Ten Fundamental Truths of Marketing Higher
July 7, 2011
Tom Hayes, Ph.D.
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 crisiscreate one!
If you do have a crisis, marketing is not a panacea but one important tool in the strategic tool box
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!
School picture quiz
Lifetime value of a customer
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
Pricetime, hassle social and psychological
Placephysical or virtual
Promotionmore and more internet based
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 everyones responsibility
4) Brand Image = Consistency of Message and Action
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
Connection to Industry
Values and Ethics Based
Who doesnt have this!
It is ALL about Execution!
A short story.
A father calls to set up an appointment for his daughters college tour (after 5 similar calls)
Refuse to take information, told to go to the webIts Easier!
A conversation ensues
Systems and Processes should work for all parties
If there is no flexibility, it doesnt work
You are not the driving force
There are multiple markets, the parents who pay the bill being one of them!
6) Its Not About You!
Value = Benefits Costs
Benefits = A Solution to a Problem
7) Most of us are Playing the Value Game
Mobilize the believers
Concentrate on the Undecided
Give everyone else train speech!
8) Understand the 20-60-20 Rule
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 planif it is not in the budget, it is not really in the plan
9) Understand the Financials
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!
Your Additions or Your