Fundamental truths higer_ed_marketing
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Transcript of Fundamental truths higer_ed_marketing
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Ten Fundamental Truths of Marketing Higher
Education
GATE-GERMANY
Marketing Congress
July 7, 2011
Tom Hayes, Ph.D.
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2 www.simpsonscarborough.com
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3 www.simpsonscarborough.com
1) Marketing is often Found Like Some Find Religion
• It often times takes a near crisis to launce a marketing initiative in higher education
• “If you do not have a crisis…create one!”
• If you do have a crisis, marketing is not a panacea but one important tool in the strategic tool box
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4 www.simpsonscarborough.com
2) Marketing is Rooted in Marketing Research
• You are not your customer
• …..either is your chancellor, vice-chancellor or administrative assistant!
• Research is an investment, not a cost!
• Research quiz
• School picture quiz
• Lifetime value of a customer
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5 www.simpsonscarborough.com
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6 www.simpsonscarborough.com
3) Marketing is More Than Communications
• We need to move beyond the publications and web page
• Marketing is misunderstood
• Marketing is integrated, well planned and information based
• 7 P’s
• Product…courses, majors
• Price…time, hassle social and psychological
• Place…physical or virtual
• Promotion…more and more internet based
• Physical evidence
• Processes
• People
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7 www.simpsonscarborough.com
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8 www.simpsonscarborough.com
• Images Can be developed or changed but not overnight!
• It is often more difficult to live the brand than create it
• Academic reputation gets you considered, other factors close the deal
• Marketing is everyone’s responsibility
4) Brand Image = Consistency of Message and Action
Over Time
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9 www.simpsonscarborough.com
5) It is Difficult to Be Both Relevant and Distinctive
• Brands are based on Relevancy and Distinctiveness
• Relevance is about having meaning to your market
• Academic Rigor
• Personal Attention
• Connection to Industry
• Values and Ethics Based
• Who doesn’t have this!
• It is ALL about Execution!
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• A short story….
• A father calls to set up an appointment for his daughter’s college tour (after 5 similar calls)
• Refuse to take information, told to go to the web…”It’s Easier!”
• A conversation ensues…
• Systems and Processes should work for all parties
• If there is no flexibility, it doesn’t work
• You are not the driving force
• There are multiple markets, the parents who pay the bill being one of them!
6) It’s Not About You!
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11 www.simpsonscarborough.com
• Value = Benefits – Costs
• Benefits = A Solution to a Problem
• Costs =
• Financial
• Time
• Opportunity
• Hassle
• Convenience
• Physical
• Social
• Psychological
7) Most of us are Playing the “Value Game”
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12 www.simpsonscarborough.com
• Mobilize the believers
• Concentrate on the Undecided
• Give everyone else train speech!
8) Understand the 20-60-20 Rule
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13 www.simpsonscarborough.com
• Because you can add a program does not mean you should!
• Easier to add than subtract
• Market analysis which includes: ROI, competitive analysis, market share and trends.
• Avoid empire builders
• At the end of the day, a budget is a numerical representation of the plan…if it is not in the budget, it is not really in the plan
9) Understand the Financials
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14 www.simpsonscarborough.com
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15 www.simpsonscarborough.com
10) Marketing Works Best from the Inside Out!
• Involve as many people in the marketing effort and process
• You can never communicate too much about the marketing process, goals and outcomes
• You have to love politics
• Never make a promise you cannot keep!
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16 www.simpsonscarborough.com
Your Additions or Your
Questions?
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Thank you!