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Marketing Classics
by Bob Topor, Senior Consultant
The other day I was thinking about the (seemingly) marketing incidental
items of higher education I have written about the past... I think they
are still very important.
Here are a few of them:
Parking
I was one of the first marketers to identify parking as an issue of
higher
education. Many students drive to campus from housing off campus, so
it seemed obvious that parking facilities would become a big marketing
issue.
Food
One of my articles described how food was important for students, The
advent of food courts (as found in shopping malls) emerged as a marketing
element. Think about food on your campus.
Architecture
The "feel" of a college or university was one of the marketing
factors used to position an institution and establish a competitive
image. The
appearance and "feel" derived from the architecture invokes
a definite
image. What does your school look like? How does it feel?
Books
The ease of ordering, trading and selling books has become a big economic
and marketing issue. Cost, accessibility, and distribution emerge as
a marketing factor.
Safety
Security has become a major issue for many schools. Drinking, binging,
and student suicides is headlined at many schools. Parental concerns
have risen for students at many schools. How does your institution address
this issue?
Loyalty
Alumni loyalty and potential financial support continues to be a marketing
issue. Often, alumni are perceived as necessary evils. The astute marketer
perceives alumni as target opportunities.
Cohesiveness
By nature, many schools segment them selves through the natural division
of higher education. Often these self imposed divisions impair cogent
image development. In the most severe cases. departments intentionally
segment themselves by marketing the unit (department) rather than the
whole (university or college). How does this work at your school?
Image
After I wrote my first book about marketing principles, "Marketing
Higher
Education-A Practical Guide" (now in its revised edition and available
on my web site) I predicted that institutional image would be the next
emerging subject. My book, "Institutional Image" anticipated
a lot of
competitive efforts and challenges. My prediction has come true.
Positioning
Establishing a competitive and relative position in the crowded field
of
higher education challenged the higher education marketer to used research
to understand internal and external audiences. This challenge continues
till today! Institutions are known by their differences; not similarities.
Continuity
Relationships between web site, publications, logos, advertising and
promotion spells success or failure. How well does your school promote
itself?
"Foreign" Students
With emphasis on global economies and the loss of positive image as
a result of our governments' screw-ups, our reliance on foreign income
and knowledge banks, we find ourselves in an entirely new situation,
one which demands attention and close reevaluation. The landscape has
changed dramatically. The Internet has done that. Are you in the circuit?
Buses
I remember one article I wrote about the possibility of using buses
as
portable billboards. The concept was based on the buses used to advertise
commercial products and entertainment. Why not, I thought, higher education?
Some schools followed my lead. Others have not.
Logos, logos and more logos...
When I first started in this business (in the 50s) most institutions
thought that all they needed was a flashy logo. This was just before
the
Nike swoosh made its appearance! Logos proliferated like bunnies on
campuses. Every department wanted its own logo. As a result many
institutional images were self destructed by zealous "marketers."
Research
The use of qualitative and quantitative research findings revolutionized
marketing in higher education. No longer driven by hunches and guesses
(as was the case in the early days....50s, 60, and early 70s) research
and data mining became prevalent. I now look on with humor to see how
these ideas have invaded our political scene. I think we in higher education
do a better job of using and applying research to our efforts.
Psychographics
The amazing strives in medical knowledge in recent years paves the way
for more accurate marketing analysis of the human brain and its functions.
We are on the verge of truly understanding how our minds work...what
turns them "on" and "off". Pay careful attention
to these biological/scientific developments. I predict they will impact
marketing in very significant ways in the years to come.
© 2005 Topor Consulting Group International,
Robert S. Topor
NOTICE:
As a subscriber to this electronic newsletter, you have permission
to reproduce and use this article on your campus.
All others please note ©2005, Topor Consulting Group International.
Comments about, or requests to reprint should be directed to Bob Topor
at: topor@marketinged.com.
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