Chapter 6: Marketing & Public Relations

Completed by:Cornelius BrownleeDebra Vance Noelk

There are, of course, many definitions. Some are…

Kotler (1984): “a social process by which individuals and groups obtain what then need and want through creating and exchanging products and value with others.”

Beder (1986): a methodology for attracting learners, a methodology that guides program development, promotion, pricing, distribution and market research.”

Gilley and Eggland (1993): “a technique used to improve or enhance the image of products, services, or an organization.”

So Just What Is Marketing?

Common models are the traditional model, the exchange model and adaptive model.

The exchange model is most commonly implemented in adult and community education (ACE) settings.

This model suggests a symbiotic relationship; one in which both the producer (educators) and the consumer (students) benefit.

The consumers are asked to exchange something of value (money or time) for something they believe is a benefit (a program, a product, or a service).

This approach focuses on the consumers and the organizations exchanging things they each value.

The Exchange Model

Stage One: Clarify the parent organization’s goals and missions. Stage Two: Develop your program’s marketing mission.

Stage Three: Analyze factors that impact the program’s ability to market effectively.

Stage Four: Engage in market segmentation.

Stage Five: Determine the appropriate targeting strategy.

Stage Six: Finalize the proper marketing mix of product, pricing, and place.

Six Stages of a Marketing Plan

Since ACE programs are generally part of larger organizations; i.e. a business, religious organization, or school/university, before a marketing plan can be developed, it is essential that there is a clarity of mission.

As Beder (1986) states, “Lack of clarity may have two

unfortunate consequences. First, programs developed will lack coherence and participation…. And, ultimately more important, the continuing education unit may find itself at odds with its parent institution.”

Stage OneClarify the parent organization’s goals and missions.

Questions suggested by Gilley and Eggland (1992) include: What is our purpose? Who are our constituencies/clients? What do we have that is valuable to our

constituencies? What should our purpose be? What will our purpose be in the future?

“A well-developed mission statement gives everyone in the organization a sense of purpose, directions, significance, and achievement.” (Gilley and Eggland)

Stage TwoDevelop your program’s marketing mission.

“Marketing, by its very nature, requires interactions with assorted situational elements that must be accounted for in the process of marketing planning.” (Gilley and Eggland, 1992) Macro-environmental Factors: “The Big Picture”

Demographics: aging baby boomers, geographic population shifts

Economics: forecasted growth and interest rates in US & world economies

Technological changes and influences: On-line courses Politics: Decentralization, cost-effective organizations

Micro-environmental Factors: “More Localized” Same as above but more situation and community specific

Stage Three Analyze factors that impact the program’s ability

to market effectively.

“Market segmentation is the process of dividing the potential market into subgroups according to how they are expected to react to program offerings.” (Beder, 1986)

Geographic variables Using location to determine potential learners.

Demographic variables Includes gender, age, family size, income, education level,

nationality, and occupation to determine potential learners. Psychographic variables

Uses behavior patterns such as lifestyle and personality to determine potential learners.

Stage Four Engage in market segmentation.

Undifferentiated marketing Mass marketing Lower costs Reduced ability to meet individual needs

Concentrated marketing focus on one segment of the market Effective if program lacks resources to serve more than

one segment Differentiated marketing

Operates in two or more segments of the population Has separate programs for each segment Generally this approach is the most successful

Stage Five Determine the appropriate targeting strategy.

Product: Riggs (1989) suggests that ACE products “focus on the programs,

goods, and services offered for sale.” Then the “product must be defined in terms of benefits to the buyer.”

What tangible core product will stand at the center of the organization’s product line?

Pricing: Consider all pricing strategies and alternatives. Cost oriented pricing – based primarily on cost of providing product Demand oriented pricing – based primarily on the demand Competition oriented pricing – based primarily on what current

pricing is. This is the most common type utilized. Place:

Tangible benefits: design of facilities, comfort, amenities, convenience

Intangibles: cost and expenditures getting to location

Stage Six Finalize the proper marketing mix

of product, pricing, and place

Options include Direct-Mail Marketing Media Relations Target Mailing

All options require Effective Brochures

Putting Your Plan to Action

Primary form of promotion used by adult, community and continuing education organizations

Cost effective

Permits Selectivity – (You can select market segments)

Allows you to tailor the promotional message

Direct-Mail Marketing

Target Mailings

Pros

You can use the same client list multiple times

Can be used in emailing Can use promotions for

certain markets.

Cons

Can be considered spam Bad for the environment Can be expensive

Target Mailing, Cont.

Media Relations

Website Should include mission,

objectives, logo, policies, practices, media/press kit

Contact information: phone numbers and email addresses

Newspaper advertisements

Brochures Flyers

Essentials for creating an effective brochure Know your audience Provides accurate and concise information. (not

too text heavy) It tells a story – Appeals to the target audience Aesthetically appealing – Not offensive Represents your brand/agency. It should be

unique and not similar to other brands.

Effective Brochures

Promotions How will you promote your organization? What

will you need? Giveaways, newsletters, partnerships, logos, flyers,

videos, television appearances, presentations, etc.

Writing – Important Documents News releases, press releases, editorials and/or

articles

Public Relations Plan

Crisis Management How will your organization respond to a crisis? Are you prepared?

Measuring/Evaluating Success How will you know if your efforts were

successful? Reviewing evaluations and other feedback

Public Relations Plan

Any Questions/Comments?