Marketing and Communicating Higher Education in the New Century 2002 ACHEA Conference Trinidad and Tobago.

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Presentation transcript:

Marketing and Communicating Higher Education in the New Century 2002 ACHEA Conference Trinidad and Tobago

Why Now Intensely competitive marketplace Sophisticated consumers Proliferation of fundraising programs Demands for more visibility

Why integrated marketing? Coordinate decentralized units Mobilize talent and resources Focus on institutional priorities Get everyone on the same page Develop comprehensive PR and advertising plans Define competitive advantage

What are the barriers? Feelings that it will cheapen the academy? Marketing is a way of thinking, not commercializing. Undermining managers’ authority? An emphasis on creative process.

What are the elements? Defining product(s) Setting price… clarifying value Focusing on delivery… the “experience” Communicating to build relationships Identifying market segments Defining position… and advantage Best in category? Revisiting the issue of quality

How does it change communication? Focus on relationship building Prefer direct and interactive media Stakeholders and opinion leaders Visibility with whom and at what cost? Facing news business realities Partnerships and events Leadership visibility

Is brand name important? Name visibility=quality Factors in reputation, image Logo, design, color, sound Positioning phrases Sub-brands Advertise for presence… and to reinforce a larger plan

Does market research help? Segment-by-segment Awareness, attitude, knowledge Pricing elasticity Student satisfaction Media preference Geo-psycho-demographic analysis

A division or task force? Finding a champion Finding a launching peg The role of executive leadership Custom design for each institution

Is internal marketing necessary? Clarifying mission and vision Clarifying competitive advantage New employee-faculty orientation Internal communication, recognition Management communication Service training Communication with students

How has it changed admissions? Fine-tuned communications More segmentation Understanding how “the sale” is closed Adding “initiatives” to daily operations Appreciating the students you have!

How has it changed alumni and development? Participatory case development Cultivation by interests Life cycle marketing Future planning commissions

The key concepts? Creative teams Integration… and mobilization Building relationships Dynamic leadership