make it stick: applying marketing to teaching

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Page 1: Make it Stick: Applying Marketing to Teaching

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Page 2: Make it Stick: Applying Marketing to Teaching

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Page 3: Make it Stick: Applying Marketing to Teaching

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COMPARISON

Ad Store Aisle Full of Products

Purchase Product from Ad

Lesson Test/Life Correct Answers/Correct Choices

Page 5: Make it Stick: Applying Marketing to Teaching

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MARKETING TOOLS OF THE TRADE

User Journey

Objectives

Insights

Strategy

Customer Persona

Measurement

Page 6: Make it Stick: Applying Marketing to Teaching

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User Journey

Customer Persona

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PERSONA DEVELOPMENT: BUSINESS

PERSONAS KEY POINTS NEEDS

DEPARTMENT HEAD • Highly mobile• Real-time digital consumption

• Authentic, centralized source of information

• Factual, unbiased and actionable information

ASSISTANT TEACHER • Digital use for work during personal time • Digestible and actionable information• Formalized central learning resources

COLLEGE ADMINISTRATOR • High comfort level with digital technology for work use

• Authoritative resource for continuing learning for improved practice

• Central community to learn, engage and share

DEAN OF SCHOOL OF SCIENCE • Online search secondary to known networking resources

• Trusted source with actionable information• Quick payoff for continued engagement

DIRECTOR OF MARKETING • Access to online sources for work during personal time

• Access to new strategies and technologies• Supportive community to encourage

improved practice

Page 8: Make it Stick: Applying Marketing to Teaching

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PERSONA DEVELOPMENT: STUDENT

PERSONAS LEARNING STYLE MEDIUM FAMILY FRIENDS MUSIC

PABLO Audio Smartphone Big Many Eclectic

JUNE Visual Pen and Paper 2 Dads Few Top 40

TOMMY Interpersonal Peer Group Single None Classical

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USER JOURNEY: BUSINESS

GretaAge: 40Gender: FemaleHHI: 89K/yrType of Pool: Above-

groundOther: Married with a 5

year old daughter, has owned a pool for 2 years

Last time I tested this water the pH and Chlorine

Levels weren’t right. I followed some

instructions that they gave me, but I think I

should test it again to see if the problem

is fixed.

Types website into browser from packaging

Follows instructions and uses Test Kit to

test pool

Clicks “Continue as Guest” Link

After reading everything on the

page, Greta realizes that she can continue

as a guest

“I don’t want to have ANOTHER login. What’s the benefit of having a

login anyway? Do I really have to create an

account to use this feature?”

Enters information into Water Testing

Table

Clicks “ Analyze Readings” CTA

button

Reads results and finds out that her Chlorine and pH levels are in fact

wrong

Recommends allowing sunlight to dilute chlorine levels and using pH Minus

to solve the pH Problem

Decides to go back to website

that told her which product to

get

Realizes that the page is showing

all results and not the specific

product she needs

The Home Depot Search Results Page (opens in the same window)

Clicks The Home Depot

logo

Reads instructions and then understands

that she can click retailer to buy online

Water Testing Results/

Recommended Products

Takes note of product name

Clicks on The Home Depot Logo

again

Proceeds to purchase

online from The Home

Depot

Clicks “WATER TESTING” in primary

navigation

Home Page

Water Testing Login/ Proceed

Page

Water Testing Page

“How am I supposed to

buy this product?”

Scrolls until she finds pH Minus

The Home Depot Search Results

Page

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USER JOURNEY: STUDENT

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MAKE IT STICK

Know your audience beyond the classroom

(Personas & User Journey)

Teach to the needs of your different groups

(Personas)

Understand how/where they are absorbing knowledge and find ways to incorporate

into that (User Journey)

Page 12: Make it Stick: Applying Marketing to Teaching

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WANT TO CONNECT?Kendall Morris

Founder & CEOCreate Digital

[email protected]

We Make Digital Human.