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Using Research to Inform and Drive Your Strategy

Using Research to Inform and Drive Your Strategy. Purdue University July 30, 2009. Why Marketing Research?. Why Marketing Research?. Because it’s the basis of marketing Because you are not your consumer (student, parent, alumni, donor) Things change. Why Not Marketing Research?.

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Using Research to Inform and Drive Your Strategy

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  1. Using Research to Inform and Drive Your Strategy Purdue University July 30, 2009

  2. Why Marketing Research?

  3. Why Marketing Research? Because it’s the basis of marketing Because you are not your consumer (student, parent, alumni, donor) Things change

  4. Why Not Marketing Research? • We can’t afford it • You can’t afford not to do it

  5. Marketing research is an investment, not a cost! Lifetime value of a consumer How many students will you need to attract to pay for the research?

  6. You Are Not Your Customer

  7. You Are Not Your Consumer • How many have college degrees? • How many years have you worked for your institution? • How many spend more than 40 hours a week? • How many think about work on the way in? • How many think about work on the way home? • How many think about work on vacation?

  8. Things Change

  9. Things Change The School Picture Quiz

  10. Types of Research Qualitative Quantitative

  11. Qualitative Research (1 of 2) Focus groups One on one interviews Bulletin boards

  12. Qualitative Research (2 of 2) Used to generate ideas Used to explore feelings Used to back up quantitative research Cannot be projected to a larger population

  13. Never Ever, Ever, Ever, Ever… use focus groups to create marketing strategy

  14. Quantitative Research Standard survey Can be projected to a larger population Requires a random sample Can be blind or open

  15. Who Should You Research? Faculty/staff High school students Parents of high school students Alumni Present students Business community Donors Guidance counselors

  16. What Should You Research? Basic • Awareness • Brand Image • You • Your competitors • Importance of key variables • Performance on key variables • Of you • Of your competitors

  17. What Should You Research? Optional questions • Private vs public • Attractiveness of religious affiliation

  18. What Should You Research? Advanced • Price sensitivity • Capital campaign feasibility studies

  19. What Should You Research? Specific • Retention • Admit/non admit

  20. Presentation A Picture is Worth a Thousand Words

  21. Importance and Performance Overall Comparison A B C D E F

  22. Importance and Performance Xavier University 4.8 High Importance & Low Performance High Importance & High Performance Quality Academic Facilities: Libraries & Classrooms Safe/Secure Campus Range of Courses/Majors 4.4 Quality Faculty Financial Aid Available Access to Technology on Campus Reasonable Tuition/Board Fees Quality Dorm & Housing Facilities Personal/Individual Attention Range of Opps to Develop as a Leader 4.0 Emphasize Ethics/Personal Values in Teaching Range of Student Social Opps Opps to Connect/Be Involved in Campus Community Importance Diverse Student Body Quality Literature about College 3.6 Small Average Class Size Range of Community Service Opps Opps for International Exposure/Experience National Reputation Quality Varsity Athletic Programs Recommended by Parents Strict Entrance Requirements 3.2 Low Importance & Low Performance Low Importance & High Performance Quality Web Site 2.8 3.0 3.2 3.4 3.6 3.8 4.0 Performance

  23. Performance Gap Between Xavier and College A

  24. How Do You Use Research Create marketing strategy Coordinate brand strategy Fine tune communications

  25. Who Should Do Research? • Professional firms • Lots of experience • Expensive (but worth it?) • You • Qualified faculty • Alumni/AE

  26. Brand Building Is a step-by-step process Requires knowledge and discipline Involves the entire institution Major brands spend a lot of money on brand marketing and go to enormous lengths to maintain a consistent voice across all channels

  27. Integration is the Process Begins with brand audit Involves a marketing team Ad Hoc faculty research team Vet the findings continuously Create a Micro-site where results are posted and interaction can take place Town Hall meetings

  28. Phases of Brand Process PHASE OUTCOMES RESEARCH

  29. Research • Helps determine market perceptions • Helps understand perceived strengths and weaknesses • Helps set performance benchmarks • Helps develop effective approaches “The great obstacle to progress is not ignorance but the illusion of knowledge.”

  30. “On the whole, knowing is better than not knowing.” Thank you!

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