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

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

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

4. 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

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

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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

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

13. 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

14. 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

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

16. 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

17. 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.

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

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

20. 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

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

22. GAP MODEL OF SERVICE QUALITY

23. GAP 1: Difference between what customers expect and what the organization thinks they expect IPDS: NEW PROFESSIONALS ORIENTATION | University of Illinois Urbana-Champaign

24. 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

25. 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

26. 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

27. 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

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

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

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

31. BRANDING

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

33. DELIVERY: EMAIL  Email is the go-to form of communication for business  Marketers sent over 838 billion emails in 2013  Only about 20% of marketing emails 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

34.  Optimize for mobile devices  48% of emails are opened on mobile devices.  Yet only 11% of emails are optimized for mobile.  As a result, 69% of mobile users delete emails 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 email – 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: EMAIL

35. 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

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

37. 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

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

39. 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

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

41. 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

42. 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

43. NIKKI GODFREY NGODFREY@LSU.EDU 225-578-2921 NGODFREY@LSU.EDU IPDS: NEW PROFESSIONALS ORIENTATION | University of Illinois Urbana-Champaign