Marketing the Institutional Research Office Southern Association of Institutional Research Charleston, South Carolina Amy Bawcom, University of Mary Hardin-Baylor October 25, 2005

Marketing: A Working Definition  Process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services, organizations, and events  Creates and maintains relationships  Satisfies individual and organizational objectives

Customers=Constituents  Current students  Faculty  Staff  Administrators  Trustees  Alumni  Donors  Prospective students  Parents  Vendors  Educational agencies  Researchers

Marketing the right way  Sell to the right people  Edit before you distribute  Check your distribution list  Only offer what you can deliver  Personalize your customer service  Don’t blame the customer  Court unhappy customers

Save money  Develop strategy and budget  Target audience  Think small  Roll out sequentially  Use new media and technology  Join and participate

Market yourself  Keep your place clean  Smile more often  Food, food, food  Offer an excellence award  Publicize your survey results

Use the web wisely  Great content  Useful information  Variety for frequent users  Clean, uncluttered design  Easy navigation  Link to other resources  Banner ads on other sites  Use web address on all materials  Solicit feedback

Appeal strategies  Image  Highlights product and personality  Informational  Communicates facts  Motivational  Lead customers to take action  Demonstration  Make product available to customer

Practical examples  From me  From you

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