UNICON Team Conference · Ashridge ISB Tsingua Babson ITAM U Alberta CEIBS Manchester Bus. School U...

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UNICON Team Conference

Best Practices in Marketing Executive Education

Pat Cataldo

November 29, 2012



Agenda

• Introduction

– Baseline Questions

– Marketing Strategy (Exercise)

– Marketing Channels (Exercise)

– Marketing – General

– Marketing Spend (Exercise)

• Follow-up survey

• Different data cuts

• Summary

2



Marketing - Targeted Research

Open enrollment

Custom programs

Brand marketing

3



Objective

4

Target U.S. and international schools

Seek responses from up to 20 schools

Size of operation - small, mid-sized, large



Schools

5

Ashridge ISB Tsingua

Babson ITAM U Alberta

CEIBS Manchester Bus. School U Georgia

Columbia Michigan State U Hawaii

Cranfield MIT U Michigan - Ross

Dartmouth - Tuck National University of Singapore U Santa Clara

ESADE Northeastern U So. Cal– Marshall

FDC Ohio State - Fisher U Toronto – Rotman

Harvard Penn State U Virginia – Darden

HKUST Pontifical Univer. Catholic de Chile U Washington – Foster

IE Simmons U of Western Ontario – Ivey

IESE Skolkovo U of North Carolina

IMD Smith U of St. Gallen

Insead SMU - Cox Universidad de San Andres

Insper Thunderbird Wharton – U of Pennsylvania



Research methodology

• Primary survey

• Secondary survey

• Literature search

• Interviews

• PR releases (06/01 – 11/01)

• Web site visits

• Client contacts

6



Location

7

US/Canada

Europe

Latin America

Asia/Oceania

Geographic Distribution



Size of Operation

1

2

3

4

5

6

7

8

9

10

Gross Annual Revenue ($US) – 7/2011 – 6/2012

Schools

8



Marketing Strategy - Inputs

• Open -

• Custom -

9

http://www.google.com/imgres?hl=en&biw=1098&bih=592&tbm=isch&tbnid=k70yIb3Q7MPxjM:&imgrefurl=https://www.nacdonline.org/Membership/content.cfm?ItemNumber=3216&navItemNumber=3218&docid=kDp9PxX2OcrAOM&imgurl=https://www.nacdonline.org/files/images/Logos/F500Logos.jpg&w=508&h=299&ei=UoKVUIyIIIGc9gSPlIHICQ&zoom=1&iact=hc&vpx=294&vpy=290&dur=234&hovh=172&hovw=293&tx=164&ty=89&sig=106900241455976834243&page=1&tbnh=141&tbnw=240&start=0&ndsp=10&ved=1t:429,r:1,s:0,i:72



Marketing Strategy – Target Audience

10

Open Enrollment Custom Programs Brand Awareness

1. ___ 1. ___ 1. ___ 2. ___ 2. ___ 2. ___ 3. ___ 3. ___ 3. ___

A. Alumni

B. Prospect list by title

C. Key Company contacts

D. Key HR contacts

E. Prospect list by company

F. Past participants

G. Key executive contacts

Identify the top three target audiences for Open, Custom and Brand



Marketing Strategy

Did your marketing strategy

change over the past year?

11

1) Marketing mix

2) Client development

3) Education selection

4) Social media

5) More regional or global



Marketing Channels - Most Effective

12

1. Direct mail marketing

2. Print and Media Advertising

3. Web site

4. Internal conference marketing

(events you run for potential clients)

5. External conference marketing (i.e.

ASTD, CLO, etc. – events you attend)

6. Publications (catalogues, flyers,

newsletters, PR articles)

7. Email marketing

8. Social marketing (Facebook, Twitter,

YouTube, LinkedIn, others)

9. Outbound telephone marketing

10. Other: __________________________

Open Enrollment

1. ____

2. ____

3. ____

Custom Programs

1. ____

2. ____

3. ____

Brand Awareness

1. ____

2. ____

3. ____



Marketing - General

Best Practices

• Relationships

• White papers

• Events

• Selling

• Advisory Boards

• Community

13



Marketing Spend

14

FTE Employees in Marketing

1 to 3 employees

4 to 6 employees

7 to 9 employees

Over 10 employees



Outsourcing

15

1. Print and radio advertising creation

2. Media buying analysis, placement, and buying

3. Collateral materials design, development and printing

4. Mailing services for print and large email distribution

blasts

5. Web site design and development

6. Search engine marketing (SEM) and search engine

optimization (SEO)

7. Web measurement and analytics

8. Telemarketing activities

http://www.google.com/imgres?hl=en&biw=1098&bih=592&tbm=isch&tbnid=B4gC6G2HkOj5DM:&imgrefurl=http://www.businessreviewaustralia.com/marketing/mobile-marketing/multifaceted-digital-marketing-using-an-external-agency&docid=KbAx-KTTDCyxtM&imgurl=http://www.businessreviewaustralia.com/marketing/inhouse outsource2.jpg&w=610&h=335&ei=dNGVULSpKIaO8wSX0YGABg&zoom=1&iact=hc&vpx=604&vpy=272&dur=1561&hovh=166&hovw=303&tx=185&ty=85&sig=106900241455976834243&page=2&tbnh=123&tbnw=234&start=9&ndsp=18&ved=1t:429,r:5,s:20,i:150



Marketing – Before, During, After

16

During

After

http://www.google.com/imgres?hl=en&biw=1098&bih=592&tbm=isch&tbnid=tbyUj4zp88hfEM:&imgrefurl=http://www.businessinsider.com/linkedin-reveals-the-biggest-interview-mistakes-people-make-2012-3?op=1&docid=wg7-ZKhJQybWBM&imgurl=http://static2.businessinsider.com/image/4ebc1ae76bb3f76239000028-400-300/not-sending-a-thank-youfollow-up-note-automatically-precludes-you-from-further-consideration-i-need-to-know-that-the-employees-i-have-are-capable-of-proactive-follow-up-with-my-client-base-without-having-to-be-told-to-do-so.jpg&w=400&h=300&ei=uNeVUIzqEYqE9QTnjoGQCQ&zoom=1&iact=hc&vpx=379&vpy=2&dur=102&hovh=194&hovw=259&tx=139&ty=59&sig=106900241455976834243&page=2&tbnh=129&tbnw=180&start=14&ndsp=18&ved=1t:429,r:9,s:20,i:160

http://www.google.com/imgres?hl=en&biw=1098&bih=592&tbm=isch&tbnid=8MrlwcmOSo6XCM:&imgrefurl=http://blogs.washburnlaw.edu/washburnlawpdo/blog/2011/08/10/you-just-had-an-amazing-interview-now-what-thank-your-interviewer/&docid=M_JltFFNYrNkuM&imgurl=http://blogs.washburnlaw.edu/washburnlawpdo/files/2010/08/thank-you-note2.jpg&w=640&h=425&ei=YdiVUJ-aGJTy8ASrroDQAw&zoom=1&iact=hc&vpx=619&vpy=297&dur=140&hovh=183&hovw=276&tx=73&ty=68&sig=106900241455976834243&page=1&tbnh=133&tbnw=180&start=0&ndsp=10&ved=1t:429,r:8,s:0,i:93



Distribution of Revenue

17



Marketing Structure

18



Marketing Strategy – Open

19

Personal Selling

Advertising Promotion Publicity



Marketing Strategy – Custom

20

Personal Selling Combination of Push and Pull



Marketing Spend

21



Channel Spend

22

1. Direct mail marketing

2. Print and Media Advertising

3. Web site

4. Internal conference marketing

(events you run for potential clients)

5. External conference marketing (i.e.

ASTD, CLO, etc. – events you attend)

6. Publications (catalogues, flyers,

newsletters, PR articles)

7. Email marketing

8. Social marketing (Facebook, Twitter,

YouTube, LinkedIn, others)

9. Outbound telephone marketing

10. Other:

______________________________

The largest percentage of money spent:

Open Enrollment

1. ____

2. ____

3. ____

Custom Programs

1. ____

2. ____

3. ____

Brand Awareness

1. ____

2. ____

3. ____



Follow-up Survey

23

1. Biggest marketing challenge overcome last year?

2. Evaluation criteria for RFPs or RFQs ?

3. What clients say you “do best” in marketing to them?

4. How to evaluate marketing spend effectiveness?

5. One piece of information you’d like to get, what would it be?

“Lead generation is an ongoing challenge and priority. Over the past year, we have seen a decrease in conversion rates from our marketing efforts.”

“The biggest challenge we tackled this past year is social media. From a learning and development perspective, we need to practice what we preach. For that reason, we created a social media training day and workshop for our entire EE team where social media myths are addressed and solid, applicable information provided. As we move forward with this as one of our main advertising channels, we need to ensure that the team is comfortable championing and working with new approaches that will be launched.”



Follow-up Survey – RFPs/RFQs

24

1) Expertise – Do we have the content expertise to respond? 2) Prior success and references – Have we won similar proposals and do we have

reference accounts that we can call upon if needed for testimonials 3) Capabilities – Do we have available faculty to deliver what’s needed? 4) Organization –

a. Is this a client that fits with our target segmentation? b. Have they done executive education programs previously? c. What is their business ranking and reputation? d. Do they have the budget to support executive education programs? e. Do they have a sufficient population for multiple offerings? f. Is there executive support at the C-suite or senior level for this program? g. Will this be a short term or long term relationship?

5) Location – Where are the programs being requested? Will they be on campus or at an off-site facility? In what geographic region(s) will the program(s) be held?

6) Faculty – Do we have faculty interest in this project and in the organization? 7) Clear goals and expectations –Does the proposal provide detailed requirements? 8) Is there an individual at the organization available for a conversation to provide

further background, clarification, or questions prior to the decision to bid? 9) Is the RFP or RFQ issued by the purchasing group? Is this a price only proposal?

10) Would this business be a good fit for the school and for the potential client?

http://www.google.com/imgres?hl=en&sa=X&biw=1098&bih=592&tbm=isch&prmd=imvns&tbnid=sETHm7YDQrKCbM:&imgrefurl=http://www.northstarpubs.com/articles/prb/rfps-and-rfqs&docid=fq5XvnHFNClt_M&imgurl=http://www.northstarpubs.com/wp-content/uploads/2012/01/PRB0212_Mortensen_RFPs.jpg&w=400&h=250&ei=W-CXUM77BYbB0AHn5ICQBQ&zoom=1&iact=hc&vpx=415&vpy=154&dur=2327&hovh=177&hovw=284&tx=158&ty=101&sig=106900241455976834243&page=1&tbnh=131&tbnw=215&start=0&ndsp=14&ved=1t:429,r:2,s:0,i:78





Follow-up Survey – Client Feedback

25

3. What clients say you “do best” in marketing to them?

“I believe what colleges and

universities “do best” in marketing their

capabilities and programs is keeping in

personal touch with me. I like to know my

employees will feel special when they go to the program, and that starts with how

they treat me. Communication should be every other month

to once a quarter.”

“What executive education

“does best” is: provide

collateral which is

professional, well-written and

organized, demonstrate

flexibility providing multiple

options for program

development and delivery,

keeps me informed of

upcoming programs, and

articulates quality of faculty

and rigor of the programs and

offerings (both customized

and open enrollment).”

“What they do

best is use a

multimedia

approach,

reaching me in

multiple ways. I

like having the

information

accessible

electronically

for me to

explore on my

own.”



Follow-up Survey – Evaluating Spend

26

Measurements and ROI primarily

on open enrollment business.

77% of schools have measurements:

- established pre-determined targets

of response rates, clicks, calls,

contacts, proposals, visits, analytics,

and enrollments

- formal reporting process … on a

monthly basis

23% did not effectively measure



Follow-up survey

27

Results for Experienced and New Social Media Users

Social Media Marketing University

61%

56%

52%

48%

45%

35%

5. One piece of information you’d like to get, what would it be?



Different Data Cuts

28

Open - Where Schools, by Revenue Size, Spend the Most Marketing Dollars

up to $3M $3-$7M $7-$12M $12-$20M $20-$30M $30M>

Direct mail 1 1 1 - 1 1

Print and Media Adv. 1 5 5 3 1 5

Web site - 2 - - 1 1

Internal conferences - - - - - -

External conferences - - - - - -

Publications - 1 1 - - -

Emails 3 - 1 2 1 -

Social marketing - - - - - -

Outbound telephone - - - - - -

Other: Paid search & - - - - 1 2 banner ads



Web Sites

29

Evaluating Web Sites (1 = Lowest and 5 = Highest rating)

Accessibility 1 2 3 4 5

Content 1 2 3 4 5

First Impressions 1 2 3 4 5

Ease of Navigation 1 2 3 4 5

Aesthetics 1 2 3 4 5

Aesthetics (visual appeal) – colors, contrasts, use of white space, a layout that is easy to read, a look that is “Fresh and New”, use of photographs and graphics, rolling images, etc.



Summary

30

Open enrollment

Custom programs

Brand marketing

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