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Welcome To Client-Centered Marketing In The 21st Century

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Your Presenter

Aaron P. Donsky aaron@HigherEd-Marketing.com

*Senior level administrator at colleges and universities in the U.S. and abroad

*Advisor and consultant to hundreds of colleges across the world

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“I don’t know what the key to success is but the key to failure is trying to please everybody.”

Thomas Edison

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“What Am I about”

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The Major Issue Of The Day:Improving Your Profit Margin

The Tool For This: Target MarketingIf We Know “Who” your Audience is, “Where” they are, and “What” they want,

--We can do more effective brochures--Better pricing—Cost effecting

marketing--And appealing curriculum

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The Major Issues Facing Marketing In Higher Education

Cost ContainmentFinding The Right Market NichesFinding The Most Effective Ways to Reach Those Niches

==a reduction in the cost/enrollment==

HIGHER NETS

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Who Is Your Target Audience

Past Clients—group 1Present Clients—group 2 Those who resemble your past or present clients—group 3

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The Key Behind All Of This

You Must Change The Question From

“What Shall We Offer?” To “What Is Our Target Audience?”

The Target Audience is composed of unique market segments

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You Are Brand Managers

Target Marketing will help you to move from being brand managers to being customer oriented Key Segment Managers

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Target Marketing

A Way To Segment Your Market 

A Way To Identify You Best Segments

A Way To Concentrate On Differences and Not Similarities

A Way To Do Customized Marketing

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What We Need to Know About Those Segments

WHO composes your major segments

WHERE are those segments

WHAT are the segments like- characteristics

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True for open enrollment or customized training

Open EnrollmentSegment-clusters of householdsGeography- carrier routesPast and Present clients-best predictor of future clients

Customized TrainingSegment—SIC code

Geography-zip code

Past and Present clients—best predictor of future clients

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The Approach—For Open Enrollment

The New Geo-Demographics--customized reports-tailored for

higher education--substantially reduced

implementation costs

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Levels of Geography-largest to smallest

Zip CodesCensus Block GroupsCarrier RoutesZip+4

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Geo-Demographic SegmentingWe use the locations of past and present clients to identify the areas where we will likely find new clients ( the “where”) We also link these locations to demographic and psychographic (behavioral) characteristics of our past and present clients (the”who” and the “what”)

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Target Marketing Applied To Physical Geography

By Finding The Neighborhoods With The largest Concentrations of Your Present And Past clients, You Will Be Able To Identify Their Common Demographic and Lifestyle Preferences

This Information Can Help You Find Populations Whose Characteristics match Those Of Your Students

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TARGET MARKETING

“Birds Of A Feather Flock Together”

If You Focus Down To A Small Enough Level Of Geography, Like A Postal Carrier Route, You Will Find People Who Share Similar Life Styles And Demographic Characteristics Like Income And Educational Level

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How Do We Get these Demographic and Psychographic Characteristics?

We use PRIZM NE Cluster software to link geography to characteristics.PRIZM NE consists of 66 demographic/behavioral profiles that have now been applied to 85% of all households in USA ( income, education, spending patterns, recreation, reading preferences, etc.)

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Characteristics (Cont.)

These households are accumulated to the carrier route level and these carrier routes are designated in terms of the density of the various 66 profilesYour clients are fitted to these carrier routes by a process called geo-coding.We can then identify the major profiles ( PRIZM Clusters) that apply to them