Marketing and Communicating Higher Education in the New Century

2002 ACHEA ConferenceTrinidad and Tobago

Why Now

Intensely competitive marketplaceSophisticated consumersProliferation of fundraising programsDemands for more visibility

Why integrated marketing?Coordinate decentralized unitsMobilize talent and resourcesFocus on institutional prioritiesGet everyone on the same pageDevelop comprehensive PR and advertising plansDefine competitive advantage

What are the barriers?

Feelings that it will cheapen the academy? Marketing is a way of thinking, not commercializing.Undermining managers’ authority? An emphasis on creative process.

What are the elements?

Defining product(s)Setting price… clarifying valueFocusing on delivery… the “experience”Communicating to build relationshipsIdentifying market segmentsDefining position… and advantageBest in category?Revisiting the issue of quality

How does it change communication?

Focus on relationship buildingPrefer direct and interactive mediaStakeholders and opinion leadersVisibility with whom and at what cost?Facing news business realitiesPartnerships and eventsLeadership visibility

Is brand name important?

Name visibility=qualityFactors in reputation, imageLogo, design, color, soundPositioning phrasesSub-brandsAdvertise for presence… and to reinforce a larger plan

Does market research help?

Segment-by-segmentAwareness, attitude, knowledgePricing elasticityStudent satisfactionMedia preferenceGeo-psycho-demographic analysis

A division or task force?

Finding a championFinding a launching pegThe role of executive leadershipCustom design for each institution

Is internal marketing necessary?

Clarifying mission and visionClarifying competitive advantageNew employee-faculty orientationInternal communication, recognitionManagement communicationService trainingCommunication with students

How has it changed admissions?

Fine-tuned communicationsMore segmentationUnderstanding how “the sale” is closedAdding “initiatives” to daily operationsAppreciating the students you have!

How has it changed alumni and development?

Participatory case developmentCultivation by interestsLife cycle marketingFuture planning commissions

The key concepts?

Creative teamsIntegration… and mobilizationBuilding relationshipsDynamic leadership