Marketing as the transformation agent in higher education
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A view on how marketing needs to lead as the transformation agent in higher education. By modernizing its processes, platforms and approaches, marketing departments can become the voice of the student (client) throughout the customer journey and demonstrate impact and ROI at each stage: before(prospect), during(student) and after(alum).
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Marketing as the transformation agent in higher education
- 1. MARKETING AS THE CORPORATE TRANSFORMATION AGENT FOR HIGHER EDUCATION
- 3. An overnight success, just 15 years in the making • Mobile app economy • Social Media • Sharing economy (Uber, Airbnb) • Inbound marketing (push to pull) • Lean Manufacturing to Agile Marketing • Personalization becomes Humanization • SaaS marketing platforms 3
- 4. The biggest shift in a generation From Information Hoarding Web Sites/Portals Management Email CRM Baby Boomers UI Data To Information Sharing Integrated Social Sites Engagement Collaboration Communities Millennials UX Actionable Insights
- 5. Change empowered by Internet growth 5 Mary Meeker – Kleiner Perkins Caufield Byers http://www.kpcb.com/internet-trends
- 6. The World Has Gone Mobile Sources: World Bank, Chetan Sharma
- 7. A Mobile Mostly Generation Source: Pew Research (www.pewinternet.org/2013/03/13/teens-and-technology-2013/) All Cell-Phone Owners Teen and Young Adult Smartphone Owners Users who go online mostly on mobile devices
- 8. Mobile Apps trump the Mobile Web Source: Nielsen (www.nielsen.com/us/en/reports/2013/the-cross-platform-report--a-look-across-screens.html)
- 11. “The entirety of marketing is in a perpetual state of disruptive innovation.” Why Marketing Software will never be like ERP, 2012 ChiefMarTech – Scott Brinker
- 12. “Marketing continues to show the most experimentation and innovation in the use of technologies of any customer-facing department. As a consequence, it shows the most movement of new technology areas into the top 10 each year.” What's Hot in CRM Applications in 2015 Gartner
- 13. Hype Cycle for Digital Marketing, 2015 13
- 14. 14
- 15. Relative Keyword search volumes
- 16. Relative Keyword search volumes
- 17. 17
- 18. 18
- 19. Oh, the places you’ll go Oh, the technology you will need 19 Source - http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/
- 20. 20 Oh, the technology you will need…
- 21. Oh the technology you will need… 21 AdTechMarTech It’s an “AND” not an “OR”…marketers need both
- 22. 22 “My intention with this graphic is to visually demonstrate four points: • Marketing has unquestionably become a technology- powered discipline. • The quantity of martech ventures is a barometer of how much marketing is evolving. • The marketing technology field is heterogeneous, with a very broad range of products. • To thrive in this environment, marketing should steadily develop its technical talent.” Scott Brinker – Chief Marketing Technologist Blog, 2015
- 23. Oh, the technology you will need… Algonquin’s Martech stack 23
- 25. Context
- 28. Healthcare 42¢
- 29. Healthcare 70¢
- 32. College vs. University Source: MTCU, 2010-11 Full-time Headcount (FT HC), Eligible for funding. *Excludes nursing, tuition short, part-time students and international students ineligible for operating funding. **Applied degrees started to be offered in 2002-03.
- 33. Demographics – AC Catchment 33
- 34. Demographics – AC Catchment 34
- 35. What credential are students studying? 35
- 36. Student Gender – 5 year trend 36
- 37. Student Age – 5 year trend by age group 37
- 38. Legislative Changes: CASL CASL Timeline
- 39. Legislative Changes: AODA W3C WAG 2.0 AA standard = AODA for web
- 41. 41
- 43. Getting Started
- 46. Finding the “Why” for Marketing • Built dashboards, but department members didn’t feel engaged… lacked ownership • Lacked a communal sense of purpose like Recruitment… needed to see themselves reflected in the business. • After introduction of CRM, Marketing change its business but leads didn’t light the team on fire. 46
- 49. Traditional Higher Ed Sales funnel
- 50. E2C - a new Business model: Marketing for Higher Education • Complex, long sale • Buyer education required • Multiple touches • Considered purchase • High dollar value • Lots of competition and alternatives • Buyer has a team of influencers. • Driven by brand awareness and reputation • Personas & segmentation • High volume - 60,000 opps/year Constrained by public funding
- 52. Segmentation
- 53. Personalization
- 54. Automation
- 55. E2C Funnel and Model (simplified) Recruitment (Sales) & Marketing Admissions & Registrar
- 57. Single View of the Student Recruitment Funnel Admissions Funnel College Recruitment Faculty Marketing College Marketing Registrar’s Office
- 58. A 360º View of Our Students
- 59. Traditional Approach – 2010 Open House Recruitment Presentation Advertising Campaign Pick up BrochureWebsite Tour
- 60. Modern Approach – 2013+ Open House Recruitment Presentation Advertising Campaign Pick up BrochureWebsite Tour CRM Lead Nurturing
- 61. Lead Capture & Nurture Open House Campus Tour Applicant Registered
- 62. Future Students Page: The Power of Personas
- 63. A Beginning Step 63 Moving from aptitude to action – it starts with finding out who they are
- 64. Narrowing the options 64 Browsing to become a breadwinner
- 65. Confirming the possible outcomes 65 A Coach to a Career
- 67. Marketing Before & After Email Landing Page Lead Management Web Behaviour Analytics AFTERBEFORE Manual, batch & blast Automated, fire & forget Days, design & deploy Minutes, templated & tracked No scoring, all Leads equal Automated assignments, all Leads prioritized Generic & slow, no real visibility Lead specific, immediate, actionable Cost focused Revenue focused
- 68. Marketing Annual Blocking Chart 68
- 69. Starts with Goals 69 Institutional Leads generated/nurtured Departmental Projects completed Infrastructure Website uptime
- 70. Demonstrated through Outcome Metrics 70 0 5000 10000 15000 2012-13 2013-14 2014-15 2015-16 Institutional Leads generated/nurtured Departmental Projects completed Infrastructure Website uptime 0 50 100 150 200 250 300 350 400 450 500 Open Closed Total Linear (Closed) Linear (Total)
- 71. FUTURE STEPS 71
- 72. 72 Web Personalization Digital Asset Management
- 74. If you think automation wont affect you… Humans Need Not Apply - YouTube https://www.youtube.com/watch?v=7Pq-S557XQU
- 77. -- Brian Halligan, CEO, Hubspot
- 78. Questions?
- 79. Eric Hollebone Director, Marketing Algonquin College hollebe@algonquincollege.com 613 727-4723 x5054 ca.linkedin.com/in/erichollebone twitter.com/erichollebone
Hinweis der Redaktion
- Mary Meeker – Kleiner Perkins Caufield Byers http://www.kpcb.com/internet-trends
- The world has gone mobile. It isn’t about to happen, it isn’t happening now – it’s happened. I’m sure you’re familiar with at least some of these overwhelming numbers. Whether you look at broadband subscriptions…
- And these trends aren’t just reflecting people using mobile devices in addition to their other computers. That’s a huge part of it, of course, but the numbers also reflect a dramatic increase in mobile-mostly usage. By “Mobile-Mostly” we mean people who go online mostly on mobile devices rather than desktops or laptops. 21% of all cell-phone owners 50% -- FIFTY PERCENT! – of teen and young adult smartphone users. And if you think about someone like Eric H here, who deals with a pre-college and college audience, that number is very important. We see similar numbers in other demographic groups, and in certain vertical markets. As of late last year, Groupon saw over half of its transactions happen on mobile devices. If you’re not reaching your audience on mobile, you’re not really reaching them. Mobile isn't an optional add-on for engaging your audience. It has to be built into your engagement and nurturing from day one. And that’s why we’re all here in this room, right? Because we recognize that and are doing our best to respond to it. Years of experience tells us that where the audience goes, marketing dollars inevitably follow. Your audience has gone mobile; you need to be there with them. But you can’t necessarily effective engage these mobile users in the same ways that you’ve been reaching users on other devices.
- Additional data f/ 2012: Flurry Analytics, comScore, NetMarketShare – 2012 (http://blog.flurry.com/bid/95723/Flurry-Five-Year-Report-It-s-an-App-World-The-Just-Web-Lives-in-It)
- Time to implementation. Change management -
- In use at Algonquin
- This is only half the battle, AdTech is just as big
- how marketing is changing as a result of technology — for an in-depth discussion of this, read my presentation on 5 marketing meta-trends (or peek at the infographic version) hybrid marketing-technology professionals — one of my classic posts on that is Rise of the Marketing Technologist new management approaches in marketing such as agile marketing the marketing technology landscape, the evolving structure of the industry, and why marketing software will never be like ERP the expanding role of data in marketing, such as how big data will lead to big testing and how data can be a marketing channel itself interviews with marketing leaders, such as this interview with John Kennedy, VP of Corporate Marketing at IBM
- Parts of Algonquin’s martech stack
- Changes in educational systems Blending/overlap of college & university roles Students & parents looking for value from their investment Pressure for greater flexibility, seamless pathways Rising competition locally, regionally, nationally, globally Calls for increased institutional differentiation Fiscal pressures Decreasing government funding Heavier reliance on tuition fees, student fees, ancillary revenues Request to be more entrepreneurial, innovative Interest in moving toward outcomes-based funding model Changing Demographics Elementary and secondary school enrolments across Canada Most demographers predict a gradual decline in postsecondary youth population for next 12-15 years. It is unclear the extent to which Canada’s low birthrates will be offset by immigration and increasing educational participation rates.
- Demographics are changing in a manner that will make it much more challenging for PSE institutions to maintain, let alone grow, current enrolment levels Note the population levels ‘squeeze in’ at age 20 and younger – refer to green arrows and red circles – this is our key market and it is shrinking
- Colleges and good corporate citizens are not the targets
- Colleges and good corporate citizens are not the targets
- “Bums in seats” => “Feet across the stage”.
- Our way out => Technology, all other avenues are constained.
- Red ocean (current demographics) vs Blue ocean (new markets) , don’t just grow the pie, make more pies
- Borrow from Simon Sinek – Starts with the Why Great bunch of people but not engaged Need pictures
- Marketing – 1 of 4 services to sign up for RCM, jumped in with two feet/ Incomplete project data Looking for a productivity increase and better coordination with clients Current tools provided collaboration but not completion.
- Marketing – 1 of 4 services to sign up for RCM, jumped in with two feet/ Incomplete project data Looking for a productivity increase and better coordination with clients Current tools provided collaboration but not completion.
- This animated slide is meant to showcase our reliance on “hope” marketing. Previously, we would host a series of independent events and hope that the prospective students we spoke to connected with us. While suitable in a growing market, hope won’t get us as far in an ultra competitive market.
- This animated slide is meant to showcase our reliance on “hope” marketing. Previously, we would host a series of independent events and hope that the prospective students we spoke to connected with us. While suitable in a growing market, hope won’t get us as far in an ultra competitive market.
- In the past, our lead nurturing has been a set of independent events. Today, we are introducing a steady stream of experiences that work together to inform and engage.
- Institutional services – number of leads generated/nurtured Departmental services – number of projects completed Infrastructure service/maintenance – system availability
- Institutional services – number of leads generated Departmental services – number of projects completed Infrastructure service/maintenance – system availability