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Engaging students through Integrated Marketing Communications Professor Sean P. Killion, M.B.A. Adjunct Professor, Philadelphia University & La Salle University Assistant Director, University Housing, Temple University Friday, April 13, 2012

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Engaging students through Integrated Marketing CommunicationsProfessor Sean P. Killion, M.B.A.Adjunct Professor, Philadelphia University & La Salle UniversityAssistant Director, University Housing, Temple University

Friday, April 13, 2012

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Marketing Communications Your brand and its meaning

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Marketing Communications Your brand and its meaning

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Marketing Communications Can Take Many Forms

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THEORY FUNDAMENTALS OF MARKETINGWHAT IS MARKETING?

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What is Marketing?

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What is Marketing?

• Definition of Marketing American Marketing Association, 2004

An organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders

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What are your marketing challenges?• Funding• Marketing to different

groups• Competition• Staff support • Information Clutter

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What is Marketing?

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What is Marketing?

• The marketing concept refers to how businesses and organizations address the needs and wants of their customers

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What is Marketing?

• The marketing concept refers to how businesses and organizations address the needs and wants of their customers

• Understanding the marketing mix or the 4Ps of marketing

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Focus on promotions

• Promotional mix

• Advertising

• Sales Promotions

• Public Relations

• Personal Selling

• Direct Marketing

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Integrated Marketing Communications • Integrated Marketing Communications is the

process that marketers use to p lan, develop, execute,

and evaluate coordinated, measurable, persuasive

brand communicat ions programs over t ime to targeted

audiences.

• Many experts bel ieve that integrat ing a l l forms of

market ing communicat ion is essent ia l for successfu l

market ing.

• What makes IMC an effective strategy?

• Strategic Focus

• Col laborat ive Approach

• Budget ing

• Recrui t ing Support

• Empower ing Team

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The Big Idea

• The Apprentice - Season 1, Episode 2

• Big Idea• Do It Differently• Failure is not an option

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The Big Idea

• The Apprentice - Season 1, Episode 2

• The Pitch

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Marketing Communications can take many forms

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Marketing Communications can take many forms

• TV Commercials

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Marketing Communications can take many forms

• TV Commercials• Magazine Ads

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Marketing Communications can take many forms

• TV Commercials• Magazine Ads• Web and Interactive Media

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Marketing Communications can take many forms

• TV Commercials• Magazine Ads• Web and Interactive Media• Promotional items

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Marketing Communications can take many forms

• TV Commercials• Magazine Ads• Web and Interactive Media• Promotional items• Do-it yourself, customer-

made advertising

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Philadelphia Phillies Case Study

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Philadelphia Phillies Case Study

• How many people are Baseball fans?

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Philadelphia Phillies Case Study

• How many people are Baseball fans?

• How many people have attended a Baseball game in the past year?

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Philadelphia Phillies Case Study

• How many people are Baseball fans?

• How many people have attended a Baseball game in the past year?

• Discuss your experience

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Philadelphia PhilliesCase Study

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Philadelphia PhilliesCase Study

• Initial questions

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Philadelphia PhilliesCase Study

• Initial questions• Group questions

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Philadelphia PhilliesCase Study

• Initial questions• Group questions• Sports Marketing

101

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Philadelphia PhilliesCase Study

• Initial questions• Group questions• Sports Marketing

101• Using the

Importance of Promotions Worksheet reflect on the five elements of the promotional mix discussed earlier

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Philadelphia PhilliesCase Study

• Initial questions• Group questions• Sports Marketing

101• Using the

Importance of Promotions Worksheet reflect on the five elements of the promotional mix discussed earlier

• How can this help you University?

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TEMPLE UNIVERSITY HOUSING’S 2011-12 IMC PLANBUILDING COMMUNITIES ONE PERSON AT A TIME

2011 Housing Selection ProcessA community of thinkers, doers, learners, and leaders.

To view in full, please turn off pop-up blocker.

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Developing an IMC plan for your organization

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Developing an IMC plan for your organization

• Communicating the value proposition

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Developing an IMC plan for your organization

• Communicating the value proposition• How does your University differentiate itself from others

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Developing an IMC plan for your organization

• Communicating the value proposition• How does your University differentiate itself from others• What makes your University unique

Friday, April 13, 2012

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Developing an IMC plan for your organization

• Communicating the value proposition• How does your University differentiate itself from others• What makes your University unique

• What to include in your plan?

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Developing an IMC plan for your organization

• Communicating the value proposition• How does your University differentiate itself from others• What makes your University unique

• What to include in your plan?• Analyzing your customers, their needs and wants

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Developing an IMC plan for your organization

• Communicating the value proposition• How does your University differentiate itself from others• What makes your University unique

• What to include in your plan?• Analyzing your customers, their needs and wants• Environmental scanning, best practices, and innovative practices

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Developing an IMC plan for your organization

• Communicating the value proposition• How does your University differentiate itself from others• What makes your University unique

• What to include in your plan?• Analyzing your customers, their needs and wants• Environmental scanning, best practices, and innovative practices• Develop a budget and select the most effective forms to communicate

your message

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Developing an IMC plan for your organization

• Communicating the value proposition• How does your University differentiate itself from others• What makes your University unique

• What to include in your plan?• Analyzing your customers, their needs and wants• Environmental scanning, best practices, and innovative practices• Develop a budget and select the most effective forms to communicate

your message• Assess the student experience

Friday, April 13, 2012

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Developing an IMC plan for your organization

• Communicating the value proposition• How does your University differentiate itself from others• What makes your University unique

• What to include in your plan?• Analyzing your customers, their needs and wants• Environmental scanning, best practices, and innovative practices• Develop a budget and select the most effective forms to communicate

your message• Assess the student experience• Include as many forms of marketing as you can afford:

Friday, April 13, 2012

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Developing an IMC plan for your organization

• Communicating the value proposition• How does your University differentiate itself from others• What makes your University unique

• What to include in your plan?• Analyzing your customers, their needs and wants• Environmental scanning, best practices, and innovative practices• Develop a budget and select the most effective forms to communicate

your message• Assess the student experience• Include as many forms of marketing as you can afford:

• Direct Marketing

Friday, April 13, 2012

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Developing an IMC plan for your organization

• Communicating the value proposition• How does your University differentiate itself from others• What makes your University unique

• What to include in your plan?• Analyzing your customers, their needs and wants• Environmental scanning, best practices, and innovative practices• Develop a budget and select the most effective forms to communicate

your message• Assess the student experience• Include as many forms of marketing as you can afford:

• Direct Marketing• Advertising

Friday, April 13, 2012

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Developing an IMC plan for your organization

• Communicating the value proposition• How does your University differentiate itself from others• What makes your University unique

• What to include in your plan?• Analyzing your customers, their needs and wants• Environmental scanning, best practices, and innovative practices• Develop a budget and select the most effective forms to communicate

your message• Assess the student experience• Include as many forms of marketing as you can afford:

• Direct Marketing• Advertising• Print and On-line marketing communications

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• Review of marketing concepts:

• Demographics of our students

• Importance of funct ions with in Student Affa i rs

• Market ing is becoming a much needed funct ion

with in Student Affa i rs

• Emot ional market ing and branding strategies

• The WOW Factor and the Big Idea

• Col laborat ive and cooperat ive market ing

Developing an IMC plan for your organization

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Steps to Developing an IMC Plan• Important Steps: (PCEA)

1. PLANPr ior to any campaign, you and your staff should map out the

programs and in i t iat ives that you want to execute dur ing the year. Be

sure to inc lude your goals and ant ic ipated costs.

2. COLLABORATECol laborat ion is v i ta l for success. Be sure to col laborate wi th

departments wi th a vested interest in your product, i .e. Admiss ions,

Or ientat ion, Dean of Students, Parent’s Associat ion, etc.

3. EXECUTE Execute your p lan as consistent ly as you can. Be ready for changes

and remain f lex ib le and adaptable .

4. ASSESSRemember to evaluate and assess your pro jects to just i fy the expense.

Show empir ica l ev idence that campaigns work. Market ing without

assessment is wasted money.

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Steps to Developing an IMC Plan• Important Steps: (PCEA)

1. PLANDetermine audience

Campaigns

Strategies - Pr int and/or on- l ine

Themes

2. COLLABORATEInvolve other Housing Off icers, students (market research) , Student

Affa i rs, Admiss ions, Student Act iv i t ies, F inancia l A id, Bursar’s Off ice

3. EXECUTE Budget

Get Est imates

Plan at least s ix (6 ) months ahead i f possib le

4. ASSESSAssess your campaigns

Track resul ts i f possib le

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Highlights• UH&RL IMC Plan

• “Shoot for Fences” & Big Idea

• Direct Marketing• Open House• Orientation• Experience Temple

• Print Publications• Make Yourself at Home• Housing Selection Process• Guide to Applying for Housing

• On-line Communications

• Promotion Video

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DIRECT MARKETING ACTIVITIESOPEN HOUSE • EXPERIENCE TEMPLE • SUMMER ORIENTATION • WELCOME WEEK • LIVE CHAT!

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PRINT COMMUNICATIONSHOUSING SELECTION PROCESS MATERIAL • ADMISSIONS • RECRUITMENT

Ready?

Temple is well-connected. In fact, with the largest student computing center in the country, Temple has been named one of America’s most wired campuses. The TECH (Teaching, Education, Collaboration, and Help) Center offers 24-hour access to always-updated computer technology.

And the human connection at Temple is even stronger.

One out of eight of all college graduates in Philadelphia holds a Temple degree. Think about what that could mean as you prepare to enter the job market.

Temple is also the nation’s fifth-largest provider of professional education. Our students excel in the fields of dentistry, law, medicine, pharmacy, podiatric medicine, and more.

You come to Temple to connect with a course of study. Temple connects you with that and so much more.

Temple alums share a deep and !erce loyalty to their alma mater.

How can Temple connect you?

connect

Even within the TECH Center, it’s not uncommon to see a !lm student scoring a movie with a music student.

–Faculty member from the School of Communications and Theater

You come to Temple to work hard.You come to Temple to get ahead.

You throw yourself into the experience. You join, you attend, you cheer, you stay up late and get up early.

You navigate the city. You write and solve and type and email. You meet and discuss. You change majors and try out different career paths. You unwind.

And you leave a wiser person,a more quali!ed professional, a more polished thinker.

You meet people you never imagined meeting. You do things you never imagined having the chance to do. You grow into yourself.

You make the most of your time at Temple.

And leave moving quickly toward that next opportunity.

Here’s the deal.

Here’s the deal.

WWW.TEMPLE.EDU

You come to Temple to sharpen your focus. Our students turn academic passions into success stories.

We provide the conditions for your success—then it’s up to you, and your own focus.

Students don’t come to Temple simply to “go to college.”They come with real goals in mind, with the energy and drive to achieve those goals, and the wherewithal to adapt those goals when necessary.

Whether you enter Temple in the Honors Program, as a Tyler art student, a communications major, Conwell Scholar, undeclared or transfer student, we meet you where you are, and then help you achieve new heights in your chosen field.

If your goal is graduate school, Temple can help you get there through rigorous academic preparation and close partnerships with professors. If you plan to start your career right out of college, Temple’s renowned connections with Philadelphia businesses can pave your way.

build

The people we have in front of our classrooms really care about the students.

You get a small-school relationship along with the technology bene!ts of

a world-class institution.

–Faculty member from the College of Science and Technology

Temple students are known for their grit and determination.

Are you tough enough for Temple?

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PRINT COMMUNICATIONSHOUSING SELECTION PROCESS MATERIAL • ADMISSIONS • ADMITTED STUDENTS

Friday, April 13, 2012

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PRINT COMMUNICATIONSFALL 2010 MOVE-IN PACKET • MOVE-IN GUIDE • MOVE-IN SCHEDULE

Move-­In Guide

Fall 2011

A community of thinkers, doers, learners, and leaders.

E-­Brochure

Fall 2011

MOVE-­IN SCHEDULE

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ON-LINE COMMUNICATIONSFALL 2011 ELECTRONIC MOVE-IN GUIDE

Move-­In Guide

Fall 2011

A community of thinkers, doers, learners, and leaders.

E-­Brochure

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ON-LINE COMMUNICATIONSHOUSING SELECTION PROCESS • VIRTUAL PAPER

2011 Housing Selection ProcessA community of thinkers, doers, learners, and leaders.

To view in full, please turn off pop-up blocker.

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ON-LINE COMMUNICATIONSWEEKLY E-MAIL COMMUNICATIONS • FIRE ENGINE RED

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ON-LINE COMMUNICATIONSVIRTUAL TOURS

Virtual Tours• Growing demand

to see facilities before committing

• Completed in Fall 2010

• New Spin 360

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ON-LINE COMMUNICATIONSHOUSING ON-DEMAND

Housing On-Demand• On-line web

applications designed to simplify processes

• Easy-to-access• Simple concept in

support of Self-Assignment System called MyHousing.

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UNIVERSITY HOUSING WEBSITECREATIVE SERVICES, WEB COMMUNICATION, AND HOUSING & RESIDENTIAL LIFE

UH&RL Website Re-Design• Scheduled to begin re-design in July

2010• Collaborate with Web

Communications and Creative Services

• Website research review included research of best practices, focus groups, and surveys.

• Working with Office of Facilities Management to design virtual floor plans.

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ON-LINE COMMUNICATIONSVIDEO PRODUCTION

Housing Videos• Solicited feedback from

University Communications• Hired approved University

vendor• The goal was to create

vignettes showcasing student life and the residents

• Filmed campus tours, administrators from international students services and LLC programs.

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COLLABORATIONSCREATIVE SERVICES, UNIVERSITY PHOTOGRAPHY, AND RESIDENTIAL LIFE

Best Decorated Room Contest• Entice students with $1,000 gift

certificate for winner• Collaborate with University

Photography to capture essence of living on campus

• Students eager to show off their creativity and school pride

How this initiative supports department• Great photographs and images used

in publications and website• Plan to get video to post on-line

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Developing Effective Collaborations• Establishing a coalit ion committed to plan

1. OFFICE OF THE DEAN OF STUDENTSWork with the Dean of Students to ensure students and parents are

in formed and prepared dur ing Summer Or ientat ion.

2. STUDENT ACTIVITIESCol laborate wi th Student Act iv i t ies wi th Welcome Week programming,

Fa l l Move- in and other campus events.

3. VICE PRESIDENT OF STUDENT AFFAIRSKeep V ice Pres ident in formed of p lans and programs to ensure deta i ls

are communicated to h ighest leve l leadership on campus.

4. ADMISSIONSSupport Enro l lment Management by rev is ing Guide to Enrol l ing

perta in ing to Housing Select ion Process, support Open House,

Exper ience Temple, L ive Chat !

5. CREATIVE SERVICESHelp to design and produce a l l pr int and e lectronic communicat ions.

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Get Involved, Learn More, & Enhance Skills 1. ACUHO-I

Get involved in ACUHO-I speci f ica l ly in the areas of market ing and

communicat ions.

2. Marketing and Communications CommitteeJoin the MCC and part ic ipate in d iscussion to enhance research and

add resources for our associat ion.

First meeting is fol lowing this presentation in Room 9A at 4 PM.

3. Support your local regional associationSubmit ar t ic les in your regional associat ion newslet ters to advance

knowledge and informat ion shar ing.

4. ACUHO-I Network RESOURCE LIBRARYResource avai lable v ia the ACUHO-I Network that conta ins

publ icat ions, in format ion, and other resources for those interested in

obta in ing ideas and informat ion about market ing and communicat ions.

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My Contact Information1. Sean P. Ki l l ion, M.B.A.

Temple Univers i ty

Univers i ty Housing and Resident ia l L i fe1910 L iacouras Walk, Sui te 201G

Phi ladelphia, PA 19122

Phone: (215) 204-7184

Fax: (215) 204-3276

E-mai l : sk i l l [email protected]

2. Social Media another good way to reach me!

Friday, April 13, 2012