integrated marketing for higher education · integrates pr and advertising sees relationships as...
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The Changing Face of Higher Education Marketing
Larry D. LauerTCU
NAICU Conference2008
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Introducing integrated marketing communication (IMC)…
A way of thinkingAn adventure in ideasBrings marketing and communication subject matters together
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A response to intense competition…
For students… more sophisticated consumersFor money… impact on donor loyalty For visibility… and reputation clarity Best of all; or best of category… Good to Great, Jim Collins
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Fueled by a “sea change” in the higher education marketplace…
Governments roles change… selectivelyThe World is Flat… Tom FriedmanGlobalization of education… new markets; “go east”Advancement areas come front and centerMarketing influences advancement
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Adapts basic principles to the academy…
Product… institution or programs?Price… cost versus perceived valuePlace… distribution; “experienced place”Promotion… in “new media” worldSegmentation… meet needs, go beyondPositioning… competitive advantage; best of breedQuality… rethinking the standards
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Stresses teams, relationships, leadership, integration…
Mobilizes talent and resourcesCoordinates decentralized unitsIntegrates PR and advertisingSees relationships as competitive advantageGets everyone on the same pageFocuses on institutional goals
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Focuses on ongoing research…By segment… part of ongoing processEnvironmental scans… trends matched to strengthsOperations audits Image surveys… awareness, attitude, knowledgeConsumer satisfactionPricing elasticityMedia preference
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Emphasizes integrated, multi- platform communication…
It’s not sending out informationIt focuses on relationship buildingPrefers direct and interactive mediaTargets stakeholders and opinion leadersDesigns total impact communication plans
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Based on organizational process…
Institution-wide task forceIdentity focus groups... on the same pageAction teams… focused on targetsEditorial priorities committeesSpecial initiatives plans
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Emphasizes the importance of brand identity…
Not a logo or designThe sum total perceptionA feeling. Trust. A promise.
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Adapts branding to the academy…
Identify strengths/themesConsistent combination of message and “look”Differentiation; competitive advantageEventually… the logo has power to evoke the full message and feeling
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Changes communications operations…
Internal agency concept… account executivesSchools and colleges…comprehensive plansVisibility with whom at what cost?Changing news business; reputation defining storiesNew media; RSS feeds, pod casts, etcIssues and crisis managementFocus on opinion leaders
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Emphasizes marketing inside…On the same pageGetting the brand in the environmentBeginning with new faculty and staff orientationInternal training and developmentCommunication responsibility of management
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Enhances student recruiting…Profiles students you have… and those you don’tFine-tunes communications…message, brand, timing, interactivityAnalyzes process… first contact to final decisionAdds intensity, rhythm, impactFocuses on segmentsAdds special initiatives
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Emphasizes alumni relations
Admissions, fund raising, reputationBuilding lifetime relationshipsGenerational marketingLife-long learning opportunitiesCultivation by interestParticipatory processes
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Influences fund raising…Focuses on advancing brandTells stories about fund raising priorities Concentrates on building loyaltyCultivation by interests; not only gift levelParticipatory case-building processesDevelops integrated campaign communication package
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The future is bright…Integrated marketing is a way of thinkingIt will influence all advancement professionsIts participatory processes have the power to transform your institution
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Books by Larry D. Lauer
Competing for Students, Money,and Reputation, CASE Books,Wash. DC and London, 2002
Advancing Higher Education inUncertain Times, CASE Books,2006
www.case.org/books