Effectively Communicating Your Experiential Education Stories: Strategies for Messaging and Marketing Ron Kovach Assistant Vice Chancellor – Academic Affairs.

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Presentation transcript:

Effectively Communicating Your Experiential Education Stories: Strategies for Messaging and Marketing Ron Kovach Assistant Vice Chancellor – Academic Affairs

Workshop Overview Introduction, objective and goals, case study (10 minutes) Marketing Phases (20 minutes) Discussion/Idea Session (30 minutes) Wrap-up

Objective Using an integrated marketing approach to market Experiential Learning to varied audiences

Goals of the Marketing Initiative Improving understanding of concept with each audience Engaging each audience Differentiating institution Supporting institutional objectives University areas, i.e. Admissions Strategic Plan Marketing Plan Phased Implementation

Case Study Purdue University Calumet Urban, regional campus Academically comprehensive 10,000+ student enrollment ExL degree requirement, all undergraduate students Audience Students/Parents Faculty/Staff Community Partners Community at Large

Definitional Awareness General understanding; what is objective and how to begin communicating initial messages Branding Literature & Publications Media Events Technology Direct Marketing Institutionalization

Contextual Awareness Move beyond general understanding; address implications to all University areas Literature & Publications Media Events Technology Direct Marketing Institutionalization Marketing Consultant

Transformational Awareness Integrate all messaging and strategies University-wide and with Community Partners Literature & Publications Media Events/Outreach Initiatives Technology Direct Marketing Information Technology Marketing Consultant

Discussion/Idea Session Identify marketing approaches within assigned phase that have been utilized at your institution

Wrap-up Thank you for your attendance and participation!