Unleash your inner Marketer
Engage: Customer, Community & Ourselves
Welcome !
Andrew Mashman | [email protected] | 0414 464 453 |@amashman
Unleash your inner marketer © Liberated Vision 2015
The CSU Admin Mafia
• CSU’s most ingrained and
powerful network – more
people in more places privy to
more information for smarter
decisions
• Ability to drive change !
Unleash your inner marketer © Liberated Vision 2015
“How To” unleash your inner marketer
• Know what marketing really is and how you are a
part of it
• Know what’s clever in marketing
• Know about the world around you and our
students/stakeholders
• Understand who your customers are
• Know what you can do for your customers and what
they can do for you.
• Pick something you can change and be successful !
Unleash your inner marketer © Liberated Vision 2015
What do you think marketing is ?
• Advertising
• Selling
• A department
• A nice job title
• ……. ?
• Marketing is a philosophy or an orientation
• Marketing ingrained throughout the business.
• Marketing embraces all the communication
and sales disciplines
Unleash your inner marketer © Liberated Vision 2015
The Marketing Concept
End users/influencers
Needs and Wants
Customer Orientation
Outward focus &
Forward looking
Organisations
Performance
Objectives
CSU Re Load
Strategy
Your Activities
Co-ordinated
Customer
Journey / Marketing
Activities
Planning
4 / 7 P’s
Action
Evaluation
Exciting new careers
Friends for life
A “Talkable” Experience
Alumni Re enrolment
Funding for research
Rewarding lifestyle
Customer
Satisfaction
Happy End users
Your Results
Adopted from Rix 2003
Unleash your inner marketer © Liberated Vision 2015
FIRM
Success
The Marketing Mix - creates positioning in the consumers’ minds
Price
or
Value
Environment
Coordinated
Marketing Mix
Target
Markets
Promotion
or
Communication
Place
Or
Distribution
Competition
Unleash your inner marketer © Liberated Vision 2015
Marketing Is:
Marketers Are:
• Delivering org goals
• Engaging the right customers
• Conscious and planned customer
journey
• Great products and services
• Fantastic people
• Clever communications
• Active listeners
• Empathetic
• Proactive
• Thoughtful communicators
• Leaders
• Challengers
• Capable
Unleash your inner marketer © Liberated Vision 2015
10 Examples of
clever Marketing
Unleash your inner marketer © Liberated Vision 2015
It’s not the course, it’s journey, stories
and experience
Unleash your inner marketer © Liberated Vision 2015
1
Build trust in the brand
2
Unleash your inner marketer © Liberated Vision 2015
Are true to
their cause Nike
• https://www.youtube.com/watch?v=KYtMkhfQfa4
Unleash your inner marketer © Liberated Vision 2015
3
Have a chain of responsibility
• if you are not serving a customer
then you are serving someone who is
(serving a customer)
4
Unleash your inner marketer © Liberated Vision 2015
Don't have Compliant Contribution
• Best practise sounds good ( standardisation) but there is issues with adoption.
• Our customers are different to everyone else's and require a customised
experience not a standardised journey
• What if we unleashed the innovation in the room / the department / division or
faculty first.
• If you are sitting still, you are going backwards !
• Change can be in everyone's best interest.
• Alan Kohler – Leadership interviews – June 2014 Qantas
Unleash your inner marketer © Liberated Vision 2015
5
Recruit the best people - Google
• Tried to sell their
idea/algorithm – no
one cared about the
difference that would
make.
• Billboard for Recruiting
on Hwy101 – to target
specialist knowledge
• www.7427466391.com
Unleash your inner marketer © Liberated Vision 2015
6
Understand
Employee
Advocacy
• IBM’s Smarter Positioning –
• https://www.youtube.com/watch?v=ib1H-8bKhcM
Unleash your inner marketer © Liberated Vision 2015
7
Understand Service Issues….
8
Unleash your inner marketer © Liberated Vision 2015
Can personalised @ 700,000 items per day
9
Unleash your inner marketer © Liberated Vision 2015
Create Connection not Disruption
• Amir Kassaei – CCO – DDB Worldwide
• Third Eye Project !
• https://www.youtube.com/watch?v=IOSVN30RPE4
Unleash your inner marketer © Liberated Vision 2015
10
Our changing world - Marketing Environment
• Change is all around us !
• Things that affect us,
affect our customers
• What's happening in your
and your customers’
worlds that you need to
know about to be a more
successful marketer ?
Unleash your inner marketer © Liberated Vision 2015
What's changing around us ?
What do you expect to change ?
• These are “external” changes - we have no control over them so we
have to work with the reality or perception of them
• In groups, using the white sheets around the room quickly brain storm
a list of things that have changed in your work and personal lives.
• Write them up – We’ll be around to discuss a few from each group
and think about the impact for consumers/customers/stakeholders.
• 10 minutes
• Did you know ? (2014 Edit)
• https://www.youtube.com/watch?v=PcZg51Il9no
Unleash your inner marketer © Liberated Vision 2015
Customers, Students and Stakeholders
• The external environment impacts everyone differently, to
excel we need to understand individuals needs, experiences
and perceptions.
• Lets hear from Simon, Sarah, Steph, Tim, Kasey, Morgan and
Tyler
• Graduates & current students, Masters & Bachelors students,
F2F & DE.
Unleash your inner marketer © Liberated Vision 2015
Segmentation, Targeting & Positioning
Segmentation
Targeting
Positioning
• Basis for ?
• Profiles of
• Attractiveness
• Ranking
• Select specific target markets
• Develop a custom position for
each
What suits your
business and is
unique to your
business ?
Unleash your inner marketer © Liberated Vision 2015
Who would you like
to work with ?
Who can you provide
better value to ?
Unique marketing
mix for each target
market so they
identify its for “ME”
Increasingly Flexible Offer
Area of Segmentation Potential
Narrowcast – One
to One Marketing
Allows you to better
know what services
to provide,
processes to use and
communications to
make, when !
Mass Marketing
Increasingly Granular Market
Unleash your inner marketer © Liberated Vision 2015
Who are our Customers ?
• In groups, 10 + 10 Minutes – Have fun with it !
• Select a Stakeholder - that the group deals with – a type of student,
a department or division, project team
• Write a detailed profile of this 1 person or group – who are they.
• Include things like; old, young, optimistic, internal/distance, detail orientated,
iPhone carrying, coffee sipping, ugg boot wearing, tribe/cult memberships,
and anything you can think of if you wanted to intimately understand this
stakeholder type ! – write it on the wall – have fun with it.
• What are their needs - if you (or your group) were this type of
persona, what would your needs and desires be in that role –
student, administrator, manager. Think about rational things and the
more emotional/social aspects…..
Unleash your inner marketer © Liberated Vision 2015
UG, PG
Doctoral
Single
Married
1st in Family
Time Poor
Resistant
Fun
Cranky
ESL
Attention to
detail
Socio Economic
Regional
Metro
School leaving
CSU Brand
loyal
On Campus
Off Campus
Lethargic
The Student Customer Journey
From High School to Alumni over many years
From Start to Finish of an
enrolment e.g. B.Bus
Oweek
& Term 1
Unleash your inner marketer © Liberated Vision 2015
From Start to Finish of an
enrolment e.g. M.Bus
Possible Touch Points
Alumni
Friends Of
Careers Advisors
Finance
Accom
Catering
Academics
Student Services
Management
Marketing
2 things I’d like to change
• Think about some things you’d really like to change
• One for the Uni – If I could change 1 thing – Post-it note to
the Wall of Change (to be published on Yammer) Anonymous –
please, no names.
• One for yourself – on a post it note - keep it private.
Unleash your inner marketer © Liberated Vision 2015
Thursday ?
• Work out what your stakeholders need and;
• Bring your best unleashed “you” to the party
• Do something new, make some winnable changes
• Make/Do something more personalised for 1 of your customers/
stakeholders,
• Surprise yourself and them
• Enrol in a CSU course, experience the brand and tell the people
you meet about the CSU opportunity !
Engage: Customer, Community & Ourselves
Unleash your inner marketer © Liberated Vision 2015
Unleash your inner marketer © Liberated Vision 2015