Secrets of Marketing Adventist Education Rob Weaver, MBA Vice President for Marketing Association of Adventist Colleges & Universities Secrets of Marketing Adventist Education Rob Weaver, MBA Vice President for Marketing Association of Adventist Colleges & Universities A Few

More than a brochure

More than preaching and pizza More than a brochure More than preaching and pizza

More than a brochure More than preaching and pizza 3 KEYS: –Identify the customer –Satisfy the customer –Keep the customer More than a brochure More than preaching and pizza 3 KEYS: –Identify the customer –Satisfy the customer –Keep the customer

Direct Response vs. Image Building

Direct Response Focus is on closing the sale NOW, getting prospect to act

Direct Response vs. Image Building Direct Response Focus is on closing the sale NOW, getting prospect to act Return on investment more immediate

Direct Response vs. Image Building Direct Response Focus is on closing the sale NOW, getting prospect to act Return on investment more immediate Aggressively targets people ready to purchase (i.e. 7 th, 8 th graders)

Direct Response vs. Image Building Direct Response Focus is on closing the sale NOW, getting prospect to act Return on investment more immediate Aggressively targets people ready to purchase (i.e. 7 th, 8 th graders) Image Building Focus is on long-term building of value proposition in minds of potential customers

Direct Response vs. Image Building Direct Response Focus is on closing the sale NOW, getting prospect to act Return on investment more immediate Aggressively targets people ready to purchase (i.e. 7 th, 8 th graders) Image Building Focus is on long-term building of value proposition in minds of potential customers Return on investment takes years

Direct Response vs. Image Building Direct Response Focus is on closing the sale NOW, getting prospect to act Return on investment more immediate Aggressively targets people ready to purchase (i.e. 7 th, 8 th graders) Image Building Focus is on long-term building of value proposition in minds of potential customers Return on investment takes years Influences people ready to purchase AND those in the pipeline (i.e. families with young children)

Enroll Yield Optimization Deposit campaigns Events Tele-counseling Home visits Application Development Search (mail, direct mail, bulletins) Web and inquiry application Tele-counseling Events Engagement Search (mail, direct mail, bulletins) Fulfillment Web inquiry Accepted Applied Inquired / Responded High School-Bound Population Recruit Engage Comprehensive Recruitment Strategy Enrolled Adapted from (All rights reserved.)

INQUIRY APPLICATION Past Contacted Current Contacted Future Contacted SNR= Search non-responders (those who didn’t respond to previous marketing)

What sets you apart from the Christian school down the street? Or the local public school?

Are those differentiators (or benefits) measurable and provable? What sets you apart from the Christian school down the street? Or the local public school? Are those differentiators (or benefits) measurable and provable?

What sets you apart from the Christian school down the street? Or the local public school? Are those differentiators (or benefits) measurable and provable? Are they important to your target audience? What sets you apart from the Christian school down the street? Or the local public school? Are those differentiators (or benefits) measurable and provable? Are they important to your target audience?

Image Map Non-Academy Attending SDA College (Success) Importance of Attribute Performance of SDA Colleges Star Opportunity Back Burner Bonus Provides opportunities to support spiritual or religious needs Plenty of on-campus activities Professors know you by name Reputation for high quality education Diverse student population Helps you find the means to make it affordable to attend Smaller class sizes Small enough to make it easy to meet new people Offers academic scholarships to high-achievers Map depicts “3” rating on importance and performance attributes using a 3-point scale (very important; describes very well) Students have same beliefs and values as you Close enough to home for easy family visits Classes taught by professors rather than teaching assistants Far enough from home so you feel independent Well-known by potential employers Non-Academy students attending an SDA college highly regarded SDA schools for: Providing opportunities to support spiritual needs Having professors teach classes rather than assistants Offering academic scholarships These characteristics should anchor communication! Location is not important the success group

What sets you apart from the Christian school down the street? Or the local public school? Are those differentiators (or benefits) measurable and provable? Are they important to your target audience? Is your target audience willing to pay for those benefits? What sets you apart from the Christian school down the street? Or the local public school? Are those differentiators (or benefits) measurable and provable? Are they important to your target audience? Is your target audience willing to pay for those benefits?

Determining what key messages, phrases best describe your key differentiators

Test versions of those to determine which ones resonate most with target audiences Determining what key messages, phrases best describe your key differentiators Test versions of those to determine which ones resonate most with target audiences

% Messages that focus on spiritual growth; access to professors; and lifelong friendships with students of similar values tend to be most motivating. Q. 19—Does each make you more interested, less interested or no change (reporting more interested scores)

s Direct Mail

s Direct Mail Interactive Quiz “Your Path to Knowledge”

s Interactive Quiz “Your Path to Knowledge” Direct Mail Brochure Package “Your Faith, Your Future, and the Gifts of an Adventist Education” 30-day Follow-up

e-Adventist –Overlay children in household e-Adventist –Overlay children in household

“Connect your faith with an incredible educational opportunity.”

“Small classes and discussion groups filled with friends (including your professors) who share your Christian values and build your faith.”

“You’ll make lifelong friendships, prepare for your calling and enjoy many worship, ministry and global mission opportunities … all in an atmosphere of academic excellence.”

Inviting and welcoming Enthusiastic and positive Inclusive and complimentary Benefits focused Inviting and welcoming Enthusiastic and positive Inclusive and complimentary Benefits focused

“XXNAMEXX, you’re an impressive student who deserves a one-of-a-kind university education, and I know where you can find one. An Adventist higher education education is really a one-of-a-kind experience when it comes to a student like you. You’ll find … (Call to action.)”

“XXNAMEXX, I’m so excited you are interested in learning about all the benefits of attending an Adventist university. You are the kind of student we want! And I’m thrilled to tell you more about Adventist higher education, as well as all the benefits waiting for you. (Call to action.)”

“XXNAMEXX, you are a promising student and I’m very impressed with you. You’re the kind of student I keep in mind when it comes to college applications and that’s why I’m so excited you submitted your Adventist Choice application. (Call to action.)”

Direct response ALWAYS invites users to take some action and then offers them something in return (rewards the responder):

–Apply now and get priority admissions processing –Visit our web site and receive a free guide –Deposit by June 15 and reserve a place for your child Direct response ALWAYS invites users to take some action and then offers them something in return (rewards the responder): –Apply now and get priority admissions processing –Visit our web site and receive a free guide –Deposit by June 15 and reserve a place for your child

Junior/Sophomore Search success: –3 paragraphs with 3-4 sentences each –English language links work best –No HTML (reduces deliverability and hard to read on smart phone) –No tracking in –Avoiding spam filters and being blacklisted by warming up servers around the country with thousands of pre-launch s s Direct Mail

Web Considerations Keeping it up to date

Web Considerations Keeping it up to date Mobile friendly –734 students (20% of total) responded to search using smart phone –163 (10% of total) actually submitted applications using smart phone Keeping it up to date Mobile friendly –734 students (20% of total) responded to search using smart phone –163 (10% of total) actually submitted applications using smart phone

“Your Faith, Your Future, and the Gifts of an Adventist Education”

Day 2: Initial student response Day 3: Thank you from AACU Day 6: Follow up thank you from Rob Weaver Day 8: Expression of thanks to both student and parent Day 15: Student focused on academics Day 17: Student focused on affordability Day 20: Student focused on visiting campus Day 24: Parent expressing your interest in their student Day 30: Parent focused on outcomes, career preparation

Tele-counseling Partnered with AIM (Adventist Information Ministry) – –Professional, reasonably priced, understand Adventist culture Partnered with AIM (Adventist Information Ministry) – –Professional, reasonably priced, understand Adventist culture

Senior Search Senior Applicatio n Online App

Senior Search Senior Applicatio n PLUS: Series of multiple, benefits- focused, welcoming s Online App

Frequency Launch Contact 110/18/2010 Contact 210/22/2010 Contact 310/31/2010 Contact 411/4/2010 Contact 511/9/2010 Contact 611/24/2010 Contact 712/29/2010 Contact 81/6/2011 Launch Deadline Con. 112/1/2010 Deadline Con. 212/9/2010 Deadline Con. 312/13/2010 Deadline Con. 412/15/2010 Deadline Con. 512/16/2010

Identify differentiating benefits Build enthusiastic, positive communication plan Call for action and reward it Pick one or two areas each year and make incremental improvements Identify differentiating benefits Build enthusiastic, positive communication plan Call for action and reward it Pick one or two areas each year and make incremental improvements

Contact: Contact: