Kathy HagensDirector, MBA Programs, Marketing, Communications and BrandingUniversity of Wisconsin - Oshkosh

Barbara CowardVP of Innovation and DevelopmentConverge Consulting

Strike the Right Chord with Prospects: Lessons from Country Music

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Take a Listen

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This song had 6 million views on YouTube!

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Why are Country Music Songs so Popular?

1. Simple2. Short and Sweet3. Emotional4. Understandable5. Meaningful stories

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Country music surpassed classic rock, to become America’s most popular music genre.

Country

Classic Rock ('60s-'80s)

Pop/Top 40/Current Hits

80s-'90s Hits

Alternative/Modern/Indie Rock

Oldies ('50s-'70s)

Rap/Hip Hop

R&B (Rhythm & Blues)

Soft/Adult Pop/Rock

Hard Rock/Metal/Hardcore

27.6%

26.7%

18.8%

17.4%

16.3%

15.7%

13.1%

12.4%

10.7%

10.2%

26.6%

28.2%

19.1%

16.4%

18.7%

17.2%

14.7%

13.6%

11.3%

9.5%

2011

2012

+1.0%

-1.5%

-0.3%

+1.0%

-2.4%

-1.5%

-1.6%

-1.2%

-0.6%

+0.7%

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What Can We Learn From Carrie, Tim & Taylor?

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Marketing Lessons for Higher Ed1. Simple2. Short and Sweet3. Emotional4. Understandable5. Meaningful stories

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Strong emotional connection can:• Increase sales volumes (or new students)• Increase customer loyalty (or current students)• Allow brands (schools) to charge up to 200% more than competitors

Why Emotional Messaging?

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The Power of Emotional Messaging• 50% of every buying decision is driven by emotion.• The more frequently and consistently a brand can connect with a customer on an emotional level the stronger and deeper the customer becomes engaged with the brand.

• Memorable experiences can be large or small.

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Characteristics of Emotional Messaging• More psychological than logical• More conscious than unconscious• More irrational than rational• Intangible

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Budweiser

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GE Aviation

Wheel of Emotion

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So why does a prospective student want a degree?

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Emotional Triggers for Higher Ed “Sales”

1. Pride2. Helping3. Belonging4. Fear5. Control

6. Insecurity7. Guilt8. Competition9. Envy10.Boredom

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How to Begin Strategically• What emotion can we own?• How much emotional intensity can our program

and our university merit?• What’s our purpose?• What inspires students and potential students?• How can we improve their life?• Engages and motivates action?

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Higher Ed ExampleBasic marketing• “Get an MBA degree from UW Oshkosh”

Improved marketing• “Get smarter and make more money with an MBA degree from UW Oshkosh”

Emotional experience model marketing• “Be someone others aspire to be. Lead your organization to new heights.”

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Getting Started• Develop distinct personas in potential

student minds. • Project an image that potential students

want to fit into.• Make them feel smart, affluent or

sophisticated.• Help them to develop a positive or

aspirational image of themselves.

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Keep in Mind• Use real words that resonate• Create something that others want to be part of• Stay true to your mission and what your program really

represents• Let your audience be your hero• Showcase the people whose lives you’re improving• Give your audience a face, a voice, a platform to be heard

Observe Listen

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“Buying decisions are always the result of a change in the customer’s emotional state. While information may help change that emotional state, it’s the emotion that’s important, not the information.”

Source: Forbes’ article, “6 Emotions That Make Customers Buy”

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Product/Service It’s Not About … It’s About…

Banking Rates Freedom

Community Donations Guilt or helping others Acting on your beliefs

Convention Center Meeting facilities Inspiring employees

Music Creation Software The latest technology Being an artist

Date Rape Prevention Right and wrong Punishment

Hotel Resort Amenities, facilities, activities Connecting with loved ones

Micro-brewed Beer Taste, price, quality Showing off your knowledge and taste

Source: Hiebing. (2006). Emotional Connection Can Build Strong Brands Seven Ways. White Paper retrieved from https://www.hiebing.com/white-papers/emotional-connections/

Reframing Messaging

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Keep Asking WhyWhy do homeowners take out home equity loans? To fix their houses.

Why do they fix their houses? They are tired of living with a kitchen that doesn’t function and an old worn out, ugly bathroom.

Why are they tired of this? Because it bugs them every day.

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Reframe with WhyPast“Great loan rates on home equity loans!”

New“Fix the things that bug you.”

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Starbucks

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Fed Ex

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Best Practice Examples from Higher Ed

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Making an Emotional Connection• Reach prospects• Resonate with prospects• “Feel” your brand• “Connect” with your program• Know that you “understand” their

dreams and challenges

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Source: HBR article, “The Emotions that Make Marketing Campaigns Go Viral”

Top Emotions for Highly Viral Content1. Curiosity2. Amazement3. Interest4. Astonishment5. Uncertainty

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Higher Education Marketing TacticsWebsiteDigital MarketingSocial Media

FacebookLinkedInTwitterInstagramPinterestVineBlogs

Career ServicesEnrollmentFront Desk ReceptionistAdvisorsCareer ExposLettersCommunicationsNewsletters

AdvertisementsPrintDigitalTelevisionRadio

Information SessionsBillboardsPublic RelationsRecruiters

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Buying (Recruitment) Stage

Trigger Emotion Messaging Content

Lead Generation ExcitementFear of missing outFeel like something’s missingEnvySelf-doubt/Need to Prove Myself

• Get my attention• Show how status quo is no longer

acceptable• Worse to NOT take action than to

take action• Show what “can be”

WebsiteBlogsSocial MediaVideosEbooksWebinars

Influencing Application UncertaintyStressedFear of being rejected

• Justify interest• Why now?• ROI

EmailPPCVideosTestimonialsWebinars

Evaluating Offers HappyOverwhelmedWorried about making “wrong” decision

• Needs Reassurance• Proof points• Belonging

EmailAlumni/student outreachTestimonials

Accepted RelievedHappyUnexpected “shocks”

• Build excitement of what is to come WebsiteEmailsPersonal outreach

Emotional “Temperature” at Each Stage in the Admissions Pipeline

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Thank you