BEYOND THE BASICS IN YOUR UNION NIKKI GODFREY LSU IPDS: NEW PROFESSIONALS ORIENTATION | University of Illinois Urbana-Champaign MARKETING 101:

IPDS: NEW PROFESSIONALS ORIENTATION | University of Illinois Urbana-Champaign

Who is responsible for marketing? IPDS: NEW PROFESSIONALS ORIENTATION | University of Illinois Urbana-Champaign

COMPETITION & CULTURE 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. IPDS: NEW PROFESSIONALS ORIENTATION | University of Illinois Urbana-Champaign

COMPETITION & CULTURE IPDS: NEW PROFESSIONALS ORIENTATION | University of Illinois Urbana-Champaign

MISSION STATEMENT 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. IPDS: NEW PROFESSIONALS ORIENTATION | University of Illinois Urbana-Champaign

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. IPDS: NEW PROFESSIONALS ORIENTATION | University of Illinois Urbana-Champaign MISSION STATEMENT

IPDS: NEW PROFESSIONALS ORIENTATION | University of Illinois Urbana-Champaign "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." MISSION STATEMENT

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. IPDS: NEW PROFESSIONALS ORIENTATION | University of Illinois Urbana-Champaign MISSION STATEMENT

VISION STATEMENT 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 IPDS: NEW PROFESSIONALS ORIENTATION | University of Illinois Urbana-Champaign

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 Illinois Urbana-Champaign

MARKETING PLAN IPDS: NEW PROFESSIONALS ORIENTATION | University of Illinois Urbana-Champaign

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 Illinois Urbana-Champaign

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

MARKET DIFFERENTIATION IPDS: NEW PROFESSIONALS ORIENTATION | University of Illinois Urbana-Champaign

What’s the question? 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? DataInformationIntelligenceInsightAction IPDS: NEW PROFESSIONALS ORIENTATION | University of Illinois Urbana-Champaign MARKET DIFFERENTIATION

MARKET SEGMENTATION The Breakup IPDS: NEW PROFESSIONALS ORIENTATION | University of Illinois Urbana-Champaign 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.

MARKET SEGMENTATION IPDS: NEW PROFESSIONALS ORIENTATION | University of Illinois Urbana-Champaign

MARKETING MIX Product Price Place Promotion IPDS: NEW PROFESSIONALS ORIENTATION | University of Illinois Urbana-Champaign

SERVICE MARKETING 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. IPDS: NEW PROFESSIONALS ORIENTATION | University of Illinois Urbana-Champaign

SERVICE MARKETING IPDS: NEW PROFESSIONALS ORIENTATION | University of Illinois Urbana-Champaign

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 Illinois Urbana-Champaign

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 Illinois Urbana-Champaign

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

WHAT’S THE DIFFERENCE? IPDS: NEW PROFESSIONALS ORIENTATION | University of Illinois Urbana-Champaign

BRANDING Fresh Impressions IPDS: NEW PROFESSIONALS ORIENTATION | University of Illinois Urbana-Champaign

BRANDING  3 C’s of Branding  Clarity  Consistency  Constancy IPDS: NEW PROFESSIONALS ORIENTATION | University of Illinois Urbana-Champaign

BRANDING

MESSAGE DELIVERY: NEW MEDIA   Twitter  Facebook  YouTube  Vine  Instagram  Pinterest  Snap Chat IPDS: NEW PROFESSIONALS ORIENTATION | University of Illinois Urbana-Champaign

DELIVERY:  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? IPDS: NEW PROFESSIONALS ORIENTATION | University of Illinois Urbana-Champaign

 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 IPDS: NEW PROFESSIONALS ORIENTATION | University of Illinois Urbana-Champaign DELIVERY:

DELIVERY: TWITTER 302+ million users; 500 millions tweets per day 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 IPDS: NEW PROFESSIONALS ORIENTATION | University of Illinois Urbana-Champaign

DELIVERY: TWITTER IPDS: NEW PROFESSIONALS ORIENTATION | University of Illinois Urbana-Champaign

DELIVERY: FACEBOOK 1.44 billion users (1 st quarter 2015) 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 takes a lot of time; a lot of effort IPDS: NEW PROFESSIONALS ORIENTATION | University of Illinois Urbana-Champaign

DELIVERY: FACEBOOK IPDS: NEW PROFESSIONALS ORIENTATION | University of Illinois Urbana-Champaign

DELIVERY: YOUTUBE  4 billion views per day; 300 hours of content loaded daily  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 IPDS: NEW PROFESSIONALS ORIENTATION | University of Illinois Urbana-Champaign

DELIVERY: YOUTUBE Ohio Union IPDS: NEW PROFESSIONALS ORIENTATION | University of Illinois Urbana-Champaign

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

MARKETING TAKEAWAYS  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 Illinois Urbana-Champaign

NIKKI GODFREY IPDS: NEW PROFESSIONALS ORIENTATION | University of Illinois Urbana-Champaign