how to help faculty think like marketers
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How to Help Faculty THINK Like Marketers. SACRAO 2011 – 64 th Annual Meeting February 19 – 23, 2011 Atlanta, Georgia . John L. Mason, Honorary Member. How to Help Faculty THINK Like Marketers. Dr. Elaine Artman , Mercer University. Ground Rules. Why Are YOU Here. - PowerPoint PPT PresentationTRANSCRIPT
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How to Help Faculty THINK Like Marketers
SACRAO 2011 – 64th Annual Meeting
February 19 – 23, 2011Atlanta, Georgia
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How to Help Faculty THINK Like Marketers
Dr. Elaine Artman, Mercer University
John L. Mason, Honorary Member
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GR
OU
ND
RU
LES
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Why Are YOU HereDivide into equal groups (Student Orientation 101)
Answer the following Questions:
1. What is the most pressing student problem on your campus?
2. What is the CULTURE as it relates to faculty?3. How are faculty currently involved?4. What is the ONE issue the group wants
addressed?
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Marketing 101 Faculty Style• 4-Ps of Marketing
• Product• Price• Promotion• Place Ppromotion
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Marketing 101 Faculty Style• Creating Utility
• Place• Time• Form• Possession
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Marketing 101 Faculty Style• Branding
• Linking• Emphasizing
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Marketing 101 Faculty Style
Gatekeepers of the Academe
Faculty validate Student Work
Faculty are not compensated for “fluff”
Most cited faculty observation: “these students are not worthy of this degree”
Faculty see freshmen and transfer students as raw product to mold into their image – scholars
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Enrollment Management Officers Must Take the Lead
• Faculty only go where they are invited – Get With It!
• Competitive funding often spells DOOM to good initiatives – Build Alliances
• We must Act As Missionaries first, then Act as Ambassadors
• First we go to them
• Then they come to us
• Faculty Promote Programs, Enrollment Ensures the process
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Enrollment Management Officers Must Take the Lead
• The faculty must feel that they are a part of a
comprehensive marketing strategy
• What is the goal of the marketing strategy?
• Offer to accept ratio or ROI
• Assess to see what works
Data influences and Informs
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Construct a MATRIX That Leads to Success• Level 1 – Written Material
• Level 2 – Web Presence
• Level 3 – Recruiter Scripts
• Level 4 – Recruitment Events/Receptions
• Level 5 – Coordinate Strategic Guest Appearances
• Level 6 – Culminate in On Campus Events
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Help Faculty to THINK…
Transcend their “BOX”
Have a Guide
Inside Out Rules
Never Assume
Know Your Niche
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Help Faculty to THINK…
Transcend their “BOX”Create a Glossary
Define Metrics
Provide Room to Contribute
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Help Faculty to THINK…
Have a Guide
Uncertainty Births Fear
You cannot lead where you have not gone
Guides must be “bilingual”
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Help Faculty to THINK…
Inside Out RulesThe Norms Should Be:
Faculty Participation
Information Sharing
Faculty Collaboration
Silo Destruction
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Help Faculty to THINK…
Never AssumeFaculty are on the Same
Page With You
Your Project Will Remove Past Skirmishes
ALL faculty members are receptive
One Size Fits Most
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Help Faculty to THINK…
Know Your Niche
Institutional StrengthsDemographicsProgramsEnrollment TargetsGraduation Reality
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