May 2009 Lawlor Focus

The Science of Marketing

For years, many higher education institutions shunned the concept of strategic marketing. The reality is that the majority of the academy most often associates marketing with promotion and advertising—and that has often been an unwelcome association. Some colleges and universities have preferred too often to practice the art of implied quality, a touch of promotional spin, and an attitude of naïve bravado. This approach may have worked for a time, but it won’t be sufficient today and in the future.

Higher education institutions must embrace the science of marketing, which is informed by research data and implemented with focus and authenticity. Since the 1960s, the strategy of the marketing mix has been framed by the 4 P’s: Product, Price, Place and Promotion. But as Harry Beckwith, bestselling author of Selling the Invisible (and a speaker at next month’s Summer Seminar), noted, “America is a service economy with a product marketing model. But services are not products, and service marketing is not product marketing.” For service industries, the 4 P’s have expanded to seven, with the addition of People, Process and Physical Evidence. Yet the model that seems most relevant for colleges and universities today places the 4 P’s in a consumer-centric context—changing it from a supply-side model to a demand-driven framework. The two marketing professors who developed it, Chekitan Dev of Cornell University and Don Schultz of Northwestern University, employed the acronym SIVA instead.

Developing educational SOLUTIONS communicated with authentic INFORMATION that shape a persuasive VALUE proposition and allow individuals ACCESS to those educational experiences—this seems to capture the essence of what the challenge is today for colleges and universities as they develop their marketing strategies. Thinking intentionally about each of these elements involves much more than simply promotion and advertising. The art of marketing is important, but the science of marketing is crucial. Now is the time to practice both the art and the science of marketing.

Lawlor Recommends

With the higher education marketplace experiencing some of the most dynamic market conditions in history, the importance of creating organizational distinction and practicing institutional purpose has never been greater. Creating, clarifying and communicating your value proposition is a necessity today. It’s not an option, but a must. Consider utilizing the consumer-focused model of SIVA to ensure you’re thinking strategically about all aspects of the marketing mix as you communicate institutional value and worth:

• Solution—Does what we provide successfully fulfill a relevant consumer need?
• Information—Are we providing authentic and specific enough information for the consumer to make an informed buying decision?
• Value—Does the content of our messages communicate worth and establish value in the minds of consumers?
• Access—Are we making it convenient for the consumer to access what we provide?

In the news

USAToday recently highlighted colleges and universities that have launched annual service days to bring alumni together on local projects. As the president of the American Council of Trustees and Alumni points out, the alumni boost the school’s reputation as they do good deeds in its name. Not only does the college benefit from being viewed as service-oriented (especially given that today’s young people embrace helping others as a value), but engaged alumni are more likely to refer prospective students.

Did you know?

45% of e-mail marketers are planning to leverage the power of online social networks to grow their e-mail subscriber lists.

Source: ExactTarget