Re-engineering Faculty Marketing

1. Re-engineering Faculty Marketing Joanne Jacobs Chief Operating Officer, 1000heads April 2013

2. Session objectives • Demonstrate the pros and cons of an Agency approach for marketing and communications strategy • Discuss how the agency approach could be applied for Faculty marketing activities • Examine consumer behaviour and media platform changes affect marketing strategy • Provide a model for adopting the Agency approach Image source: http://www.flickr.com/photos/webtreatsetc/4866427589/

3. Faculty marketing Environment for marketing Faculty courses changing dramatically • Changing education marketplace • Changing consumer behaviour/demands Need to think differently about how to manage marketing tasks and campaigns. Image source: http://www.flickr.com/photos/webtreatsetc/4866427589/

4. Changing education marketplace • Fragmented media channels • Audience driven environment • Increasingly complex education and research products • Increasing focus on customer service as education moves to more fee-paying model • Need for marketers to engage audiences for relationships Image source: http://www.flickr.com/photos/jasonahowie/8583949219/

5. Changing consumer behaviour • Audiences now expect to have control over messaging • Audiences expect responses to queries within shortest possible period (no more than 24 hours) • Consumers are informed, require facilitation of access to more detailed information • Increasingly comfortable with buying online • Good experiences of products more easily shared • Poor experiences of products and services are shared AS SOON AS it happens Image source: http://www.flickr.com/photos/webtreatsetc/4866427589/

6. Agency approach to marketing • Account services: maps the client objectives and sets the communication needs • Creative services: ideas and products used in campaigns • Media planning and buying: advertising space management • Research and account planning: market research and campaign tracking, insights and strategy Image source: http://www.flickr.com/photos/sa-photo/289314279/

7. Faculty implementation University Marketing Directors Faculty Marketing Manager School/divisional Marketing Manager Marketing assistants … all strategists, planners, researchers PLUS different suppliers providing creative, strategic and research services.

8. Problem with this… • Trying to do too many things • Speed of execution is slow • Fosters hidden achievements • Less integrated approach given fragmented channels for communication Image source: http://www.flickr.com/photos/saranv/3521287388/

9. Faculty marketers work with Account Services to prepare strategy Account services set project for creative, buying, research Faculty managers act as ‘client’, also conduct research, execute strategies and report. Advantages of the agency model Image source: http://www.flickr.com/photos/tromal/7032258079/

10. Requires whole-of-Faculty (or university) approach Need to recruit specialist creative and data insights people Need to ensure that studio management approach is deployed to ensure all projects covered. Disadvantages of the agency model Image source: http://www.flickr.com/photos/alancleaver/2661425133/

11. Other issues impacting adoption • Changing strategic priorities • It’s not about controlling the message • Marketing structure in the Faculty will influence flexibility Image source: http://www.flickr.com/photos/webtreatsetc/4866427589/

12. Adaptations of the Agency model Focus on the tasks. The model can vary but division of responsibility helps speed up cycle time from idea to execution • Management: planning, UX, strategy, client services, coordination of other tasks • Creative: art and design, copy and content development, interactive content design and build • Production: print, broadcast, interactive media deployment, community management/facilitation, media buying • Measurement: analytics, campaign evaluation, surveys and strategic opportunities assessment Image source: http://www.flickr.com/photos/webtreatsetc/4866427589/

13. Focus on audiences • Tendency to think the Agency model cannot be adopted as this will not fit within budget/education structure. • Need to think about changing priorities for Faculty marketers… • Changing consumer expectations require faster marketing cycles • Marketing is no longer just about outgoing messages – need to facilitate two-way communication and this process needs to feed back in to measurement, strategy and planning. Image source: http://www.flickr.com/photos/hisgett/5127844545/

14. For education marketers • Education consumers control learning experiences • Responses to learning queries demanded near-immediately • Detailed information should be presented digitally, preferably with comparison tools and review data • Students will be willing to buy discrete components of education products on a trial basis online (at a low price point) • Where possible marketers should be embedding the opportunity to share positive experiences of education products • Marketers need to be tracking negative commentary in all social contexts so as to respond in a timely manner. Image source: http://www.flickr.com/photos/webtreatsetc/4866427589/

15. New models for marketing • There will always be a need for large scale brand awareness activities • New models focused on facilitating impartial decision making among students/researchers • Increasing need for marketers to prove product value • Corporate messages generally not trusted • Influencers thus CRUCIAL to audience decision making Image source: http://www.flickr.com/photos/webtreatsetc/4866427589/

16. Audiences for HEI marketing Accessing news channels Researching online Using internal comms systems Alumni, social networks All audiences for HEI marketing are using digital channels to engage with each other and uni news/content.

18. Newest marketing: social business Engage with influencers who will test, provide feedback on products, and advocate LISTENING strategy Multiple conversation opportunities Responsive engagement Community-led Best response record ‘wins’ Consumers are producers

19. Strategy comparison Traditional marketing (push) strategy: broadcast Web (pull) strategy: part broadcast, part engagement Listening strategy: audience-led. Image source: http://www.flickr.com/photos/webtreatsetc/4866427589/

20. Insight? • Global adoption of internet enabled devices and social media requiring marketers to adapt • Local adoption of social strategies to access audiences is at critical mass, even among education businesses • Any model for establishing and maintaining marketing strategy needs to be mindful of different kinds of interaction - this job not clear in classic agency model. • May need to consider an additional interactive marketing specialist Image source: http://www.flickr.com/photos/73645804@N00/440672445

21. How these affect the agency model Risk focus only on traditional ‘broadcast style’ messages if staff not adequately across changing behaviours BUT Can adapt to changing education market more effectively Image source: Image source: http://www.flickr.com/photos/webtreatsetc/4866427589/

22. How to deploy the agency model • Divide load by task, and allocate staff to these tasks: • Management • Content • Creative • Deployment • Measurement • Prioritise Creative, Interactive application build and measurement and either use an in-house team or bring on Agencies for specialist services, working within the same Agency format. • NB: All Agencies will still require some degree of client services to pay for internal communication and ideation. Image source: http://www.flickr.com/photos/dahlstroms/4601580531/

23. What to do if you can’t deploy • Consider allocating time to specific roles within your marketing role. Focus only on these tasks in the scheduled time period. Divide time up using the same formula: • Management • Content • Creative • Deployment • Measurement • This will improve understanding of time use and will allow for better budgeting/planning for marketing activities Image source: http://www.flickr.com/photos/dcdead/3839998414/

24. Planning ahead Vital that Faculty marketers improve efficiency and effectiveness in a digitally dominated education marketplace Management and communication structure needs to be flexible enough to adapt to the future of the education market and to the future of consumer behaviour Image source: http://www.flickr.com/photos/webtreatsetc/4866427589/

25. Future of the market • Likely to be driven by rise of technology mediated communication • Gartner estimate that by 2014, 80% of users in the western world and affluent consumers (20%) in emerging markets will have smart phones (Peter Sondergaard, Senior Vice President at Gartner Research ) • With technology adoption, speed of international trade and economic pressures rise; political and environmental influences remain unpredictable. Image source: http://www.flickr.com/photos/digital_rebel_xt/72224228/

26. Future of consumer behaviour 1 SOURCE: Universal McCann Wave 6, 2012

27. Future of consumer behaviour 2 SOURCE: Universal McCann Wave 6, 2012

28. Future of consumer behaviour 3 Original of this image at: http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats/a

29. Future of consumer behaviour 4 • IDC(September 2011) expects mobile Web access – via laptops and smart mobile devices – to overtake desktop Web by 2015. • Gartner says (June 2012) that 1/3 of all personal data will be stored in the cloud by 2016. • Total time spent in online networks per month is likely to plateau, but is will be significantly more than with traditional media Image source: http://www.flickr.com/photos/innovationlab/6105458139

30. Future of consumer behaviour 5 • Increased use of social • Increased use of mobile devices • Increased reliance on immediate translations and transactions • Rise in information (digital) product consumption • Rise in remote service products and cloud based content access • Rise of NFC payments • Increased focus on sustainability, environmental impact and perceived freedoms. Image source: http://www.flickr.com/photos/brandmaier/4072900520/

31. Futures for education • Increasing interest in online and hybrid education models • Education less about ‘teaching’ more about ‘learning facilitation’ • Immersive education models are attractive, generate stronger evidence of learning • Demand from business sector focused on data science, programming and applied thinking. Image source: http://www.flickr.com/photos/olpc/2606362571/in/photostream/

32. Changing role of education marketers • Facilitators of access to the right information/ personnel at the right time (particularly at coal face) • Increasing need to communicate ROI of enrolment • Increasing role in attending to current student needs • Decreasing focus on traditional media Image source: http://www.flickr.com/photos/eschipul/270550002/

33. Changing markets need new marketing models. The Agency model can assist in ensuring flexibility to a changing education market and changing consumer behaviour, Last thoughts… Image source: http://www.flickr.com/photos/webtreatsetc/4866427589/

34. Thank you

35. Joanne Jacobs Chief Operating Officer Ph: (02) 9251 0491 | Mob: 0419 131 077 Email: joanne.jacobs@1000heads.com Contact us