How to Help Faculty THINK Like Marketers

SACRAO 2011 –

64th Annual Meeting

February 19 – 23, 2011

Atlanta, Georgia

How to Help Faculty THINK Like Marketers

Dr. Elaine Artman, Mercer University

John L. Mason, Honorary Member

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Why Are YOU HereDivide into equal groups (Student Orientation 101)

Answer the following Questions:

1. What is the most pressing student problem on your campus?

2. What is the CULTURE as it relates to faculty?

3. How are faculty currently involved?

4. What is the ONE issue the group wants addressed?

Marketing 101 Faculty Style

• 4-Ps of Marketing• Product• Price• Promotion• Place Ppromotion

Marketing 101 Faculty Style

• Creating Utility• Place• Time• Form• Possession

Marketing 101 Faculty Style

• Branding• Linking• Emphasizing

Marketing 101 Faculty Style

Gatekeepers of the Academe

Faculty validate Student Work

Faculty are not compensated for “fluff”

Most cited faculty observation: “these students are not worthy of this degree”

Faculty see freshmen and transfer students as raw product to mold into their image – scholars

Enrollment Management Officers Must Take the Lead

• Faculty only go where they are invited – Get With It!

• Competitive funding often spells DOOM to good initiatives – Build Alliances

• We must Act As Missionaries first, then Act as Ambassadors

• First we go to them

• Then they come to us

• Faculty Promote Programs, Enrollment Ensures the process

Enrollment Management Officers Must Take the Lead

• The faculty must feel that they are a part of a

comprehensive marketing strategy

• What is the goal of the marketing strategy?

• Offer to accept ratio or ROI

• Assess to see what works

Data influences and Informs

Construct a MATRIX That Leads to Success

• Level 1 – Written Material

• Level 2 – Web Presence

• Level 3 – Recruiter Scripts

• Level 4 – Recruitment Events/Receptions

• Level 5 – Coordinate Strategic Guest Appearances

• Level 6 – Culminate in On Campus Events

Help Faculty to THINK…

Transcend their “BOX”

Have a Guide

Inside Out Rules

Never Assume

Know Your Niche

Help Faculty to THINK…

Transcend their “BOX”Create a Glossary

Define Metrics

Provide Room to Contribute

Help Faculty to THINK…

Have a Guide

Uncertainty Births Fear

You cannot lead where you have not gone

Guides must be “bilingual”

Help Faculty to THINK…

Inside Out RulesThe Norms Should Be:

Faculty Participation

Information Sharing

Faculty Collaboration

Silo Destruction

Help Faculty to THINK…

Never AssumeFaculty are on the Same

Page With You

Your Project Will Remove Past Skirmishes

ALL faculty members are receptive

One Size Fits Most

Help Faculty to THINK…

Know Your Niche

Institutional Strengths

Demographics

Programs

Enrollment Targets

Graduation Reality