Enrollment Publications, Marketing and Promotion - PowerPoint PPT Presentation

1 / 24
About This Presentation
Title:

Enrollment Publications, Marketing and Promotion

Description:

Inventory keeping track of stock, preparing mailings ... Outsource creative design, photography, illustration? Hybrid solutions ... – PowerPoint PPT presentation

Number of Views:43
Avg rating:3.0/5.0
Slides: 25
Provided by: free178
Category:

less

Transcript and Presenter's Notes

Title: Enrollment Publications, Marketing and Promotion


1
Enrollment Publications, Marketing and Promotion
  • Your Team and Their Roles
  • SUNYCAP OpInform Workshop
  • June 11, 2008
  • Pam Freeman, Cayuga Community College

2
The marketing communications team
  • Roles
  • Client
  • Creative
  • Production
  • Vendors
  • Distribution

3
Admissions the client
  • Must know
  • Market the entire decision-making audience
    (traditional students, parents, guidance
    counselors, non-traditional students, employers,
    alumni)
  • Competitive landscape advantages, disadvantages
  • Brand value proposition, differentiation from
    the audience POV
  • Communication objective problem, need,
    opportunity

4
Creative copy, design, media
  • Translates all of that into
  • Content complete, accurate, focused
  • Hook attention grabber for the target segment
  • Design appealing, consistent look and tone for
    publication, print ad, web, broadcast, billboard
  • Brand infusing everything more than a name or
    logo your identity and what it means to the
    audience

5
Production and project management
  • Calendarwhiteboardprogress chart specialized
    software
  • Scheduling creative concept to delivery,
    archiving
  • In-house client review and approvals roles and
    protocols committee / round-robin / e-mail pdf
  • Pre-flight proofreading, file formatting (CMYK
    conversion, image resolution, spot or process
    color, fonts, swatches, layers)
  • Vendor liaison quoting, buying, proofing,
    changes, authorizing payment for print, mail,
    ad space, website, online ads

6
Vendor selection NYS bidding rules
  • Competitive bidding NYS General Municipal Law
    Section 103
  • Material purchases over 10,000 consider
    grouping planned projects to meet threshold, get
    volume savings
  • Advertise publicly (local newspapers legal
    notices) send to bid list (vendors who have
    indicated interest)
  • Level playing field provide same specifications
    and deadline to all bidders equivalent
    materials and processes permitted
  • Award contract on objective basis generally to
    lowest responsible bidder

7
Vendor selection non-bid projects
  • Expertise 2-color, 4-color, digital, short run,
    print-mail, warehouse, variable data?
  • Samples, references
  • Comparison quotes
  • Responsive partner? Quality and cost-saving
    suggestions? Value-added processes, e.g. ftp,
    proof/matchprint, warehouse large jobs?
  • Be a good customer clean files, reasonable
    deadlines, prompt proofing, pay for changes

8
Distribution
  • Getting the right pieces to the right people at
    the right time
  • Recruiting cycle and inquiry management system
    first wave, second wave, etc.
  • Inventory keeping track of stock, preparing
    mailings
  • Version control scrapping outdated materials
  • Time to reorder? Revise per new data or audience
    feedback? Looping back to creative to update
    content

9
The marketing communications team
  • Roles
  • Client
  • Creative
  • Production
  • Vendors
  • Distribution

10
Marcom services in-house/outsource?
  • Client Admissions internal by definition
  • Distribution traditionally most items stocked
    in-house
  • Some printers warehouse large jobs, handle
    inquiry fulfillment
  • Print/mail vendors handle addressing (using
    purchased or client-supplied list), bulk mailing
  • New technology online-only and/or demand
    publishing can eliminate some inventory

11
Creative services in-house?
  • Advantages
  • Available resources already on staff
  • Loyalty not juggling other accounts less
    turnover
  • Staff knowledge of features, benefits, info
    sources
  • Ease of contact and coordination
  • Savings versus agency costs youre the AE

12
Creative services in-house?
  • Potential drawbacks
  • Cost of staff development, equipment and software
    to evolve with technology and creative trends
  • Limited resources attract campus-wide demand
  • Smaller pool to draw on for creative input
  • May overlook what fresh eyes would notice
  • Budgets still constrained, even if spent in-house

13
Creative services outsource?
  • Agency, freelance advantages
  • Specialized talent available on as-needed basis
  • Ability to select or change provider to fit need
  • Loyalty to steady client
  • Creative and technical development, software and
    equipment are vendors responsibility
  • Fresh eyes and perspective from other clients

14
Creative services outsource?
  • Agency, freelance drawbacks
  • Expense paying for agency managers, owners,
    sales force as well as for direct project staff
  • Learning curve
  • Lack of instant on-campus access for impromptu
    meetings, plans that change on the fly
  • Changes, turnover in project or account staffing

15
Combining in-house and outsourcing
  • Divide by project impact/expense
  • Outsource viewbook? Search pubs? Catalog?
    Mailings?
  • Divide by platform ride the tech curve
  • Outsource website? Online recruitment (lead
    generation and fulfillment vendors)?
  • Divide by role/responsibility handpick talent
  • Outsource creative design, photography,
    illustration?

16
Hybrid solutions
  • Purchased technology (plus any necessary
    training) examples
  • Catalog conversion to CD for paperless
    distribution website viewing accessibility
    issues?
  • Dynamic catalog management impact on effective
    dates for policies, pre-reqs, degree
    requirements?
  • Website content management pros and cons of
    decentralization (timeliness, grammar and syntax,
    consistent tone, review-revision-approval)

17
Online more than make this a pdf
  • Web interface is different from print
  • Flat, no folds, no front/back covers
  • Aspect ratio not 8.5 x 11, more like a TV
    screen
  • Fonts availability (versus defaults),
    readability
  • Images, flash graphics affect download time
  • Accessibility for visually impaired viewers using
    screen readers

18
Online more than make this a pdf
  • Web content is different from print
  • Expectation of timely, refreshed content
  • 3D navigation must be as intuitive as possible
    whats the logical flow for the user?
  • Easy to digest subheads, brief text blocks
  • Hyperlinks, jump links
  • Consistency of look and tone major challenge
    across an entire site

19
Online more than make this a pdf
  • Web process is different from print
  • Sources, approvers content management issues
  • Integration of marketing and IT oversight
  • Team members must balance tech capability with
    effective messages, graphic appeal, brand
    stewardship

20
Online versus print
  • Traditional students thrive online yet will
    open appealing viewbooks
  • Non-traditional students savvy web users too
  • Print still works postcards, posters, brochures
  • Touch adds one more sensory connection

21
Print still works broadcast, too
  • Keep it brief and focused
  • Confuse em or waste their time and you lose
    em (easier than you think)
  • Point of view and getting to the point
  • Being John Malkovich get inside the audiences
    head
  • One message take-away per page or 30 spot
  • Call to action drive readers to events, website
  • Get forms filled out online legible,
    labor-saving
  • Keep them coming with a fresh, dynamic website

22
E-mail and text messaging
  • Many colleges in the In-boxand then in the
    Delete folder no one likes spam
  • Prospect initiates contact by providing address
  • Establish permission and preferences what kind
    of messages are desired (types of events,
    particular programs, deadlines, reminders)
  • Exciting new tech tools blogs, podcasts, chat
    rooms require expertise and resource commitments

23
Whatever the medium
  • Whether old media or new content and
    presentation must reinforce the brand message for
    the target audience
  • Evaluate and deploy any media for your needs (not
    just to follow the crowd)
  • Respect the consumer theyre aware, involved,
    and have other sources of info

24
Thanks for taking part!
  • I hope this workshop was helpful for you.
  • Questions?
Write a Comment
User Comments (0)
About PowerShow.com