The Changing Face of Higher Education Marketing

Larry D. LauerTCU

NAICU Conference2008

Introducing integrated marketing communication (IMC)…

A way of thinkingAn adventure in ideasBrings marketing and communication subject matters together

A response to intense competition…

For students… more sophisticated consumersFor money… impact on donor loyalty For visibility… and reputation clarity Best of all; or best of category… Good to Great, Jim Collins

Fueled by a “sea change” in the higher education marketplace…

Governments roles change… selectivelyThe World is Flat… Tom FriedmanGlobalization of education… new markets; “go east”Advancement areas come front and centerMarketing influences advancement

Adapts basic principles to the academy…

Product… institution or programs?Price… cost versus perceived valuePlace… distribution; “experienced place”Promotion… in “new media” worldSegmentation… meet needs, go beyondPositioning… competitive advantage; best of breedQuality… rethinking the standards

Stresses teams, relationships, leadership, integration…

Mobilizes talent and resourcesCoordinates decentralized unitsIntegrates PR and advertisingSees relationships as competitive advantageGets everyone on the same pageFocuses on institutional goals

Focuses on ongoing research…By segment… part of ongoing processEnvironmental scans… trends matched to strengthsOperations audits Image surveys… awareness, attitude, knowledgeConsumer satisfactionPricing elasticityMedia preference

Emphasizes integrated, multi- platform communication…

It’s not sending out informationIt focuses on relationship buildingPrefers direct and interactive mediaTargets stakeholders and opinion leadersDesigns total impact communication plans

Based on organizational process…

Institution-wide task forceIdentity focus groups... on the same pageAction teams… focused on targetsEditorial priorities committeesSpecial initiatives plans

Emphasizes the importance of brand identity…

Not a logo or designThe sum total perceptionA feeling. Trust. A promise.

Adapts branding to the academy…

Identify strengths/themesConsistent combination of message and “look”Differentiation; competitive advantageEventually… the logo has power to evoke the full message and feeling

Changes communications operations…

Internal agency concept… account executivesSchools and colleges…comprehensive plansVisibility with whom at what cost?Changing news business; reputation defining storiesNew media; RSS feeds, pod casts, etcIssues and crisis managementFocus on opinion leaders

Emphasizes marketing inside…On the same pageGetting the brand in the environmentBeginning with new faculty and staff orientationInternal training and developmentCommunication responsibility of management

Enhances student recruiting…Profiles students you have… and those you don’tFine-tunes communications…message, brand, timing, interactivityAnalyzes process… first contact to final decisionAdds intensity, rhythm, impactFocuses on segmentsAdds special initiatives

Emphasizes alumni relations

Admissions, fund raising, reputationBuilding lifetime relationshipsGenerational marketingLife-long learning opportunitiesCultivation by interestParticipatory processes

Influences fund raising…Focuses on advancing brandTells stories about fund raising priorities Concentrates on building loyaltyCultivation by interests; not only gift levelParticipatory case-building processesDevelops integrated campaign communication package

The future is bright…Integrated marketing is a way of thinkingIt will influence all advancement professionsIts participatory processes have the power to transform your institution

Books by Larry D. Lauer

Competing for Students, Money,and Reputation, CASE Books,Wash. DC and London, 2002

Advancing Higher Education inUncertain Times, CASE Books,2006

www.case.org/books