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Strategic Marketing Initiative 2009
ACTS Seminaries
A First “Run By” for Faculty MeetingMarch 31, 2009
Watch for the hint slide and the free prize
Transition
Background
• Harmony “Green Look” Fall 08 • New ACTS Website January 09• Strategic Marketing Planning January 09
Making a plan . . .
Major Steps taken• Meet stakeholders • Exegete ACTS marketing practices• Continue new website launch• Re-launch EMT• ACTS Strategic Direction Documents
Personal Referral
. . . . tried and true
The most productive, cost effective, sustainable marketing strategy
“Word spread” . . . (The Viral Factor)why?
“People were amazed” . . . (The Remarkable Factor)
The Core Marketing Methodology
The Core Marketing Methodology
How did you find out about ACTS?
Personal Referral
72%
Website20%
Other8%
Re-invent our marketing culture
. . . . . with three paradigm shifts
What we propose to do is . . . . .
Two major initiatives
What we propose to do is . . . . .
A Preferred Future
A “personal referral” Marketing Culture
Short term urgencies•Need-based marketing initiatives•Building toward long term marketing values
What would a ”personal referral” marketing culture look like?
Long term initiatives . . .
Our marketing department is . . .
What would a “personal referral” marketing culture look like?
EVERYBODY
Let’s perpetually create a community of story tellers
Member Seminaries, Faculty, Staff, Spouses, Students,Alumni, Dropouts, Associates, Friends, Enemies, Media,Anyone and everyone who can tell the story.
EVERYTHING
We Do
What would a “personal referral” marketing culture look like?
Why? It impacts the viral factor and the remarkable factor.
Our marketing activity . . .
Our marketing behavior . . .
What would a “personal referral” marketing culture look like?
Personal Referral normalized
A Way of lifeStandard Operating Procedure
. . . Remarkable
Team Tools Tone Tactics
Preferred Future Marketing Culture Values
Continually encourage everyone to help tell the story.
Ongoing discussion about what we offer and why.
Nurture lifelong learning relationships.
Preferred Future Marketing Team Values
Inclusive and Collaborative
Preferred Future Marketing Tools Values
The Internet helps us tell the story
Measurable marketing expenditures.
Targeted marketing activities. .
Preferred Future Marketing Tone Values
Conversational – listening, telling, learning.
Ongoing dialogue with ACTS stakeholders. How we serve – remarkable!
*An ongoing series of timely, responsive, measurable, targeted initiatives to enrich the viral factor and the remarkable factor.
Preferred Future Marketing Tactics values
Always connect marketing to the ACTS mission.
Target market research is like breathing.
Nimble* strategic marketing initiatives.
Champion for these values.
Short term initiatives . . . .
What we propose to do is . . . . .
Short term initiatives . . . .
What we propose to do is . . . . .
Short term initiatives . . . .
What we propose to do is . . . . .
Short term initiatives . . . .
What we propose to do is . . . . .
Short term initiatives . . . .
What we propose to do is . . . . .
Short term initiatives . . . .
What we propose to do is . . . . .
Two key questions . . .What makes ACTS remarkable?What would make it so remarkable that people would remark about it?
Short term initiatives . . . .
What we propose to do is . . . . .
Given that many ACTS students and graduates view ACTS primarily as a collective, ACTS Should create and sustain systems that will meaningfully link alumni with the ACTS collective. 65% agree or strongly agree
Engage an ACTS Alumni networker
What we propose to do is . . . . .
Survey:
When people ask you “Where did you attend Seminary?” or “Where are you attending Seminary?” how do you respond?
• 27 % ACTS Seminary• 21% ACTS Seminaries• 21% Trinity Western University • 13% Combination of ACTS/TWU• 9% Combination of ACTS/Seminary of Record• 9% Seminary of Record
. . . . a lifelong learning relationship
Short term initiatives . . . .
What we propose to do is . . . . .
Social Media MarketingOpportunities
SMM starfish (2002)
SMM Prism (2008)
Short term initiatives . . . .
What we propose to do is . . . . .
????
Short term initiatives . . . .
What we propose to do is . . . . .
Support for a self-managed web page and blog - advance your career!
Short term initiatives . . . .
What we propose to do is . . . . .
Short term initiatives . . . .
What we propose to do is . . . . .
Improve first impressions at Fosmark
What we propose to do is . . . . .
• dirty dark directionless dreary deadly• staff parking - what message are we sending???
Short term initiatives . . . .
What we propose to do is . . . . .
Short term initiatives . . . .
What we propose to do is . . . . .
Critical questions . . .
infrastructure?
Well, what do you think?
Critical questions . . .
Buy In – How?
Well, what do you think?
Critical questions . . .
Champions?
Well, what do you think?
Critical questions . . .
Weather Current Storm?
Well, what do you think?
We value your input
Q & A time
