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2011 UCLA Alumni Association Leaders Conference October 22, 2011

2011 UCLA Alumni Association Leaders Conference October 22, 2011. Mind Your P’s, C’s and V’s A Marketing Recipe for Success. Presentation Overview. The power of your brand The importance of communication Know your audience Takeaways . The Power of Your Brand.

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2011 UCLA Alumni Association Leaders Conference October 22, 2011

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  1. 2011 UCLA Alumni AssociationLeaders ConferenceOctober 22, 2011 Mind Your P’s, C’s and V’s A Marketing Recipe for Success

  2. Presentation Overview The power of your brand The importance of communication Know your audience Takeaways

  3. The Power of Your Brand A brand is more than a logo and name, it is the emotion evoked when thinking of the brand A weak brand results in limited engagement, less connection Alumni engagement is related to trust in, and understanding of, the UCLA brand

  4. Knowing Your Brand Marketing can begin once you know: • Who you are • Who needs to know • How will they find out? • Why should they care?

  5. What is Communication? com·mu·ni·ca·tion: Transactionalprocess where information is shared through the assignment of meaning Transaction: Mutual influence Process: Ongoing and directional Assignment of meaning: What does your brand stand for?

  6. How Do You Talk AboutYourself? How Do Others Talk About You? Do You Know? The most powerful marketing is peer-to-peer.

  7. Your Target Audience Who are they? What are their needs? What is their focus? Where do they live? Are they members? Your answers are in the data!

  8. Generational Traits (Alsop, Ron. THE TROPHY KIDS GROW UP: how the millennial generation is shaking up the workplace, 2008)

  9. UCLA Alumni Segmentation Matrix

  10. What Alumni Want • Career networking • Bruin marketplace • Bruin Professionals and Bruin Professionals resource directory • Job board, job mentor and job preparation • Discounted rates for career counseling • Non-local services • Easy access to events • Group discounts and discounts on upcoming events • Library Access 678 alumni respondents – 7% response rate

  11. Marketing in a Changing World Utilize the technology available! We must be willing and able to change in order to stay relevant. • Since the World Wide Web (actively began in 1995) • Smart phones • Multiple channels (email, blogs, social media, etc.) • High-tech, high-touch • Data-driven research capabilities

  12. Evolution of Marketing Theory The Four P’s • Product: products and services offered • Price: Financial cost to target audience • Place: Physical, brick and mortar location • Promotion: One-way marketing strategy

  13. Evolution of Marketing Theory The Four C’s • Content: the ongoing development of engaging content • Cost: audiences’ considerations of time, effort, finances, loss or gain of buying or engaging • Connection: emotional and behavioral connection with your target audience • Conversion: converting the target audience to an engaged constituency

  14. Evolution of Marketing Theory The Four V’s • Validity: is it desired, does it matter? • Value: understanding what is important to target audience • Venue: no longer just physical location, but any point of contact (i.e., Internet) • Vogue: messages are not only communicated well, but they must be well accepted by the target audience

  15. Evolution of Marketing Theory

  16. Evolution of Marketing Theory For Coffee Drinkers • Four P’sMarketing targeted Price: • 7-Eleven advertises the • price of a cup of coffee. • Four C’sMarketing targeted Cost: McDonalds markets the time and effort saved by buying coffee in the drive-thru • Four V’sMarketing targets Value: Starbucks leverages the value of a coffee-shop lifestyle

  17. Evolution of Marketing Theory

  18. Evolution of Marketing Theory For Frequent Fliers • Four P’sMarketing focused on Promotion: • American Airlines promotes their • brand to the largest possible audience • Four C’sMarketing targeted Conversion: JetBlue engages customers, leverages brand, and inspires loyalty among customers • Four V’sMarketing targets Vogue: • Virgin America goes mocial with modern, innovative ways to create a community of “brand evangelists”

  19. Takeaways • The goal of marketing has not changed, but the formula for success, the mix, the recipe has changed drastically • How do we now accomplish our goals? • Use multiple channels (not only email • Peer-to-peer marketing is most effective • Messages should be simple and clear • Address the WIIFM factor • What’s in it for me? • Go “mocial” – simplify for greatest impact • 25% of mobile phone users in U.S. now own smart phones • Build brand trust

  20. Takeaways • Online Engagement Tips • The details must be obvious and easily scanned • Use short sentences and bullet points to highlight “who, what, when, where, why and how” • Always include a response mechanism • Use logos and network name to brand your pages

  21. Takeaways • It’s all about… • Passion • Connections • Valued Relationships • UCLA!

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