admissions recommendations
TRANSCRIPT
WWU Marketing Recommendations
2011 CBE Project
the
theGoal
HOWthe ?
The First Rule of
MEDICAL INQUIRY
Ask the
PATIENT
where it hurts
to a correct diagnosis
PATIENT is always
the
and eventual remedy
the best
guide
This meansMARKET RESEARCH
NON-LINEAR • MULTICHANNEL • DIGITAL-FIRST
New decision journey
ECOMMERCE BEHAVIORS
SOCIAL WEB BEHAVIORS
SEARCH FOR A
PRODUCT
USE COMPARISON
TOOLS
TRACK PURCHASE
BROWSE WEB SITE
REVIEW FAQS
ASK QUESTION
VIA LIVE CHAT
VISIT A STORE
SIGN UP FOR EMAIL
SEE AN AD RECEIVE A MAILER
LOOK AT A CATALOG CALL 1-800 VISIT A
STORE
SIGN UP FOR
LOYALTY CARD
CONTACT CUSTOMER
SERVICE
CONSULT SALES
REP
PERUSE FAV
BLOGGERS’ POSTS
SHOP FROM FRIENDS’
LEMONADE STAND
READ AND RATE
REVIEW
CHECK CRAIGS- LIST FOR RESALE
OPTIONS
CREATE TAGS
WATCH YOUTUBE
VIDEO
POST REVIEW, UPLOAD
PICLINK FROM FRIEND’S
FACEBOOKLINK FROM FRIEND’S
BROWSE TAG
CLOUDS
Taken from Resource Interactive
DATING
Principlethe
You can’t just convince one person
You have to convince their
influencers
Create and Empower Allies
Rally their friends and
peers
and parents
?Where
Parents live at the house
HERE
Peer influencers live
Great start….
Vir
tual Reality
theFAB PIE
Advantages• Intellectu
al
Benefits• Emotional
Features • Physical
Memory Vs. Experience
we value MEMORY more than experience
Sell the memory
Even if you are selling the
potential future
memory
A new experience can be intimidating…
(Like Colle
ge!)
The more concerns we alleviate the more likely the are to come
A day in the life…
Tell the story of the Western student to overcome concerns
Analytics
BtestingA
Recommendations
• Focus on the Goal• Reach out to parents and peer group• Empower the evangelists• Increase social media exposure• FAB PIE• Sell the memory• A Day in the LIFE• A+B Testing