MARKETING SYSTEM Key Marketing Strategies Priority Tactics One-Page Marketing System Overview

Key Strategies: 1.  Focus on building audience awareness with higher ed

stakeholders, policy influencers and students and families

2.  Establish Access to Completion (A2C) message to help elevate Ad Astra brand to thought leadership status

3.  Move Tom Shaver towards a spokesperson position for the A2C brand

4.  Create and build audience development function

5.  More fully integrate audience, sales and service functions in the marketing group

Priority Tactics Content •  Simplify and rebrand existing collateral materials and organize them

inside of existing CRM •  Refresh elements of existing Ad Astra brand to adopt A2C message. •  Create content types for A2C launch and ongoing build •  Establish content creation routine for Tom Shaver that includes original,

curated and shared forms of thought leadership content •  Create podcast interview vehicle to help Tom Shaver gain access to

policy makers and thought leaders and create like content •  Restructure content and feel of AAIS.com to help build greater

awareness for products, services and thought leaders position� •  Create audience development content creation, amplification and social

engagement routine •  Establish content theme based editorial calendar driven by sales cycles

and events

Priority Tactics Hourglass� •  Thoroughly map the customer journey and identify content and

touchpoint gaps by function� Lead generation •  Use A2C content to stimulate conversations and engagement with

relevant journalists, thought leaders, policymakers and Provosts Lead conversion •  Help get sales involved in the customer journey at an earlier point by

equipping them with thought leadership content that is easy to share and can be part of a marketing automation routine.

One-Page Marketing System Increase

awareness among key audiences

Refresh brand

Update collateral and organize in

CRM

Content theme editorial calendar driven by sales

cycles and events

Refresh aais.com

Establish A2C Thought

Leadership

Refresh brand

Update collateral and organize in

CRM

Content theme editorial calendar driven by sales

cycles and events

Content types for A2C launch and

ongoing build

Establish Tom as brand

spokesperson

Establish content creation routine that

includes original, curated and shared

forms of content

Create podcast interview vehicle to gain access to key

audiences

Build internal Audience function

Create content creation,

amplification and social engagement

routine

Integrate Sales and

Service into Audience function

Use A2C content to stimulate

conversations and engagement with

journalists, thought leaders,

policymakers and provosts.

Help get sales involved in the

customer journey earlier by equipping them with content that can be part of

a marketing automation routine.

Audience Insights and Messaging

Core Audiences

Institutional Leaders

Policymakers

Students/Families

Institutional Leaders

•  Role: •  Primary decision maker

•  Title: •  Provost, VP enrollment management, VP academic

services or academic affairs, registrar, president, institutional effectiveness or research

•  Goals: •  Finances, sustainability, efficiency to completion

and retention of students. Preserve quality of education while pushing new technology and initiatives.

•  Insight: •  Provost provides objective data to help drive

decisions that will move forward effectiveness and completion agenda. In last five years HE has been cut to bare bones by state policymakers. They are “trained skeptics” – need to provide proof of product effectiveness.

•  Main Concerns: •  Meeting needs of various audiences. Must protect

dean by preserving autonomy and quality. Also accountable to institution as a whole and to students. Need to push dean to be more collaborative, need to push institutional effectiveness and stewardship of resources for president and funders, need to assist students in quality of education.

•  Information Gathering and Decision Making: •  Lifelong academics with savvy media habits, spend

lots of time interacting with blogs, forums, online pubs. Strong peer networks provide references as well as experience from past positions. Decisions are made by committee.

•  Opportunity: •  Not everyone thinks about scheduling as a strategy

for efficient completion, so education on this issue is a clear opportunity.

“My institution needs to ensure that our students are able to complete their degrees in a

timely, cost effective manner so that I can continue to attract the

funding we need. I need a proven strategy that can help.”

Policymakers

•  Role: •  Key influencer

•  Title: •  Governors, policy advisors, senators who run

budgetary committees and lobby on behalf of their district’s colleges and universities.

•  Goals: •  More and better graduates. Confidence that the

university systems are more efficient.

•  Insight: •  Aggressive, assertive and angry. Their perception

is that they spend billions on HE and aren’t getting much out of it. In the past five years almost every state has cut HE; there is lots of tension between institutions and policymakers.

•  Main Concerns: •  Need better educated students to enter the

workforce so that the private sector and the state economy can thrive. Need to make sure state’s investment pays off – seeing more “performance funding.”

•  Information gathering and decision making: •  They need to keep their fingers on the pulse of

what’s happening at the state level. High consumers of traditional media and big in social media. Influenced by lobbyists (AA).

•  Opportunity: •  AA can be a bridge between university systems

and policymakers, where tension is high. AA has solutions that help both parties: we address HE’s need for data to prove efficient completions and the policymakers need to feel better about their funding investment.

“I need confidence my state’s investment in HE will pay off. I need more and better quality graduates entering the work force.”

Students/Families

•  Role: •  Key influencer

•  Title: •  Parents and students – both prospective and

currently enrolled.

•  Goals: •  Timely degree completion that will enable good

employment

•  Insight: •  Parents and students are spending more money

than ever on college educations. They need to feel good about that investment.

•  Main Concerns: •  Ability to graduate on time with a degree that will

help them find gainful employment. Access to the courses they need when they need them.

•  Information Gathering and Decision Making: •  Heavy users of consumer and social media. May

not be very educated on the resources within their university than can help them complete their degrees in an efficient manner.

•  Opportunity: •  AA can help HE better serve existing students and

attract more students by helping them graduate on time.

“I need to be confident my investment in my/my child’s

education is sound. She needs to graduate on time with a marketable degree.”

The$Marke)ng$Hourglass$

Buying Process

Awareness (On-Going)

Discovery/Researching (? Days)

Evaluating (? Days) Converging

(? Days)

Customer TouchPoints

Customer Questions

Customer Goals

1.Scheduling; automate management of central room calendar

Customer Expectations

Customer Experience Journey

2. Capacity; expand campus enrollment capacity

3. Efficiency; improve classroom utilization

4. Efficiency; improve allocation of faculty

5. Student success ; align schedules with student needs

! What is possible for our industry. ! How does student friendly scheduling play

into student success initiatives? ! What are leading institutions doing to

improve outcomes?

1. To know what everyone else is doing: best practices, study options, outcomes data

1. Find information and resources that help educate and prepare for new project.

Ideas to Improve

!  Mobilizing faculty to support productive change !  Debunking the iron triangle myth !  Getting industry to understand that scheduling is a

student service that impacts student outcomes and success.

!  Need audience development for events. Better communicating with distinct audiances

!  Objective readiness assesssment_ have survey available on access to completion.

!  Readiness caluculator available !  Partnerships that create synergy with existing systems

!  Adherence to sales process and system !  ROI calculators !  Custom services and or project scope depending on client

readiness/need

1. Events – conferences, client panels, Ed presentations

2. Outreach to state leaders - Grayling 3. Cold calling 4. Social Media/LI/Twitter (promote

blogs and related articles) 5. Mining stakeholders 6. Readiness calculator 7.  Impact caluculator 8. Webinars- recorded panels

Recommendations

!  Is scheduling the right priority for us now? !  Is Ad Astra the right Partner ?

! What is possible for our institution? ! How do I mobilize my faculty? ! How do I know if we are ready for change?

1.  Stakeholder map 2.  Mining stakeholders 3.  Webinars 4.  White papers 5.  Case studies 6.  Tailored demonstrations – ed

briefings 7.  Interviewing, conversations –

create ORD document

1.  Webinars- soundbites of solutions 2.  Custom presentation 3.  Proposal document 4.  Client readiness packet 5.  Review ORD/ROI

1.  Can be restricted during RFP process

2.  Organic stakeholder engagement-unique, custom ways to get in front of prospect

3.  Assessment Score – could start in Discovery go through evaluating and converging

1.  Determine that ad astra is the right partner

2.  Determine that scheduling is the right priority now.

1. What is the timing can we move forward now. Do we have enough resources?

! How are we going to resource this project? ! What are our business goals related to this

project? ! How do we measure success? ! Who are the senior stakeholders?

The$Marke)ng$Hourglass$

Buying Process

contracting (? Days)

Implementation (? Days)

Supporting/renewing (? Days)

Customer TouchPoints

Customer Questions

Customer Goals

6. TBD

Customer Expectations

Customer Experience Journey

7. TBD 8. TBD

A

Recommendations

Ideas to Improve

!  Try to collect more information on the clients prcoess upfront

!  Improve contract process – automate it. !  Improve on clients readiness for implementation

!  Visibility – cloud coach !  Stronger project management and hitting milestones !  Configuring system to meet goals

!  Visibility- Client portal

1. Legal review with purchasing 2. Project goals review with Solutions

specialist 3. Assessment review

1. Change management training 2. Software implementation 3. Project management 4. Professional services

1. Tech support 2. Account Management 3. Professional services

1. Complete procurement process and project plan.

1. Project success- hit miles stones and achieve outcomes

1. Maximize value of partnership 2. Minimize investment of personnel

! What is our legal exposure? ! What is the easiest method of

procurement? ! Are the project goals aligned with our

implmentation plan?

! What is visibility into process !  Is this change sustainable? ! When will we be live?

! How do I get help? !  Is there more I can do? ! How am I doing? ! What else is everyone else doing?

July% August% September% Oct% Nov.% Dec.%

Theme% Access%to%Comple.on%

Off%grid%scheduling%

Higher%Ed%Ch%Mgmt.%

Time%to%Gradua.on%

Tui.on%Affordability%%

U%Capacity%Mgmt.%

Host% Audience% Sales% Service% Audience% Sales% Service%

Blog%AAIS% 2X% 4X% 2X% 4X% 2X% 4X%

Blog%A2C% 4X% 2X% 4X% 2X% 4X% 2X%

Guest% 2X% 2X% 2X% 2X% 2X% 2X%

Podcast% 1X% 1X% 1X% 1X% 1X% 1X%

White%Paper% 1X% 1X% 1X%

Ex%Ar.cle/OE% 1X% 1X% 1X% 1X% 1X% 1X%

Case%Studies%

LI%ar.cle% 1X% 1X% 1X% 1X% 1X% 1X%

Curate% 1X% 1X% 1X% 1X% 1X% 1X%

Share% Per%Social%Plan%

G+%HO% 1X% 1X% 1X%

Content%Plan%

Jan% Feb% March% April% May% June%

Theme% University%sustainability%

Classroom%u.liza.on%

Space%U.liza.on%Efficiency%

Velocity%to%Comple.on%

Seat%fill%ra.o%%

Host% Audience% Sales% Service% Audience% Sales% Service%

Blog%AAIS% 2X% 4X% 2X% 4X% 2X% 4X%

Blog%A2C% 4X% 2X% 4X% 2X% 4X% 2X%

Guest% 2X% 2X% 2X% 2X% 2X% 2X%

Podcast% 1X% 1X% 1X% 1X% 1X% 1X%

White%Paper% 1X% 1X% 1X%

Ex%Ar.cle% 1X% 1X% 1X% 1X% 1X% 1X%

Case%Studies%

LI%ar.cle% 1X% 1X% 1X% 1X% 1X% 1X%

Curate% 1X% 1X% 1X% 1X% 1X% 1X%

Share% Per%Social%Plan%

G+%HO% 1X% 1X% 1X%

Content%Plan%

Social'Media'Plan'

Element Collect Curate Create Share

Tactics

Goals

Establish Access to Completion (A2C) message

Marketing Priorities

Social Journey

Tom Shaver A2C thought leadership

Build Audience awareness with Higher Ed stakeholders

Build Audience Development function

integrate Audience, Sales and Service

Get good at listening and following influencers

Get good at filtering and aggregating information

Tools

! Hootsuite ! Feedly ! Talkwalker ! Diigo

1. Build Twitter Lists of HE influencers

2. Subscribe to HE related blogs

3. Create bookmarking tag structure

4. Create relevant alerts for customers, journalists, key terms

5. Clean up branding on all profiles

Recommendations

1.  Build custom pages on Scoop.it for one core A2C topic http://www.scoop.it/t/higher-education-reform

2.  CAB for curators?

Establish amplification of owned media assets

1.  Tom apply for LinkedIn Author status http://specialedition.linkedin.com/publishing/

2.  Amplify A2C and AAIS assets weekly

1.  Identify 10-12 pieces of content daily to share

2.  Expand influencer network with shares

3.  Focus on engaging journalists

Engage

1.  Get social customer data into SF

2.  Build social assets for outreach

3.  Establish customer and prospect engagement and sharing routine

! LinkedIn Pulse ! Scoop.it ! Feedly

! Hootsuite ! Buffer

! Hootsuite ! Feedly ! Buffer

! Hootsuite ! Social CRM ! Chatter in Salesforce

Establish influencer networking

Use social activity to drive sales engagement

Podcast(Plan(

Element Editorial Program Production Publication

Tactics

Goals

Establish Access to Completion (A2C) message

Marketing Priorities

Social Journey

Tom Shaver A2C thought leadership

Build Audience awareness with Higher Ed stakeholders

Build Audience Development function

integrate Audience, Sales and Service

Create show foundation

Establish run of each episode

Tools

! Stitcher ! iTunes Podcasts ! Podcast Answer Man website

1. Establish A2C theme 2. Determine topics for

discussion and interviews

3. Create editorial calendar for first 6 episodes

Recommendations

1.  Establish interview format

2.  Create monthly schedule

3.  Determine recurring segments

4.  Determine average length

5.  Choose branding elements – show image, music

Create routine for best possible production

1.  Acquire needed technology – microphone, digital recorder

2.  Establish editing and post production routine

3.  Establish show notes and transcription process

1.  Hosting – Libsyn 2.  Publish to A2C

site via PowerPress plugin

3.  Verify podcast specific RSS feed

Distribution

1.  Check distribution to iTunes

2.  Check distribution to podcast networks

3.  Amplify via social networks

4.  Amplify via marketing automation

! Blue Yetti USB mic ! Skype ! Pamela recorder ! Audacity editing ! Auphonic post ! Rev.com transcribe

! Virtual podcast production

! Libsyn hosting ! Blubrry PowerPress

! iTunes ! Stitcher ! Higher Ed network

Determine how and when show is published

Routine to create and build audience for show

Marketing Calendar 2014

Jan Feb March April May June July Aug Sept Oct Nov Dec

Audience (Know, Like, Trust)

aais.com

A2C.com

Content Marketing (see detailed plan)

Social Media (see detailed plan)

Automated Marketing Programs/Pardot

Sales (Try, Buy)

Conferences

Paid Event Sponsorship - Higher Ed Impact

Sales Presentations

Service (Refer, Repeat)

Regional Summits

Users' Conference

Client Advisory Board

Other

Logo/Brand update

Advanced Presentation Tool

Collateral Refresh

1.) Increase awareness among key audiences2.) Establish A2C thought leadership

3.) Establish Tom as brand spokesperson4.) Build internal audience function

5.) Integrate sales and service into audience function

Key Marketing Strategies:

AD ASTRA