High Yield - Kent State University

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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.
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