admissions recommendations

WWU Marketing Recommendations

2011 CBE Project

the

theGoal

HOWthe ?

The First Rule of

MEDICAL INQUIRY

Ask the

PATIENT

where it hurts

to a correct diagnosis

PATIENT is always

the

and eventual remedy

the best

guide

This meansMARKET RESEARCH

NON-LINEAR • MULTICHANNEL • DIGITAL-FIRST

New decision journey

ECOMMERCE BEHAVIORS

SOCIAL WEB BEHAVIORS

SEARCH FOR A

PRODUCT

USE COMPARISON

TOOLS

TRACK PURCHASE

BROWSE WEB SITE

REVIEW FAQS

ASK QUESTION

VIA LIVE CHAT

VISIT A STORE

SIGN UP FOR EMAIL

SEE AN AD RECEIVE A MAILER

LOOK AT A CATALOG CALL 1-800 VISIT A

STORE

SIGN UP FOR

LOYALTY CARD

CONTACT CUSTOMER

SERVICE

CONSULT SALES

REP

PERUSE FAV

BLOGGERS’ POSTS

SHOP FROM FRIENDS’

LEMONADE STAND

READ AND RATE

REVIEW

CHECK CRAIGS- LIST FOR RESALE

OPTIONS

CREATE TAGS

WATCH YOUTUBE

VIDEO

POST REVIEW, UPLOAD

PICLINK FROM FRIEND’S

FACEBOOKLINK FROM FRIEND’S

FACEBOOK

BROWSE TAG

CLOUDS

Taken from Resource Interactive

DATING

Principlethe

You can’t just convince one person

You have to convince their

influencers

Create and Empower Allies

Rally their friends and

peers

and parents

?Where

Parents live at the house

HERE

Peer influencers live

Great start….

Vir

tual Reality

theFAB PIE

Advantages• Intellectu

al

Benefits• Emotional

Features • Physical

Memory Vs. Experience

we value MEMORY more than experience

Sell the memory

Even if you are selling the

potential future

memory

A new experience can be intimidating…

(Like Colle

ge!)

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

A day in the life…

Tell the story of the Western student to overcome concerns

Analytics

BtestingA

Recommendations

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