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Module 2. Educational Marketing.
20-22 April 2015
Covadonga Ordóñez García
Head of Administration
Language Center
University of Alicante
Session 1: How to start from the
beginning.
• Self-knowledge of our course/institution
• Define a Corporate Image• Define a Corporate Image
• Develop a realistic marketing strategy/plan.
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Self-knowledge of our
course/institution
SWOT Analysis
Strengths Opportunities
Weaknesses Threats
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You need to Control your Brand
Positioning
• Define what you want it to be
• Chose the words
• Chose the relevant attributes and supporting facts
• Create visuals which support the positioning• Create visuals which support the positioning
• Know your position relative to your competitors
• Choose the appropriate actions to communicate the brand
• Be consistent in all communication, both external and internal
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What would you like your Brand
Positioning to be?
• Describe in general terms
• Use the words and phrases
• What should others think about your
program?program?
• Know the positioning of your “competitors”
• Do a reality check –is it achievable, does it
make sense, is it defendable?
• Fine-tune during planning process
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How to Create a Institutional Identity
1. Review your Institution's history, mission and methods.
2. Figure out what others think about your Institution.
3. Research institution and organizations that are similar to you.
4. Create a vision for the future.
5. Begin a creative process; “When less is more”.5. Begin a creative process; “When less is more”.
6. Create identity materials (cards, brochures, …etc.)
7. Make sure your institutional identity is customer-oriented.
8. Be professional; clean, engaging, interesting and easily understood.
9. Develop a written strategy for your corporate identity; Style Guide.
10. Revisit your corporate identity on a regular basis to make sure it is
still relevant and effective.
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If you want to develop a marketing
strategy/plan
Where are the people you want to reach?
What do they read/listen to?
Which web sites do they use?Which web sites do they use?
Who are the “Key Leaders” you want to reach?
Timeframe?
WHAT IS YOUR BUDGET?
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How to do market research. Part 1.
• deciding the questions you need answers to
• deciding what information you need to collect
in order to answer those questions,
• deciding how you're going to collect the • deciding how you're going to collect the
information,
• how you're going to analyse it,
• and what you're going to do with the results
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How to do market research. Part 2.
• Primary research is going out and finding out
for yourself about your potential market.
(focus groups, online or offline surveys or
speaking to existing clients about their speaking to existing clients about their
expectations). Tool: Google Drive
• Secondary research, or third-party research,
is information already at your disposal. Tool:
Internet
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USE BENCHMARKING!!
Learn from the best!
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Marketing strategy should follow
audience
Awareness
Interest
Digital channelsA . I . D . A Traditional channels
Social
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Action!
Desire Search
Website
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The Five Steps of an Integrated Social
Media Campaign
• Listen
• Plan
• Engage
• Measure
• Evaluate & Revise
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Session 2:Marketing Tools.
• Brochures
• Website• Website
• Social Media
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Marketing Material .
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Brochures.
• Target your “audience”.
• Determine your purpose.• Determine your purpose.
• Stand out from your competition.
• Determine the call to action.
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Creating a brochure.
• Grab attention. Look at me!
• The entire look: Attractiveness.
• The 5 W and 1H:
– Who?– Who?
– What?
– When?
– Where?
– Why?
– How?
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Effective Graphic Design
• Emphasis
• Repetition
• Alignment
• Proximity• Proximity
• Levels of information
• Typography (font)
• White space
• Balance
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Effective Expensive
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Be brief!
….LET’S GO!
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Website
1. Condense your menu
2. Have a call to action on every page
3. Put your phone number on your homepage
4. Add business hours
5. Add an about us page
6. Use big, bold images
7. Add a directions widget7. Add a directions widget
8. Make your site mobile-friendly
9. Match your company branding
10. Cut the distractions (ie. music and splash pages)
11. Get social with your customers
12. Add industry resources
13. Put your customers to work – add testimonials
14. Start from scratch
15. Hire a professional
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YES, BUT WE HAVE A WEBSITE….
DO YOU NEED TO RE-DESIGN IT?
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Check this…
• Functionality – the set of features that allow a user to do something with the website.
• Usability – the measurement of how easy or difficult a website is to use.
• Content – any material such as text, pictures or other information that appears on a website.
• Content – any material such as text, pictures or other information that appears on a website.
• Stickiness – anything about a website that encourages a visitor to stay longer and visit again.
• Design – the way the website looks.
• Adaptabibility-can you visit our website from a mobile or a tablet?
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Definition Social Media:
Social media is just about human beings
having and through the use of online
Technology. It’s simply a new form of massTechnology. It’s simply a new form of mass
media. It helps SEO (search engine
optimization) by building relationships
that may later turn into links and sales.
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Social Media requirements…
• It’s the new way of Word-of-Mouth.
• Don’t sell on social media. Be useful.
• New concept: Content Marketing.• New concept: Content Marketing.
• This is not a monologue is a dialogue.
• Working every day (seriously!).
• Prepare your team!
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Social media is ……
Social media is…
• Social Bookmarking(Delicious)
• Social News (Digg, Reddit)
• Social Networking (Facebook, LinkedIn)
• Video (Youtube, Vimeo)
• Reputation management
• Events & tweet ups
• Photosharing (flickr)• Presentation sharing
(slideshare)
• Social Broadcasting (Youtube) • Video (Youtube, Vimeo)
• Audio (Podcasts, Itunes)
• Blogs (Wordpress, eblogger, tumblr, posterous)
• Local Business Listing (Google, Facebook places)
• Brand monitoring (socialmention, Howsociable)
• Q&A – Quora, Yahoo answers
• Social Broadcasting (Youtube)
• Ratings and reviews (yelp, Google places)
• Location based marketing (Foursquare, Gowalla)
• Viral Marketing (Youtube, Articles & PR)
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Which are my channels?
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One example; Language Center
University of Alicante.
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How to start?
• Choose your Channel.
• Create your profile.
• Look for followers!• Look for followers!
• Remember: We are in an Institution, you
should be in line with the rest of the
communication of the Institution.
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• Open a Secret Group to discuss with your
team about contents.
• Interesting contents for your followers not for
you!!you!!
• Easy to program.
• Be careful with the day and the hours to
publish.
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Slideshare
• http://www.slideshare.net/
• Share all your presentations.
• Put the logo and the contact details properly.• Put the logo and the contact details properly.
• Tag them.
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• Professional Channel.
• Bussiness Profile.
• Participate in Groups.
• Share News! • Share News!
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• 140 characters
• Use hashtags i.e. #idiomasUA
• Immediacy: Easy and fast.
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YouTube
• 2nd largest search engine
• Use your keywords when uploading a video
• Spread your videos across the internet
• Brand your account• Brand your account
• Create a series of videos
• Build a network
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Blog
1. Stay focused. a blog is a communication tool, not a sales tool.
2. Aim high. Don't sacrifice quality over quantity.
3. Don't make it all about you.
4. Don't put your blog on autopilot. With a blog, 4. Don't put your blog on autopilot. With a blog, you can't just set it and forget. You've got to create content on a regular basis.
5. Market your blog.
6. Pay attention to details.
7. Think visually.
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10 WAYS TO INCREASE YOUR SOCIAL
MEDIA FOLLOWERS.
1. Is your profile complete? Key-Words.
2. Are you promoting your profiles effectively? Icons.
3. Is your content interesting?
4. Are you following the right people?
5. Are you making conversation?5. Are you making conversation?
6. Are you offering incentives?
7. Are you following back?
8. Are you using social media at the right time?
9. Optimise your inbox
10. Extend social media
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Remember
• We are talking
• We want drive traffic to our website
• Use the resources of the Institution
• Trial and error• Trial and error
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Session 3: Ready, steady, go!
• Official presentation
– Protocol
– Presentation
– Press releases– Press releases
– Work with the media
• Monitoring
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Protocol
• who calls
• temporary planning
• call
• press release
• event:• event:– Technical aspects (microphone, sound, projector ... etc)
– Aspects of room infrastructure
– Aspects of Communication (interpreter, languages used, photographer, press ...)
– Protocol Aspects (presidential intervention order, .. etc.)
– Cafes, meals (if applicable).
• Subsequent dissemination of the event.
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Presentation:
1. Preparation, preparation, preparation
2. Think audience; students, colleagues…
3. Communicate Which is the message?
4. Prepare the little things, details are important.
5. Structure your presentation5. Structure your presentation
6. Finding your voice
7. Do not read or read like you mean it.
8. Non-verbal communication
9. Slide design
10. Practice, practice, practice
11. Share!!
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Press releases
• Assess if the story has news value and if a release is appropriate.
• Research the target press and media. Review publications to get a feel for the tone and style. Identify deadlines.
• Identify the key facts – ask who, what, why, where, • Identify the key facts – ask who, what, why, where, when, how?
• Draft a template structure for your story.
• Decide (or ask) who should be quoted from your organisation and if third-party quotes would be useful.
• Check whether a photo can support the release.
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Work with the media
For an institution with a limited marketing
budget, PR is one of the best ways to publicise
your insitution - not least because you can get
results without spending much money.results without spending much money.
– Timing is everything.
– Be relevant.
– Be as helpful as you can.
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Monitoring
• No time for complacency!
• It’s not easy!
• Do you have followers?
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http://admin.interact-eu.net/downloads/3087/Presentation_Evaluation_and_communication_INTERACT.pdf
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Impact assessment and
communication
• Difficult to measure
• Sometimes short-lived, sometimes the impact
is much later than expectedis much later than expected
• Often simply unlikely to happen at the level of
public opinion at large
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Top 10 Free Social Media Monitoring
Tools.
1. Hootsuite
2. TweetReach (only twitter)
3. Klout (all the Channels)
4. Social Mention
5. Twazzup5. Twazzup
6. Addictomatic
7. HowSociable (easy!!)
8. IceRocket
9. TweetDeck
10. Reachli (for images)
http://www.brandwatch.com/2013/08/top-10-free-social-media-monitoring-tools/
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Centro Superior de Idiomas
Universidad de Alicante
Tel. 96 590 3793Tel. 96 590 3793
Fax 96 590 3794E-mail: [email protected]
Thank you for your attention!56
