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Minimizing Melt
          Brian Wm. Niles, TargetX
  Erin Nickelsburg, University of Wisconsin
   Amanda Carlson, Columbia University
        Krista Larson, York University
            Camila de Wit, GMAC
www.slideshare.net/
     targetx
Differentiation
 Authenticity
 Experience
Relationships
 Generations
Differentiation
        Crowded market?
       Little differentiation?
  Trending to commoditization?
Use the same marketing language?
 Benefits not clearly articulated?
If your program
was a car, retail
 or restaurant ...
Authenticity
Authenticity in marketing reduces
    post-purchase surprises.

Authenticity reduces uncertainty in
 customer’s purchase decision.
What’s the most
inauthentic thing you
do in marketing your
      program?
The Experience
    Customer Service is King
Understanding Adult Student Needs
  Part-time vs. Full-time Student

(Registration, parking, dinner, career
   guidance, housing, activities)
What is one roadblock
your institution puts
  in front of your
  adult student?
Sustaining Relationships
   Primary point of contact
 One-stop-shop in Admissions
 Deposit = Part of Community
 One-stop-shop to Graduation
Sustaining Relationships
 Make the student a “customer”
     before classes begin.

 (Access to services. Invites to
 events. Contact with faculty or
           students.)
What is one thing you
can do to solidify the
 relationship before
   classes begin?
Generations
Millennials (enough already!)

Parent’s Generational Shift
    (Boomers to Xers)

 Connection with Family
What is one thing you
 can do to embrace
   parents and/or
 families/spouses?
Minimizing Melt
          Brian Wm. Niles, TargetX
  Erin Nickelsburg, University of Wisconsin
   Amanda Carlson, Columbia University
        Krista Larson, York University
            Camila de Wit, GMAC
1. If your program was a car, retail
                 or restaurant ...

 2. What’s the most inauthentic thing you do in
           marketing your program?

3. What is one roadblock your institution puts in
          front of your adult student?

 4. What is one thing you can do to solidify the
      relationship before classes begin?

  5. What is one thing you can do to embrace
      parents and/or families/spouses?
Minimizing Melt
          Brian Wm. Niles, TargetX
  Erin Nickelsburg, University of Wisconsin
   Amanda Carlson, Columbia University
        Krista Larson, York University
            Camila de Wit, GMAC

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Minimizing Melt

  • 1. Minimizing Melt Brian Wm. Niles, TargetX Erin Nickelsburg, University of Wisconsin Amanda Carlson, Columbia University Krista Larson, York University Camila de Wit, GMAC
  • 4. Differentiation Crowded market? Little differentiation? Trending to commoditization? Use the same marketing language? Benefits not clearly articulated?
  • 5. If your program was a car, retail or restaurant ...
  • 6. Authenticity Authenticity in marketing reduces post-purchase surprises. Authenticity reduces uncertainty in customer’s purchase decision.
  • 7. What’s the most inauthentic thing you do in marketing your program?
  • 8. The Experience Customer Service is King Understanding Adult Student Needs Part-time vs. Full-time Student (Registration, parking, dinner, career guidance, housing, activities)
  • 9. What is one roadblock your institution puts in front of your adult student?
  • 10. Sustaining Relationships Primary point of contact One-stop-shop in Admissions Deposit = Part of Community One-stop-shop to Graduation
  • 11. Sustaining Relationships Make the student a “customer” before classes begin. (Access to services. Invites to events. Contact with faculty or students.)
  • 12. What is one thing you can do to solidify the relationship before classes begin?
  • 13. Generations Millennials (enough already!) Parent’s Generational Shift (Boomers to Xers) Connection with Family
  • 14. What is one thing you can do to embrace parents and/or families/spouses?
  • 15. Minimizing Melt Brian Wm. Niles, TargetX Erin Nickelsburg, University of Wisconsin Amanda Carlson, Columbia University Krista Larson, York University Camila de Wit, GMAC
  • 16. 1. If your program was a car, retail or restaurant ... 2. What’s the most inauthentic thing you do in marketing your program? 3. What is one roadblock your institution puts in front of your adult student? 4. What is one thing you can do to solidify the relationship before classes begin? 5. What is one thing you can do to embrace parents and/or families/spouses?
  • 17. Minimizing Melt Brian Wm. Niles, TargetX Erin Nickelsburg, University of Wisconsin Amanda Carlson, Columbia University Krista Larson, York University Camila de Wit, GMAC