Engaging students through imc acuho i bus ops

Engaging students through
Integrated Marketing
Communications
Professor Sean P. Killion, M.B.A.
Adjunct Professor, Philadelphia University & La Salle University
Assistant Director, University Housing, Temple University
Friday, April 13, 2012

Marketing Communications
Your brand and its meaning

Can Take Many Forms

THEORY
FUNDAMENTALS OF MARKETING
WHAT IS MARKETING?

What is Marketing?

What is Marketing?
• Deﬁnition of Marketing
American Marketing Association, 2004
An organizational function and
a set of processes for creating,
communicating, and delivering value
to customers and for managing
customer relationships in ways that
beneﬁt the organization and its
stakeholders

What are your
marketing
challenges?
• Funding
• Marketing to different
groups
• Competition
• Staff support
• Information Clutter

What is Marketing?
• The marketing concept
refers to how
businesses and
organizations address
the needs and wants
of their customers

What is Marketing?
• The marketing concept
refers to how
businesses and
organizations address
the needs and wants
of their customers
• Understanding the
marketing mix or the
4Ps of marketing

Focus on promotions
• Promotional mix
• Advertising
• Sales Promotions
• Public Relations
• Personal Selling
• Direct Marketing

Integrated Marketing Communications
• Integrated Marketing Communications is the
process that marketers use to plan, develop, execute,
and evaluate coordinated, measurable, persuasive
brand communications programs over time to targeted
audiences.
• Many experts believe that integrating all forms of
marketing communication is essential for successful
marketing.
• What makes IMC an effective strategy?
• Strategic Focus
• Collaborative Approach
• Budgeting
• Recruiting Support
• Empowering Team

The Big Idea
• The Apprentice - Season 1, Episode 2
• Big Idea
• Do It Differently
• Failure is not an option

The Big Idea
• The Apprentice - Season 1, Episode 2
• The Pitch

can take many forms

can take many forms
• TV Commercials

can take many forms
• TV Commercials
• Magazine Ads

can take many forms
• TV Commercials
• Magazine Ads
• Web and Interactive Media

can take many forms
• TV Commercials
• Magazine Ads
• Promotional items

can take many forms
• TV Commercials
• Magazine Ads
• Promotional items
• Do-it yourself, customer-
made advertising

Philadelphia Phillies
Case Study

Case Study
• How many people are
Baseball fans?

Case Study
Baseball fans?
• How many people have
attended a Baseball game in
the past year?

Case Study
Baseball fans?
• How many people have
attended a Baseball game in
the past year?
• Discuss your experience

Case Study
• Initial questions

Case Study
• Group questions

Case Study
• Group questions
• Sports Marketing
101

Case Study
• Group questions
101
• Using the
Importance of
Promotions
Worksheet reﬂect
on the ﬁve
elements of the
promotional mix
discussed earlier

Case Study
• Group questions
101
• Using the
Importance of
Promotions
Worksheet reﬂect
on the ﬁve
elements of the
promotional mix
discussed earlier
• How can this help
you University?

TEMPLE UNIVERSITY HOUSING’S 2011-12 IMC PLAN
BUILDING COMMUNITIES ONE PERSON AT A TIME
2011Housing Selection Process
A community of thinkers, doers, learners, and leaders.
To view in full, please turn off pop-up blocker.

Developing an IMC plan for
your organization

your organization
• Communicating the value proposition

your organization
• How does your University differentiate itself from others

your organization
• What makes your University unique

your organization
• What to include in your plan?

your organization
• Analyzing your customers, their needs and wants

your organization
• Environmental scanning, best practices, and innovative practices

your organization
• Develop a budget and select the most effective forms to communicate
your message

your organization
your message
• Assess the student experience

your organization
your message
• Include as many forms of marketing as you can afford:

your organization
your message

your organization
your message
• Advertising

your organization
your message
• Advertising
• Print and On-line marketing communications

• Review of marketing concepts:
• Demographics of our students
• Importance of functions within Student Affairs
• Marketing is becoming a much needed function
within Student Affairs
• Emotional marketing and branding strategies
• The WOW Factor and the Big Idea
• Collaborative and cooperative marketing
your organization

Steps to Developing an IMC Plan
• Important Steps: (PCEA)
1. PLAN
Prior to any campaign, you and your staff should map out the
programs and initiatives that you want to execute during the year. Be
sure to include your goals and anticipated costs.
2. COLLABORATE
Collaboration is vital for success. Be sure to collaborate with
departments with a vested interest in your product, i.e. Admissions,
Orientation, Dean of Students, Parent’s Association, etc.
3. EXECUTE
Execute your plan as consistently as you can. Be ready for changes
and remain flexible and adaptable .
4. ASSESS
Remember to evaluate and assess your projects to justify the expense.
Show empirical evidence that campaigns work. Marketing without
assessment is wasted money.

Steps to Developing an IMC Plan
• Important Steps: (PCEA)
1. PLAN
Determine audience
Campaigns
Strategies - Print and/or on-line
Themes
2. COLLABORATE
Involve other Housing Officers, students (market research), Student
Affairs, Admissions, Student Activities, Financial Aid, Bursar’s Office
3. EXECUTE
Budget
Get Estimates
Plan at least six (6) months ahead if possible
4. ASSESS
Assess your campaigns
Track results if possible

Highlights
• UH&RL IMC Plan
• “Shoot for Fences” & Big Idea
• Open House
• Orientation
• Experience Temple
• Print Publications
• Make Yourself at Home
• Housing Selection Process
• Guide to Applying for Housing
• On-line
Communications
• Promotion Video

DIRECT MARKETING ACTIVITIES
OPEN HOUSE • EXPERIENCE TEMPLE • SUMMER ORIENTATION • WELCOME WEEK • LIVE CHAT!

PRINT COMMUNICATIONS
HOUSING SELECTION PROCESS MATERIAL • ADMISSIONS • RECRUITMENT
Ready?
Temple is well-connected. In fact, with the largest student computing
center in the country, Temple has been named one of America’s most
wired campuses. The TECH (Teaching, Education, Collaboration, and Help)
Center offers 24-hour access to always-updated computer technology.
And the human connection at Temple is even stronger.
One out of eight of all college graduates in Philadelphia holds
a Temple degree. Think about what that could mean as you
prepare to enter the job market.
Temple is also the nation’s fifth-largest provider of professional
education. Our students excel in the fields of dentistry, law,
medicine, pharmacy, podiatric medicine, and more.
You come to Temple to connect with a course of study.
Temple connects you with that and so much more.
Temple alums share a deep and fierce loyalty to their alma mater.
How canTemple connect you?
connect
Even within the TECH Center, it’s not uncommon to see
a film student scoring a movie with a music student.
–Faculty member from the School of Communications and Theater
You come to Temple to work hard.
You come to Temple to get ahead.
You throw yourself into the experience.
You join, you attend, you cheer, you stay up late and get up early.
You navigate the city. You write and solve and type and email.
You meet and discuss. You change majors and try out
different career paths. You unwind.
And you leave a wiser person,
a more qualified professional, a more polished thinker.
You meet people you
never imagined meeting.
You do things you
never imagined having
the chance to do.
You grow into yourself.
You make the most of your time at Temple.
And leave moving quickly toward that next opportunity.
Here’sthedeal.
Here’sthedeal.
WWW.TEMPLE.EDU
You come to Temple to sharpen your focus.
Our students turn academic passions into success stories.
We provide the conditions for your success—
then it’s up to you, and your own focus.
Students don’t come to Temple simply to “go to college.”
They come with real goals in mind, with the energy
and drive to achieve those goals, and the wherewithal
to adapt those goals when necessary.
Whether you enter Temple in the Honors Program, as a
Tyler art student, a communications major, Conwell Scholar,
undeclared or transfer student, we meet you where you are,
and then help you achieve new heights in your chosen field.
If your goal is graduate school, Temple can help you get
there through rigorous academic preparation and close
partnerships with professors. If you plan to start your career
right out of college, Temple’s renowned connections with
Philadelphia businesses can pave your way.
build
The people we have in front of our
classrooms really care about the students.
You get a small-school relationship
along with the technology benefits of
a world-class institution.
–Faculty member from the College of Science and Technology
Temple students are known for their grit and determination.
Are you tough enough forTemple?

HOUSING SELECTION PROCESS MATERIAL • ADMISSIONS • ADMITTED STUDENTS

FALL 2010 MOVE-IN PACKET • MOVE-IN GUIDE • MOVE-IN SCHEDULE
Move-In
Guide
Fall 2011
A community of thinkers,doers,learners,and leaders.
E-Brochure
Fall 2011
MOVE-IN
SCHEDULE

ON-LINE COMMUNICATIONS
FALL 2011 ELECTRONIC MOVE-IN GUIDE
Move-In
Guide
Fall 2011
A community of thinkers,doers,learners,and leaders.
E-Brochure

HOUSING SELECTION PROCESS • VIRTUAL PAPER
2011Housing Selection Process
A community of thinkers, doers, learners, and leaders.
To view in full, please turn off pop-up blocker.

WEEKLY E-MAIL COMMUNICATIONS • FIRE ENGINE RED

VIRTUAL TOURS
Virtual Tours
• Growing demand
to see facilities
before committing
• Completed in Fall
2010
• New Spin 360

HOUSING ON-DEMAND
Housing On-Demand
• On-line web
applications designed
to simplify processes
• Easy-to-access
• Simple concept in
support of Self-
Assignment System
called MyHousing.

UNIVERSITY HOUSING WEBSITE
CREATIVE SERVICES, WEB COMMUNICATION, AND HOUSING & RESIDENTIAL LIFE
UH&RL Website Re-Design
• Scheduled to begin re-design in July
2010
• Collaborate with Web
Communications and Creative
Services
• Website research review included
research of best practices, focus
groups, and surveys.
• Working with Ofﬁce of Facilities
Management to design virtual ﬂoor
plans.

VIDEO PRODUCTION
Housing Videos
• Solicited feedback from
University Communications
• Hired approved University
vendor
• The goal was to create
vignettes showcasing student
life and the residents
• Filmed campus tours,
administrators from
international students services
and LLC programs.

COLLABORATIONS
CREATIVE SERVICES, UNIVERSITY PHOTOGRAPHY, AND RESIDENTIAL LIFE
Best Decorated Room Contest
• Entice students with $1,000 gift
certiﬁcate for winner
• Collaborate with University
Photography to capture essence of
living on campus
• Students eager to show off their
creativity and school pride
How this initiative supports
department
• Great photographs and images used
in publications and website
• Plan to get video to post on-line

Developing Effective Collaborations
• Establishing a coalition committed to plan
1. OFFICE OF THE DEAN OF STUDENTS
Work with the Dean of Students to ensure students and parents are
informed and prepared during Summer Orientation.
2. STUDENT ACTIVITIES
Collaborate with Student Activities with Welcome Week programming,
Fall Move-in and other campus events.
3. VICE PRESIDENT OF STUDENT AFFAIRS
Keep Vice President informed of plans and programs to ensure details
are communicated to highest level leadership on campus.
4. ADMISSIONS
Support Enrollment Management by revising Guide to Enrolling
pertaining to Housing Selection Process, support Open House,
Experience Temple, Live Chat!
5. CREATIVE SERVICES
Help to design and produce all print and electronic communications.

Get Involved, Learn More, & Enhance Skills
1. ACUHO-I
Get involved in ACUHO-I specifically in the areas of marketing and
communications.
2. Marketing and Communications Committee
Join the MCC and participate in discussion to enhance research and
add resources for our association.
First meeting is following this presentation in Room 9A at 4 PM.
3. Support your local regional association
Submit articles in your regional association newsletters to advance
knowledge and information sharing.
4. ACUHO-I Network RESOURCE LIBRARY
Resource available via the ACUHO-I Network that contains
publications, information, and other resources for those interested in
obtaining ideas and information about marketing and communications.

My Contact Information
1. Sean P. Killion, M.B.A.
Temple University
University Housing and Residential Life
1910 Liacouras Walk, Suite 201G
Philadelphia, PA 19122
Phone: (215) 204-7184
Fax: (215) 204-3276
E-mail: skillion@temple.edu
2. Social Media another good way to reach me!

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