intelliworks webinar: learning centered marketing
Post on 21-Oct-2014
1.837 views
DESCRIPTION
featuring Christian Campagnuolo, President, KnightTRANSCRIPT
September 24 2009
IDEAS THAT WORK WEBINAR SERIESLearning Centered Marketing
September 24, 2009
g g
Featuring
Christian CampagnuoloPresident, Knight – Creative + Marketing
Why we’re here…
What is Intelliworks?Intelliworks is a Relationship ManagementSolution for Higher Education.
Why Ideas that Work?Provide resources, best practices and advice from experts to help your institution make
f l ti ith t d tpurposeful connections with students.
Why does this matter?yBecause the deck is stacked…
“The deck is stacked…”Source: Nicole Engelbert, Datamonitorg ,
• The number of secondary school graduates will start to decline in 2010
• Other English speaking countries are actively enrolling more international students• Other English speaking countries are actively enrolling more international students
• Online programs are creating a more broad and attractive set of options for students
• Looming recession will put higher education in greater competition with other public services
• An expectation for personalized relationships comes ‘standard’ with the millennial student
• Doing a whole lot more with a whole lot less may be a permanent reality for higher educationNumber of Secondary School Graduates (000s)
3 350
3 1 0
3,200
3,250
3,300
3,350
3,050
3,100
3,150
2006 2007 2008 2009 2010 2011 2012 2013 2014
Source – National Center for Education Statistics
3
Why you’re here…y y
Contact and Event
Inquiry Management
SHARE GOALS
• Create Value– Deliver more qualified candidates
Marketing and
Outreach
Event Managementto your institutions
• Yield Results– Convert more interested prospects
into enrolled studentsOutreach
Application Management
• Prove ROI– Prove prospective students turn
into enrolled students
• Expand Market share• Expand Market share– Attract and retain the right students
Enrolled Student
THE PRACTITIONER’S PERSPECTIVE
• Create operational efficiency for admissions p yand enrollment professionals
• Help them find the right quality and the quantity of students
• Provide insight into the effectiveness of their recruitment and marketing strategies
• Determine cost and effort associated with it t f t d trecruitment of students
THE EXECUTIVE PERSPECTIVE
Focus on Your MissionCreate operational efficiencies that allow youto increase margin and dedicate moreto increase margin and dedicate more Resources to fulfilling your mission rather thanmanaging operations.
Create AccountabilityHave insight into the performance of your admissions and enrollment departments to gauge effectiveness manage costs andgauge effectiveness, manage costs and calculate ROI.
Impact the BottomlineHow much is one student worth to your institution? What if you could attract and retain more?
LogisticsLogistics• Recording will be sent to all attendees.
• Q&A Following Presentation– Submit questions via chat
functionality in lower right-hand of your screen.
Our ExpertOur ExpertChristian Campagnuolo, President, Knight
• 15 years of brand marketing, advertising, promotions and strategic planning experience/
• Former Vice President of Marketing and Media Relations for Valencia Community CollegeCollege
• Consults with private sector and educational institutions
LLEARNINGEARNING CCENTEREDENTEREDLLEARNINGEARNING CCENTEREDENTEREDMMARKETINGARKETING
Presented ByChristian CampagnuoloPresidentPresidentKnight – Creative + Marketing
IISS MMARKETINGARKETING EEVERYONEVERYONE''SSIISS MMARKETINGARKETING EEVERYONEVERYONE''SSJJOBOB??
“Marketing is much broader than most people believe: It is not just a specialized activity. j yIt encompasses the entire business. This is the whole business seen from the point of view of the final result that is from the view of the final result, that is, from the
customer’s point of view. Responsibility for marketing must therefore permeate all
areas of the enterprise.”– Peter Drucker
DISCUSSION AGENDADISCUSSION AGENDADISCUSSION AGENDADISCUSSION AGENDAMarketing Basics RedefinedD fi i Y A diDefining Your Audience
EngagementMotivationNeedBarrier
P tti It All T th Putting It All Together Profile Examples
Putting It Into ActionPutting It Into ActionTactics & TimingThe Marketing Funnel & SegmentationTactics At Work (examples)
TTHEHE FFOUROUR P’P’SSTTHEHE FFOUROUR PP SSBASICS REDEFINED
The Four P’sProduct
The Five C’sConsumer (students)
PricePlace
( )CostConvenience
Promotion CommunicationConditions of Learning
Shultz, Tannenbaum, Lauterborn, 1993
DEFINING YOUR AUDIENCE
THE FOUR QUESTIONSTHE FOUR QUESTIONS
1. Who is the audience?2. What is the audience’s Motivation?3. What is the audience’s Need?4. What is the primary Barrier preventing the audience
f d ti ti ?from adopting or acting on my message?
ENGAGMENT IS THE KEY TO GETTING ALL ENGAGMENT IS THE KEY TO GETTING ALL OF YOUR QUESTIONS ANSWERED
ENGAGEMENT IS NOT…ENGAGEMENT IS NOT…Defining your productFocused on dissecting your productFocused on dissecting your product
Engagement isEngagement isEngagement is…Engagement is…• Leveraging perception of product/service• Connecting the customer to the product/serviceConnecting the customer to the product/service• A by-product of:
• Understanding the benefit your product/service can provide your audienceaudience
IINSIGHTSNSIGHTS & M& MOTIVATIONOTIVATIONDEFINING YOUR AUDIENCE
Establish insight with the use of existing resources:
I tit ti t d d tInstitutions trend dataGut“The Front Line” (Faculty & Staff)The Front Line (Faculty & Staff)
Segmenting the audience based on g gcommonalities, leads to establishing a motivation
EESTABLISHINGSTABLISHING IINSIGHTSNSIGHTS/M/MOTIVATIONOTIVATIONEESTABLISHINGSTABLISHING IINSIGHTSNSIGHTS/M/MOTIVATIONOTIVATIONDEFINING YOUR AUDIENCECognitive (Awareness, Knowledge)Know a College education means more
Affective (Liking, Preference, Conviction)Arrive with a “galloping psychology of Know a College education means more
money, but don’t know how much more
Consider the reputation of a school an important deciding factor
Arrive with a galloping psychology of entitlement”
Program and outcome oriented
W t li d h l d Believe, without really knowing, that attending college is not within their reach
Define quality by convenience and access
Want personalized help and reassurance during the enrollment process
Hispanic students include their parents in the process of choosing a Collegeaccess
See College education as a necessity for success
Money and/or resources are a major
Behavioral (Commitment)What they do in life really matters to them and has to fit who they are
Money and/or resources are a major issue
Different ethnic backgrounds warrant different communication approaches
Most are paying their own wayCase, Sevier, 2004
MMOTIVATIONOTIVATIONMotivation is an inner drive that reflects goal-directed arousal. Th lt i d i f The result is a desire for a product, service or experience. It is the drive to satisfy a needis the drive to satisfy a need.
AAUDIENCEUDIENCE NNEEDEED
Achievement – People need to see that their efforts achieve something worthwhileworthwhile
They need to know:H th i ff t fit i t th ll How their efforts fit into the overall scheme of thingsHow successful they have been
AAUDIENCEUDIENCE NNEEDEED
Power – People need control over what they are doing and want to persuade and influence others
They need responsibility for:Themselves and othersTheir workTheir placep
AAUDIENCEUDIENCE NNEEDEED
Affiliation – People need others around pthem with whom they share the same ideas
They need people to:Talk toValue themEncourage themEncourage them
NNEEEEDDPsychologists and biologists identify y g g fyPRIMARY NEEDS. They include the need for food, liquid, oxygen and a constant temperature constant temperature. These primary needs are created by a desire to achieve NEED REDUCTION. When a need is unsatisfied, desire increases and we are motivated to feed the desire.the desire.
AAUDIENCEUDIENCE BBARRIERARRIER((SS))AAUDIENCEUDIENCE BBARRIERARRIER((SS))Utilize the audience’s motivations and needs to establish the BIGGEST barriers facing that audienceestablish the BIGGEST barriers facing that audience
Write the barriers for PEOPLE not PROCESS or Write the barriers for PEOPLE not PROCESS or ORGANIZATION
Prioritize the Barriers for the audience
B i ff i i h fi Barriers are more effective in the first person:
BBARRIERARRIERGreat sales people have one thing in common with each other; they eliminate doubt and reasons to say eliminate doubt and reasons to say no. They posses a supreme understanding of who the audience is, why they are there, what they need, and most importantly addressing the p y gbarriers.
TTHEHE PPROFILEROFILEPPUTTINGUTTING IITT AALLLL TTOGETHEROGETHERPPUTTINGUTTING IITT AALLLL TTOGETHEROGETHER
TTHEHE PPROFILEROFILEEEXAMPLESXAMPLES
• Age: 18• H.S. Graduation Year: Pending 2010• High-School GPA: 2.7• Major: Undetermined• Assessment Results: Lo Math and Reading Assessment Results: Low Math and Reading Scores • Student Status: Applied
Need• S h l d lf fid
Primary Motivation• Low risk trial of higher education
Community College Prospective Student:
• Success that leads to self confidence• Help defining what “success” means to her
Community College Prospective Student:“I don’t like school, never really did. I barely graduated High School, but my parents are making me go to College. I know that a college degree will help me earn more, but I’m not good at g g p gschool, plus I don’t want to be an accountant or a doctor, I just want to earn money and start living my life.”
TTHEHE PPROFILEROFILEEEXAMPLESXAMPLES
Age: 19H.S. Graduation Year: Pending 2010High-School GPA: 2.9High School GPA: 2.9Desired Major: ArchitectureAssessment Results: Average SATStudent Status: AppliedStudent Status: Applied
Primary Motivation• Obtain a 4-year degree
N dNeed• A chance to earn a 4-year degree and get money for school
University/College Prospective Student:
“I h bi l bi d d k k I d illi d bl k “I have big plans, big dreams and want to make my mark. I am ready, willing and able to take the next big step but I know my grades are average and I am not a great test taker. My mom worked hard to make sure I was better off, but we never financially planned for college.
TTHEHE PPROFILEROFILEEEXAMPLESXAMPLES
• Age: 38• H.S. Graduation Year: 1990• Undergraduate GPA: 3.0• Major: Business• E l t St t A t R i l S l Employment Status: Asst. Regional Sales Manager
Primary Motivation• Career Advancement
Need(s)• Support systems to help build academic confidence• Programs that address his professional development gaps
Continuing/Adult Education Candidate:
“I been in this role for 6 years and I cannot seem to get promoted. I have applied several times to the Regional Sales Manager position and been told I need more formal training in finance and leadership, plus I need to learn Spanish if I am going to get the job in our S th A i ffi I h til t i South American office. I have a year until my next review.
TTACTICSACTICS ANDAND TTIMINGIMINGTTACTICSACTICS ANDAND TTIMINGIMING
TTACTICSACTICS & T& TIMINGIMING
Arm your audience with credible and
TTACTICSACTICS & T& TIMINGIMINGMOMENT OF TRUTH
Arm your audience with credible and authentic information, so they can…Be empowered with knowledgeHave the freedom to make decisionsFeel that you know them at this exact moment in Feel that you know them at this exact moment in their lifeFeel like they are important to youR li h f h i iRealize the power of their input
APPROACH THEM ON THEIR TERMS, IN THEIR WORDS, ON THEIR APPROACH THEM ON THEIR TERMS, IN THEIR WORDS, ON THEIR APPROACH THEM ON THEIR TERMS, IN THEIR WORDS, ON THEIR APPROACH THEM ON THEIR TERMS, IN THEIR WORDS, ON THEIR TIMETIME
TTACTICSACTICS & T& TIMINGIMINGTHE MESSAGETHE MESSAGE
Priority of MessageSame message different order
Delivery of MessagePersonal v ImpersonalPersonal v. Impersonal
Form of MessageElectronic v. Tactile
Content of MessageWords v. Visual
Ti i f MTiming of MessageHow soon before action is needed?
PPRERE--FFUNNELUNNELCCOSTOST –– CCONVENIENCEONVENIENCE –– TTRANSFERABILITYRANSFERABILITY -- SSUCCESSUCCESSCCOSTOST CCONVENIENCEONVENIENCE TTRANSFERABILITYRANSFERABILITY SSUCCESSUCCESS
EEARLYARLY FFUNNELUNNELTTHEHE BBESTEST PPLACELACE TOTO PPREPAREREPARE FFOROR TTHEHE NNEXTEXT BBIGIG TTHINGHING……
EEARLYARLY FFUNNELUNNELWW HH TT T TWWEE HHAVEAVE TTHATHAT, T, TELLELLUUSS AABOUTBOUT YYOUOU……
MMIDID--FFUNNELUNNELTTELLELL MMEE A LA LITTLEITTLE MOREMORE AABOUTBOUT YYOURSELFOURSELF……TTELLELL MMEE A LA LITTLEITTLE MOREMORE AABOUTBOUT YYOURSELFOURSELF……
IINTERNALNTERNAL MMESSAGINGESSAGINGSSEGMENTATIONEGMENTATION AAFTERFTER EENROLLMENTNROLLMENT
TTHEHE CCOLLEGEOLLEGE ISIS WWHATHAT THETHE SSTUDENTTUDENT EEXPERIENCESXPERIENCES
Acquired
Grades, credit hours, completions
knowledgeand skills
completions, placement
Learning Outcomes
StudentSuccess
C ditiConditionsof Learning
Environment, resources, ability, goals, and other determinants of degree of difficulty
STUDENT COMMUNICATIONSEGMENTING ORIENTATION
SSTUDENTTUDENT CCOMMUNICATIONOMMUNICATIONSSTUDENTTUDENT SSERVICESERVICESSSTUDENTTUDENT SSERVICESERVICES
SSTUDENTTUDENT CCOMMUNICATIONOMMUNICATIONSSTUDENTTUDENT SSERVICESERVICES
ON
ON
CA
TIO
CA
TIO
UN
ICU
NIC
TS
TS
OM
MU
OM
MU
FF
OR
TF
FO
RT
ResultsResultso
AL
AL
CCOO
ON
ON
EEFF o Fall to Spring = 4% decrease in stop & drop out
o Fall to Fall = 12% decrease in stop and drop out rates
o 19% increase in Advising meeting requests year to year
ER
NA
ER
NA
TE
NT
IOT
EN
TIO g g q y y
o Completion rate increase of 1% or 140 Students
IINT
EN
TE
RRE
TE
T
TTAKEAKE AAWAYWAYTTAKEAKE--AAWAYWAYEngagement is created by a supreme g g y punderstanding of the audience; meeting them on their turf, on their terms and addressing their real time needs.
Use the establishment of insight, motivation, need and barriers to develop a real relatable need and barriers to develop a real, relatable profile for each audience group
Utilize the profile continuously, update it and craft communication where the benefit clearly, simply and consistently throughout the students p y y gtenure at the institution
TTHANKHANK YYOUOU
Christian CampagnuoloChristian Campagnuoloknight - Creative + [email protected]
j k i h www.justknight.com