Upload
targetx
View
1.388
Download
2
Tags:
Embed Size (px)
DESCRIPTION
GMAC 2011 Conference in Boston
Citation preview
Minimizing MeltBrian Wm. Niles, TargetX
Erin Nickelsburg, University of Wisconsin
Amanda Carlson, Columbia UniversityKrista Larson, York University
Camila de Wit, GMAC
www.slideshare.net/targetx
DifferentiationAuthenticityExperience
RelationshipsGenerations
DifferentiationCrowded market?
Little differentiation?Trending to commoditization?
Use the same marketing language?Benefits not clearly articulated?
If your program was a car, retail or restaurant ...
AuthenticityAuthenticity in marketing reduces
post-purchase surprises.
Authenticity reduces uncertainty in customer’s purchase decision.
What’s the most inauthentic thing you do in marketing your
program?
The ExperienceCustomer Service is King
Understanding Adult Student NeedsPart-time vs. Full-time Student
(Registration, parking, dinner, career guidance, housing, activities)
What is one roadblock your institution puts
in front of youradult student?
Sustaining Relationships
Primary point of contactOne-stop-shop in AdmissionsDeposit = Part of CommunityOne-stop-shop to Graduation
Sustaining Relationships
Make the student a “customer”before classes begin.
(Access to services. Invites to events. Contact with faculty or
students.)
What is one thing you can do to solidify the relationship before
classes begin?
GenerationsMillennials (enough already!)
Parent’s Generational Shift(Boomers to Xers)
Connection with Family
What is one thing you can do to embrace
parents and/or families/spouses?
Minimizing MeltBrian Wm. Niles, TargetX
Erin Nickelsburg, University of Wisconsin
Amanda Carlson, Columbia UniversityKrista Larson, York University
Camila de Wit, GMAC
1. If your program was a car, retail or restaurant ...
2. What’s the most inauthentic thing you do in marketing your program?
3. What is one roadblock your institution puts in front of your adult student?
4. What is one thing you can do to solidify the relationship before classes begin?
5. What is one thing you can do to embrace parents and/or families/spouses?
Minimizing MeltBrian Wm. Niles, TargetX
Erin Nickelsburg, University of Wisconsin
Amanda Carlson, Columbia UniversityKrista Larson, York University
Camila de Wit, GMAC