Fundamental truths higer_ed_marketing

Ten Fundamental Truths of Marketing Higher

Education

GATE-GERMANY

Marketing Congress

July 7, 2011

Tom Hayes, Ph.D.

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1) Marketing is often Found Like Some Find Religion

• It often times takes a near crisis to launce a marketing initiative in higher education

• “If you do not have a crisis…create one!”

• If you do have a crisis, marketing is not a panacea but one important tool in the strategic tool box

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2) Marketing is Rooted in Marketing Research

• You are not your customer

• …..either is your chancellor, vice-chancellor or administrative assistant!

• Research is an investment, not a cost!

• Research quiz

• School picture quiz

• Lifetime value of a customer

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3) Marketing is More Than Communications

• We need to move beyond the publications and web page

• Marketing is misunderstood

• Marketing is integrated, well planned and information based

• 7 P’s

• Product…courses, majors

• Price…time, hassle social and psychological

• Place…physical or virtual

• Promotion…more and more internet based

• Physical evidence

• Processes

• People

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• Images Can be developed or changed but not overnight!

• It is often more difficult to live the brand than create it

• Academic reputation gets you considered, other factors close the deal

• Marketing is everyone’s responsibility

4) Brand Image = Consistency of Message and Action

Over Time

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5) It is Difficult to Be Both Relevant and Distinctive

• Brands are based on Relevancy and Distinctiveness

• Relevance is about having meaning to your market

• Academic Rigor

• Personal Attention

• Connection to Industry

• Values and Ethics Based

• Who doesn’t have this!

• It is ALL about Execution!

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• A short story….

• A father calls to set up an appointment for his daughter’s college tour (after 5 similar calls)

• Refuse to take information, told to go to the web…”It’s Easier!”

• A conversation ensues…

• Systems and Processes should work for all parties

• If there is no flexibility, it doesn’t work

• You are not the driving force

• There are multiple markets, the parents who pay the bill being one of them!

6) It’s Not About You!

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• Value = Benefits – Costs

• Benefits = A Solution to a Problem

• Costs =

• Financial

• Time

• Opportunity

• Hassle

• Convenience

• Physical

• Social

• Psychological

7) Most of us are Playing the “Value Game”

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• Mobilize the believers

• Concentrate on the Undecided

• Give everyone else train speech!

8) Understand the 20-60-20 Rule

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• Because you can add a program does not mean you should!

• Easier to add than subtract

• Market analysis which includes: ROI, competitive analysis, market share and trends.

• Avoid empire builders

• At the end of the day, a budget is a numerical representation of the plan…if it is not in the budget, it is not really in the plan

9) Understand the Financials

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10) Marketing Works Best from the Inside Out!

• Involve as many people in the marketing effort and process

• You can never communicate too much about the marketing process, goals and outcomes

• You have to love politics

• Never make a promise you cannot keep!

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Your Additions or Your

Questions?

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Thank you!