cross sell other programs

Welcome UNICON — 12.04.14 — Marketing Executive Education: What works and what’s next AGENDA 1
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What is “Doing It Well”? What’s Next Key Takeaways LIPMAN HEARNE 3 1
WHAT IS “DOING IT WELL”? EVERYTHING MUST REINFORCE THE BRAND AND VALUE PROPOSITION 1a
1b
Lead with (or create) a strong brand 1f
Emphasize thought leadership 1g
Simplify forms and information exchange 1h
Digital & Social integration 1c
Be Customer Centricity 1d
Make the business case 1e
Create digestible information Cross sell other programs 1i
Don’t fly blind: Measure and analyze, attribute and optimize LIPMAN HEARNE 5 1a
LEAD WITH (OR CREATE) A STRONG BRAND PAYOFF PERSONALITY PLEDGE Pestilentia, ipsa screams. Qui offenderit rapto, terribilem incessu. The voodoo sacerdos suscitat mortuos comedere carnem. Search for solum oculi eorum defunctis cerebro. BIG IDEA Sicut malus m
ovie horror. PROOF Pestilentia est haec ambulabat mortuos. Sicut malus voodoo. Aenean a dolor vulnerum aperire accedunt, mortui iam vivam. Qui tardius moveri, sed in magna copia sint terribiles legionis. Alii missing oculis aliorum sicut serpere crabs nostram. Putridi odores aere implent. COMPETITIVE POSITIONING Ut fames cerebro enim carnis, viscera et organa viventium. Sicut spargit virus ad impetum, qui supersumus. Avium, canum, fugere ferae et infecti PROOF horrenda monstra. Videmus deformis horrenda daemonum. COMPETITIVE POSITIONING MISSION Forsitan illud Apocalypsi, vel malum poenae horrifying fecimus. Indeflexus monstra per plateas currere. Fit de nostra carne undead. Poenitentiam agite pœnitentiam! Vivens mortua sunt apud nos. MISSION SUPPORT MESSAGE 1 Cum horribilem resurgere de sepulcris creaturis, sicut de iride et serpens. Pestilentia, ipsa screams. Pestilentia est haec ambulabat mortuos. Sicut malus voodoo. Aenean a dolor vulnerum aperire accedunt, mortui iam vivam. Qui tardius moveri, sed in magna copia sint terribiles legionis. Alii missing oculis aliorum sicut serpere crabs nostram. Putridi odores aere implent. CORE MESSAGE In omni memoria patriae religionis sunt diri undead historiarum. Golums, zombies et fascinati. Maleficia! Vel a modern perhsaps morbi. A terrenti contagium. Forsitan illud Apocalypsi, vel malum poenae horrifying fecimus. Indeflexus monstra per plateas currere. Fit de nostra carne undead. Poenitentiam agite pœnitentiam! Vivens mortua sunt apud nos. Zombies reversus ab inferno, nam malum cerebro. De carne animata corpora quaeritis. Summus sit??, morbo vel maleficia? De Apocalypsi undead dictum mauris. Hi mortuis soulless creaturas, imo monstra adventus vultus comedat cerebella viventium. Qui offenderit rapto, terribilem incessu. The voodoo sacerdos suscitat mortuos comedere carnem. Search for solum oculi eorum defunctis cerebro. Nescio an Undead zombies. Sicut malus movie horror. Tremor est vivos magna. Expansis ulnis video missing carnem armis caeruleum in locis. A morbo amarus in auras. Nihil horum sagittis tincidunt, gelida portenta. The unleashed virus est, et iam mortui ambulabunt super terram. Souless mortuum oculos attonitos back zombies. An hoc incipere Clairvius Narcisse, an ante? Is bello mundi z? SUPPORT MESSAGE 4 SUPPORT MESSAGE 2 SUPPORT MESSAGE 3 Ut fames cerebro enim carnis, viscera et organa viventium. Sicut spargit virus ad impetum, qui supersumus. Avium, canum, fugere ferae et infecti horrenda monstra. Videmus deformis horrenda daemonum. Panduntur portae inferi. Finis accedens sentio terrore perterritus et taedium. The horror, monstra significant finem. Terror sit unum superesse sentit, ut caro eaters caule nobis. LEAD WITH (OR CREATE) A STRONG BRAND LEAD WITH (OR CREATE) A STRONG BRAND LEAD WITH (OR CREATE) A STRONG BRAND LEAD WITH (OR CREATE) A STRONG BRAND LEAD WITH (OR CREATE) A STRONG BRAND LEAD WITH (OR CREATE) A STRONG BRAND LEAD WITH (OR CREATE) A STRONG BRAND 1b
EMPHASIZE THOUGHT LEADERSHIP EMPHASIZE THOUGHT LEADERSHIP EMPHASIZE THOUGHT LEADERSHIP 1c
BE CUSTOMER CENTRIC BE CUSTOMER CENTRIC (INDIVIDUAL BENEFITS) Be customer centric (individual benefits) BE CUSTOMER CENTRIC (SIMPLIFY DECISION MAKING PROCESS) BE CUSTOMER CENTRIC (SIMPLIFY DECISION MAKING PROCESS) BE CUSTOMER CENTRIC (SIMPLIFY DECISION MAKING PROCESS) BE CUSTOMER CENTRIC (SIMPLIFY DECISION MAKING PROCESS) 1d
MAKE THE BUSINESS CASE MAKE THE BUSINESS CASE Make the business case MAKE THE BUSINESS CASE 1e
CREATE DIGESTIBLE INFORMATION CREATE DIGESTIBLE INFORMATION LIPMAN HEARNE 32
CREATE DIGESTIBLE INFORMATION LIPMAN HEARNE 33
Create digestible information Create digestible information 1f
CROSS SELL OTHER PROGRAMS CROSS SELL OTHER PROGRAMS LIPMAN HEARNE 37
1g
SIMPLIFY FORMS AND INFORMATION EXCHANGE KEEP CONTEXT, HELP THROUGH PROCESS KEEP CONTEXT, HELP THROUGH PROCESS KEEP CONTEXT, HELP THROUGH PROCESS KEEP CONTEXT, HELP THROUGH PROCESS KEEP CONTEXT, HELP THROUGH PROCESS KEEP CONTEXT, HELP THROUGH PROCESS 1h
DIGITAL & SOCIAL INTEGRATION DIGITAL & SOCIAL INTEGRATION (DELIVERING VIA TECHNOLOGY) SOCIAL IN A LEARNER’S CONTEXT 1i
DON’T FLY BLIND: MEASURE AND ANALYZE, ATTRIBUTE AND OPTIMIZE HOW DOES DATA HELP? 1.  Use data for the obvious reasons, but also… 2.  Use data to empower policy 3.  Use data to inspire creative dialogue within the think tank at your institution 4.  Use data to validate decisions big and small • 
Find small data dashboards already available in software all over the campus and use it in collaboration with what you already know. 5.  Don’t be afraid to experiment. Investigate with curiosity! LIPMAN HEARNE 49 3
WHAT’S NEXT BUILD AFFINITY THROUGH ACHIEVEMENTS Provide a clear path to skills and defined outcomes Non-­‐degree and certificate participants are looking to “level up”—reinforce their expectations UNCONVENTIONAL HIDS Wearables will provide access to content according to consumers’ schedules Considerations: •  Responsive design for LMS and content delivery •  Pedagogy (and branding) for shorter bursts of learning UNCONVENTIONAL HIDS Delivery mechanisms will continue to diversify Wearables will deliver content on a whim Brand on your body UNCONVENTIONAL HIDS UNCONVENTIONAL HIDS Look for new ways (and alliances) to excite and generate interest Freemium model with lead gen built in FACULTY AS BRAND AMBASSADOR: THE NEW NEW MARKETER Faculty have always been research ambassadors Now they are the 1:1 marketer FACULTY AS BRAND AMBASSADOR: THE NEW NEW MARKETER “Study with a Nobel prize winner and other superstar professors” How To Earn An Elite MBA For Free -­‐Poets & Quants Perception of “rock star” has always been there, we’re just removing barriers 4
KEY TAKEAWAYS 5 WAYS TO FAIL (THESE ARE NOT THE ONLY WAYS) 1.  No measurement / research 2.  Create complex environments • 
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Multi-­‐UI web/microsites/LMS Social structures with no management, etc. 3.  Follow the shiny for buzz • 
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Good way to get buzz and blow budget Not sustainable 4.  Ignore capacity to manage without a growth plan 5.  Allow users to determine business need 5 KEYS TO SUCCESS 1.  Define success • 
Lead Generation, Acquisition, Retention/Loyalty, Collaboration/
Engagement, etc. 2.  Choose technologies that have data collection built in 3.  Collect data into a repository – a single one if possible – where comparison and analysis is possible • 
Think dashboard and storytelling 4.  Conduct research to determine (fit) existing and projected adoption of tools 5.  There is no “set it and forget it” in digital media SUCCESSFUL PROGRAMS WILL HAVE SEAMLESS INTEGRATION BETWEEN BRAND, MARKETING, COURSE DESIGN AND DELIVERY •  Brand via content, context, and faculty ambassadors •  Opportunity to extend the brand—theirs and yours •  Technology can provide platform to teach beyond text (alliances/guests) • 
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Technology not only conduit; remain mindful that it can be challenging for some faculty CRM as connecting tissue •  Stop chasing tech and be the purveyor of your brand, regardless of distribution model DISCUSSION APPENDIX ©2014 LIPMAN HEARNE A STREAMLINED MEASUREMENT GUIDE Establish Business
Objective(s)
Optimize
Build brand or offering Increase audience Set Goals for Each
Objective
Regional and Non-­‐Regional Report
Followers, Connections, Subscribers Measure
Define Segments
Identify KPIs
Set KPI Targets
Act
Benchmark
Grow social footprint by 10% and site traffic by 15% from social LIPMAN HEARNE 66