KENT STATE UNIVERSITY DIVISION OF UNIVERSITY RELATIONS STRATEGIC MARKETING

1. KENT STATE UNIVERSITY DIVISION OF UNIVERSITY RELATIONSSTRATEGIC MARKETING A Presentation to the Marketing Advisory Task Force By Iris E. Harvey Vice President of University Relations and Chief Marketing Officer

2. Objectives • Bring about a strategic market-oriented shift to how we brand the university. • Elevate the awareness, reputation and preference for Kent State University beyond previous levels. • Communicate Kent State’s distinctive learning experience and leadership role in the region.

3. A BEST PRACTICE MARKETING MODELSTRATEGIES ALIGNED TO THE ENROLLMENT FUNNEL

4. Generate Inquiries Generate Inquiries Convert Inquiries to Applications Convert Inquiries to Applications Admit Admit Enroll Enroll Best Practice Model: Align Marketing to the Enrollment Funnel to Get the Desired Response. Segmenting & Targeting Students Demographic Geographic Behavioral & Psychographic Marketing Goals Brand Awareness Interests & Attitudes Preferences YIELD New Students YIELD New Students Retain

5. Generate Inquiries Convert to Applications Admit Enroll Information is powerful . Geographic Student location: local, regional, state, out-of-state, international. Quality of schools. Distance from university. Resources of the community. Employers and workforce needs, skills demanded. Quality of life. Competitive landscape. Demographic Age, gender, race/ethnicity, martial status, family size, profession/occupation, income, family educational attainment, student academic achievement. Behavioral & Psychographic Values, attitudes, lifestyle and preferences. Willingness to pay and motivation to attend college. Relationship to institution, propensity to attend a specific type of college.

6. Generate Inquiries Convert Inquiries to Applications Admit Enroll The right strategy at each stage of the enrollment funnel yields the best return on investment. Marketing Goals & Mix Brand Awareness TV, radio, print, billboards, SEO, Ad words, public relations, posters, mobile boards, HS visits, college fairs, direct mail, virtual tours, audio releases, website Interests & Attitudes Personalized and interactive: mail, email, text messaging, telephone. Campus visits. Peer-to-peer. Majors exploration (GPS). Testimonies parent -to-parent and advisers, social networks, online community building, customized interface Preference Promote face-to-face advising/orientation (DKS), peer-to-peer activities, faculty, dean and alumni engagement, welcoming calls and receptions. Promotion of majors, residence services, scholarships and financial aid YIELD New Students

7. Segmentation and Targeting

8. Key Principle of Segmentation • Cluster markets in groups with unique characteristics so that distinct strategies can be implemented effectively. • Three clusters • Leading Edge Markets: Base representing the majority of institutional enrollment • Emerging Markets: Core but outside NEO where enrollment penetration is starting to take root • New Markets: Out-of-State where enrollment initiatives are recent and still under development

9. Ohio & W. PA. Represent the ‘Base Market’ for the Kent Campus Enrollment

10. Out-of State Freshmen Primarily Come from Target Markets NY, DC, MD, NVA, WVA and Illinois

11. Market Segmentation Model : Base: Ohio and Western Pennsylvania

12. Segmentation Model: Out-of-State:Western NY; DC, MD, NVA, WVA, Illinois NEW MARKETS OUT-OF-STATE NEW MARKETS EAST COAST DC Maryland Northern Virginia West Virginia NEW MARKETS MIDWEST Illinois NEW MARKETS WESTERN NEW YORK Buffalo Rochester Syracuse

13. Market Segmentation Overview

14. Market Segmentation Overview

15. KEY STRATEGIES BY SEGMENT CLUSTER

16. KEY STRATEGIES BY SEGMENT CLUSTER

17. KEY STRATEGIES BY SEGMENT CLUSTER

18. WHAT DOES THE HIGH YIELD TARGET AUDIENCE LOOK LIKE?

19. High Yield Target Market

20. WHAT IS OUR COMMUNICATIONS PLATFORM?

21. Brand Positioning. Our Promise to Students • We prepare students for the demands of the 21st Century. • Our distinctive learning experience inspires knowledge, provokes insight, ignites engagement and encourages responsibility. • As a result, our students develop qualities that will serve them throughout their lives. • Through the enriched experience enjoyed at Kent State University, students’ minds become more open, their intellectual horizons expand, and they progress toward success.

22. Brand Positioning. Our Promise to Students • Evidence of the Promise • People and systems dedicated to student success (e.g. faculty, staff, pathways/GPS, DKS) • Opportunity to learn on and off campus (internships & co-ops) • Wide ranging academic programs with employer and career enhancing content • Life-changing experiences (study abroad and away, service learning) • Safe and vibrant community (residences, 200 clubs, athletics and good location) • Inclusive environment valuing diversity (40 states/68 countries) • Successful alumni making a difference in Ohio and around the world

23. BENEFITS IN STUDENT VOICE REFLECTING OUR PHILOSOPHY OF UNDERGRADUATE EDUCATION

24. QUESTIONS?

25. High Yield Target Audience in Urban Areas

26. High Yield Target Audience in Suburban and Rural Areas

27. High Yield Target Audience* (*+65% above average) • Primary • Families living in urban and suburban neighborhoods • Solid middle to upper middle class lifestyles • Parents with average to above average college education • Middle to upper level managerial and professional occupations • Median household income ranging from $50,000 to $80,000 • Secondary • Families living in highly urbanized areas • Comfortable middle class lifestyles • Parents are high school graduates / Some/No college • White collar administrative occupations • Median household income ranging from $30,000 to $40,000 * Based on statistical modeling of enrolled Kent campus freshmen in 2007 and 2008. This profile represents 53% of student household types who enrolled in both years from areas that only represent 32% of households in the target base area of Ohio and Pennsylvania, the two states with a large enough sample to analyze.