Mind Your P’s, C’s and V’s
A Marketing Recipe for Success
2011 UCLA Alumni Association
Leaders Conference
October 22, 2011
Presentation Overview
The power of your brand
The importance of communication
Know your audience
Takeaways
The Power of Your Brand
A brand is more than a logo and
name, it is the emotion evoked when
thinking of the brand
A weak brand results in limited
engagement, less connection
Alumni engagement is related to
trust in, and understanding of, the
UCLA brand
Knowing Your Brand
Marketing can begin once you know:
Who you are
Who needs to know
How will they find out?
Why should they care?
What is Communication?
com·mu·ni·ca·tion:
Transactional process where information is
shared through the assignment of meaning
Transaction:
Mutual
influence
Process:
Ongoing and
directional
Assignment of
meaning:
What does your
brand stand for?
How Do You Talk
About Yourself?
How Do Others Talk
About You?
Do You Know?
The most powerful marketing is peer-to-peer.
Your Target Audience
Who are they?
What are their needs?
What is their focus?
Where do they live?
Are they members?
Your answers are in the data!
Generational Traits
Millennials
Gen Xers
Baby Boomers Traditionalists
1980-2001
1965-1979
1946-1964
1925-1945
92 million
62 million
78.3 million
38.6 million
Entitled
Self-reliant
Workaholic
Patriotic
Optimistic
Adaptable
Idealistic
Dependable
Civic-minded
Cynical
Competitive
Conformist
Close parental
involvement
Distrusts authority
Loyal
Respects authority
Values work-life
balance
Resourceful
Materialistic
Rigid
Impatient
Entrepreneurial
Seeks personal
fulfillment
Financially conservative
Technology Savvy
Technology Savvy
Values titles
Solid work ethic
Multitasking
Team oriented
(Alsop, Ron. THE TROPHY KIDS GROW UP: how the millennial
generation is shaking up the workplace, 2008)
UCLA Alumni Segmentation Matrix
What Alumni Want
Career networking
Bruin marketplace
Bruin Professionals and Bruin Professionals resource
directory
Job board, job mentor and job preparation
Discounted rates for career counseling
Non-local services
Easy access to events
Group discounts and discounts on upcoming events
Library Access
678 alumni respondents – 7% response rate
Marketing in a Changing World
Utilize the technology available!
We must be willing and able to change
in order to stay relevant.
Since the World Wide Web (actively began in 1995)
Smart phones
Multiple channels
(email, blogs, social media, etc.)
High-tech, high-touch
Data-driven research capabilities
Evolution of Marketing Theory
The Four P’s
Product: products
and services offered
Price: Financial cost
to target audience
Place: Physical, brick
and mortar location
Promotion: One-way
marketing strategy
Evolution of Marketing Theory
The Four C’s
Content: the ongoing
development of engaging
content
Cost: audiences’
considerations of time,
effort, finances, loss or
gain of buying or
engaging
Connection: emotional
and behavioral connection
with your target audience
Conversion: converting
the target audience to an
engaged constituency
Evolution of Marketing Theory
The Four V’s
Validity: is it desired, does
it matter?
Value: understanding what
is important to target
audience
Venue: no longer just
physical location, but any
point of contact (i.e.,
Internet)
Vogue: messages are not
only communicated well,
but they must be well
accepted by the target
audience
Evolution of Marketing Theory
Evolution of Marketing Theory
For Coffee Drinkers
Four P’s
Marketing targeted Price:
7-Eleven advertises the
price of a cup of coffee.
Four C’s
Marketing targeted Cost:
McDonalds markets the time
and effort saved by buying
coffee in the drive-thru
Four V’s
Marketing targets Value:
Starbucks leverages the
value of a coffee-shop
lifestyle
Evolution of Marketing Theory
Evolution of Marketing Theory
For Frequent Fliers
Four P’s
Marketing focused on Promotion:
American Airlines promotes their
brand to the largest possible
audience
Four C’s
Marketing targeted Conversion:
JetBlue engages customers,
leverages brand, and inspires
loyalty among customers
Four V’s
Marketing targets Vogue:
Virgin America goes mocial with
modern, innovative ways to create
a community of “brand
evangelists”
Takeaways
The goal of marketing has not changed,
but the formula for success, the mix, the
recipe has changed drastically
How do we now accomplish our goals?
Use multiple channels (not only email
Peer-to-peer marketing is most effective
Messages should be simple and clear
Address the WIIFM factor
What’s in it for me?
Go “mocial” – simplify for greatest impact
25% of mobile phone users in U.S. now
own smart phones
Build brand trust
Takeaways
Online Engagement Tips
The details must be obvious and easily
scanned
Use short sentences and bullet points to highlight
“who, what, when, where, why and how”
Always include a response mechanism
Use logos and network name to brand your
pages
Takeaways
It’s all about…
Passion
Connections
Valued Relationships
UCLA!