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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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Available Seminars:

"I hoped to get the staff engaged in conversations about recruiting effectively, learning techniques and concepts they were unfamiliar with. Dave did a great job drawing everyone out and holding their attention. This is what we needed. I would tell other VPs and Directors to do this seminar."

Sue Bibeau

Associate Vice President of Enrollment Management, Mitchell College

"As a middle manager, consultants provide significant services. A good consultant gives you credibility with your administration and with your staff. Whether it's helping you align with best practices or affirming the messages and plans you have in place, the consultant helps to establish consensus and enthusiasm for the job. Jeanne has energized our recruitment staff by providing practical tools and challenging them to be better Admissions Counselors."

Daniel Solms

Director of Admissions , Indiana Wesleyan University

"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