Transcript Marketing the OTM - AirShip Technologies Group

University
of Portland
Marketing the OTM
Operations & Technology Management
EAB Advisory Marketing Plan Committee
University of Portland – Operations & Technology Management Marketing Plan
STAGE I
STAGE II
STAGE III
KNOWING THE
STUDENT
CONSUMER
IDENTIFYING HIGH
VALUE TOUCHPOINTS
ENGAGING THE
POTENTIAL STUDENT
CONSUMER
APPLICANT DATABASE
GENERATION
HIGH SCHOOL CONTACT
POINTS
LEAD GENERATION
@INTERNET, SOCIAL MEDIA
PRIORITIZE
APPARENT TOUCHPOINTS
PRIORITIZE UNDERACTIVATED TOUCHPOINTS
MOMENTS of INQUIRY
CONTACT
PROSPECTS
PROMOTE OTM
PROGRAMS
ENROLL
STUDENTS
The OTM Marketing Plan
University of Portland – Operations & Technology Management Marketing Plan
Student Consumer Focus
(Most Influential Information Sources)
High
OTM Employer Speed
Networking Events
Parents/Schools/Employers
College Recruitment
Social Media &TV/Radio
Events
Internet
Commercials
Low
Student OTM
Daylong Course Shadows
High School & College
Sponsorship
Events
College Comparison
Reports
Alumni &
Current Students
High
Student Consumer
Focus & OTM
Marketing
Level of OTM
Information
Introduction from
Professors
(Informative)
Brochures
Newspaper/ magazine ads
Low
University of Portland – Operations & Technology Management Marketing Plan
Student Consumer Focus & OTM Marketing
Pre-Enrollment by
High School Students
(1-2 yrs.)
Re-Enrollments
Due to Alumni
Marketing
STUDENT
CONSUMER
Enrollment
OTM Matriculation
(4yrs.)
OTM Graduate
(1yr)
The Lifecycle is 6-7 years
University of Portland – Operations & Technology Management Marketing Plan
EXTERNAL Role
• Influence consumer behavior to OTM
• Inform potential student consumers
• Drive industry relevant OTM
differentiation
Challenges
More college choices available
Diversity of degree programs
Sustaining IT and operations
management innovation
Challenges
INTERNAL Role
• Maximize OTM major attractiveness
• Optimize OTM enrollment and student
census
Competition for UoP students
Pressure on UoP cost reduction
while optimizing resources
The Role of OTM Marketing
University of Portland – Operations & Technology Management Marketing Plan
There is an opportunity to influence student consumer behavior at each
of these stages through the various touch-points they have with the
attractiveness of the OTM brand.
Awareness
Knowledge
Consideration
Pre-Enrollment
OTM
Selection
--Matriculation
Satisfaction
Enrollment
Loyalty
Advocacy
Post-Enrollment
OTM Consumer Lifecycle
University of Portland – Operations & Technology Management Marketing Plan
COMMUNICATION – OTM ads, brochures, point-of-purchases, student
OTM business cards, OTM LinkedIn accounts, OTM website and an OTM
social media presence
PHYSICAL – OTM products (flags, cups, etc.), UoP office space, small gifts,
School of Business facilities and classrooms
HUMAN – Current OTM students, professors, OTM industry advisors, guest
speakers, UoP administration & representatives, and teacher assistants
Represents all of the communication, physical and human interactions that OTM
student consumers experience over their 6-7 year UoP lifecycle.
Marketing Touch-Points
University of Portland – Operations & Technology Management Marketing Plan
Ad Hoc acquired information
Student Information Search
Pre-Enrollment
Insight:
-Advocates based on ‘Total’ Experience
-Responsive to Alumni events
Post Graduate Student
Insight:
- Student invests in education
- Strong UoP influence
Insight:
- Student seeking info
- Student trusts OTM contacts
Re-Enrollment
Acquired post OTM
Introduction phase
STUDENT
CONSUMER
Enrollment
Matriculation & Degree Ownership
Insight:
- Seeks affirmation of enrollment
- Education impacts future
The Student Consumer Lifecycle
University of Portland – Operations & Technology Management Marketing Plan
Apparent OTM Touch-Points
Identify the areas for current focus
University of Portland – Operations & Technology Management Marketing Plan
Under-Activated OTM Touch-Points
Identifythe
theareas
areas for
focus
Identify
forimmediate
expanded
focus
University of Portland – Operations & Technology Management Marketing Plan
Consumer Marketing
(Push)
Branded
Communication
Current OTM
Students
Promotions
& Partnership
(Advisory Board,
other partners)
OTM
Professors/
Administrators
Focus Media
(Pull)
Social Media
Presence
Resource
Touch-Points
Focus
Publications, TV
and Cinema Ads
Radio
Online
& Social Media
Identifying Strategic OTM Consumer Touch-Points
University of Portland – Operations & Technology Management Marketing Plan
Develop Key Focus Areas
Develop competencies in key areas
Provide consumers newer
touch-points
Build and acquire prospects databases
Implement programs to existing & new touch-points for value
IdentifyTouch-Points
the areas for immediate focus
Optimizing OTM
University of Portland – Operations & Technology Management Marketing Plan
Key Drivers :
– Increase student consumer focus in the OTM degree program
– Optimize brand experience for student consumers
– Enhance marketing investment to enhance enrollments
– Induct technology driven touch-points like Internet and social media
Key Tasks :
– Identify most effective key consumer touch-points
– Deliver superior brand experience at prioritized touch-points
– Translate brand experience to student’s value, retention and lifetime earnings
– Use technology to bring in cost effective social media marketing solutions
Key People
– Administration, professors, alumni, students/prospects, employers & OTM Advisory Board
Consumer OTM Lifecycle Management
University of Portland – Operations & Technology Management Marketing Plan
Revolutions ahead
for Technology
Innovation
BRAND
CORE
Performance (jobs)
Competitive (step ahead)
Knowledge (Effectiveness)
Value (Marketplace rewards)
BENEFIT &
REASON
BRAND
TONALITY
BRAND
CONCRETE
ELEMENTS
Confident
Approachable
Passionate
Inventive
OTM logo
OTM icon
OTM objects
OTM events
OTM Brand Dimensions
University of Portland – Operations & Technology Management Marketing Plan
• OTM’s tone of voice
• That for which the OTM
brand stands
• How OTM speaks to its
various student, corporate
audiences
• OTM’s brand promise
• The character that is rooted
in the values and beliefs of
OTM and its long-term
value
• That advantage which
OTM offers
BRAND
CORE
BENEFIT &
REASON
BRAND
TONALITY
• The feel or take-away when
the audience thinks about
OTM
BRAND
CONCRETE
ELEMENTS
• What OTM signifies
• Tangible reasons to believe in
an OTM education
• Factual, own-able
elements that are part of
OTM’s program
• Elements that are aligned
with what OTM’s target
audience wants/expects
• Visual identifiers of OTM
worth leveraging
OTM Brand Dimensions Expanded
University of Portland – Operations & Technology Management Marketing Plan
• Targeted print-based campaigns - lead with OTM
program, branded messages, noted endorsers
• Top Tier Endorsement & Co-branded Marketing
• Website linked to social media
• Activities/Events/Promotions
• Insight:
Focused media : TV/Radio/social media (Facebook,
-Twitter,
Student
seeking Info (or low involvement)
YouTube)
Student
trust
OTM selection
• PR campaigns,builds
Directwith
Marketing
– students/Corp. HR
• OTM networking (Facebook, Twitter) for Q&A
• College recruitment events
Pre-Enrollment
Re-Enrollment
• Branded UoP OTM courses & matriculation
• Professor Knowledge & Student Incentives to
succeed
• Frontline Education, Training and Facilities
• OTM Advisory Board networking and
Insight: promotion
Internship
- Student
to career
• OTM
sister committing
university cross
education
- Strong industry influence on Student
adoption
STUDENT
CONSUMER
•Insight:
Participation in occasion-based OTM Promotions
•- Push
student
prospects
andfuture
corporations
to OTM
Graduate
alumni
influence
applicants
•- Attendance
at OTM alumni
andto
recruitments
Graduates responsive
to calls
represent
OTM
• Pull incentives for hiring OTM students
• Alumni connectedness through social mediaLinkedIn
Enrollment
Graduation Ownership
•Insight:
Ongoing Interaction – Social Media & CRM
- database
Student seeks affirmation of OTM choice in job
Market
• Continuing
Education Certificate Programs
OTM
education
gateway
to meaningful job
• Graduate OTM Degree
Creation
attraction
• PR as strategic media - Trust in ‘Leading’ Brand
(CSR Campaigns & Alumni Forums)
Determine actionable programs
Student Consumer Lifecycle: Activity Framework
University of Portland – Operations & Technology Management Marketing Plan
•
•
•
Identify the influencers and relevant subject area topics that can shape and
define real student conversations occurring in decisions to enroll in OTM,
while viewing the daily life of OTM students.
Identify digital people and social media channels that will be most receptive
to create an online OTM reality internet community and dialogue.
Form an opportunity evaluation action team (advisors/students) to ……
–
Create a YouTube Channel-based OTM Reality Internet or vidolog diary
of the day in the life of a team of OTM students.
–
Analyze applicable Social Media wide-scale business intelligence
search of OTM-based material for websites, blogs, online forums and
other similar social media presence.
–
Review OTM brand conversations (what is being said in the media, and
by whom, about OTM?). Team with the UoP Marketing Club
–
Engage student and professors to understand public perception of
OTM. Use mini interviews, job shadows, and tours of alumni and
board members all through 3-5 min videos.
–
Track demographics and survey student prospects and those who
would listen in on the OTM Reality Internet presence.
OTM Reality Internet Presence
University of Portland – Operations & Technology Management Marketing Plan
Photo
Sharing
Micro
Blogging
Video
Sharing
University
of Portland
Blogging
RSS
Podcasting
Really
Simple Syndication
Message
Boards
Widgets
Chat
Rooms
Social
Networking
Recommended OTM Social Media Marketing Channels
University of Portland – Operations & Technology Management Marketing Plan
1. An OTM education is important - get involved in
driving the candidate decision.
2. Know the student’s consumer lifecycle.
3. Determine and prioritize the most effective OTM
touch-points that will influence an OTM enrollment.
4. Define guiding factors to build the OTM Brand!
5. Examine “break from the pack” social media ideas
that can set OTM ahead of similar competitive OTMlike university offerings.
5 Key Takeaway Points!
University of Portland – Operations & Technology Management Marketing Plan
Marketing the OTM
EAB Advisory Marketing Plan Committee
Promotion (Marketing) Committee: Ben Berry (Chair), Duane Ternes (Vice Chair), Sam Madrid
Contributing OTM Students: Courtland Reeves, Estelle Diaz. For information contact Ben Berry at [Mailto:[email protected]]