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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
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• More than a brochure• More than a brochure
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• More than a brochure• More than preaching and pizza
• More than a brochure• More than preaching and pizza
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• 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
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Direct Response vs. Image Building
Direct Response vs. Image Building
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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
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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
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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)
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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
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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
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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)
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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.)
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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)
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• 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?
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• 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?
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• 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?
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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
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• 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?
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• Determining what key messages, phrases best describe your key differentiators
• Determining what key messages, phrases best describe your key differentiators
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• 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
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%
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)
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Emails
Direct Mail
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Emails
Direct Mail
Interactive Quiz
“Your Path to Knowledge”
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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
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• e-Adventist• www.arc-management.com
– Overlay children in household
• e-Adventist• www.arc-management.com
– Overlay children in household
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“Connect your faith with an incredible
educational opportunity.”
“Connect your faith with an incredible
educational opportunity.”
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“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.”
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“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.”
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• Inviting and welcoming• Enthusiastic and positive• Inclusive and complimentary• Benefits focused
• Inviting and welcoming• Enthusiastic and positive• Inclusive and complimentary• Benefits focused
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“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.)”
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“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.)”
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“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.)”
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• 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):
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• 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
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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
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Web ConsiderationsWeb Considerations• Keeping it up to date• Keeping it up to date
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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
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• “Your Faith, Your Future, and the Gifts of an Adventist Education”
• “Your Faith, Your Future, and the Gifts of an Adventist Education”
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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
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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
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Senior Search
Senior Application
Online App
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Senior Search
Senior Application
PLUS: Series of multiple, benefits-focused, welcoming emails
Online App
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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
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• 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