learning centered marketing
Post on 21-Oct-2014
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LEARNING CENTERED MARKETING
Presented By
Christian Campagnuolo
President
Knight – Creative + Marketing
DISCUSSION AGENDA
The Marketing Process Defining Common Terms
Defining Your Audience Engagement Motivation Need Barrier
Reaching Across Divisions in the name of Student Success Projects & Partnerships
THE MARKETING PROCESSBASICS REDEFINED
The Four P’s Product Price Place Promotion
The Five C’s Consumer (students) Cost Convenience Communication Conditions of Learning
Shultz, Tannenbaum, Lauterborn, 1993
THE MARKETING PROCESS WHAT IS MARKETING?
Audience Insight Competitive
Insight Innovation
through Integration
Implementation Interpretation
THE MARKETING PROCESSCOMMON GROUND Recognition
strong awareness among consumers and opinion leaders
Consistency Utilizes consistent visual, verbal, auditory and tactile identifiers across
various demographics
Emotion competes along emotional dimensions symbolizes a promise that it can deliver
Uniqueness expresses the uniqueness of position to all audiences utilizes various communication tools to position within and across all
markets
Adaptability respects local needs, wants and tastes adapts to the local marketplace while fulfilling a global mission
Management senior leadership must be a champion of the brand
DEFINING YOUR AUDIENCE
THE 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 from adopting or acting on my message?
ENGAGEMENT IS NOT… Defining your product Focused on dissecting your product
Engagement is…• Leveraging perception of
product/service• Connecting the customer to the
product/service• A by-product of:
• Understanding the benefit your product/service can provide your audience
AUDIENCE INSIGHTS
Establish insight with the use of existing resources:
Segment the audience based on commonalities
MOTIVATION ACTIVITYMotivation is an inner drive that reflects goal-directed arousal. The result is a desire for a product, service or experience. It is the drive to satisfy a need.
AUDIENCE NEED Achievement – People need to see that their efforts achieve
something worthwhile They need to know:
How their efforts fit into the overall scheme of things How successful they have been
Power – People need control over what they are doing and want to persuade and influence others They need responsibility for:
Themselves and others Their work Their place
Affiliation – People need others around them with whom they share the same ideas They need people to:
Talk to Value them Encourage them
NEED ACTIVITYPsychologists and biologists identify PRIMARY NEEDS. They include the need for food, liquid, oxygen and a constant temperature. These primary needs are created by a desire to achieve NEED REDUCTION. When a need is unsatisfied, arousal increases and we are motivated to reduce that arousal.
AUDIENCE BARRIER(S) Utilize the audience’s motivations and needs to
establish a consistent voice for each audience Barriers are more effective in the first person:
(Example)
“I have too many students and too little time so providing unique direction and solutions to each student is incredibly tough. The colleges offer dozens upon dozens of services and programs, so it is hard to keep them all top of mind. It hard to keep one straight from another let alone get the student excited about one type of program.”
BARRIER ACTIVITYGreat sales people have one thing in common with each other; they 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 barriers.
TAKE-AWAY
Engagement is created by a supreme understanding 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 benefit for each audience
Communicate that benefit clearly, simply and consistently
TACTICS AND TIMING OF SEGMENTED MESSAGING
Awareness
Inquiry
Applicant
Depositor
Enrollees
Phase Recruitment Funnel
THANK YOU
Christian Campagnuoloknight - Creative + Marketing
www.justknight.com