marketing as the transformation agent in higher education
TRANSCRIPT
MARKETING AS THE CORPORATE
TRANSFORMATION AGENT
FOR HIGHER EDUCATION
WIDE CONTEXT
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An overnight success, just 15 years in the making• Mobile app economy• Social Media• Sharing economy (Uber, Airbnb)• Inbound marketing (push to pull)• Lean Manufacturing to Agile Marketing• Personalization becomes Humanization• SaaS marketing platforms
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The biggest shift in a generation From
Information HoardingWeb Sites/Portals
ManagementEmailCRM
Baby BoomersUI
Data
ToInformation SharingIntegrated Social SitesEngagementCollaborationCommunitiesMillennialsUXActionable Insights
Change empowered by Internet growth
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Mary Meeker – Kleiner Perkins Caufield Byershttp://www.kpcb.com/internet-trends
The World Has Gone Mobile
Sources: World Bank, Chetan Sharma
A Mobile Mostly Generation
Source: Pew Research (www.pewinternet.org/2013/03/13/teens-and-technology-2013/)
All Cell-Phone Owners
Teen and Young AdultSmartphone Owners
Users who go online mostly on mobile devices
Mobile Apps trump the Mobile Web
Source: Nielsen (www.nielsen.com/us/en/reports/2013/the-cross-platform-report--a-look-across-screens.html)
CHANGING MARKETINGENVIRONMENT
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Marketing Evolution
“The entirety of marketing is in a perpetual state of disruptive
innovation.”
Why Marketing Software will never be like ERP, 2012ChiefMarTech – Scott Brinker
“Marketing continues to show the most experimentation and innovation in the use of
technologies of any customer-facing department. As a consequence, it shows the most movement
of new technology areas into the top 10 each year.”
What's Hot in CRM Applications in 2015Gartner
Hype Cycle for Digital Marketing, 2015
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Relative Keyword search volumes
Relative Keyword search volumes
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Oh, the places you’ll go Oh, the technology you will need
Source - http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/
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Oh, the technology you will need…
Oh the technology you will need…
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AdTechMarTech
It’s an “AND” not an “OR”…marketers need both
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“My intention with this graphic is to visually demonstrate four points:
• Marketing has unquestionably become a technology-powered discipline.
• The quantity of martech ventures is a barometer of how much marketing is evolving.
• The marketing technology field is heterogeneous, with a very broad range of products.
• To thrive in this environment, marketing should steadily develop its technical talent.”
Scott Brinker – Chief Marketing Technologist Blog, 2015
ONTARIO HIGHER ED CONTEXT
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Context
Changing Demographics
Ontario Population 2010-2036
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Healthcare
42¢
Healthcare
70¢
Government challenges
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ALGONQUIN CONTEXT
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College vs. University
Source: MTCU, 2010-11 Full-time Headcount (FT HC), Eligible for funding. *Excludes nursing, tuition short, part-time students and international students ineligible for operating funding. **Applied degrees started to be offered in 2002-03.
Demographics – AC Catchment
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Demographics – AC Catchment
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What credential are students studying?
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Student Gender – 5 year trend
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Student Age – 5 year trend by age group
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Legislative Changes: CASL
CASL Timeline
Legislative Changes: AODA
W3C WAG 2.0 AA standard = AODA for web
CHANGING ENVIRONMENT
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Getting Started
Today’s Business Reality
Finding the “Why” for Marketing
• Built dashboards, but department members didn’t feel engaged… lacked ownership
• Lacked a communal sense of purpose like Recruitment… needed to see themselves reflected in the business.
• After introduction of CRM, Marketing change its business but leads didn’t light the team on fire.
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Why for Marketing
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Why for Marketing
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Traditional Higher Ed Sales funnel
E2C - a new Business model: Marketing for Higher Education
• Complex, long sale• Buyer education
required• Multiple touches• Considered purchase• High dollar value• Lots of competition
and alternatives• Buyer has a team of
influencers.
• Driven by brand awareness and reputation
• Personas & segmentation
• High volume - 60,000 opps/year
Constrained by public funding
Demand Generation
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Segmentation
Personalization
Automation
E2C Funnel and Model (simplified)Recruitment (Sales) & Marketing Admissions & Registrar
The Funnel: Reality
Single View of the Student
Recruitment Funnel
Admissions Funnel
College Recruitment
FacultyMarketing
College Marketing
Registrar’sOffice
A 360º View of Our Students
Traditional Approach – 2010
Open House
Recruitment Presentation
Advertising Campaign
Pick up BrochureWebsite
Tour
Modern Approach – 2013+
Open House
Recruitment Presentation
Advertising Campaign
Pick up BrochureWebsite
Tour
CRM
Lead Nurturing
Lead Capture & Nurture
Open House
Campus Tour
Applicant Registered
Future Students Page: The Power of Personas
A Beginning Step
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Moving from aptitude to action – it starts with finding out who they are
Narrowing the options
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Browsing to become a breadwinner
Confirming the possible outcomes
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A Coach to a Career
ALGONQUIN’S TRANSFORMATION
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Marketing Before & After
Landing Page
LeadManagement
Web Behaviour
Analytics
AFTER BEFORE
Manual, batch & blast Automated, fire & forget
Days, design & deploy
Minutes, templated & tracked
No scoring,all Leads equal
Automated assignments, all Leads prioritized
Generic & slow, no real visibility
Lead specific, immediate, actionable
Cost focused Revenue focused
Marketing Annual Blocking Chart
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Starts with Goals
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InstitutionalLeads
generated/nurtured
DepartmentalProjects completed
InfrastructureWebsite uptime
Demonstrated through Outcome Metrics
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0
2000
4000
6000
8000
10000
12000
14000
2012-13 2013-142014-15 2015-16
InstitutionalLeads
generated/nurtured
DepartmentalProjects completed
InfrastructureWebsite uptime
1-Apr-1
5
10-Jul-1
5
18-Oct-
15
26-Jan-16
0
50
100
150
200
250
300
350
Open ClosedLinear (Closed) TotalLinear (Total)
FUTURE STEPS
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Web PersonalizationDigital Asset Management
ONE MORE THING…
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If you think automation wont affect you…
Humans Need Not Apply - YouTubehttps://www.youtube.com/watch?v=7Pq-S557XQU
FINAL THOUGHTS
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-- Brian Halligan, CEO, Hubspot
Questions?
Eric HolleboneDirector, MarketingAlgonquin College [email protected] 613 727-4723 x5054 ca.linkedin.com/in/erichollebone twitter.com/erichollebone