Review marketing basics, touches on the challenges that student affairs professional face when marketing their services to students, parents, campus and city community. Presented to staff at division retreat - Spring 2013.

1. MARKETING
IN STUDENT
AFFAIRS
Allison Dupuis
Hegi Family Career
Development Center

2. TOC
1. MARKETING 101
2. WHY IS MARKETING IMPORTANT?
3. BRANDING ACTIVITY
4. PROBLEMS AND SOLUTIONS
5. NEXT STEPS

3. WHAT IS
MARKETING?
*UNDERSTANDING CUSTOMERS
NEEDS AND WANTS.
Branding Market Research Advertising Online Content

4. WHAT MOST OF US
ARE DOING…
AD
+ = VERT
ISING
Email Blasts Flyers and
Brochures

5. WHY MAKE MARKETING
A PRIORITY?
Better Student Attract and Retain
Experience Great Students
Increased Event
Attendance
$ More Funding
Opportunities

6. WHAT IS YOUR
BRAND?
YOUR MESSAGE:
*IT’S WHAT OTHERS THINK,
FEEL, & SAY ABOUT YOU

7. YOUR OFFICE
OFF CAMPUS STUDENTS ON CAMPUS
Alumni Current Other SA Staff
Parents Prospective Non SA Staff
Nonprofits Transfer Faculty
Employers Veterans Partnerships
Other Minority Other

8. BRANDING ACTIVITY
A COMMON MYTH: THE TRUTH:
All we do is We do a lot more!
critique resumes! - major/career exploration
- decision making
- career search and preparation
WHY THEY BELIEVE THIS MYTH: WAYS TO ADDRESS THIS MYTH:
1. Offer resume critiques during
Because resumes are drop-in hours, but never end the
the first step (and only) conversation there.
2. Focus our presentations on other
to finding a job. initiatives and career
Right???  development topics.

9. UNSURE OF MYTHS?
MARKET RESEARCH IS
THE ANSWER.
*BUT WHY HAVEN’T WE BEEN
PLAYING THE MARKETING GAME
ALREADY??

10. THE PROBLEM:
NOT ENOUGH TIME OR
PEOPLE
THE SOLUTION:
DOING MORE WITH
LESS

11. SOLUTION #1:
MORE PEOPLE
WHO KNOWS SMU BETTER THAN
SMU STUDENTS?
f
Market Research Advertising Social Media
Management

12. SOLUTION #1:
BRAND AMBASSADORS
*OVER 10,000 STUDENT AMBASSADORS
A YEAR ON COLLEGE CAMPUSES
WORKING FOR:
AEO, REDBULL, HP, TARGET,
BRANCH OUT, MICROSOFT,
RENT THE RUNWAY, FOURSQUARE,
HERCAMPUS, AND MORE…

13. SOLUTION #2:
HAVE A CONVERSATION
*WORD OF MOUTH STILL WORKS
(SOMETIMES IT’S ELECTRONIC)
Have you heard We need What can we do
about… volunteers… for you?

14. SOLUTION #3: SPOTLIGHT AND
ASSESS SUCCESS
(AND FAILURES)
f
Use Alert Campus Follow up
Baseline Media Online

15. NEXT STEPS:
ANSWER THESE QUESTIONS
• Are you effectively reaching your audiences? – What are some of
your successes?– What are some of your challenges/failures?
• Describe your planning process. What are your objectives? How do
you assess?
• Are your investments in communications generating a satisfactory
return?
Georgia Tech “Marketing Ourselves on Campus”
July 2011, Council on Student Affairs

16. NEXT STEPS:
FORMALIZING PLANS
• MARKETING PLAN
• SOCIAL MEDIA PLAN
• PROGRAMMING AND EVENT CALENDAR
• ADVERTISING AND COMMUNICATION PLAN