Your Enrollment Engine
Published on Dec 14, 2015
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MORE DECKS TO EXPLORE
PRESENTATION OUTLINE
Your Enrollment Engine
Some Assembly Required
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Dale Stowell-Director of Marketing and Advancement
Danny Aynes-Director of Enrollment Services
Linn-Benton Community College
Photo by @yakobusan Jakob Montrasio 孟亚柯
Overview of Presentation
- What Marketing is?
- The pieces of the machine.
- Tools not included.
- Questions.
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The Power of Mass Delusion:
"If everyone knew our story, they'd love us" "...and if they love us, we'd never have another enrollment problem!"
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Marketing
- Not just advertising
- Not just public relations
- Not just communications
Marketing-The process of:
- Identifying a market that needs something.
- Developing a product that needs that product
- Systematically eliminating all the barriers that separate the market from obtaining that product.
Antonio Dimasio
(SPEAKING NOTES FOR SLIDE: He studied people with damage to the part of their brain that allowed
them to feel emotions. Could not make decisions. Not even to decide between two dinner options.
Decisions are not rational, just justified using rationality. Tons of behavioral research indicating this.
Keep this in mind … because no one would be employed in marketing if it wasn’t the case.)
them to feel emotions. Could not make decisions. Not even to decide between two dinner options.
Decisions are not rational, just justified using rationality. Tons of behavioral research indicating this.
Keep this in mind … because no one would be employed in marketing if it wasn’t the case.)
The pieces of the machine:
- Awareness
- Image
- Interest
- Engagement
- Relationship
- Commitment
We have all the pieces. They just sometimes aren’t bolted together (Can I find a
picture of a pile of auto parts that would make a nice car).
picture of a pile of auto parts that would make a nice car).
Pam Cox-Otto
It's nuts!
well, pistachios anyway
Sometimes it’s easier to be open ideas when you see them applied outside of your
industry. Going to take a quick look at two systems. One is a simple, easy‐to‐buy product. It’s
transactional … you could do it anytime you go to a grocery store. PISTACHIOS).
industry. Going to take a quick look at two systems. One is a simple, easy‐to‐buy product. It’s
transactional … you could do it anytime you go to a grocery store. PISTACHIOS).
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