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Symposium for the Marketing of Higher Education : American Marketing Association© Copyright 2004 Mosaik Strategies, LLC.
Symposium for the Marketing of Higher Education : American Marketing Association
Key Points
• Diversify or Die!Your institution’s economic health depends upon it
Our country’s economic health depends upon it
• Partner with Stakeholders• Steps to Engage Partners
Symposium for the Marketing of Higher Education : American Marketing Association
U.S. Population Ages 15-29
Source: U.S. Census Bureau, Statistical Abstract of the United States, 2001.
Symposium for the Marketing of Higher Education : American Marketing Association
Total Population by Race
Source: U.S. Census Bureau, Statistical Abstract of the United States, 2001.
Symposium for the Marketing of Higher Education : American Marketing Association
College Enrollment
Source: U.S. Department of Education, National Center for Education Statistics, 2002.
Symposium for the Marketing of Higher Education : American Marketing Association
Photo Illustration by Jay Montgomery for DiversityInc Magazine, August/September 2004
Symposium for the Marketing of Higher Education : American Marketing Association
Photo Illustration by Jay Montgomery for DiversityInc Magazine, August/September 2004
Symposium for the Marketing of Higher Education : American Marketing Association
Minority Enrollment
Minorities are continuing to enroll in colleges/universities at an increasing rate
Symposium for the Marketing of Higher Education : American Marketing Association
QUESTION:
Where are they going to enroll?
Symposium for the Marketing of Higher Education : American Marketing Association
Unmet Minority Needs
• Inability to tap significant purchasing power
• Untrained workforce
• Half of US citizens will not be equipped to fully contribute
Symposium for the Marketing of Higher Education : American Marketing Association
Result
• Market will establish ways to meet its own needs
• Those institutions that meet the needs will survive
• Those institutions that evolve with the needs will thrive
Symposium for the Marketing of Higher Education : American Marketing Association
Increased DiversityDifferent Challenges• Assimilation Issues
• Social/Religious Differences
• Language Barriers
• Poverty
• Low Preparedness
Symposium for the Marketing of Higher Education : American Marketing Association
Addressing Challenges
• Create processes to accommodate more diversity
• Create programs to encourage and ensure success
• Increase marketing to minority groups
Symposium for the Marketing of Higher Education : American Marketing Association
Marketing to Minorities
• Research and Understand Local Composition
• Segmentation is Critical
• Prioritization
• Research and Understand Needs of Target Market(s)
• Communication is Key
Symposium for the Marketing of Higher Education : American Marketing Association
Understand Your Target
• Know how to reach your target
Symposium for the Marketing of Higher Education : American Marketing Association
Increase MinoritiesIncrease InterestThe other stakeholders:
BUSINESSES
Symposium for the Marketing of Higher Education : American Marketing Association
The Business Case
• Education
• Recruiting Efforts
• Diversity
Symposium for the Marketing of Higher Education : American Marketing Association
Steps to Engage Businesses
• Identify Benefactors
• Identify Companies Targeting Your Graduates
• Understand the WIIFM Factor
Symposium for the Marketing of Higher Education : American Marketing Association
• Identify a Champion
• Identify a Contact
• Make the Connection
• Follow Up
Steps to Engage Businesses
Symposium for the Marketing of Higher Education : American Marketing Association
2002 Purchasing Power(in billions)
• Hispanic = $630*
• Asian American = $296.4
• African American = $645.9
• Native American = $40.8
Sources: *Hispanic Association on Corporate Responsibility, Statistics, Hispanic Demographics, 2002.Wow! Facts, Diversity Best Practices, 2003.