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MARKETING SYSTEM Key Marketing Strategies Priority Tactics One-Page Marketing System Overview
Key Strategies: 1. Focus on building audience awareness with higher ed
stakeholders, policy influencers and students and families
2. Establish Access to Completion (A2C) message to help elevate Ad Astra brand to thought leadership status
3. Move Tom Shaver towards a spokesperson position for the A2C brand
4. Create and build audience development function
5. More fully integrate audience, sales and service functions in the marketing group
Priority Tactics Content • Simplify and rebrand existing collateral materials and organize them
inside of existing CRM • Refresh elements of existing Ad Astra brand to adopt A2C message. • Create content types for A2C launch and ongoing build • Establish content creation routine for Tom Shaver that includes original,
curated and shared forms of thought leadership content • Create podcast interview vehicle to help Tom Shaver gain access to
policy makers and thought leaders and create like content • Restructure content and feel of AAIS.com to help build greater
awareness for products, services and thought leaders position� • Create audience development content creation, amplification and social
engagement routine • Establish content theme based editorial calendar driven by sales cycles
and events
Priority Tactics Hourglass� • Thoroughly map the customer journey and identify content and
touchpoint gaps by function� Lead generation • Use A2C content to stimulate conversations and engagement with
relevant journalists, thought leaders, policymakers and Provosts Lead conversion • Help get sales involved in the customer journey at an earlier point by
equipping them with thought leadership content that is easy to share and can be part of a marketing automation routine.
One-Page Marketing System Increase
awareness among key audiences
Refresh brand
Update collateral and organize in
CRM
Content theme editorial calendar driven by sales
cycles and events
Refresh aais.com
Establish A2C Thought
Leadership
Refresh brand
Update collateral and organize in
CRM
Content theme editorial calendar driven by sales
cycles and events
Content types for A2C launch and
ongoing build
Establish Tom as brand
spokesperson
Establish content creation routine that
includes original, curated and shared
forms of content
Create podcast interview vehicle to gain access to key
audiences
Build internal Audience function
Create content creation,
amplification and social engagement
routine
Integrate Sales and
Service into Audience function
Use A2C content to stimulate
conversations and engagement with
journalists, thought leaders,
policymakers and provosts.
Help get sales involved in the
customer journey earlier by equipping them with content that can be part of
a marketing automation routine.
Institutional Leaders
• Role: • Primary decision maker
• Title: • Provost, VP enrollment management, VP academic
services or academic affairs, registrar, president, institutional effectiveness or research
• Goals: • Finances, sustainability, efficiency to completion
and retention of students. Preserve quality of education while pushing new technology and initiatives.
• Insight: • Provost provides objective data to help drive
decisions that will move forward effectiveness and completion agenda. In last five years HE has been cut to bare bones by state policymakers. They are “trained skeptics” – need to provide proof of product effectiveness.
• Main Concerns: • Meeting needs of various audiences. Must protect
dean by preserving autonomy and quality. Also accountable to institution as a whole and to students. Need to push dean to be more collaborative, need to push institutional effectiveness and stewardship of resources for president and funders, need to assist students in quality of education.
• Information Gathering and Decision Making: • Lifelong academics with savvy media habits, spend
lots of time interacting with blogs, forums, online pubs. Strong peer networks provide references as well as experience from past positions. Decisions are made by committee.
• Opportunity: • Not everyone thinks about scheduling as a strategy
for efficient completion, so education on this issue is a clear opportunity.
“My institution needs to ensure that our students are able to complete their degrees in a
timely, cost effective manner so that I can continue to attract the
funding we need. I need a proven strategy that can help.”
Policymakers
• Role: • Key influencer
• Title: • Governors, policy advisors, senators who run
budgetary committees and lobby on behalf of their district’s colleges and universities.
• Goals: • More and better graduates. Confidence that the
university systems are more efficient.
• Insight: • Aggressive, assertive and angry. Their perception
is that they spend billions on HE and aren’t getting much out of it. In the past five years almost every state has cut HE; there is lots of tension between institutions and policymakers.
• Main Concerns: • Need better educated students to enter the
workforce so that the private sector and the state economy can thrive. Need to make sure state’s investment pays off – seeing more “performance funding.”
• Information gathering and decision making: • They need to keep their fingers on the pulse of
what’s happening at the state level. High consumers of traditional media and big in social media. Influenced by lobbyists (AA).
• Opportunity: • AA can be a bridge between university systems
and policymakers, where tension is high. AA has solutions that help both parties: we address HE’s need for data to prove efficient completions and the policymakers need to feel better about their funding investment.
“I need confidence my state’s investment in HE will pay off. I need more and better quality graduates entering the work force.”
Students/Families
• Role: • Key influencer
• Title: • Parents and students – both prospective and
currently enrolled.
• Goals: • Timely degree completion that will enable good
employment
• Insight: • Parents and students are spending more money
than ever on college educations. They need to feel good about that investment.
• Main Concerns: • Ability to graduate on time with a degree that will
help them find gainful employment. Access to the courses they need when they need them.
• Information Gathering and Decision Making: • Heavy users of consumer and social media. May
not be very educated on the resources within their university than can help them complete their degrees in an efficient manner.
• Opportunity: • AA can help HE better serve existing students and
attract more students by helping them graduate on time.
“I need to be confident my investment in my/my child’s
education is sound. She needs to graduate on time with a marketable degree.”
The$Marke)ng$Hourglass$
Buying Process
Awareness (On-Going)
Discovery/Researching (? Days)
Evaluating (? Days) Converging
(? Days)
Customer TouchPoints
Customer Questions
Customer Goals
1.Scheduling; automate management of central room calendar
Customer Expectations
Customer Experience Journey
2. Capacity; expand campus enrollment capacity
3. Efficiency; improve classroom utilization
4. Efficiency; improve allocation of faculty
5. Student success ; align schedules with student needs
! What is possible for our industry. ! How does student friendly scheduling play
into student success initiatives? ! What are leading institutions doing to
improve outcomes?
1. To know what everyone else is doing: best practices, study options, outcomes data
1. Find information and resources that help educate and prepare for new project.
Ideas to Improve
! Mobilizing faculty to support productive change ! Debunking the iron triangle myth ! Getting industry to understand that scheduling is a
student service that impacts student outcomes and success.
! Need audience development for events. Better communicating with distinct audiances
! Objective readiness assesssment_ have survey available on access to completion.
! Readiness caluculator available ! Partnerships that create synergy with existing systems
! Adherence to sales process and system ! ROI calculators ! Custom services and or project scope depending on client
readiness/need
1. Events – conferences, client panels, Ed presentations
2. Outreach to state leaders - Grayling 3. Cold calling 4. Social Media/LI/Twitter (promote
blogs and related articles) 5. Mining stakeholders 6. Readiness calculator 7. Impact caluculator 8. Webinars- recorded panels
Recommendations
! Is scheduling the right priority for us now? ! Is Ad Astra the right Partner ?
! What is possible for our institution? ! How do I mobilize my faculty? ! How do I know if we are ready for change?
1. Stakeholder map 2. Mining stakeholders 3. Webinars 4. White papers 5. Case studies 6. Tailored demonstrations – ed
briefings 7. Interviewing, conversations –
create ORD document
1. Webinars- soundbites of solutions 2. Custom presentation 3. Proposal document 4. Client readiness packet 5. Review ORD/ROI
1. Can be restricted during RFP process
2. Organic stakeholder engagement-unique, custom ways to get in front of prospect
3. Assessment Score – could start in Discovery go through evaluating and converging
1. Determine that ad astra is the right partner
2. Determine that scheduling is the right priority now.
1. What is the timing can we move forward now. Do we have enough resources?
! How are we going to resource this project? ! What are our business goals related to this
project? ! How do we measure success? ! Who are the senior stakeholders?
The$Marke)ng$Hourglass$
Buying Process
contracting (? Days)
Implementation (? Days)
Supporting/renewing (? Days)
Customer TouchPoints
Customer Questions
Customer Goals
6. TBD
Customer Expectations
Customer Experience Journey
7. TBD 8. TBD
A
Recommendations
Ideas to Improve
! Try to collect more information on the clients prcoess upfront
! Improve contract process – automate it. ! Improve on clients readiness for implementation
! Visibility – cloud coach ! Stronger project management and hitting milestones ! Configuring system to meet goals
! Visibility- Client portal
1. Legal review with purchasing 2. Project goals review with Solutions
specialist 3. Assessment review
1. Change management training 2. Software implementation 3. Project management 4. Professional services
1. Tech support 2. Account Management 3. Professional services
1. Complete procurement process and project plan.
1. Project success- hit miles stones and achieve outcomes
1. Maximize value of partnership 2. Minimize investment of personnel
! What is our legal exposure? ! What is the easiest method of
procurement? ! Are the project goals aligned with our
implmentation plan?
! What is visibility into process ! Is this change sustainable? ! When will we be live?
! How do I get help? ! Is there more I can do? ! How am I doing? ! What else is everyone else doing?
July% August% September% Oct% Nov.% Dec.%
Theme% Access%to%Comple.on%
Off%grid%scheduling%
Higher%Ed%Ch%Mgmt.%
Time%to%Gradua.on%
Tui.on%Affordability%%
U%Capacity%Mgmt.%
Host% Audience% Sales% Service% Audience% Sales% Service%
Blog%AAIS% 2X% 4X% 2X% 4X% 2X% 4X%
Blog%A2C% 4X% 2X% 4X% 2X% 4X% 2X%
Guest% 2X% 2X% 2X% 2X% 2X% 2X%
Podcast% 1X% 1X% 1X% 1X% 1X% 1X%
White%Paper% 1X% 1X% 1X%
Ex%Ar.cle/OE% 1X% 1X% 1X% 1X% 1X% 1X%
Case%Studies%
LI%ar.cle% 1X% 1X% 1X% 1X% 1X% 1X%
Curate% 1X% 1X% 1X% 1X% 1X% 1X%
Share% Per%Social%Plan%
G+%HO% 1X% 1X% 1X%
Content%Plan%
Jan% Feb% March% April% May% June%
Theme% University%sustainability%
Classroom%u.liza.on%
Space%U.liza.on%Efficiency%
Velocity%to%Comple.on%
Seat%fill%ra.o%%
Host% Audience% Sales% Service% Audience% Sales% Service%
Blog%AAIS% 2X% 4X% 2X% 4X% 2X% 4X%
Blog%A2C% 4X% 2X% 4X% 2X% 4X% 2X%
Guest% 2X% 2X% 2X% 2X% 2X% 2X%
Podcast% 1X% 1X% 1X% 1X% 1X% 1X%
White%Paper% 1X% 1X% 1X%
Ex%Ar.cle% 1X% 1X% 1X% 1X% 1X% 1X%
Case%Studies%
LI%ar.cle% 1X% 1X% 1X% 1X% 1X% 1X%
Curate% 1X% 1X% 1X% 1X% 1X% 1X%
Share% Per%Social%Plan%
G+%HO% 1X% 1X% 1X%
Content%Plan%
Social'Media'Plan'
Element Collect Curate Create Share
Tactics
Goals
Establish Access to Completion (A2C) message
Marketing Priorities
Social Journey
Tom Shaver A2C thought leadership
Build Audience awareness with Higher Ed stakeholders
Build Audience Development function
integrate Audience, Sales and Service
Get good at listening and following influencers
Get good at filtering and aggregating information
Tools
! Hootsuite ! Feedly ! Talkwalker ! Diigo
1. Build Twitter Lists of HE influencers
2. Subscribe to HE related blogs
3. Create bookmarking tag structure
4. Create relevant alerts for customers, journalists, key terms
5. Clean up branding on all profiles
Recommendations
1. Build custom pages on Scoop.it for one core A2C topic http://www.scoop.it/t/higher-education-reform
2. CAB for curators?
Establish amplification of owned media assets
1. Tom apply for LinkedIn Author status http://specialedition.linkedin.com/publishing/
2. Amplify A2C and AAIS assets weekly
1. Identify 10-12 pieces of content daily to share
2. Expand influencer network with shares
3. Focus on engaging journalists
Engage
1. Get social customer data into SF
2. Build social assets for outreach
3. Establish customer and prospect engagement and sharing routine
! LinkedIn Pulse ! Scoop.it ! Feedly
! Hootsuite ! Buffer
! Hootsuite ! Feedly ! Buffer
! Hootsuite ! Social CRM ! Chatter in Salesforce
Establish influencer networking
Use social activity to drive sales engagement
Podcast(Plan(
Element Editorial Program Production Publication
Tactics
Goals
Establish Access to Completion (A2C) message
Marketing Priorities
Social Journey
Tom Shaver A2C thought leadership
Build Audience awareness with Higher Ed stakeholders
Build Audience Development function
integrate Audience, Sales and Service
Create show foundation
Establish run of each episode
Tools
! Stitcher ! iTunes Podcasts ! Podcast Answer Man website
1. Establish A2C theme 2. Determine topics for
discussion and interviews
3. Create editorial calendar for first 6 episodes
Recommendations
1. Establish interview format
2. Create monthly schedule
3. Determine recurring segments
4. Determine average length
5. Choose branding elements – show image, music
Create routine for best possible production
1. Acquire needed technology – microphone, digital recorder
2. Establish editing and post production routine
3. Establish show notes and transcription process
1. Hosting – Libsyn 2. Publish to A2C
site via PowerPress plugin
3. Verify podcast specific RSS feed
Distribution
1. Check distribution to iTunes
2. Check distribution to podcast networks
3. Amplify via social networks
4. Amplify via marketing automation
! Blue Yetti USB mic ! Skype ! Pamela recorder ! Audacity editing ! Auphonic post ! Rev.com transcribe
! Virtual podcast production
! Libsyn hosting ! Blubrry PowerPress
! iTunes ! Stitcher ! Higher Ed network
Determine how and when show is published
Routine to create and build audience for show
Marketing Calendar 2014
Jan Feb March April May June July Aug Sept Oct Nov Dec
Audience (Know, Like, Trust)
aais.com
A2C.com
Content Marketing (see detailed plan)
Social Media (see detailed plan)
Automated Marketing Programs/Pardot
Sales (Try, Buy)
Conferences
Paid Event Sponsorship - Higher Ed Impact
Sales Presentations
Service (Refer, Repeat)
Regional Summits
Users' Conference
Client Advisory Board
Other
Logo/Brand update
Advanced Presentation Tool
Collateral Refresh
1.) Increase awareness among key audiences2.) Establish A2C thought leadership
3.) Establish Tom as brand spokesperson4.) Build internal audience function
5.) Integrate sales and service into audience function
Key Marketing Strategies:
AD ASTRA