KENT STATE UNIVERSITY DIVISION OF UNIVERSITY RELATIONS STRATEGIC MARKETING A Presentation to the Marketing Advisory Task Force By Iris E. Harvey Vice President of University Relations and Chief Marketing Officer Objectives • Bring about a strategic marketoriented shift to how we brand the university. • Elevate the awareness, reputation and preference for Kent State University beyond previous levels. • Communicate Kent State’s distinctive learning experience and leadership role in the region. A BEST PRACTICE MARKETING MODEL STRATEGIES ALIGNED TO THE ENROLLMENT FUNNEL Best Practice Model: Align Marketing to the Enrollment Funnel to Get the Desired Response. Segmenting & Targeting Students Geographic Demographic Behavioral & Psychographic Marketing Goals Brand Awareness Generate Inquiries Interests & Attitudes Convert Inquiries to Applications Preferences Admit Enroll YIELD New Students Retain Information is powerful . Geographic Demographic Behavioral & Psychographic Student location: local, regional, state, out-of-state, international. Quality of schools. Distance from university. Resources of the community. Employers and workforce needs, skills demanded. Quality of life. Competitive landscape. Age, gender, race/ethnicity, martial status, family size, profession/occupation, income, family educational attainment, student academic achievement. Values, attitudes, lifestyle and preferences. Willingness to pay and motivation to attend college. Relationship to institution, propensity to attend a specific type of college. Generate Inquiries Convert to Applications Admit Enroll 5 The right strategy at each stage of the enrollment funnel yields the best return on investment. Marketing Goals & Mix Brand Awareness TV, radio, print, billboards, SEO, Ad words, public relations, posters, mobile boards, HS visits, college fairs, direct mail, virtual tours, audio releases, website Generate Inquiries Interests & Attitudes Personalized and interactive: mail, email, text messaging, telephone. Campus visits. Peer-to-peer. Majors exploration (GPS). Testimonies parent -to-parent and advisers, social networks, online community building, customized interface Convert Inquiries to Applications Admit Preference Promote face-to-face advising/orientation (DKS), peer-to-peer activities, faculty, dean and alumni engagement, welcoming calls and receptions. Promotion of majors, residence services, scholarships and financial aid Enroll YIELD New Students 6 Segmentation and Targeting Key Principle of Segmentation • Cluster markets in groups with unique characteristics so that distinct strategies can be implemented effectively. – Three clusters • Leading Edge Markets: Base representing the majority of institutional enrollment • Emerging Markets: Core but outside NEO where enrollment penetration is starting to take root • New Markets: Out-of-State where enrollment initiatives are recent and still under development Ohio & W. PA. Represent the ‘Base Market’ for the Kent Campus Enrollment Out-of State Freshmen Primarily Come from Target Markets NY, DC, MD, NVA, WVA and Illinois Market Segmentation Model : Base: Ohio and Western Pennsylvania BASE MARKET Ohio + W. PA 93% of Yield OUTSIDE CORE MARKETS CORE MARKET Leading Edge Segments Portage, Summit, Cuyahoga, Mahoning, Wayne, Lorain, Lake, Geauga, Stark, Medina, Columbiana, Trumbull CLEVELAND METRO Akron Metro Cleveland Lorain, Medina Lake, Geauga Portage Summit Stark Cuyahoga Emerging Markets Toledo Columbus Cincinnati (Hamilton,/Butler/Warren) PA (Pittsburgh & Erie) Mahoning Youngstown Columbiana Trumbull Segmentation Model: Out-of-State: Western NY; DC, MD, NVA, WVA, Illinois NEW MARKETS OUT-OF-STATE NEW MARKETS WESTERN NEW YORK Buffalo Rochester Syracuse NEW MARKETS EAST COAST DC Maryland Northern Virginia West Virginia NEW MARKETS MIDWEST Illinois Market Segmentation Overview MARKET SEGMENT RECRUITING SNAPSHOT BRAND STATUS LEADING EDGE MARKETS -The majority of applications -Good conversion to admits (+72%) -Above average yield to enroll (+38%) -High brand awareness Northeast Ohio 12 Counties -Strong brand preference -Familiar with program offerings -Aware of ‘designer’ programs -Comfortable perception of university EMERGING MARKETS OHIO -Moderate apps and enrollment volume -Moderate brand awareness -Toledo 76% conversion; 20% yield -Columbus 57% conversion; 24% yield -Cincinnati 67% conversion; 20 yield -Warren/Butler Counties 76% conversion; 23% yield -Low brand preference -Under developed image -Little knowledge of offering and differentiation Market Segmentation Overview MARKET SEGMENT RECRUITING SNAPSHOT BRAND STATUS EMERGING MARKETS WESTERN PENNSYLVANIA -Moderate to high apps and enrollments -Good brand impression based on experience of ‘home town’ students -Above average conversion of apps –toadmits (79%-84%) -Above average yield admits-to-enroll (38%47%) -Spillover influence from Ohio -Brand preference driven by both organized efforts & viral marketing -Interest in ‘designer’ programs NEW MARKETS OUT OF STATE -Low /moderate application and enrollment -Low brand awareness --NJ 73% conversion; 17% yield --Buffalo 83% conversion; 24% yield --MD 61% conversion; 16% yield --W.VA. 83% conversion; 20% yield --DC 60% conversion; 26% yield -Low brand preference -Undeveloped image of the institution -Little knowledge of educational offering and differentiation. KEY STRATEGIES BY SEGMENT CLUSTER Leading Edge Markets 12 NEO counties -Transform image with next generation ad campaign. -Convince audiences of our undisputed leadership. -Promote--make the brand inescapable. -Inspire--tie the KSU brand to NEO cultural, social, and economic life. -Relentlessly demonstrate the Kent State ROI. -Engage alumni advocates. -Target students with best fit to KSU. -Build our future pipeline. -Get KSU faculty engaged in the pipeline. KEY STRATEGIES BY SEGMENT CLUSTER Emerging Markets: Toledo, Columbus, Cincinnati, Western PA -Invest in advertising campaign to generate stronger brand awareness. -Drive traffic to campus events. -Make clear the points of difference between KSU and local competition. -Intensify engagement with alumni/friends advocates. -Zero-in on high opportunity academic programs. -Encourage colleges in their recruiting. -Pull out all the stops on yield. KEY STRATEGIES BY SEGMENT CLUSTER New Markets: NJ, Buffalo, MD, WVA, DC. -Strategically build incremental enrollment with high ROI investment. -Execute to first establish awareness then reputation and preference. -Continue to collect decision making data refine strategies. -Broadly communicate localized Kent State student/alumni success stories. -Expand KSU interactions with key channels and those who influence. Build on modest application volume by focusing on strong yield among the ideal candidates. -Encourage colleges in their recruiting efforts. WHAT DOES THE HIGH YIELD TARGET AUDIENCE LOOK LIKE? High Yield Target Market Suburbanites 53% of High Yield • Upper middle class • Parents with well above average college education level • Managerial & professional occupations • $80K median income 98% more likely to enroll Rural Families 5.2% of High Yield • Upper middle class • Parents with above average college level education • Land rich family farms/ enterprises • $70K -$80K median income 53% more likely to enroll Solid Urban Families 24% of High Yield • Middle to upper middle class • Parents with above average college level education • White collar/managerial occupations • $50K-$80K income 51% more likely to enroll Highly Urbanized Families 18% of High Yield • Comfortable middle class • Parents with no college • White collar occupations • $30K - $40K median income 24% more likely to enroll WHAT IS OUR COMMUNICATIONS PLATFORM? Brand Positioning. Our Promise to Students • We prepare students for the demands of the 21st Century. • Our distinctive learning experience inspires knowledge, provokes insight, ignites engagement and encourages responsibility. • As a result, our students develop qualities that will serve them throughout their lives. • Through the enriched experience enjoyed at Kent State University, students’ minds become more open, their intellectual horizons expand, and they progress toward success. Brand Positioning. Our Promise to Students • Evidence of the Promise – People and systems dedicated to student success (e.g. faculty, staff, pathways/GPS, DKS) – Opportunity to learn on and off campus (internships & co-ops) – Wide ranging academic programs with employer and career enhancing content – Life-changing experiences (study abroad and away, service learning) – Safe and vibrant community (residences, 200 clubs, athletics and good location) – Inclusive environment valuing diversity (40 states/68 countries) – Successful alumni making a difference in Ohio and around the world BENEFITS IN STUDENT VOICE REFLECTING OUR PHILOSOPHY OF UNDERGRADUATE EDUCATION WE INSPIRE KNOWLEDGE WE PROVOKE INSIGHT •KSU helps me understand the knowledge required for long term career success. •KSU gives me the opportunity to collaborate with faculty and students in other disciplines. •KSU offers me opportunities to learn from solving complex real world problems. •KSU encourages me to think creatively. •KSU helps me understand the importance of thinking critically about issues before I form a judgment. •KSU helps me master the practical skills I will need in my chosen career. •KSU offers me ways to apply my knowledge to new environments. WE IGNITE ENGAGEMENT WE ENCOURAGE RESPONSIBILITY •KSU offers me an environment where I enjoy my experience and meet lifelong friends. •KSU provides me with a supportive setting where I can explore many options. •KSU gives me the opportunity to have an impact on others. •KSU gives me the opportunity to meet a variety of people •KSU offers a multiple ways and places for me to exercise self-expression. •KSU gives me the opportunity to experience the diversity of cultures in the U.S. and around the world. •KSU helps me understand how to make principled choices. •KSU encourages me to use my knowledge and information ethically and legally. •KSU helps me understand my role as an educated citizen in my community and beyond. •KSU fosters civility in personal and public discourse and conversation. •KSU helps me appreciate the value of learning as a lifelong endeavor. • QUESTIONS? High Yield Target Audience in Urban Areas MARKET TYPE CHARACTERISTICS SIZE/INDEX URBAN 1 -Highly urbanize areas -Comfortable working class families -Parents high school grad/NO college -White collar occupations -Median income $30K to $40K 16.5% of high yield Index 136 vs. all HHs URBAN 2 -Middle class families -Parents with average level of college -White collar occupations -Median income $50K to $60K 10.9% of high yield Index 123 vs. all HHs URBAN 3 -Upper middle class families -Parents well above national average for college -Upper management positions -Income median $70K to $80K 10.7% of high yield Index 179 vs. all HHs URBAN 4 -Middle class families -Parents with high school, some college -White collar occupations -Income median $40K to $50K 2.2% of high yield Index 124 vs. all HHs High Yield Target Audience in Suburban and Rural Areas MARKET TYPE CHARACTERISTICS SIZE/INDEX SUBURBAN 1 -Upper middle class families -Households with several children -Parents with well above average college -Managerial/professional positions -Median income $70K to 80K 28.2% of high yield Index 219 vs. all HHs SUBURBAN 2 -Upper middle class families -Few children in household -Parents with highest level of college -Evidence of investment earnings/dividends -Managerial/professional position -Median income $70K to 80K 25.4% of high yield Index 177 vs. all HHs RURAL -Upper middle class families -Living in rural areas -Major land owners -High quality lifestyles -Parents with above national average for college -Engaged in family owned farms/enterprises -Median income $70K to $80K 5.2% of high yield Index 253 vs. all HHs High Yield Target Audience* (*+65% above average) • Primary – – – – – Families living in urban and suburban neighborhoods Solid middle to upper middle class lifestyles Parents with average to above average college education Middle to upper level managerial and professional occupations Median household income ranging from $50,000 to $80,000 • Secondary – – – – – Families living in highly urbanized areas Comfortable middle class lifestyles Parents are high school graduates / Some/No college White collar administrative occupations Median household income ranging from $30,000 to $40,000 * Based on statistical modeling of enrolled Kent campus freshmen in 2007 and 2008. This profile represents 53% of student household types who enrolled in both years from areas that only represent 32% of households in the target base area of Ohio and Pennsylvania, the two states with a large enough sample to analyze.