Transcript Student Section Marketing

Student Section Marketing
Mark Lazzaro
About Me
• University of California,
Merced
• 5 1/2th year ME student
• Previous President, VP, and
Treasurer UC Merced’s
ASME student section
Learning Objectives
1. Basics of Marketing
2. Guided Discovery / Group forum
Workshop Schedule
• 2:30-2:50 Basics of Marketing,
Presentation (20 min)
• 2:50-3:10 Group Breakout Session
(20 min)
• 3:00-3:15 Group Work Report-out
(15 min)
• 3:15-3:30 Question and
Answer/Group forum (15 min)
Three Marketing Questions to Ask
• Who is your target market?
• What are your customer’s needs or
desires?
• Who is your competition?
Who is your target market?
• Three Simplified Target Markets
– Lower Classman
– Transfer Student
– Upper Classman
• Other
– Non-ME Students
– Graduate Students
Difference of Campus
Communities
• The way you approach your market
strategy may vary based on the
demographic of your Campus
Community.
• All in all, a lot of the items and
strategy are the same, with some
unique differences.
Customer Profile
• Lower Classmen (UC Merced
Specific)
– Where do these students live?
• Freshman mostly live on Campus
• Most move off campus after freshman
year
– Younger in age usually 18 years old
– 50% First Generation Status
– Geographic origin
• 1/3 LA 1/3 Central Valley, 1/3 Bay Area
Customer Profile
• Transfer Students
– High variation in age range
– Approx. 1/3 come from Local JC
• So, 2/3 lack local knowledge
• So, 2/3 may lack Internal network
Customer Profile
• Senior Students
– High variation in technical skills,
experience and interests
– Off Campus
– More adult responsibilities
What are your customer’s
needs?
• Lower classman
– They lack practical engineering
experience.
• Ex. Freshman, usually do not have
experience with CAD software
• Ex. Might not have a strong understand of
what their field of study is about.
– Have a strong desire to be apart of
active engineering projects.
What are your customer’s
needs?
• Senior Engineering Student
– Resume Building
– Employment/Graduate Studies focused
– Expand professional network, externally
• Events that may attract this type of
customer
– Industry tours, or speakers
– Conference attendance
– Job Seeking skills, resume writing
workshops, Interviewing sessions
What are your customer’s
needs?
• Transfer Students
– Expand network, internally
– Limited local knowledge
– Similarly to Senior they may be more
career focus
Market Competition
• What other societies exist on
campus?
• How does your ASME Student
Section fit into your campus’s eco
system.
• Resume workshop Ex.
• Collaborative event efforts
Group Activity
• Stand up and join a table that you
have not sat at before.
• Introduce yourself
• Elect a representative to Report out
• 20 minutes to devise a marketing
strategy for your group’s scenario
• Create a 1-2 min. elevator pitch for
your marketing strategy
Group Activity: Scenarios
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Group 1: General Meeting
Group 2: Workshop
Group 3: Social Event
Group 4: Industry Speaker
Group 5: Engineering Project
Group 6: Tutoring Session
Group 7: K-12 volunteer Out reach
Marketing Strategy Elevator
Pitch
• Briefly describe the event
• Identify your target market
• Describe how you plan to engage
your target market
• What is you Marketing Plan or
Strategy?
Question/Answer
• Do you have a experience that you
would like to share?