higher education marketing approach

8/7/2019 Higher education Marketing Approach

http://slidepdf.com/reader/full/higher-education-marketing-approach 1/19

Does your Program stand out?

What Every Program Director

Need to know about Marketing



The Big Picture

Adult Learners



Mass

Prospect Inquiry DecisionApplicant Confirmed Enrolled

Mass

Personal

Consumer Decision Pr ocess

The Recruitment Funnel

Problem

Recognition Information Search

Alternative

Evaluation Purchase

Decision Post purchase

Behavior

THE BIG QUESTION: HOW TO DO YOU GET YOUR AUDIENCE ATTENTION?



Funnel stage definitions

� Pr ospect - A student is identified by

the school and contacted, but he or

she has not responded. A purchased

name.� Inquiry - the student has contacted

the school thr ough some source

(phone, e-mail, inquiry card, high

school visit, etc.).� Applicant - the student has

submitted an application f or

admission.



Funnel stage definitions

� Decision - The student has been

admitted or denied

� Confirmed/deposit - The student

makes some f orm of commitment to enr oll at the

school. Could be enr ollment

thr ough a tuition deposit.� Enr olled - The student has

matriculated.



Confirmed

Inquiry

Enrolled

Stage

Decision

Applicant

Funnel Rates

Prospect

Under standing the Recruitment Funnel

Response Rate

Conversion Rate

Acceptance Rate

Yield RateCapture Rate



THE SERVICE

Because of its intangibility, a graduate program doesn't exist and cannot be experienced until it is delivered

The M rket

Fr t f th h s

Back of the ho e

After Service

Classrooms

Comp

ter abs

All Admiistrative staff

S

pportig staff

Buildig Appearence

Alumni initiatives

RECRUITING EFFORTS RETENTION EFFORTS

PRE-ATTENDING ATTENDING POST-ATTENDING

How do students measure quality then?Tangibles is one way



THE SERVICE: Tangibles & Intangibles

Beliefs &

Core

Values

Functional

Benefits

Features &Functional

Attributes

The emotional

beliefs and values

that students feel

NEED TO BE

ADDRESSED

Easy to deliver and

explain to consumers

but also easy to imitate

Intangibles= Emotional

BenefitsWhat the Program Does:

�Knowledge Creation

�Convenience

�Prestige

�Spiritual Development

�Personal Growth in a

values-based environment

Tangibles = Attributes

Processes-What the

Program is:

�Curriculum

�Advisors

�Awards

�Number of credits

�Buildings

�Computer labs

�Etc..

�Price

The story and description of your program should come from this exercise

Our Promise

Program¶s Personality,Character and tone of

voice

Emotional Benefits



Core

Product

Actual Product

Augmented

Product

A Pr oduct in Three Levels:



The Real Product



Segmenting the Market

Segmentation: A selection process that

divides the broad market into manageable

groups with common characteristics.

A e-gender -ge gra hic l cati n-inc e-

s ending atterns-cultural bac gr und-

de gra hics-marital status-educati n-

language etc.

Als , syc gra hically-life style and

benefits s ught.

Efficiency Effectiveness

MASS MARKET

Innovators Thinkers Achievers Experiencers Believers Strivers Makers Survivors



creates an identity in the minds of a target market

A Positioning Statement is a one to two

sentence statement that conveys what your

program do for whom, to uniquely solve an

urgent need.*Takes time to develop.

Usefulness: It is a useful exercise because

it requires you to identify, then articulate in

a concise and brief statement your

program¶s distinct value to your potentialstudents in relation to your competitors.

Market Positioning

These are the choices you make to capture a strategic advantage in your market



A description of thecustomer pr oblem, the

pr oduct that addresses

the pr oblem, and the

value of the pr oduct fr omthe customer's

per spective.

Value Proposition

This is the statement we use to tell our potential students the powerful reasons of why they should choose your

program!



� Adult Lear ner s are seeking alear ning opportunity to fill the

´gapµ, ´voidµ ´absence of

somethingµ which is unique to

each individual according to per sonal characteristics and

cultural backgr ound.

Source: Adolfo Rudy Cardona

THE BIG NEED OF ADULT LEARNERS



Wh t s r t r t rk t l

Wh t r th str thsf th r t r r

th t k it i

What ar e other gr aduate progr ams NOT doing?

��

THEVOI



�Keep up with your marketing efforts

� Clearly understand the Big Picture

� Describe your program attributes and benefits like you are one of a kind.

� Make a list of attributes that are relevant and of value to the

prospect in need of filling the ³void´.� Go beyond characteristics.

� State the benefits of your program in terms of how the your program fills the gap. What it does for the prospect!

� Know your market positioning

� Develop a compelling Value Proposition. Consistency� Market Analysis. Stay alert!

� Do your homework. Refer to the worksheets .

Our goal should be:

³Differently Valuable´

HOW CAN MY PROGRAM FILL THE ³VOID´ ?



WHERE TO FIND THEM

� Associations

� Churches

� Community

� Colleges

� Co-Op

Extension

� Museums &

Gardens

� Hospitals &

Healthcare� Individuals

� Private

Businesses

� Libraries

� Military

�Technical

Institutions

�Parks &Recreation

�Public Schools

�Other

univer sities

�Private

Colleges

�Community

Center s

�YMCA

�Colleges &

Schools

�Within our own

univer sity

Adult

Lear ner s

Market



But, who is my pr ogram·s

target market?

Minnes ta

Adult Learner er ed

Mar et

Arts &CulturalMgmt

Master of Sciencein Nurse Anest esia

MI

MBA

Master f

Arts

in

Management

Master f cience

in Nurse Anesthesia

Your

Program¶s

target Market

is e/s e

w o as t e

need or want

for t e

unique

offerings of eac

program



THANK YOU!THANK YOU!

higher education marketing approach

Documents