Transcript Marketing the Institutional Research Office

Marketing the
Institutional Research
Office
Southern Association of Institutional Research
Charleston, South Carolina
Amy Bawcom, University of Mary Hardin-Baylor
October 25, 2005
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
Customers=Constituents
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Current students
Faculty
Staff
Administrators
Trustees
Alumni
Donors
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Prospective students
Parents
Vendors
Educational agencies
Researchers
Marketing the right way
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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
Save money
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Develop strategy and budget
Target audience
Think small
Roll out sequentially
Use new media and technology
Join and participate
Market yourself
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Keep your place clean
Smile more often
Food, food, food
Offer an excellence award
Publicize your survey results
Use the web wisely
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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
Appeal strategies
 Image
 Highlights product and personality
 Informational
 Communicates facts
 Motivational
 Lead customers to take action
 Demonstration
 Make product available to customer
Practical examples
 From me
 From you
Contact me:
 [email protected]