This document discusses advocacy marketing strategies for higher education institutions. It outlines Babson College's brand campaign to define entrepreneurship and engage its community of alumni, faculty, staff and students in advocacy. The campaign aims to increase brand awareness, engagement and adoption of Babson's mission of entrepreneurship education. It emphasizes telling genuine human stories through alumni to spread its brand message via word-of-mouth, the most powerful form of marketing.

1. 1
THE ENTREPRENEURS
A True Babson Story
Gene Begin / @gbegin
Senior Director of Integrated Marketing / Babson College

2. 2

3. EDUCATION AND THE NEED FOR
ADVOCACY MARKETING

4. HIGHER EDUCATION CONSTITUENCY MAP

5. Consider Evaluate Buy
Good
Luck? Alumni
EDUCATIONAL MARKETING’S RELATIONSHIP WITH
THE CONSUMER DECISION JOURNEY
Apply
Engage
Enroll
Register

6. 6
EDUCATIONAL CONSTITUENCY JOURNEY
THE LOYALTY LOOP

7. 7
THE IMPORTANCE OF ADVOCACY MARKETING
https://gaggleamp.com/blog/employee-advocacy-infographic

8. STORYTELLING

10. INSPIRATION FROM OTHER INDUSTRIES

11. FOCUS ON
THE FARMER
“Even the most technical subject has to have a human story
behind it. We’ve been able to convince the management that
the content shouldn’t be about John Deere equipment.”
David Jones
Publication Manager
John Deere
NOT THE
EQUIPMENT

12. BUILDING A PROUD COMMUNITY
WITH GOOGLE MY BUSINESS

13. IT’S THE CAUSE NOT THE COLLEGE

14. MEET BABSON COLLEGE

15.  Small, private business college 14 miles west of Boston
 #1 in entrepreneurship for 22 and 18 consecutive years
 Approximately 2000 undergraduate and 1300 graduate students, representing more than 74 countries
 Undergraduate program (top 25 in business)
 Graduate program - MBA and MS degrees (top 50 in business)
 Executive education program (top 10 U.S. and top 20 in the world for custom programs)
 Babson Global, which works with corporate, university, government, and foundation partners to advance
entrepreneurship education and Entrepreneurial Thought and Action® worldwide
BABSON COLLEGE

16.  #1 in entrepreneurship for 22 and 18 consecutive years
IT’S THE CAUSE NOT THE COLLEGE

17. HOW DO YOU DEFINE
ENTREPRENEURSHIP?

18. MISSION: REDEFINITION
The Brand Campaign

19. In doing so:
• Augment pride and engage our community in advocacy.
• Expand Babson’s application base, in turn expanding and enhancing our student and
alumni base.
• Generate more corporate relationships.
• Create greater attention with academic institutions, foundations and grants
organizations, and the policy community.
Increase brand awareness, engagement, and adoption for Babson, the educator
for Entrepreneurship of All Kinds®.
Entrepreneurship of All Kinds®

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TODAY’S HIGHERED CONSTITUENCY JOURNEY
Secondary Audiences: Prospects (students, employees) and external
influencers at the top of the awareness funnel (recruiters, parents,
media, thought leaders)
Target Audience: Advocates (alumni, faculty, staff, current students)

21. EVOLUTION OF A
BRAND CAMPAIGN

22. BRAND CAMPAIGN EVOLUTION
FY12
WRITE IT
FY13
SHOW IT
FY14
LIVE IT

23. FY15 & FY16
ACT IT

24. THE ENTREPRENEURS:
A TRUE BABSON STORY

25. 25
ACTION.BABSON.EDU

26. ALUMNI ARE YOUR STORY

27. 27
EARNED MEDIA

28. PUTTING YOUR BRAND MESSAGE IN
THE HANDS OF YOUR ALUMNI

29. WORD OF MOUTH IS YOUR
MOST POWERFUL BRAND MESSAGE
• Social media = word of mouth reinvented
• Community Passion
• Use Your Advocates
• Genuine and authentic storytelling

30. THANK YOU!
PRESENTATION: WWW.SLIDESHARE.NET/GBEGIN
PODCAST: HTTP://K12.BLACKBAUD.COM/LETTING-
ALUMNI-TAKE-CENTER-STAGE-A-TRUE-BABSON-
COLLEGE-STORY
GENE BEGIN / @GBEGIN
SENIOR DIRECTOR OF INTEGRATED MARKETING / BABSON COLLEGE