Download - The entrepreneurs a true babson story
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THE ENTREPRENEURSA True Babson Story
Gene Begin / @gbeginSenior Director of Integrated Marketing / Babson College
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EDUCATION AND THE NEED FOR ADVOCACY MARKETING
HIGHER EDUCATION CONSTITUENCY MAP
Consider Evaluate Buy Good Luck? Alumni
EDUCATIONAL MARKETING’S RELATIONSHIP WITH THE CONSUMER DECISION JOURNEY
ApplyEngage
EnrollRegister
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EDUCATIONAL CONSTITUENCY JOURNEY
THE LOYALTY LOOP
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THE IMPORTANCE OF ADVOCACY MARKETING
https://gaggleamp.com/blog/employee-advocacy-infographic
STORYTELLING
INSPIRATION FROM OTHER INDUSTRIES
FOCUS ON THE FARMER
“Even the most technical subject has to have a human story behind it. We’ve been able to convince the management that
the content shouldn’t be about John Deere equipment.”David Jones
Publication ManagerJohn Deere
NOT THE EQUIPMENT
BUILDING A PROUD COMMUNITY WITH GOOGLE MY BUSINESS
IT’S THE CAUSE NOT THE COLLEGE
MEET BABSON COLLEGE
Small, private business college 14 miles west of Boston #1 in entrepreneurship for 22 and 18 consecutive years Approximately 2000 undergraduate and 1300 graduate students, representing more than 74 countries
Undergraduate program (top 25 in business) Graduate program - MBA and MS degrees (top 50 in business) Executive education program (top 10 U.S. and top 20 in the world for custom programs) Babson Global, which works with corporate, university, government, and foundation partners to advance
entrepreneurship education and Entrepreneurial Thought and Action® worldwide
BABSON COLLEGE
#1 in entrepreneurship for 22 and 18 consecutive years
IT’S THE CAUSE NOT THE COLLEGE
HOW DO YOU DEFINE ENTREPRENEURSHIP?
MISSION: REDEFINITIONThe Brand Campaign
In doing so: • Augment pride and engage our community in advocacy.
• Expand Babson’s application base, in turn expanding and enhancing our student and alumni base.
• Generate more corporate relationships.
• Create greater attention with academic institutions, foundations and grants organizations, and the policy community.
Increase brand awareness, engagement, and adoption for Babson, the educator for Entrepreneurship of All Kinds®.
Entrepreneurship of All Kinds®
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TODAY’S HIGHERED CONSTITUENCY JOURNEY
Secondary Audiences: Prospects (students, employees) and external influencers at the top of the awareness funnel (recruiters, parents, media, thought leaders)
Target Audience: Advocates (alumni, faculty, staff, current students)
EVOLUTION OF A BRAND CAMPAIGN
BRAND CAMPAIGN EVOLUTIONFY12
WRITE IT
FY13
SHOW IT
FY14
LIVE IT
FY15 & FY16
ACT IT
THE ENTREPRENEURS:A TRUE BABSON STORY
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ACTION.BABSON.EDU
ALUMNI ARE YOUR STORY
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EARNED MEDIA
PUTTING YOUR BRAND MESSAGE IN THE HANDS OF YOUR ALUMNI
WORD OF MOUTH IS YOURMOST POWERFUL BRAND MESSAGE
• Social media = word of mouth reinvented
• Community Passion• Use Your Advocates
• Genuine and authentic storytelling
THANK YOU!
PRESENTATION: WWW.SLIDESHARE.NET/GBEGIN
PODCAST: HTTP://K12.BLACKBAUD.COM/LETTING-ALUMNI-TAKE-CENTER-STAGE-A-TRUE-BABSON-COLLEGE-STORY
GENE BEGIN / @GBEGINSENIOR DIRECTOR OF INTEGRATED MARKETING / BABSON COLLEGE