NIKKI GODFREY LSU BEYOND THE BASICS IN YOUR UNION IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan MARKETING BOOT CAMP:

IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

Who is responsible for marketing? IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

Competition One must know as much about their competitor’s company and products as he or she know about his or her own company. Culture Central to any society is the common set of values shared by citizens that determine what is socially acceptable. COMPETITION & CULTURE IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

COMPETITION & CULTURE IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

 The foundation of any marketing plan is the firm’s mission statement.  “What business are we in?”  The way an organization defines its mission profoundly affects the long-run resource allocation, profitability and survival.  Should focus on the market or markets the organization is attempting to serve rather than on the good or service offered. MISSION STATEMENT IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

 Defines the optimal desired future state  The mental picture of what an organization wants to achieve over time  Provides guidance and inspiration as to what an organization is focused on achieving in five, ten, or more years VISION STATEMENT IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

People are our most valuable resource, and care and respect for employees and each other will always be at the heart of our operations. We embrace diversity to best serve all sports fans worldwide, and we are passionately committed to teamwork, quality, creativity, integrity, and the aggressive pursuit of new ideas, audience growth and building shareholder value. MISSION STATEMENT VISION STATEMENT IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

MISSION STATEMENT VISION STATEMENT "The mission of The Walt Disney Company is to be one of the world's leading producers and providers of entertainment and information. Using our portfolio of brands to differentiate our content, services and consumer products, we seek to develop the most creative, innovative and profitable entertainment experiences and related products in the world." IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

Mission The mission of the LSU Student Union is to serve students, faculty, staff, alumni, and guests as the community center of the campus; to provide a supportive environment for a comprehensive program of cultural, educational, social, recreational, and service activities; to cultivate leadership development in students; to provide appropriate facilities, services, and conveniences for the diverse needs and activities of the campus community; and to create a sense of community that fosters enduring loyalty to the university. MISSION STATEMENTS VISION STATEMENTS IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

Vision MISSION STATEMENTS VISION STATEMENTS The vision of the Union is to be a hub of student activity and to be among the nation's premier college unions in facilities, programs, student development opportunities, and services for the campus community. The Union is student-centered and seeks to attain standards of excellence in all areas of endeavor. IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

MARKETING PLAN IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

KEY MARKETING PRINCIPLES Market Differentiation Market Segmentation Service Marketing GAP Model of Service Quality Branding New Media in Marketing IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

MARKET DIFFERENTIATION A position strategy that many firms use to distinguish their products from those of competitors. IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

MARKET DIFFERENTIATION IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

What’s the question? IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan MARKET DIFFERENTIATION How Healthy? What’s rally happening in this system? How Much? How do we compare? Are my providers delivering what they need? How could things be better? What difference have we made? What are our future plans? Data Informat ion Intellige nce InsightAction

The Breakup MARKET SEGMENTATION Market Segmentation is the process of dividing a market into meaningful, relatively similar, and identifiable segments or groups and determining how you can meet the needs of the groups. IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

MARKET SEGMENTATION IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

 Product  Price  Place  Promotion IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan MARKETING MIX

SERVICE MARKETING IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan  Just like the marketing mix of a product the service marketing mix comprises of Product, Price, Place and Promotion.  However as a service is not tangible the marketing mix for a service has three additional elements: People, Process and Physical Evidence.

SERVICE MARKETING IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan 

GAP MODEL OF SERVICE QUALITY IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

GAP MODEL OF SERVICE QUALITY GAP 1: Difference between what customers expect and what the organization thinks they expect IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

GAP MODEL OF SERVICE QUALITY GAP 2: Difference between the organization’s understanding of expectations and set service standards IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

GAP MODEL OF SERVICE QUALITY GAP 3: Difference between the set of service standards and service delivery IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

GAP MODEL OF SERVICE QUALITY GAP 4: Difference between the service delivery and what is externally communicated to customers. IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

GAP MODEL OF SERVICE QUALITY GAP 5: Difference between customer’s expectations and the customer’s perception of service delivered. The difference between expected service and experienced service. IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

WHAT’S THE DIFFERENCE? IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

Fresh Impressions BRANDING IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

 3 C’s of Branding  Clarity  Consistency  Constancy BRANDING IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

BRANDING

 Social Media Social Media LETS GET SOCIAL! IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

  Twitter  Facebook  YouTube  Vine  Instagram  Pinterest MESSAGE DELIVERY: NEW MEDIA IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

 is the go-to form of communication for business  Marketers sent over 838 billion s in 2013  Only about 20% of marketing s are opened  Personalize the message Personalized subject lines are 22% more likely to be opened  Actionable item  Keep metrics  When to send? DELIVERY: IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

 Optimize for mobile devices  48% of s are opened on mobile devices.  Yet only 11% of s are optimized for mobile.  As a result, 69% of mobile users delete s that aren’t optimized for mobile.  Keys for Mobile Optimization 1. Enlarge your fonts 2. Put the actionable item front and center 3. Streamline your – short and simple 4. Avoid clutter 5. Understand the ergonomics of smartphones – keep the buttons in easy reach DELIVERY: IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

 225+ million users  Messages are limited to 140 characters  Need to be concise, yet try to avoid misunderstandings  Hashtags (#) categorize your tweet and allow people to search for your tag  is used to reply to users and direct a comment at them DELIVERY: TWITTER IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

DELIVERY: TWITTER

 Be careful with language DELIVERY: TWITTER IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

 Think before you tweet DELIVERY: TWITTER IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

 Don’t be lazy DELIVERY: TWITTER IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

 1.28 billion users  Use the page like any other personal page  Post daily with pictures and statuses  Tag individuals in pictures  Operate the page like a personal account:  Post pictures; tag individuals; change profile picture often  Post on your walls to lead to discussion  Be “real” with wall posts – speak the language of your target audience  Use Facebook as a call to action  It take a lot of time; a lot of effort DELIVERY: FACEBOOK IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

DELIVERY: FACEBOOK

 4 billion views per day  Generate content for your audience  Have your audience generate content through contests  Don’t just direct people to the YouTube channel, but embed the videos on your main webpage DELIVERY: YOUTUBE IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

Ohio Union IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan DELIVERY: YOUTUBE

 Vine: 40+ million users  Instagram: 200+ million monthly ACTIVE users  Pinterest: 70+ million users Keep up with new trends DELIVERY: VINE / INSTAGRAM IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan

 Be Mission Focused  Understand Market Differentiation  Understand Market Segmentation  Be Unique in Your Delivery  Tell Your Unique Union Story IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan MARKETING TAKEAWAYS

IPDS: NEW PROFESSIONALS ORIENTATION | University of Michigan NIKKI GODFREY