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THE ENTREPRENEURSA True Babson Story

Gene Begin / @gbeginSenior Director of Integrated Marketing / Babson College

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EDUCATION AND THE NEED FOR ADVOCACY MARKETING

HIGHER EDUCATION CONSTITUENCY MAP

Consider Evaluate Buy Good Luck? Alumni

EDUCATIONAL MARKETING’S RELATIONSHIP WITH THE CONSUMER DECISION JOURNEY

ApplyEngage

EnrollRegister

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EDUCATIONAL CONSTITUENCY JOURNEY

THE LOYALTY LOOP

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THE IMPORTANCE OF ADVOCACY MARKETING

https://gaggleamp.com/blog/employee-advocacy-infographic

STORYTELLING

INSPIRATION FROM OTHER INDUSTRIES

FOCUS ON THE FARMER

“Even the most technical subject has to have a human story behind it. We’ve been able to convince the management that

the content shouldn’t be about John Deere equipment.”David Jones

Publication ManagerJohn Deere

NOT THE EQUIPMENT

BUILDING A PROUD COMMUNITY WITH GOOGLE MY BUSINESS

IT’S THE CAUSE NOT THE COLLEGE

MEET BABSON COLLEGE

Small, private business college 14 miles west of Boston #1 in entrepreneurship for 22 and 18 consecutive years Approximately 2000 undergraduate and 1300 graduate students, representing more than 74 countries

Undergraduate program (top 25 in business) Graduate program - MBA and MS degrees (top 50 in business) Executive education program (top 10 U.S. and top 20 in the world for custom programs) Babson Global, which works with corporate, university, government, and foundation partners to advance

entrepreneurship education and Entrepreneurial Thought and Action® worldwide

BABSON COLLEGE

#1 in entrepreneurship for 22 and 18 consecutive years

IT’S THE CAUSE NOT THE COLLEGE

HOW DO YOU DEFINE ENTREPRENEURSHIP?

MISSION: REDEFINITIONThe Brand Campaign

In doing so: • Augment pride and engage our community in advocacy.

• Expand Babson’s application base, in turn expanding and enhancing our student and alumni base.

• Generate more corporate relationships.

• Create greater attention with academic institutions, foundations and grants organizations, and the policy community.

Increase brand awareness, engagement, and adoption for Babson, the educator for Entrepreneurship of All Kinds®.

Entrepreneurship of All Kinds®

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TODAY’S HIGHERED CONSTITUENCY JOURNEY

Secondary Audiences: Prospects (students, employees) and external influencers at the top of the awareness funnel (recruiters, parents, media, thought leaders)

Target Audience: Advocates (alumni, faculty, staff, current students)

EVOLUTION OF A BRAND CAMPAIGN

BRAND CAMPAIGN EVOLUTIONFY12

WRITE IT

FY13

SHOW IT

FY14

LIVE IT

FY15 & FY16

ACT IT

THE ENTREPRENEURS:A TRUE BABSON STORY

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ACTION.BABSON.EDU

ALUMNI ARE YOUR STORY

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EARNED MEDIA

PUTTING YOUR BRAND MESSAGE IN THE HANDS OF YOUR ALUMNI

WORD OF MOUTH IS YOURMOST POWERFUL BRAND MESSAGE

• Social media = word of mouth reinvented

• Community Passion• Use Your Advocates

• Genuine and authentic storytelling

THANK YOU!

PRESENTATION: WWW.SLIDESHARE.NET/GBEGIN

PODCAST: HTTP://K12.BLACKBAUD.COM/LETTING-ALUMNI-TAKE-CENTER-STAGE-A-TRUE-BABSON-COLLEGE-STORY

GENE BEGIN / @GBEGINSENIOR DIRECTOR OF INTEGRATED MARKETING / BABSON COLLEGE