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How to Help Faculty THINK Like Marketers

How to Help Faculty THINK Like Marketers. SACRAO 2011 – 64 th Annual Meeting February 19 – 23, 2011 Atlanta, Georgia . John L. Mason, Honorary Member. How to Help Faculty THINK Like Marketers. Dr. Elaine Artman , Mercer University. Ground Rules. Why Are YOU Here.

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How to Help Faculty THINK Like Marketers

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  1. How to Help Faculty THINK Like Marketers SACRAO 2011 – 64th Annual Meeting February 19 – 23, 2011 Atlanta, Georgia

  2. John L. Mason, Honorary Member How to Help Faculty THINK Like Marketers Dr. Elaine Artman, Mercer University

  3. Ground Rules

  4. Why Are YOU Here Divide into equal groups (Student Orientation 101) Answer the following Questions: • What is the most pressing student problem on your campus? • What is the CULTURE as it relates to faculty? • How are faculty currently involved? • What is the ONE issue the group wants addressed?

  5. P Marketing 101 Faculty Style • 4-Ps of Marketing • Product • Price • Promotion • Place promotion

  6. Marketing 101 Faculty Style • Creating Utility • Place • Time • Form • Possession

  7. Marketing 101 Faculty Style • Branding • Linking • Emphasizing

  8. Marketing 101 Faculty Style Gatekeepers of the Academe Faculty validate Student Work Faculty are not compensated for “fluff” Most cited faculty observation: “these students are not worthy of this degree” Faculty see freshmen and transfer students as raw product to mold into their image – scholars

  9. Enrollment Management Officers Must Take the Lead • Faculty only go where they are invited – Get With It! • Competitive funding often spells DOOM to good initiatives – Build Alliances • We must Act As Missionaries first, then Act as Ambassadors • First we go to them • Then they come to us • Faculty Promote Programs, Enrollment Ensures the process

  10. Enrollment Management Officers Must Take the Lead • The faculty must feel that they are a part of a comprehensive marketing strategy • What is the goal of the marketing strategy? • Offer to accept ratio or ROI • Assess to see what works Data influences and Informs

  11. Construct a MATRIX That Leads to Success • Level 1 – Written Material • Level 2 – Web Presence • Level 3 – Recruiter Scripts • Level 4 – Recruitment Events/Receptions • Level 5 – Coordinate Strategic Guest Appearances • Level 6 – Culminate in On Campus Events

  12. Help Faculty to THINK… Transcend their “BOX” Have a Guide Inside Out Rules Never Assume Know Your Niche

  13. Help Faculty to THINK… Transcend their “BOX” • Create a Glossary • Define Metrics • Provide Room to Contribute

  14. Help Faculty to THINK… Have a Guide Uncertainty Births Fear You cannot lead where you have not gone Guides must be “bilingual”

  15. Help Faculty to THINK… Inside Out Rules The Norms Should Be: Faculty Participation Information Sharing Faculty Collaboration Silo Destruction

  16. Help Faculty to THINK… Never Assume • Faculty are on the Same Page With You • Your Project Will Remove Past Skirmishes • ALL faculty members are receptive • One Size Fits Most

  17. Help Faculty to THINK… Know Your Niche • Institutional Strengths • Demographics • Programs • Enrollment Targets • Graduation Reality

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