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Seminars

The Power of Marketing


Seminar Outline

Marketing with Integrity

  • What is your product and who is your customer? Dealing with academic myopia and tunnel vision when addressing marketing issues
  • Understanding the difference between marketing and advertising
  • Know what you are selling, what students want, what donors expect, and how you want people to feel about your college or university

The Importance of Product Knowledge

  • Know your college like your best friend
  • How to use product knowledge most effectively
  • Using product knowledge to overcome objections
  • What you need to know about your competition
  • Understanding product features and benefits as these relate to academic programs and student services
  • How to present benefits and not facts about your college

The Greatest Misconception about Academic Marketing

  • What marketing is and isn't; when getting the word out distracts from the first rule of marketing
  • Overestimating yourself and your institution
  • The bad news is that you're competing with Disney
  • Every college executive should be thinking about the butterfly effect

Understanding Your Market and Identifying the Critical Needs

  • How the public thinks about their needs and your institution
  • How do people decide, what factors weigh most, how you should respond
  • What academic programs and services are needed and how can your college or university meet that need
  • How to uncover the opportunities
  • Does your institution have brand recognition

Understanding Your Competition

  • Knowing your competition
  • How should you adapt, change, and attempt to position your institution in your increasingly competitive environment
  • Given your competition's position, how should you develop your positioning strategy and how do you create it

Strategies for Measuring, Changing, and Maintaining Your College's Image

  • The three fallacies of marketing plans
  • Know a good plan when you see it
  • How to move your college and keep it moving
  • How much value should you place on science and market research data
  • When to share the market and when to create it
  • How to size your market

Positioning Strategies for Imaging Your College

  • Successful marketing begins with positioning
  • No two institutions are the same! Making the difference count
  • Narrowing the gap between your position and your positioning statement
  • How to develop your positioning statement and your positioning strategy
  • Leveraging your institution's strengths in developing your marketing strategy

Packaging: Telling Your College's Story

  • Understanding your greatest competition: indifference
  • Focus on the message - people hear what they see, so make it work
  • Know and understand your valuable audiences: donors, students, alumni, community leaders

Linking Marketing to Enrollment Development and Fund-Raising

  • Where do marketing, public relations, fund-raising, and admissions link up; how to make the linkage work
  • Defining responsibilities, measuring effectiveness, knowing where to invest and when

Managing the Process - Getting it to Happen Successfully

  • Believing in the power of leadership; nurturing independent thinking and creativity
  • Effective marketing involves the whole campus
  • Setting goals and measuring results; the value of accountability
  • How to get your people started on the right course and keep them focused

Researching Your Market

  • How do people perceive your institution; where are the opportunities; where should you invest your resources
  • Discover things even your best friends won't tell you
  • Why survey and how to do it
  • Questions you should never ask

Advertising: It's Important but Doesn't Have to be Expensive

  • Even regular people can write great ads
  • Giving your advertising campaign the acid test
  • Measuring the results of your advertising investment
  • Planning different advertising strategies for different market situations
  • Advertising with the competition in mind
  • Getting your money's worth and more
  • Getting the most out of media; using the Internet and technology most effectively

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"My compliments to Bill Hurlburt. He presented on the last day of training on a somewhat intimidating subject. His presentation was exceptional! His one-on-one work with the staff was very much appreciated as well. I know everyone gained a clearer understanding."

LCDR Octavia Poole

US Coast Guard Academy

"What a great opportunity for our office to grow as a team. Everyone came away 'charged' and feeling that we have a focus. It really was a terrific learning experience."

Charlotte Rhine

Associate Dean for Admissions and Financial Aid
Hanover College