2. How to Help Faculty THINK Like Marketers SACRAO 2011 – 64 th Annual Meeting February 19 – 23, 2011 Atlanta, Georgia

3. How to Help Faculty THINK Like Marketers Dr. Elaine Artman, Mercer University John L. Mason, Honorary Member

5. Why Are YOU Here Divide into equal groups (Student Orientation 101) Answer the following Questions: 1.What is the most pressing student problem on your campus? 2.What is the CULTURE as it relates to faculty? 3.How are faculty currently involved? 4.What is the ONE issue the group wants addressed?

7. Marketing 101 Faculty Style 4-Ps of Marketing Product Price Promotion Place promotion

8. Marketing 101 Faculty Style Creating Utility Place Time Form Possession

9. Marketing 101 Faculty Style Branding Linking Emphasizing

10. Marketing 101 Faculty Style Gatekeepers of the Academe Faculty validate Student Work Faculty are not compensated for “fluff” Most cited faculty observation: “these students are not worthy of this degree” Faculty see freshmen and transfer students as raw product to mold into their image – scholars

11. Enrollment Management Officers Must Take the Lead Faculty only go where they are invited – Get With It! Competitive funding often spells DOOM to good initiatives – Build Alliances We must Act As Missionaries first, then Act as Ambassadors First we go to them Then they come to us Faculty Promote Programs, Enrollment Ensures the process

12. Enrollment Management Officers Must Take the Lead The faculty must feel that they are a part of a comprehensive marketing strategy What is the goal of the marketing strategy? Offer to accept ratio or ROI Assess to see what works Data influences and Informs

13. Construct a MATRIX That Leads to Success Level 1 – Written Material Level 2 – Web Presence Level 3 – Recruiter Scripts Level 4 – Recruitment Events/Receptions Level 5 – Coordinate Strategic Guest Appearances Level 6 – Culminate in On Campus Events

14. H elp Faculty to THINK… T ranscend their “BOX” H ave a Guide I nside Out Rules N ever Assume K now Your Niche

15. H elp Faculty to THINK… T ranscend their “BOX”  Create a Glossary  Define Metrics  Provide Room to Contribute

16. H elp Faculty to THINK… H ave a Guide Uncertainty Births Fear You cannot lead where you have not gone Guides must be “bilingual”

17. Help Faculty to THINK… I nside Out Rules The Norms Should Be: Faculty Participation Information Sharing Faculty Collaboration Silo Destruction

18. Help Faculty to THINK… N ever Assume Faculty are on the Same Page With You Your Project Will Remove Past Skirmishes ALL faculty members are receptive One Size Fits Most

19. Help Faculty to THINK… K now Your Niche  Institutional Strengths  Demographics  Programs  Enrollment Targets  Graduation Reality