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Marketing the Institutional Research Office

Learn practical marketing strategies to promote the Institutional Research Office and engage with key stakeholders. Discover techniques to personalize customer service, utilize new media and technology, and leverage web presence.

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Marketing the Institutional Research Office

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  1. Marketing the Institutional Research Office Southern Association of Institutional Research Charleston, South Carolina Amy Bawcom, University of Mary Hardin-Baylor October 25, 2005

  2. Marketing: A Working Definition • Process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services, organizations, and events • Creates and maintains relationships • Satisfies individual and organizational objectives

  3. Current students Faculty Staff Administrators Trustees Alumni Donors Prospective students Parents Vendors Educational agencies Researchers Customers=Constituents

  4. Marketing the right way • Sell to the right people • Edit before you distribute • Check your distribution list • Only offer what you can deliver • Personalize your customer service • Don’t blame the customer • Court unhappy customers

  5. Save money • Develop strategy and budget • Target audience • Think small • Roll out sequentially • Use new media and technology • Join and participate

  6. Market yourself • Keep your place clean • Smile more often • Food, food, food • Offer an excellence award • Publicize your survey results

  7. Use the web wisely • Great content • Useful information • Variety for frequent users • Clean, uncluttered design • Easy navigation • Link to other resources • Banner ads on other sites • Use web address on all materials • Solicit feedback

  8. Appeal strategies • Image • Highlights product and personality • Informational • Communicates facts • Motivational • Lead customers to take action • Demonstration • Make product available to customer

  9. From me From you Practical examples

  10. Contact me: • abawcom@umhb.edu

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