marketing and communicating higher education in the new century 2002 achea conference trinidad and...
TRANSCRIPT
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Marketing and Communicating Higher Education in the New Century
2002 ACHEA ConferenceTrinidad and Tobago
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Why Now
Intensely competitive marketplaceSophisticated consumersProliferation of fundraising programsDemands for more visibility
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Why integrated marketing?Coordinate decentralized unitsMobilize talent and resourcesFocus on institutional prioritiesGet everyone on the same pageDevelop comprehensive PR and advertising plansDefine competitive advantage
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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.
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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
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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
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Is brand name important?
Name visibility=qualityFactors in reputation, imageLogo, design, color, soundPositioning phrasesSub-brandsAdvertise for presence… and to reinforce a larger plan
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Does market research help?
Segment-by-segmentAwareness, attitude, knowledgePricing elasticityStudent satisfactionMedia preferenceGeo-psycho-demographic analysis
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A division or task force?
Finding a championFinding a launching pegThe role of executive leadershipCustom design for each institution
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Is internal marketing necessary?
Clarifying mission and visionClarifying competitive advantageNew employee-faculty orientationInternal communication, recognitionManagement communicationService trainingCommunication with students
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How has it changed admissions?
Fine-tuned communicationsMore segmentationUnderstanding how “the sale” is closedAdding “initiatives” to daily operationsAppreciating the students you have!
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How has it changed alumni and development?
Participatory case developmentCultivation by interestsLife cycle marketingFuture planning commissions
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The key concepts?
Creative teamsIntegration… and mobilizationBuilding relationshipsDynamic leadership