engaging students through imc acuho i bus ops
TRANSCRIPT
Engaging students through Integrated Marketing CommunicationsProfessor Sean P. Killion, M.B.A.Adjunct Professor, Philadelphia University & La Salle UniversityAssistant Director, University Housing, Temple University
Friday, April 13, 2012
Marketing Communications Your brand and its meaning
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Marketing Communications Your brand and its meaning
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Marketing Communications Can Take Many Forms
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THEORY FUNDAMENTALS OF MARKETINGWHAT IS MARKETING?
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What is Marketing?
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What is Marketing?
• Definition of Marketing American Marketing Association, 2004
An organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders
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What are your marketing challenges?• Funding• Marketing to different
groups• Competition• Staff support • Information Clutter
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What is Marketing?
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What is Marketing?
• The marketing concept refers to how businesses and organizations address the needs and wants of their customers
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What is Marketing?
• The marketing concept refers to how businesses and organizations address the needs and wants of their customers
• Understanding the marketing mix or the 4Ps of marketing
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Focus on promotions
• Promotional mix
• Advertising
• Sales Promotions
• Public Relations
• Personal Selling
• Direct Marketing
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Integrated Marketing Communications • Integrated Marketing Communications is the
process that marketers use to p lan, develop, execute,
and evaluate coordinated, measurable, persuasive
brand communicat ions programs over t ime to targeted
audiences.
• Many experts bel ieve that integrat ing a l l forms of
market ing communicat ion is essent ia l for successfu l
market ing.
• What makes IMC an effective strategy?
• Strategic Focus
• Col laborat ive Approach
• Budget ing
• Recrui t ing Support
• Empower ing Team
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The Big Idea
• The Apprentice - Season 1, Episode 2
• Big Idea• Do It Differently• Failure is not an option
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The Big Idea
• The Apprentice - Season 1, Episode 2
• The Pitch
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Marketing Communications can take many forms
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Marketing Communications can take many forms
• TV Commercials
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Marketing Communications can take many forms
• TV Commercials• Magazine Ads
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Marketing Communications can take many forms
• TV Commercials• Magazine Ads• Web and Interactive Media
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Marketing Communications can take many forms
• TV Commercials• Magazine Ads• Web and Interactive Media• Promotional items
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Marketing Communications can take many forms
• TV Commercials• Magazine Ads• Web and Interactive Media• Promotional items• Do-it yourself, customer-
made advertising
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Philadelphia Phillies Case Study
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Philadelphia Phillies Case Study
• How many people are Baseball fans?
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Philadelphia Phillies Case Study
• How many people are Baseball fans?
• How many people have attended a Baseball game in the past year?
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Philadelphia Phillies Case Study
• How many people are Baseball fans?
• How many people have attended a Baseball game in the past year?
• Discuss your experience
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Philadelphia PhilliesCase Study
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Philadelphia PhilliesCase Study
• Initial questions
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Philadelphia PhilliesCase Study
• Initial questions• Group questions
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Philadelphia PhilliesCase Study
• Initial questions• Group questions• Sports Marketing
101
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Philadelphia PhilliesCase Study
• Initial questions• Group questions• Sports Marketing
101• Using the
Importance of Promotions Worksheet reflect on the five elements of the promotional mix discussed earlier
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Philadelphia PhilliesCase Study
• Initial questions• Group questions• Sports Marketing
101• Using the
Importance of Promotions Worksheet reflect on the five elements of the promotional mix discussed earlier
• How can this help you University?
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TEMPLE UNIVERSITY HOUSING’S 2011-12 IMC PLANBUILDING COMMUNITIES ONE PERSON AT A TIME
2011 Housing Selection ProcessA community of thinkers, doers, learners, and leaders.
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Friday, April 13, 2012
Developing an IMC plan for your organization
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Developing an IMC plan for your organization
• Communicating the value proposition
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Developing an IMC plan for your organization
• Communicating the value proposition• How does your University differentiate itself from others
Friday, April 13, 2012
Developing an IMC plan for your organization
• Communicating the value proposition• How does your University differentiate itself from others• What makes your University unique
Friday, April 13, 2012
Developing an IMC plan for your organization
• Communicating the value proposition• How does your University differentiate itself from others• What makes your University unique
• What to include in your plan?
Friday, April 13, 2012
Developing an IMC plan for your organization
• Communicating the value proposition• How does your University differentiate itself from others• What makes your University unique
• What to include in your plan?• Analyzing your customers, their needs and wants
Friday, April 13, 2012
Developing an IMC plan for your organization
• Communicating the value proposition• How does your University differentiate itself from others• What makes your University unique
• What to include in your plan?• Analyzing your customers, their needs and wants• Environmental scanning, best practices, and innovative practices
Friday, April 13, 2012
Developing an IMC plan for your organization
• Communicating the value proposition• How does your University differentiate itself from others• What makes your University unique
• What to include in your plan?• Analyzing your customers, their needs and wants• Environmental scanning, best practices, and innovative practices• Develop a budget and select the most effective forms to communicate
your message
Friday, April 13, 2012
Developing an IMC plan for your organization
• Communicating the value proposition• How does your University differentiate itself from others• What makes your University unique
• What to include in your plan?• Analyzing your customers, their needs and wants• Environmental scanning, best practices, and innovative practices• Develop a budget and select the most effective forms to communicate
your message• Assess the student experience
Friday, April 13, 2012
Developing an IMC plan for your organization
• Communicating the value proposition• How does your University differentiate itself from others• What makes your University unique
• What to include in your plan?• Analyzing your customers, their needs and wants• Environmental scanning, best practices, and innovative practices• Develop a budget and select the most effective forms to communicate
your message• Assess the student experience• Include as many forms of marketing as you can afford:
Friday, April 13, 2012
Developing an IMC plan for your organization
• Communicating the value proposition• How does your University differentiate itself from others• What makes your University unique
• What to include in your plan?• Analyzing your customers, their needs and wants• Environmental scanning, best practices, and innovative practices• Develop a budget and select the most effective forms to communicate
your message• Assess the student experience• Include as many forms of marketing as you can afford:
• Direct Marketing
Friday, April 13, 2012
Developing an IMC plan for your organization
• Communicating the value proposition• How does your University differentiate itself from others• What makes your University unique
• What to include in your plan?• Analyzing your customers, their needs and wants• Environmental scanning, best practices, and innovative practices• Develop a budget and select the most effective forms to communicate
your message• Assess the student experience• Include as many forms of marketing as you can afford:
• Direct Marketing• Advertising
Friday, April 13, 2012
Developing an IMC plan for your organization
• Communicating the value proposition• How does your University differentiate itself from others• What makes your University unique
• What to include in your plan?• Analyzing your customers, their needs and wants• Environmental scanning, best practices, and innovative practices• Develop a budget and select the most effective forms to communicate
your message• Assess the student experience• Include as many forms of marketing as you can afford:
• Direct Marketing• Advertising• Print and On-line marketing communications
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• Review of marketing concepts:
• Demographics of our students
• Importance of funct ions with in Student Affa i rs
• Market ing is becoming a much needed funct ion
with in Student Affa i rs
• Emot ional market ing and branding strategies
• The WOW Factor and the Big Idea
• Col laborat ive and cooperat ive market ing
Developing an IMC plan for your organization
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Steps to Developing an IMC Plan• Important Steps: (PCEA)
1. PLANPr ior to any campaign, you and your staff should map out the
programs and in i t iat ives that you want to execute dur ing the year. Be
sure to inc lude your goals and ant ic ipated costs.
2. COLLABORATECol laborat ion is v i ta l for success. Be sure to col laborate wi th
departments wi th a vested interest in your product, i .e. Admiss ions,
Or ientat ion, Dean of Students, Parent’s Associat ion, etc.
3. EXECUTE Execute your p lan as consistent ly as you can. Be ready for changes
and remain f lex ib le and adaptable .
4. ASSESSRemember to evaluate and assess your pro jects to just i fy the expense.
Show empir ica l ev idence that campaigns work. Market ing without
assessment is wasted money.
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Steps to Developing an IMC Plan• Important Steps: (PCEA)
1. PLANDetermine audience
Campaigns
Strategies - Pr int and/or on- l ine
Themes
2. COLLABORATEInvolve other Housing Off icers, students (market research) , Student
Affa i rs, Admiss ions, Student Act iv i t ies, F inancia l A id, Bursar’s Off ice
3. EXECUTE Budget
Get Est imates
Plan at least s ix (6 ) months ahead i f possib le
4. ASSESSAssess your campaigns
Track resul ts i f possib le
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Highlights• UH&RL IMC Plan
• “Shoot for Fences” & Big Idea
• Direct Marketing• Open House• Orientation• Experience Temple
• Print Publications• Make Yourself at Home• Housing Selection Process• Guide to Applying for Housing
• On-line Communications
• Promotion Video
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DIRECT MARKETING ACTIVITIESOPEN HOUSE • EXPERIENCE TEMPLE • SUMMER ORIENTATION • WELCOME WEEK • LIVE CHAT!
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PRINT COMMUNICATIONSHOUSING SELECTION PROCESS MATERIAL • ADMISSIONS • RECRUITMENT
Ready?
Temple is well-connected. In fact, with the largest student computing center in the country, Temple has been named one of America’s most wired campuses. The TECH (Teaching, Education, Collaboration, and Help) Center offers 24-hour access to always-updated computer technology.
And the human connection at Temple is even stronger.
One out of eight of all college graduates in Philadelphia holds a Temple degree. Think about what that could mean as you prepare to enter the job market.
Temple is also the nation’s fifth-largest provider of professional education. Our students excel in the fields of dentistry, law, medicine, pharmacy, podiatric medicine, and more.
You come to Temple to connect with a course of study. Temple connects you with that and so much more.
Temple alums share a deep and !erce loyalty to their alma mater.
How can Temple connect you?
connect
Even within the TECH Center, it’s not uncommon to see a !lm student scoring a movie with a music student.
–Faculty member from the School of Communications and Theater
You come to Temple to work hard.You come to Temple to get ahead.
You throw yourself into the experience. You join, you attend, you cheer, you stay up late and get up early.
You navigate the city. You write and solve and type and email. You meet and discuss. You change majors and try out different career paths. You unwind.
And you leave a wiser person,a more quali!ed professional, a more polished thinker.
You meet people you never imagined meeting. You do things you never imagined having the chance to do. You grow into yourself.
You make the most of your time at Temple.
And leave moving quickly toward that next opportunity.
Here’s the deal.
Here’s the deal.
WWW.TEMPLE.EDU
You come to Temple to sharpen your focus. Our students turn academic passions into success stories.
We provide the conditions for your success—then it’s up to you, and your own focus.
Students don’t come to Temple simply to “go to college.”They come with real goals in mind, with the energy and drive to achieve those goals, and the wherewithal to adapt those goals when necessary.
Whether you enter Temple in the Honors Program, as a Tyler art student, a communications major, Conwell Scholar, undeclared or transfer student, we meet you where you are, and then help you achieve new heights in your chosen field.
If your goal is graduate school, Temple can help you get there through rigorous academic preparation and close partnerships with professors. If you plan to start your career right out of college, Temple’s renowned connections with Philadelphia businesses can pave your way.
build
The people we have in front of our classrooms really care about the students.
You get a small-school relationship along with the technology bene!ts of
a world-class institution.
–Faculty member from the College of Science and Technology
Temple students are known for their grit and determination.
Are you tough enough for Temple?
Friday, April 13, 2012
PRINT COMMUNICATIONSHOUSING SELECTION PROCESS MATERIAL • ADMISSIONS • ADMITTED STUDENTS
Friday, April 13, 2012
PRINT COMMUNICATIONSFALL 2010 MOVE-IN PACKET • MOVE-IN GUIDE • MOVE-IN SCHEDULE
Move-In Guide
Fall 2011
A community of thinkers, doers, learners, and leaders.
E-Brochure
Fall 2011
MOVE-IN SCHEDULE
Friday, April 13, 2012
ON-LINE COMMUNICATIONSFALL 2011 ELECTRONIC MOVE-IN GUIDE
Move-In Guide
Fall 2011
A community of thinkers, doers, learners, and leaders.
E-Brochure
Friday, April 13, 2012
ON-LINE COMMUNICATIONSHOUSING SELECTION PROCESS • VIRTUAL PAPER
2011 Housing Selection ProcessA community of thinkers, doers, learners, and leaders.
To view in full, please turn off pop-up blocker.
Friday, April 13, 2012
ON-LINE COMMUNICATIONSWEEKLY E-MAIL COMMUNICATIONS • FIRE ENGINE RED
Friday, April 13, 2012
ON-LINE COMMUNICATIONSVIRTUAL TOURS
Virtual Tours• Growing demand
to see facilities before committing
• Completed in Fall 2010
• New Spin 360
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ON-LINE COMMUNICATIONSHOUSING ON-DEMAND
Housing On-Demand• On-line web
applications designed to simplify processes
• Easy-to-access• Simple concept in
support of Self-Assignment System called MyHousing.
Friday, April 13, 2012
UNIVERSITY HOUSING WEBSITECREATIVE SERVICES, WEB COMMUNICATION, AND HOUSING & RESIDENTIAL LIFE
UH&RL Website Re-Design• Scheduled to begin re-design in July
2010• Collaborate with Web
Communications and Creative Services
• Website research review included research of best practices, focus groups, and surveys.
• Working with Office of Facilities Management to design virtual floor plans.
Friday, April 13, 2012
ON-LINE COMMUNICATIONSVIDEO PRODUCTION
Housing Videos• Solicited feedback from
University Communications• Hired approved University
vendor• The goal was to create
vignettes showcasing student life and the residents
• Filmed campus tours, administrators from international students services and LLC programs.
Friday, April 13, 2012
COLLABORATIONSCREATIVE SERVICES, UNIVERSITY PHOTOGRAPHY, AND RESIDENTIAL LIFE
Best Decorated Room Contest• Entice students with $1,000 gift
certificate for winner• Collaborate with University
Photography to capture essence of living on campus
• Students eager to show off their creativity and school pride
How this initiative supports department• Great photographs and images used
in publications and website• Plan to get video to post on-line
Friday, April 13, 2012
Developing Effective Collaborations• Establishing a coalit ion committed to plan
1. OFFICE OF THE DEAN OF STUDENTSWork with the Dean of Students to ensure students and parents are
in formed and prepared dur ing Summer Or ientat ion.
2. STUDENT ACTIVITIESCol laborate wi th Student Act iv i t ies wi th Welcome Week programming,
Fa l l Move- in and other campus events.
3. VICE PRESIDENT OF STUDENT AFFAIRSKeep V ice Pres ident in formed of p lans and programs to ensure deta i ls
are communicated to h ighest leve l leadership on campus.
4. ADMISSIONSSupport Enro l lment Management by rev is ing Guide to Enrol l ing
perta in ing to Housing Select ion Process, support Open House,
Exper ience Temple, L ive Chat !
5. CREATIVE SERVICESHelp to design and produce a l l pr int and e lectronic communicat ions.
Friday, April 13, 2012
Get Involved, Learn More, & Enhance Skills 1. ACUHO-I
Get involved in ACUHO-I speci f ica l ly in the areas of market ing and
communicat ions.
2. Marketing and Communications CommitteeJoin the MCC and part ic ipate in d iscussion to enhance research and
add resources for our associat ion.
First meeting is fol lowing this presentation in Room 9A at 4 PM.
3. Support your local regional associationSubmit ar t ic les in your regional associat ion newslet ters to advance
knowledge and informat ion shar ing.
4. ACUHO-I Network RESOURCE LIBRARYResource avai lable v ia the ACUHO-I Network that conta ins
publ icat ions, in format ion, and other resources for those interested in
obta in ing ideas and informat ion about market ing and communicat ions.
Friday, April 13, 2012
My Contact Information1. Sean P. Ki l l ion, M.B.A.
Temple Univers i ty
Univers i ty Housing and Resident ia l L i fe1910 L iacouras Walk, Sui te 201G
Phi ladelphia, PA 19122
Phone: (215) 204-7184
Fax: (215) 204-3276
E-mai l : sk i l l [email protected]
2. Social Media another good way to reach me!
Friday, April 13, 2012