"Convergence: Marketers As Masters of the Mix," presentation by Andrew Careaga (Missouri S&T) and Charlie Melichar (Marts&Lundy) at American Marketing Association Conference on Higher Ed Marketing, Nov. 11, 2014.

1. Convergence: Marketers as Masters of the Mix
Photo: “Love the Mixtape,” via www.flickr.com/photos/smmphotos/3345246852/
Charlie Melichar
Marts&Lundy |@melicharlie
Andrew Careaga
Missouri S&T | @andrewcareaga
#AMAHigherEd
Nov. 11, 2014
Austin, Texas

2. How to move from this…

3. … to this

4. 1.
Get Rhythm
2.
Don’t Let Me Be Misunderstood
3.
I’ll Be There

5. •
Every great song needs a powerful backbeat
•
What’s the plan, the vision – where is your institution headed and who is leading the way?
Get Rhythm

6. There is planning going on

7. •
An increasing number of CMOs in higher ed are on the senior management team.
•
When this isn’t the case, it’s about influence
–
Advancement Model
–
Enrollment Model
–
Relations Model
Are you at the table?

8. Where the CMO adds value
Institution Speak
What People Care About

9. •
Are you involved in your college or university’s strategic planning process? Can you be?
•
The earlier you are involved, the better.
Get into the mix

10. •
Strategic plans don’t begin by thinking about audience, market or constituent.
•
They’re all about “me” and, often, “me too.”
•
You are an advocate for…
What you bring

11. Authenticity

12. Audacity

13. Achievability

14. •
Before you’re asked to “market” the plan, push people to think of how the plan will play in the market
•
What’s relevant?
•
What’s different?
•
What’s notable?
•
Can we deliver?
Cutting through the clutter

15. 1.
Changes/Yesterday (medley)
2.
The Way You Do the Things You Do
3.
Leader of the Pack

16. Ch-ch-ch-changes
‘Turn and face the strange’
David Bowie, “Changes”

17. Smartphones killed the [_____] star
Image via q-ontech.blogspot.com/2010/12/apps-and-value-of-converged-device.html

18. News release production, yesterday…

19. … and now

20. Centralized ‘marketing’ then…
Public Relations
•Media relations
•Crisis communications
•Alumni magazine writing, editing
Publications
•Alumni magazine
•Student recruitment publications
•Photo services

21. … and now
Brand management
Digital/ online
Visual identity
Strategic communications
Public relations
Video production
Photography
Marketing & market research
Third-party partners
Social media

22. ‘What is it that you do here?’

23. Responsibility
Primary
Plays a role
Advertising
93%
7%
Media relations/PR
86%
11%
Photography
86%
13%
Media training
77%
12%
Crisis communications
75%
18%
Videography
68%
30%
Market research
67%
28%
What higher ed marketing orgs do
Source: SimpsonScarborough/The Chronicle of Higher Education, “Higher Ed Marketing Comes of Age,” November 2014

24. Responsibility
Primary
Plays a role
Issues management
47%
40%
Major campus events
20%
75%
Government relations
14%
46%
Open houses
13%
48%
On-campus recruitment events
11%
76%
Commencement
11%
76%
Sports information
10%
40%
What higher ed marketing orgs do
Source: SimpsonScarborough/The Chronicle of Higher Education, “Higher Ed Marketing Comes of Age,” November 2014

25. Org charts?

26. New skills for a new era

27. A converged marketing team:
•
Strategic
•
Opportunistic
•
Data-driven
•
Tech-savvy
•
Storytellers
•
Collaborative
•
Specialists and generalists
•
Client-focused
•
Customer-focused
•
Silo-busters

28. ‘But, seriously: What is it that you would say that you do here?’

29. When you’re the boss…

30. The leader as …strategist

31. The leader as … analyst

32. The leader as … champion

33. The leader as … motivator in chief

34. The leader as … futurist

35. The leader as … trusted advisor

36. The leader as … negotiator

37. The leader as … silo-buster

38. 1.
Double Vision
2.
Say You, Say Me
3.
Come Together

39. Silos Create Tunnel Vision

40. Upside of a Silo
•
Focus is good – we need partners who are experts, and passionate advocates for their programs.
•
We also need partners who are willing to be good partners.

41. We speak with them

42. And them

43. And them

44. And them

45. And sometimes them

46. One message, one voice
•
Our internal structures may be segmented, but we can’t afford that kind of disarray.
•
We have to view things from a higher level, and have broader perspective.

47. Perspective

48. The Marketer’s Role
•
In a central role, you are at the point where messages converge.
•
Given time, and granted influence, you can create a truly integrated mix.
•
And you should demand it.

49. Not The Marketer’s (primary) Role
•
Gatekeeper
•
Traffic Manager
•
Bean Counter

50. Not The Marketer’s (primary) Role
•
Gatekeeper
•
Traffic Manager
•
Bean Counter
•
Because

51. It’s All ______________ College
Whether we are talking with prospective students, parents, alumni, reporters or our local community…
We need to focus on what we stand for in the world, and how that impacts our publics.

52. 1.
This Is the Modern World
2.
Shake It Up
3.
Who Let the Doge Out?

53. Source: Gini Dietrich, Spin Sucks (p. 38) and “PR Is More Than Media Relations” (spinsucks.com/communication/pr- media-relations/)
The modern media mix

54. The rules have changed
In converged media, one size (one approach, one message) does not fit all

55. Making the most of your media mix
•
Determine your objective
•
Define your audience
•
Budget planning
•
Strategy-based creative
•
Measure results
•
Modify as needed
Graphic: Bob Brock, Educational Marketing Group, “College Advertising Growth Spurt,” Dec. 19, 2013 (http://emgonline.com/blog/2013/12/college-advertising- growth-spurt/)
List adapted from Jason Simon and Rachel Reuben, “Advertising and Media Buying Strategies,” CASE Annual Conference on Marketing and Branding, April 2014

56. Making the most of your media mix
•
Leverage your earned, owned and shared media

57. 
Marketing is more than advertising

PR is more than mainstream audiences

You are what you publish

Authenticity, not spin

Participation, not propaganda

‘The Internet has made public relations public again’ From The New Rules of Marketing & PR, David Meerman Scott
The rules have changed

58. Think like a media organization
‘From a brand point of view, what this means is rather than piggybacking on this really powerful brand with a huge built-in audience [i.e., television], we need to look for opportunities to engage by creating our own content. Thinking like a media company, not like an advertiser.’
David L. Rogers, author of The Network Is Your Customer

59. And this is today’s media
Source: John Herrman, “Cash and Anxiety on the Weird New Internet,” The Awl, Oct. 8, 2014 (www.theawl.com/2014/10/cash-and- anxiety-on-the-weird-new-internet)

60. Memejacking

61. meme (meem)
1.
‘An idea, behavior, or style that spreads from person to person within a culture.’
2.
A unit for carrying cultural ideas, symbols or practices.
Source: Wikipedia (naturally)

63. www.mst.edu/aprilfools/

69. ‘The Missouri University of Science and Technology just won April Fool’s Day.’
Wired Tumblr
(wired.tumblr.com)
April 1, 2014

70. 1.
The Long and Winding Road
2.
The End

71. All Together Now

72. ‘If it’s got a backbeat, you can’t lose it’

73. Take the lead, but …

74. Join together with the band

75. A little help from our friends

76. Stop making sense

77. We Are Scientists

78. In the immortal words of Lynyrd Skynyrd…

79. Turn it up!
(This one goes to 11)

80. Thanks!
Andrew Careaga
Missouri University of Science and Technology
acareaga@mst.edu
@andrewcareaga
Charlie Melichar
Marts&Lundy
melichar@martsandlundy.com
@melicharlie

81. Andrew Careaga
Missouri University of Science and Technology
acareaga@mst.edu
@andrewcareaga
Charlie Melichar
Marts&Lundy
melichar@martsandlundy.com
@melicharlie