast, digital, mobile, social…That makes your story most meaningful...
- How do we move them from Awareness to Advocacy?These are all of the different products we use to support our higher EDU clients generate leads and move prospects through the pipeline.What solutions are you currently using that you don’t see here?
- Borrelland Associates provides custom research studies at the national and local level. EXAMPLE: Data for this table is for colleges and universities in the Four-County Des Moines area.They have developed a “Recommended Media Mix” for EDU marketers and has a specific media mix for Des Moines Area colleges and universities.Needs Evaluation question: How does your overall media mix compare and contrast with this recommended plan?Notes on their Methodology:MethodologyTwo inputs: Revenues received by local media companiesAmounts spent on advertising by local businesses.Their statistical model is used by more than 1,000 media companies in North America and has been under continuous development since 1990.The methodology is based on the concept that advertising expenditures are essentially equal to advertising receipts at the national level. The heart of the methodology is the manner in which these totals are allocated across business categories, media types and individual counties.Online advertising analysis is founded on two databases: Database 1: An estimate of ad spending by all 15 million U.S. companies — by size and by Standard Industrial Code (SIC) — across all media channelsDatabase 2: An estimate of online ad receipts by ALL U.S. media companiesThe model separates ad spending that is coming into a market from ad spending that is going out of the market. This enables us to measure ad spending that is:Generated and spent in a given market Directed to a market from elsewhere Generated in a market but spent elsewhere
- Potential major tactic: Gannett developed the app for other colleges to provide a highly effective mobile experience for those in the consideration phase of the journey.Along the same lines, Gannett is actively developing other specialized tools for use in higher education marketing – such as a “virtual college fair” focused on colleges with the ability of the college to do live presentations with Q&A sessions with potential students.
- It’s helpful to higher education marketers to understand which social media tools have been adopted across the field, it is of even greater value to understand which social media tools have been most useful to our various constituents (prospective students, current students, alumni, etc.) Although the adoption of a social media channel might be a popular marketing tactic, it does not constitute strategic marketing.
- It’s helpful to higher education marketers to understand which social media tools have been adopted across the field, it is of even greater value to understand which social media tools have been most useful to our various constituents (prospective students, current students, alumni, etc.) Although the adoption of a social media channel might be a popular marketing tactic, it does not constitute strategic marketing.
- It’s helpful to higher education marketers to understand which social media tools have been adopted across the field, it is of even greater value to understand which social media tools have been most useful to our various constituents (prospective students, current students, alumni, etc.) Although the adoption of a social media channel might be a popular marketing tactic, it does not constitute strategic marketing.
- Powerful Platform. BAM 2.0 is the most innovative, comprehensive and flexible social advertising platform. The BAM 2.0 is fueled by BLiNQ Media’s LiFT: Likes. Interests & Fan TargetsTM, identifies and ranks global audiences with the highest propensity to engage with brands before the ad spend.Facebook Preferred Marketing Developer. One of a handful of companies globally with both Facebook Ads and Insights Badges.Break-through Results. Unprecedented targeting, performance and scale in social ad campaigns.
- Branding and marketing strategy developed specifically to meet defined goals.