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How We Manage:Contemporary

Marketing

Jeffery T. Wack, Ph.D. www.jtwack.com

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Key Drivers of Market Demand

Demographics

+ Economics

+ Social Forces

+ Government Policy

+ Competition

External, Uncontrollable

Manageable+ The nature of the offering relative to alternatives

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Overview• What marketing is NOT

• What Marketing is

• Big Marketing concepts

• Organizing

• Items for the Head’s agenda

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Contemporary Marketing is a Core (not tangential) Competency

He doesn’t know

Marketing.

What I don’t know can’t be

important.

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Lay Barriers to Adoption of Marketing

• Not knowing what it is.

• Whatever it is, you don’t do it, and don’t want to do it.

• Thinking one knows what it

is, and being wrong.

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What Marketing Is Not

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www.wikipedia.com

The Lay Understanding of the Discipline of Marketing

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What Marketing IS

(Marketing with a capital ‘M’)

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Short Definitions1. What is Marketing?

The ONLY business discipline focused on attracting resources

2. Wack’s 5 Rs• Reputation

• Recruits

• Retention

• Relationships

• Revenues

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A Taste of Marketing Questions

Is the market growing?What are competitors doing?How can we stand out?Are program & pronouncements in line?How can we boost inquiries/yield?What is the impact of a common app?Can we package these disparate programs?

,

What factors predict choice?Offer merit scholarships?How can we better use parents/alumni?How can we attract teaching talent?How can the program be made stronger?Reorganize for new generation of parents?

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Is our tough

grading hurting u

s

with colleges?

What is the message

for an event?

Are families

pleased with the

College Counseling?

Should Development

have its own

communications office?

How can we broaden faculty

understanding of their

roles?

What characteristics of students

predict giving as alumni?

What programs are attractive to

alumni?

What is our image in the

community? Among feeder

schools? Consultants?

How is the website being used?

Do faculty know how to

write recommendations?

What are customers saying?

Everyone On the Same Page

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Cornerstone Marketing Principles

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Principle: Marketing Mix

The 4Ps (+1) of the Marketing Mix

Demand is affected by how the offer to the market is configured and delivered.

DEMAND

Product/Program

Promotion/ Communications

Price

PeoplePlace/Access/

Policies

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ANALYSISANALYSIS

EXECUTIONEXECUTION

PLANNINGPLANNING•Demographics•Statistics•Research

•Brochure•Web•Scripts

•Objectives•Choices•Design

Assess! The Market

Principle: Marketing is Strategic

Vs Fire! Fire! Fire!

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7 Foundation Concepts School Leaders Should Grasp

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Squares A and B are the same shade

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Principle: Ability to View

from the Customer Perspective

• Mission versusversus Market Driven?

• Inside-out versus Outside-in

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Consider: How do Prospective Buyers Learn the Price?

Recommended Read: Made to Stick, by Heath and Heath

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Colleges Prospects

Alumni

School

Principle:Customers and Segments

Other Segments

School

Current Families

Alumni

ProspectsColleges

Strong Relationships

= Stronger Networks

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Perceived Benefits Perceived CostsValue =

Principle: Perceived Value

The higher the perceived value, the higher the probability of purchase.

How does “affordability” limit our thinking about demand?

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Attracting

• Recruiting

• Soliciting

• Cultivating

• Referring

Delivering• Satisfaction

• RelationshipsRetaining

• Retention

• Loyalty

Principle:

Attention throughout the Customer Lifespan

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Draw a model of your organization

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FacilitiAlumni

Personnel/HR

Develop

men

tB

usin

ess

Off

ice

Facilities Faculty

Admissions

Principle: Marketing is in Everyone’s Job

Colleges

Student

Parents

College Counseling

Others

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1. Parent/board WOM2. School fairs3. Visit website4. Reply to inquiry5. Post inquiry

prompts6. Tour, interview7. Reply to application8. Accepts and Denies9. Second Visit day10. Post-accept

recruiting

1. Visits to school

2. Phone contacts

3. School profile

4. Student’s application

5. Recommendations

6. Student’s interviews

7. College fairs

8. Feedback re: alumni performance

Principle:

Intentionality at Touch Points

Inquiries/Applicants Colleges

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Tappers and Listeners

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What is the meaning to parents at--lower school level?--upper school level?

• “We are rigorous”

• “We are nurturing”

• “Freedom to take risks”

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Principle: The Curse of Knowledge vs Vision

Psychological Distance

Related Expertise

Renaissance Tendencies

Zero-Gravity Thinkers

From Innovation Killer, Rabe 2006

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Organizing for More Effective Marketing

Integrated Marketing, or Advancement Model

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Development: Annual fund

Parents Association: Fundraiser

Business Office: Tuition payment

Athletics: Team uniform

Communications: Bulletin subscription

Admissions: Volunteer time

Who’s asking parents for what, & when?

Consultation & Coordination Across the Vertically Silo-ed

Organizational Structure

“Managing the Horizontal”

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The 4th Dimension of Integrated Marketing

Prospect Alumnus

Development

Student Parent

Bridge Ownership Gaps

in the Customer-School Relationship

Grade-to- Grade

Within Grade

DeansAdmissions

“Managing the Longitudinal”

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META-VIEW OF MARKETING DECISION-MAKING

Authority

Resources

Ability toExecute

Expertise

DECISIONUNIT

INFORMATION

ACTIONS

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Case Example for Discussion

Head

Business Office Development Admissions Communications

Marketing

Parent Relations

Events

IT - Web

Writing & Editorial

Publications Production

Old Title: Director of Communications

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Head

Business Office Development Admissions Communications

Writing & Editorial

Publications Production

Events

Parents Relations

Web

Communication Coordination

New Title: Director of Strategic Marketing and Communications

Convenes monthly meeting of “advancement team” that includes:• D of Admissions

• D of Development

• D of College Counseling

• Faculty representation

Agenda and accountability built around “blueprint”