LEARNING CENTERED MARKETING

Presented By

Christian Campagnuolo

President

Knight – Creative + Marketing

DISCUSSION AGENDA

The Marketing Process Defining Common Terms

Defining Your Audience Engagement Motivation Need Barrier

Reaching Across Divisions in the name of Student Success Projects & Partnerships

THE MARKETING PROCESSBASICS REDEFINED

The Four P’s Product Price Place Promotion

The Five C’s Consumer (students) Cost Convenience Communication Conditions of Learning

Shultz, Tannenbaum, Lauterborn, 1993

THE MARKETING PROCESS WHAT IS MARKETING?

Audience Insight Competitive

Insight Innovation

through Integration

Implementation Interpretation

THE MARKETING PROCESSCOMMON GROUND Recognition

strong awareness among consumers and opinion leaders

Consistency Utilizes consistent visual, verbal, auditory and tactile identifiers across

various demographics

Emotion competes along emotional dimensions symbolizes a promise that it can deliver

Uniqueness expresses the uniqueness of position to all audiences utilizes various communication tools to position within and across all

markets

Adaptability respects local needs, wants and tastes adapts to the local marketplace while fulfilling a global mission

Management senior leadership must be a champion of the brand

DEFINING YOUR AUDIENCE

THE 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 from adopting or acting on my message?

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

Engagement is…• Leveraging perception of

product/service• Connecting the customer to the

product/service• A by-product of:

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

AUDIENCE INSIGHTS

Establish insight with the use of existing resources:

Segment the audience based on commonalities

MOTIVATION ACTIVITYMotivation is an inner drive that reflects goal-directed arousal. The result is a desire for a product, service or experience. It is the drive to satisfy a need.

AUDIENCE NEED Achievement – People need to see that their efforts achieve

something worthwhile They need to know:

How their efforts fit into the overall scheme of things How 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 others Their work Their place

Affiliation – People need others around them with whom they share the same ideas They need people to:

Talk to Value them Encourage them

NEED ACTIVITYPsychologists and biologists identify PRIMARY NEEDS. They include the need for food, liquid, oxygen and a constant temperature. These primary needs are created by a desire to achieve NEED REDUCTION. When a need is unsatisfied, arousal increases and we are motivated to reduce that arousal.

AUDIENCE BARRIER(S) Utilize the audience’s motivations and needs to

establish a consistent voice for each audience Barriers are more effective in the first person:

(Example)

“I have too many students and too little time so providing unique direction and solutions to each student is incredibly tough. The colleges offer dozens upon dozens of services and programs, so it is hard to keep them all top of mind. It hard to keep one straight from another let alone get the student excited about one type of program.”

BARRIER ACTIVITYGreat sales people have one thing in common with each other; they 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 barriers.

TAKE-AWAY

Engagement is created by a supreme understanding 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 benefit for each audience

Communicate that benefit clearly, simply and consistently

TACTICS AND TIMING OF SEGMENTED MESSAGING

Awareness

Inquiry

Applicant

Depositor

Enrollees

Phase Recruitment Funnel

THANK YOU

Christian Campagnuoloknight - Creative + Marketing

ChristianC@justknight.com

www.justknight.com