Secrets of Marketing Adventist Education

Rob Weaver, MBAVice President for Marketing

Association of Adventist Colleges & Universities

Secrets of Marketing Adventist Education

Rob Weaver, MBAVice President for Marketing

Association of Adventist Colleges & Universities

A Few

• More than a brochure• More than a brochure

• More than a brochure• More than preaching and pizza

• More than a brochure• More than preaching and pizza

• More than a brochure• More than preaching and pizza• 3 KEYS:

– Identify the customer– Satisfy the customer– Keep the customer

• More than a brochure• More than preaching and pizza• 3 KEYS:

– Identify the customer– Satisfy the customer– Keep the customer

Direct Response vs. Image Building

Direct Response vs. Image Building

Direct Response vs. Image Building

Direct Response vs. Image Building

Direct ResponseDirect Response

• Focus is on closing the sale NOW, getting prospect to act

• Focus is on closing the sale NOW, getting prospect to act

Direct Response vs. Image Building

Direct Response vs. Image Building

Direct ResponseDirect Response

• Focus is on closing the sale NOW, getting prospect to act

• Return on investment more immediate

• Focus is on closing the sale NOW, getting prospect to act

• Return on investment more immediate

Direct Response vs. Image Building

Direct Response vs. Image Building

Direct ResponseDirect Response• Focus is on closing the sale NOW, getting prospect to act

• Return on investment more immediate

• Aggressively targets people ready to purchase (i.e. 7th, 8th graders)

• Focus is on closing the sale NOW, getting prospect to act

• Return on investment more immediate

• Aggressively targets people ready to purchase (i.e. 7th, 8th graders)

Direct Response vs. Image Building

Direct Response vs. Image Building

Direct ResponseDirect Response• Focus is on closing the sale NOW, getting prospect to act

• Return on investment more immediate

• Aggressively targets people ready to purchase (i.e. 7th, 8th graders)

• Focus is on closing the sale NOW, getting prospect to act

• Return on investment more immediate

• Aggressively targets people ready to purchase (i.e. 7th, 8th graders)

Image BuildingImage Building

• Focus is on long-term building of value proposition in minds of potential customers

• Focus is on long-term building of value proposition in minds of potential customers

Direct Response vs. Image Building

Direct Response vs. Image Building

Direct ResponseDirect Response• Focus is on closing the sale NOW, getting prospect to act

• Return on investment more immediate

• Aggressively targets people ready to purchase (i.e. 7th, 8th graders)

• Focus is on closing the sale NOW, getting prospect to act

• Return on investment more immediate

• Aggressively targets people ready to purchase (i.e. 7th, 8th graders)

Image BuildingImage Building

• Focus is on long-term building of value proposition in minds of potential customers

• Return on investment takes years

• Focus is on long-term building of value proposition in minds of potential customers

• Return on investment takes years

Direct Response vs. Image Building

Direct Response vs. Image Building

Direct ResponseDirect Response• Focus is on closing the sale NOW, getting prospect to act

• Return on investment more immediate

• Aggressively targets people ready to purchase (i.e. 7th, 8th graders)

• Focus is on closing the sale NOW, getting prospect to act

• Return on investment more immediate

• Aggressively targets people ready to purchase (i.e. 7th, 8th graders)

Image BuildingImage Building• Focus is on long-term building of value proposition in minds of potential customers

• Return on investment takes years

• Influences people ready to purchase AND those in the pipeline (i.e. families with young children)

• Focus is on long-term building of value proposition in minds of potential customers

• Return on investment takes years

• Influences people ready to purchase AND those in the pipeline (i.e. families with young children)

En

roll Yield Optimization

•Deposit campaigns•Events•Tele-counseling•Home visits

Application Development •Search (mail, direct mail, bulletins)•Web and inquiry application•Tele-counseling•Events

Engagement•Search (mail, direct mail, bulletins)•Fulfillment•Web inquiry

Accepted

Applied

Inquired / Responded

High School-Bound Population

Recru

itEn

gag

eComprehensive Recruitment

StrategyComprehensive Recruitment

StrategyEnrolled

Adapted from

(All rights reserved.)

INQ

UIR

YA

PP

LIC

ATIO

N

Past Contacted

Current Contacted

Future Contacted

SNR= Search non-responders (those who didn’t respond to previous marketing)

• What sets you apart from the Christian school down the street? Or the local public school?

• What sets you apart from the Christian school down the street? Or the local public school?

• What sets you apart from the Christian school down the street? Or the local public school?

• Are those differentiators (or benefits) measurable and provable?

• What sets you apart from the Christian school down the street? Or the local public school?

• Are those differentiators (or benefits) measurable and provable?

• What sets you apart from the Christian school down the street? Or the local public school?

• Are those differentiators (or benefits) measurable and provable?

• Are they important to your target audience?

• What sets you apart from the Christian school down the street? Or the local public school?

• Are those differentiators (or benefits) measurable and provable?

• Are they important to your target audience?

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Image MapNon-Academy Attending SDA College (Success)

Importance of Attribute

Per

form

ance

of

SD

A C

oll

eges

Star

OpportunityBack Burner

Bonus

Provides opportunities to support spiritual or religious needs

Plenty of on-campus activities

Professors know you by name

Reputation for high quality education

Diverse student population

Helps you find the means to make it affordable to attend

Smaller class sizes

Small enough to make it easy to meet new people Offers academic

scholarships to high-achievers

Map depicts “3” rating on importance and performance attributesusing a 3-point scale (very important; describes very well)

Students have same beliefs and values as you

Close enough to home for easy family visits

Classes taught by professors rather than teaching assistants

Far enough from home so you feel independent

Well-known by potential employers

Non-Academy students attending an SDA college highly regarded SDA schools for:• Providing opportunities to

support spiritual needs

• Having professors teach classes rather than

assistants• Offering academic

scholarships

These characteristics should anchor communication!

Location is not important the success group

• What sets you apart from the Christian school down the street? Or the local public school?

• Are those differentiators (or benefits) measurable and provable?

• Are they important to your target audience?

• Is your target audience willing to pay for those benefits?

• What sets you apart from the Christian school down the street? Or the local public school?

• Are those differentiators (or benefits) measurable and provable?

• Are they important to your target audience?

• Is your target audience willing to pay for those benefits?

• Determining what key messages, phrases best describe your key differentiators

• Determining what key messages, phrases best describe your key differentiators

• Determining what key messages, phrases best describe your key differentiators

• Test versions of those to determine which ones resonate most with target audiences

• Determining what key messages, phrases best describe your key differentiators

• Test versions of those to determine which ones resonate most with target audiences

%

Messages that focus on spiritual growth; access to professors; and

lifelong friendships with students of similar values tend to be most

motivating.

Messages that focus on spiritual growth; access to professors; and

lifelong friendships with students of similar values tend to be most

motivating.

Q. 19—Does each make you more interested, less interested or no change (reporting more interested scores)

Emails

Direct Mail

Emails

Direct Mail

Interactive Quiz

“Your Path to Knowledge”

Emails

Interactive Quiz

“Your Path to Knowledge”

Direct Mail

Brochure Package

“Your Faith, Your Future, and the

Gifts of an Adventist Education”

30-day Email

Follow-up

• e-Adventist• www.arc-management.com

– Overlay children in household

• e-Adventist• www.arc-management.com

– Overlay children in household

“Connect your faith with an incredible

educational opportunity.”

“Connect your faith with an incredible

educational opportunity.”

“Small classes and discussion groups filled with

friends (including your professors)

who share your Christian values and build your faith.”

“Small classes and discussion groups filled with

friends (including your professors)

who share your Christian values and build your faith.”

“You’ll make lifelong friendships, prepare for your calling

and enjoy many worship, ministry and global mission opportunities …

all in an atmosphere of academic excellence.”

“You’ll make lifelong friendships, prepare for your calling

and enjoy many worship, ministry and global mission opportunities …

all in an atmosphere of academic excellence.”

• Inviting and welcoming• Enthusiastic and positive• Inclusive and complimentary• Benefits focused

• Inviting and welcoming• Enthusiastic and positive• Inclusive and complimentary• Benefits focused

“XXNAMEXX, you’re an impressive student who deserves a one-of-a-kind university education, and I know where you can find one. An Adventist higher education education is really a one-of-a-kind experience when it comes to a student like you. You’ll find … (Call to action.)”

“XXNAMEXX, I’m so excited you are interested in learning about all the benefits of attending an Adventist university. You are the kind of student we want! And I’m thrilled to tell you more about Adventist higher education, as well as all the benefits waiting for you. (Call to action.)”

“XXNAMEXX, you are a promising student and I’m very impressed with you. You’re the kind of student I keep in mind when it comes to college applications and that’s why I’m so excited you submitted your Adventist Choice application. (Call to action.)”

• Direct response ALWAYS invites users to take some action and then offers them something in return (rewards the responder):

• Direct response ALWAYS invites users to take some action and then offers them something in return (rewards the responder):

• Direct response ALWAYS invites users to take some action and then offers them something in return (rewards the responder):– Apply now and get priority admissions processing

– Visit our web site and receive a free guide

– Deposit by June 15 and reserve a place for your child

• Direct response ALWAYS invites users to take some action and then offers them something in return (rewards the responder):– Apply now and get priority admissions processing

– Visit our web site and receive a free guide

– Deposit by June 15 and reserve a place for your child

Junior/Sophomore SearchJunior/Sophomore Search• Email success:

– 3 paragraphs with 3-4 sentences each

– English language links work best

– No HTML (reduces deliverability and hard to read on smart phone)

– No tracking in email– Avoiding spam filters and being blacklisted by warming up servers around the country with thousands of pre-launch emails

• Email success:– 3 paragraphs with 3-4 sentences each

– English language links work best

– No HTML (reduces deliverability and hard to read on smart phone)

– No tracking in email– Avoiding spam filters and being blacklisted by warming up servers around the country with thousands of pre-launch emails

Emails

Direct Mail

Web ConsiderationsWeb Considerations• Keeping it up to date• Keeping it up to date

Web ConsiderationsWeb Considerations• Keeping it up to date• Mobile friendly

– 734 students (20% of total) responded to search using smart phone

– 163 (10% of total) actually submitted applications using smart phone

• Keeping it up to date• Mobile friendly

– 734 students (20% of total) responded to search using smart phone

– 163 (10% of total) actually submitted applications using smart phone

• “Your Faith, Your Future, and the Gifts of an Adventist Education”

• “Your Faith, Your Future, and the Gifts of an Adventist Education”

1 2 3 4 5

6 7 8 910

11

121

314

15

16

17

18

192

021

22

23

24

25

262

728

29

30

Day 2: Initial student response

Day 3: Thank you email from AACU

Day 6: Follow up thank you from Rob Weaver

Day 8: Expression of thanks to both student and parent

Day 15: Student email focused on academics

Day 17: Student email focused on affordability

Day 20: Student email focused on visiting campus

Day 24: Parent email expressing your interest in their student

Day 30: Parent email focused on outcomes, career preparation

Tele-counselingTele-counseling• Partnered with AIM (Adventist Information Ministry)– www.aiministry.org– Professional, reasonably priced, understand Adventist culture

• Partnered with AIM (Adventist Information Ministry)– www.aiministry.org– Professional, reasonably priced, understand Adventist culture

Senior Search

Senior Application

Online App

Senior Search

Senior Application

PLUS: Series of multiple, benefits-focused, welcoming emails

Online App

Email FrequencyEmail FrequencyEmail Launch

Contact 1 10/18/2010

Contact 2 10/22/2010

Contact 3 10/31/2010

Contact 4 11/4/2010

Contact 5 11/9/2010

Contact 6 11/24/2010

Contact 7 12/29/2010

Contact 8 1/6/2011

Email Launch

Deadline Con. 1

12/1/2010

Deadline Con. 2

12/9/2010

Deadline Con. 3

12/13/2010

Deadline Con. 4

12/15/2010

Deadline Con. 5

12/16/2010

• Identify differentiating benefits

• Build enthusiastic, positive communication plan

• Call for action and reward it• Pick one or two areas each year and make incremental improvements

• Identify differentiating benefits

• Build enthusiastic, positive communication plan

• Call for action and reward it• Pick one or two areas each year and make incremental improvements

Contact:

rob@adventistcolleges.org402-486-2580

Contact:

rob@adventistcolleges.org402-486-2580