Marketing on Today’s Campus: It’s Everyone’s Responsibility Kurtis A. Foriska The Ohio State University

What We’ll Cover Marketing Crash Course – Segmentation – Brand Identity – Service Marketing Communication – New media Development

Best Buy

Barry Judge Best Buy Takeaways “What I heard was ‘the target was everyone’” – that was back then (t.v., newspaper, mags, radio) “You’re talking with customers, not talking at customers” – a move towards personalization – You don’t control the message; you are only a part of the conversation It’s not about understanding the product/service customer’s want, it’s understanding the reasons why they want it

Marketing Crash Course

Marketing Analysis (The 5C’s) Customers CompanyCompetitors Collaborators Context Market Segmentation Target Market Selection Product and Service Positioning Creating Value Capturing Value Sustaining Value Product & Service Place/ChannelsPromotion Marketing Mix (The 4 P’s) Pricing Customer Acquisition Customer Retention Profits Adapted from Neeli Bendapudi, The Ohio State University

Marketing Analysis (The 5C’s) Customers CompanyCompetitors Collaborators Context Market Segmentation Target Market Selection Product and Service Positioning Creating Value Capturing Value Sustaining Value Product & Service Place/ChannelsPromotion Marketing Mix (The 4 P’s) Pricing Customer Acquisition Customer Retention Profits Adapted from Neeli Bendapudi, The Ohio State University Marketing Analysis – 5 C’s Understanding the 5C’s helps focus your efforts on delivering programs and services that meet specific needs of your students and customers Importance of understanding what your customer needs vs. what you want to offer the customer Asking customers about problems, not potential solutions to their problems Importance of understanding what you should offer and, more importantly, what you should not offer

Marketing Analysis (The 5C’s) Customers CompanyCompetitors Collaborators Context Market Segmentation Target Market Selection Product and Service Positioning Creating Value Capturing Value Sustaining Value Product & Service Place/ChannelsPromotion Marketing Mix (The 4 P’s) Pricing Customer Acquisition Customer Retention Profits Adapted from Neeli Bendapudi, The Ohio State University Marketing Analysis – 5 C’s Understanding the 5C’s helps focus your efforts on delivering programs and services that meet specific needs of your students and customers Importance of understanding what your customer needs vs. what you want to offer the customer Asking customers about problems, not potential solutions to their problems Importance of understanding what you should offer and, more importantly, what you should not offer

The Break Up

IT’S NOT ABOUT YOU!!! Customer centricity is key.

Marketing Analysis (The 5C’s) Customers CompanyCompetitors Collaborators Context Market Segmentation Target Market Selection Product and Service Positioning Creating Value Capturing Value Sustaining Value Product & Service Place/ChannelsPromotion Marketing Mix (The 4 P’s) Pricing Customer Acquisition Customer Retention Profits Adapted from Neeli Bendapudi, The Ohio State University Segmentation It is impractical to meet the needs of all segments; it is also impractical to cast a wide marketing net It is understanding who your target audience is and understanding their needs and problems

Market Segmentation Market segmentation is determining what differentiates your various users/customers and delivering different products, services, and programs to meet their needs

Market Segmentation

Students – Graduate Students- On-campus/Off-Campus – Undergraduates- Student leaders Faculty & Staff – Dean’s Table- Meet Your Neighbor Alumni – Tied to nostalgia - connect to pieces in the old union Clients Media

Marketing Analysis (The 5C’s) Customers CompanyCompetitors Collaborators Context Market Segmentation Target Market Selection Product and Service Positioning Creating Value Capturing Value Sustaining Value Product & Service Place/ChannelsPromotion Marketing Mix (The 4 P’s) Pricing Customer Acquisition Customer Retention Profits Adapted from Neeli Bendapudi, The Ohio State University Marketing Mix Need a basic understanding of what your product or service is in terms that your target audience can understand (e.g. litmus test - does your mom understand what you are offering?) What is your brand or does a brand standard exist? Is it cohesive? What is important to your customers or students? What do they value about your products, programs, or services? How does your target audience get their information?

Brand Identity Physical (tangible/sensory) and Emotional (intangible) connection with your offering What is your identity on campus/in the community? Is it delivered in a consistent manner? Branding is the mental real estate in people’s minds

Commodities

Manufactured Goods Price

Commodities Manufactured Goods Services Price

Commodities Manufactured Goods Services Experiences Price

Brand Identity

Service Marketing Differs from product marketing in 4 ways (4 I’s): 1.Intangible: Often cannot be touched; experiential 2.Inseparable: Production cannot often be separated from consumption; “customer is in the factory” 3.Inconsistent: The service is delivered by people, which introduces variability 4.Inventory: You cannot save services for the future

What the Customer Sees What the Customer Does Not See

Service Marketing GAP 1: Difference between what customers expect and what the organization thinks they expect Overcome by building relationships with customers – Assessment is key! Communicating about what is happening on the front lines

Service Marketing GAP 2: Difference between the organization’s understanding of expectations and set service standards Folly of Rewarding A While Hoping for B Set service standards that are clear, but allow flexibility to provide good service – Building pride in the brand- People rise/fall to expectations – Build a sense of community- Provide a context of the org – Hire qualities that are tough to teach THE CUSTOMER DOESN’T CARE

Service Marketing GAP 3: Difference between the set services standards and service delivery People, in general, want to do the right thing. Employees fail to deliver on standards when they don’t have: – The Ability – Role Clarity – Motivation THE CUSTOMER DOESN’T CARE

Service Marketing GAP 4: Difference between the service delivery and what is communicated to customers Over-Promising/Under-Delivering Lack of Communication THE CUSTOMER DOESN’T CARE

Service Marketing GAP 5: Difference between customer’s expectations and the customer’s perception of service delivered The challenges in the previous gaps manifest themselves in GAP 5 By closing the previous gaps, the organization can increase it’s service to customers

Delivery: New Media Twitter Facebook YouTube A Special Note Web 1.0 (content provider) vs. Web 2.0 (content receiver)

Delivery: Tips Average Open Rate = 20% – Of that 20%-40%, Click through/action is 25%-40% Best time to send – Tuesday/Wednesday/Thursday; Mid-morning Mail Merge = the more personalized a message, the more likely it is to be read Speak in the language of your audience Be concise Have an actionable item

Delivery: Twitter 70+ million users Can “#” your tweet - aka hash tag – categorizes your tweet; other users can search for your tag directs your comment to another user or acts as a reply to another user

Delivery: Twitter Uses: Tweet often, tweet interesting and re-tweet Respond to trends on campus (what’s the buzz?) Learn the language of your segments Use tweets as easy research (#sloopy’sfail) Use tweets as a call to action – Tweet Offers

Delivery: Facebook 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

YouTube Generate content Hold contests to generate content Leverage potential response and host locally (e.g. embed YouTube videos on your webpage)

Get Involved Video (OSU)

YouTube High Tech – HD Camera [$3,400] – Sound Equipment – Final Cut Pro [$1,000] Low Tech – SD Camera [$275] – Final Cut Express [$200] – iMovie [included on most macs]

Development & Fundraising

Donor Thank You

Recommended Resources Community Commitment – another example of a simple video; we repurpose this content at our service events. Community Commitment Start with Why – great book! Explains why discussing the ‘experience’ is difficult Start with Why Spaghetti Sauce Made to Stick by Chip and Dan Heath – power of simplicity