make it stick: applying marketing to teaching
TRANSCRIPT
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COMPARISON
Ad Store Aisle Full of Products
Purchase Product from Ad
Lesson Test/Life Correct Answers/Correct Choices
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MARKETING TOOLS OF THE TRADE
User Journey
Objectives
Insights
Strategy
Customer Persona
Measurement
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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
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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)
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WANT TO CONNECT?Kendall Morris
Founder & CEOCreate Digital
We Make Digital Human.