intelliworks webinar: learning centered marketing

September 24 2009

IDEAS THAT WORK WEBINAR SERIESLearning Centered Marketing

September 24, 2009

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Featuring

Christian CampagnuoloPresident, Knight – Creative + Marketing

Why we’re here…

What is Intelliworks?Intelliworks is a Relationship ManagementSolution for Higher Education.

Why Ideas that Work?Provide resources, best practices and advice from experts to help your institution make

f l ti ith t d tpurposeful connections with students.

Why does this matter?yBecause the deck is stacked…

“The deck is stacked…”Source: Nicole Engelbert, Datamonitorg ,

• The number of secondary school graduates will start to decline in 2010

• Other English speaking countries are actively enrolling more international students• Other English speaking countries are actively enrolling more international students

• Online programs are creating a more broad and attractive set of options for students

• Looming recession will put higher education in greater competition with other public services

• An expectation for personalized relationships comes ‘standard’ with the millennial student

• Doing a whole lot more with a whole lot less may be a permanent reality for higher educationNumber of Secondary School Graduates (000s)

3 350

3 1 0

3,200

3,250

3,300

3,350

3,050

3,100

3,150

2006 2007 2008 2009 2010 2011 2012 2013 2014

Source – National Center for Education Statistics

3

Why you’re here…y y

Contact and Event

Inquiry Management

SHARE GOALS

• Create Value– Deliver more qualified candidates

Marketing and

Outreach

Event Managementto your institutions

• Yield Results– Convert more interested prospects

into enrolled studentsOutreach

Application Management

• Prove ROI– Prove prospective students turn

into enrolled students

• Expand Market share• Expand Market share– Attract and retain the right students

Enrolled Student

THE PRACTITIONER’S PERSPECTIVE

• Create operational efficiency for admissions p yand enrollment professionals

• Help them find the right quality and the quantity of students

• Provide insight into the effectiveness of their recruitment and marketing strategies

• Determine cost and effort associated with it t f t d trecruitment of students

THE EXECUTIVE PERSPECTIVE

Focus on Your MissionCreate operational efficiencies that allow youto increase margin and dedicate moreto increase margin and dedicate more Resources to fulfilling your mission rather thanmanaging operations.

Create AccountabilityHave insight into the performance of your admissions and enrollment departments to gauge effectiveness manage costs andgauge effectiveness, manage costs and calculate ROI.

Impact the BottomlineHow much is one student worth to your institution? What if you could attract and retain more?

LogisticsLogistics• Recording will be sent to all attendees.

• Q&A Following Presentation– Submit questions via chat

functionality in lower right-hand of your screen.

Our ExpertOur ExpertChristian Campagnuolo, President, Knight

• 15 years of brand marketing, advertising, promotions and strategic planning experience/

• Former Vice President of Marketing and Media Relations for Valencia Community CollegeCollege

• Consults with private sector and educational institutions

Questions?

[email protected]

WWW.JUSTKNIGHT.COM

WWW.INTELLIWORKS.COM/WEBINARS

LLEARNINGEARNING CCENTEREDENTEREDLLEARNINGEARNING CCENTEREDENTEREDMMARKETINGARKETING

Presented ByChristian CampagnuoloPresidentPresidentKnight – Creative + Marketing

IISS MMARKETINGARKETING EEVERYONEVERYONE''SSIISS MMARKETINGARKETING EEVERYONEVERYONE''SSJJOBOB??

“Marketing is much broader than most people believe: It is not just a specialized activity. j yIt encompasses the entire business. This is the whole business seen from the point of view of the final result that is from the view of the final result, that is, from the

customer’s point of view. Responsibility for marketing must therefore permeate all

areas of the enterprise.”– Peter Drucker

DISCUSSION AGENDADISCUSSION AGENDADISCUSSION AGENDADISCUSSION AGENDAMarketing Basics RedefinedD fi i Y A diDefining Your Audience

EngagementMotivationNeedBarrier

P tti It All T th Putting It All Together Profile Examples

Putting It Into ActionPutting It Into ActionTactics & TimingThe Marketing Funnel & SegmentationTactics At Work (examples)

TTHEHE FFOUROUR P’P’SSTTHEHE FFOUROUR PP SSBASICS REDEFINED

The Four P’sProduct

The Five C’sConsumer (students)

PricePlace

( )CostConvenience

Promotion CommunicationConditions of Learning

Shultz, Tannenbaum, Lauterborn, 1993

DEFINING YOUR AUDIENCE

THE FOUR QUESTIONSTHE FOUR QUESTIONS

1. Who is the audience?2. What is the audience’s Motivation?3. What is the audience’s Need?4. What is the primary Barrier preventing the audience

f d ti ti ?from adopting or acting on my message?

ENGAGMENT IS THE KEY TO GETTING ALL ENGAGMENT IS THE KEY TO GETTING ALL OF YOUR QUESTIONS ANSWERED

ENGAGEMENT IS NOT…ENGAGEMENT IS NOT…Defining your productFocused on dissecting your productFocused on dissecting your product

Engagement isEngagement isEngagement is…Engagement is…• Leveraging perception of product/service• Connecting the customer to the product/serviceConnecting the customer to the product/service• A by-product of:

• Understanding the benefit your product/service can provide your audienceaudience

IINSIGHTSNSIGHTS & M& MOTIVATIONOTIVATIONDEFINING YOUR AUDIENCE

Establish insight with the use of existing resources:

I tit ti t d d tInstitutions trend dataGut“The Front Line” (Faculty & Staff)The Front Line (Faculty & Staff)

Segmenting the audience based on g gcommonalities, leads to establishing a motivation

EESTABLISHINGSTABLISHING IINSIGHTSNSIGHTS/M/MOTIVATIONOTIVATIONEESTABLISHINGSTABLISHING IINSIGHTSNSIGHTS/M/MOTIVATIONOTIVATIONDEFINING YOUR AUDIENCECognitive (Awareness, Knowledge)Know a College education means more

Affective (Liking, Preference, Conviction)Arrive with a “galloping psychology of Know a College education means more

money, but don’t know how much more

Consider the reputation of a school an important deciding factor

Arrive with a galloping psychology of entitlement”

Program and outcome oriented

W t li d h l d Believe, without really knowing, that attending college is not within their reach

Define quality by convenience and access

Want personalized help and reassurance during the enrollment process

Hispanic students include their parents in the process of choosing a Collegeaccess

See College education as a necessity for success

Money and/or resources are a major

Behavioral (Commitment)What they do in life really matters to them and has to fit who they are

Money and/or resources are a major issue

Different ethnic backgrounds warrant different communication approaches

Most are paying their own wayCase, Sevier, 2004

MMOTIVATIONOTIVATIONMotivation is an inner drive that reflects goal-directed arousal. Th lt i d i f The result is a desire for a product, service or experience. It is the drive to satisfy a needis the drive to satisfy a need.

AAUDIENCEUDIENCE NNEEDEED

Achievement – People need to see that their efforts achieve something worthwhileworthwhile

They need to know:H th i ff t fit i t th ll How their efforts fit into the overall scheme of thingsHow successful they have been


Power – People need control over what they are doing and want to persuade and influence others

They need responsibility for:Themselves and othersTheir workTheir placep


Affiliation – People need others around pthem with whom they share the same ideas

They need people to:Talk toValue themEncourage themEncourage them

NNEEEEDDPsychologists and biologists identify y g g fyPRIMARY NEEDS. They include the need for food, liquid, oxygen and a constant temperature constant temperature. These primary needs are created by a desire to achieve NEED REDUCTION. When a need is unsatisfied, desire increases and we are motivated to feed the desire.the desire.

AAUDIENCEUDIENCE BBARRIERARRIER((SS))AAUDIENCEUDIENCE BBARRIERARRIER((SS))Utilize the audience’s motivations and needs to establish the BIGGEST barriers facing that audienceestablish the BIGGEST barriers facing that audience

Write the barriers for PEOPLE not PROCESS or Write the barriers for PEOPLE not PROCESS or ORGANIZATION

Prioritize the Barriers for the audience

B i ff i i h fi Barriers are more effective in the first person:

BBARRIERARRIERGreat sales people have one thing in common with each other; they eliminate doubt and reasons to say eliminate doubt and reasons to say no. They posses a supreme understanding of who the audience is, why they are there, what they need, and most importantly addressing the p y gbarriers.

TTHEHE PPROFILEROFILEPPUTTINGUTTING IITT AALLLL TTOGETHEROGETHERPPUTTINGUTTING IITT AALLLL TTOGETHEROGETHER

TTHEHE PPROFILEROFILEEEXAMPLESXAMPLES

• Age: 18• H.S. Graduation Year: Pending 2010• High-School GPA: 2.7• Major: Undetermined• Assessment Results: Lo Math and Reading Assessment Results: Low Math and Reading Scores • Student Status: Applied

Need• S h l d lf fid

Primary Motivation• Low risk trial of higher education

Community College Prospective Student:

• Success that leads to self confidence• Help defining what “success” means to her

Community College Prospective Student:“I don’t like school, never really did. I barely graduated High School, but my parents are making me go to College. I know that a college degree will help me earn more, but I’m not good at g g p gschool, plus I don’t want to be an accountant or a doctor, I just want to earn money and start living my life.”


Age: 19H.S. Graduation Year: Pending 2010High-School GPA: 2.9High School GPA: 2.9Desired Major: ArchitectureAssessment Results: Average SATStudent Status: AppliedStudent Status: Applied

Primary Motivation• Obtain a 4-year degree

N dNeed• A chance to earn a 4-year degree and get money for school

University/College Prospective Student:

“I h bi l bi d d k k I d illi d bl k “I have big plans, big dreams and want to make my mark. I am ready, willing and able to take the next big step but I know my grades are average and I am not a great test taker. My mom worked hard to make sure I was better off, but we never financially planned for college.


• Age: 38• H.S. Graduation Year: 1990• Undergraduate GPA: 3.0• Major: Business• E l t St t A t R i l S l Employment Status: Asst. Regional Sales Manager

Primary Motivation• Career Advancement

Need(s)• Support systems to help build academic confidence• Programs that address his professional development gaps

Continuing/Adult Education Candidate:

“I been in this role for 6 years and I cannot seem to get promoted. I have applied several times to the Regional Sales Manager position and been told I need more formal training in finance and leadership, plus I need to learn Spanish if I am going to get the job in our S th A i ffi I h til t i South American office. I have a year until my next review.

TTACTICSACTICS ANDAND TTIMINGIMINGTTACTICSACTICS ANDAND TTIMINGIMING

TTACTICSACTICS & T& TIMINGIMING

Arm your audience with credible and

TTACTICSACTICS & T& TIMINGIMINGMOMENT OF TRUTH

Arm your audience with credible and authentic information, so they can…Be empowered with knowledgeHave the freedom to make decisionsFeel that you know them at this exact moment in Feel that you know them at this exact moment in their lifeFeel like they are important to youR li h f h i iRealize the power of their input

APPROACH THEM ON THEIR TERMS, IN THEIR WORDS, ON THEIR APPROACH THEM ON THEIR TERMS, IN THEIR WORDS, ON THEIR APPROACH THEM ON THEIR TERMS, IN THEIR WORDS, ON THEIR APPROACH THEM ON THEIR TERMS, IN THEIR WORDS, ON THEIR TIMETIME

TTACTICSACTICS & T& TIMINGIMINGTHE MESSAGETHE MESSAGE

Priority of MessageSame message different order

Delivery of MessagePersonal v ImpersonalPersonal v. Impersonal

Form of MessageElectronic v. Tactile

Content of MessageWords v. Visual

Ti i f MTiming of MessageHow soon before action is needed?

PPRERE--FFUNNELUNNELCCOSTOST –– CCONVENIENCEONVENIENCE –– TTRANSFERABILITYRANSFERABILITY -- SSUCCESSUCCESSCCOSTOST CCONVENIENCEONVENIENCE TTRANSFERABILITYRANSFERABILITY SSUCCESSUCCESS

EEARLYARLY FFUNNELUNNELTTHEHE BBESTEST PPLACELACE TOTO PPREPAREREPARE FFOROR TTHEHE NNEXTEXT BBIGIG TTHINGHING……

EEARLYARLY FFUNNELUNNELWW HH TT T TWWEE HHAVEAVE TTHATHAT, T, TELLELLUUSS AABOUTBOUT YYOUOU……

MMIDID--FFUNNELUNNELTTELLELL MMEE A LA LITTLEITTLE MOREMORE AABOUTBOUT YYOURSELFOURSELF……TTELLELL MMEE A LA LITTLEITTLE MOREMORE AABOUTBOUT YYOURSELFOURSELF……

IINTERNALNTERNAL MMESSAGINGESSAGINGSSEGMENTATIONEGMENTATION AAFTERFTER EENROLLMENTNROLLMENT

TTHEHE CCOLLEGEOLLEGE ISIS WWHATHAT THETHE SSTUDENTTUDENT EEXPERIENCESXPERIENCES

Acquired

Grades, credit hours, completions

knowledgeand skills

completions, placement

Learning Outcomes

StudentSuccess

C ditiConditionsof Learning

Environment, resources, ability, goals, and other determinants of degree of difficulty

STUDENT COMMUNICATIONSEGMENTING ORIENTATION

SSTUDENTTUDENT CCOMMUNICATIONOMMUNICATIONSSTUDENTTUDENT SSERVICESERVICESSSTUDENTTUDENT SSERVICESERVICES

SSTUDENTTUDENT CCOMMUNICATIONOMMUNICATIONSSTUDENTTUDENT SSERVICESERVICES

ON

ON

CA

TIO

CA

TIO

UN

ICU

NIC

TS

TS

OM

MU

OM

MU

FF

OR

TF

FO

RT

ResultsResultso

AL

AL

CCOO

ON

ON

EEFF o Fall to Spring = 4% decrease in stop & drop out

o Fall to Fall = 12% decrease in stop and drop out rates

o 19% increase in Advising meeting requests year to year

ER

NA

ER

NA

TE

NT

IOT

EN

TIO g g q y y

o Completion rate increase of 1% or 140 Students

IINT

EN

TE

RRE

TE

T

TTAKEAKE AAWAYWAYTTAKEAKE--AAWAYWAYEngagement is created by a supreme g g y punderstanding of the audience; meeting them on their turf, on their terms and addressing their real time needs.

Use the establishment of insight, motivation, need and barriers to develop a real relatable need and barriers to develop a real, relatable profile for each audience group

Utilize the profile continuously, update it and craft communication where the benefit clearly, simply and consistently throughout the students p y y gtenure at the institution

TTHANKHANK YYOUOU

Christian CampagnuoloChristian Campagnuoloknight - Creative + [email protected]

j k i h www.justknight.com