Minimizing Melt

Minimizing MeltBrian Wm. Niles, TargetX

Erin Nickelsburg, University of Wisconsin

Amanda Carlson, Columbia UniversityKrista Larson, York University

Camila de Wit, GMAC

www.slideshare.net/targetx

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DifferentiationAuthenticityExperience

RelationshipsGenerations

DifferentiationCrowded market?

Little differentiation?Trending to commoditization?

Use the same marketing language?Benefits not clearly articulated?

If your program was a car, retail or restaurant ...

AuthenticityAuthenticity in marketing reduces

post-purchase surprises.

Authenticity reduces uncertainty in customer’s purchase decision.

What’s the most inauthentic thing you do in marketing your

program?

The ExperienceCustomer Service is King

Understanding Adult Student NeedsPart-time vs. Full-time Student

(Registration, parking, dinner, career guidance, housing, activities)

What is one roadblock your institution puts

in front of youradult student?

Sustaining Relationships

Primary point of contactOne-stop-shop in AdmissionsDeposit = Part of CommunityOne-stop-shop to Graduation

Sustaining Relationships

Make the student a “customer”before classes begin.

(Access to services. Invites to events. Contact with faculty or

students.)

What is one thing you can do to solidify the relationship before

classes begin?

GenerationsMillennials (enough already!)

Parent’s Generational Shift(Boomers to Xers)

Connection with Family

What is one thing you can do to embrace

parents and/or families/spouses?




Camila de Wit, GMAC

1. If your program was a car, retail or restaurant ...

2. What’s the most inauthentic thing you do in marketing your program?

3. What is one roadblock your institution puts in front of your adult student?

4. What is one thing you can do to solidify the relationship before classes begin?

5. What is one thing you can do to embrace parents and/or families/spouses?




Camila de Wit, GMAC

Education

Minimizing Melt