Marketing the Executive MBA. E. W. Leonard, Associate Dean Emory University s Goizueta Business School

Transcription

1 Marketing the Executive MBA E. W. Leonard, Associate Dean Emory University s Goizueta Business School

2 Category Killers

3 Why is Positioning so Important? More Clutter in the Market More Selling Messages

4 Name the Brand (Like) a good neighbor who is there in time of need Cavity-concerned parents and their children The most absorbent paper towel Parents with families concerned about tire safety

5 Are We Good at Positioning? From Business Week s Top 25 EMBA Programs Business School 1. UNC (Kenan-Flagler) 2. Emory (Goizueta) 3. IMD 4. Cornell (Johnson) Tag Line Real World, Real Learning Real Impact Academic Excellence. Exceptional Experience Discover this place. Shape your world. 5. Purdue (Krannert) 6. Queen s, Kingston Ont. 7. Pepperdine (Graziadio) 8. Vanderbilt (Owen) The New World of Business is Here. Shaping Leaders, Driving Results Principled Leaders for Global Enterprise Work hard, Work Right, Work Together

6 Are We Good at Positioning? From Business Weeks Top 25 EMBA Programs Business School 1. UNC (Kenan-Flagler) 2. Emory (Goizueta) Tag Line Shaping Leaders, Driving Results Principled Leaders for Global Enterprise 3. IMD Real World, Real Learning 4. Cornell (Johnson) Real Impact 5. Purdue (Krannert) 6.Queen s, Kingston Ont. 7. Pepperdine (Graziadio) 8. Vanderbilt (Owen) Work hard, Work Right, Work Together Academic Excellence. Exceptional Experience The New World of Business is Here. Discover this place. Shape your world.

7 Are We Good at Positioning? Top Ranked International Schools Int l School 1. WHU 2. City University 3. Imperial College, London 4. ESSEC, Paris 5. RSM Erasmus University 6. Queen s (Kingston, Ontario) Tag Line The University for business and the professions Empowerment, Clarity, Confidence, Success Academic Excellence. Exceptional Experience The business of science, the science of business Excellence in Management Education My Business Attitude: Innovation, Responsibility, Humanism

8 Are We Good at Positioning? Top Ranked International Schools Int l School 1. WHU 2. City University 3. Imperial College, London 4. ESSEC, Paris 5. RSM Erasmus University 6. Queen s (Kingston, Ontario) Tag Line Excellence in Management Education The University for business and the professions The business of science, the science of business My Business Attitude: Innovation, Responsibility, Humanism Empowerment, Clarity, Confidence, Success Academic Excellence. Exceptional Experience

9 Be Better by Doing Better Marketing Awareness Inform potential students about the value of an MBA, your position among MBA schools, and about your program Interest Stimulate interest and collect leads to develop deeper touches with the prospect Desire Nurture existing leads. Expand and personalize relationships Action Prospect applies Loyalty Convert applicant

10 Working the Funnel Increasing the pool of Inquires Converting Prospects to Applicants Processing Applications Improving Yield of Accepted Applicants to Matriculated Students

11 Increasing the Pool of Inquiries

12 Converting Prospects to Applicants

13 Processing Applications

14 Improving the Yield Moving from Accepted to Enrolled

15 Example of Process Map

16 Is it Working?

17 Keys to Effective Positioning

18 What is Positioning How Consumers THINK & Price A B FEEL about our BRAND C D Performance

19 What Makes a Great Brand Long Lasting Captures the Mind Creates Emotions Relevant Creates and Leads Categories

20 Brands which don t t Sacrifice Lose Brand Seventeen Magazine Sacrifice - Adult women/all males Dove Beauty Bar - Men, all body usage Marlboro - Women Sanka - Caffeine drinkers Secret Deodorant - Men

21 The 4 Components of a Positioning Statement Target Audience (TA): Who Uses the Brand Frame of Reference (FOR): Where the Brand Fits Point of Difference (POD): What TM likes about it Support (SUP): Why it is Believable

22 A Frame of Reference Can be A well-defined segment of a category Intensive Skin Care Lotion A competitor Beef Chicken A group of competitive brands Light beers A parent brand Coke & Diet Coke

23 Point of Difference Examples Candy that melts in your mouth, not in your hand Inexpensive watch that can take a lickin Cold medicine specially formulated for nighttime This squeezable soft brand of toilet paper Effervescent tablet that gets rid of heartburn

24 Positioning Statement Format To (Target Audience), Brand X is the (Frame of Reference) That (Point of Difference) Because (Support).

25 Fanta Brand Positioning Target: Frame of Reference: Point of Difference: Support: For teens (epicenter 15-17) and their friends with a passion to enjoy the moment. Fanta is the fruit-flavored beverage. that frees my spirit to fuel our fun, Because only Fanta has a distinct bold fruit taste that provides real enjoyment, bright cheerful colors that are emotionally uplifting, tingly bubbles that are physically refreshing and a carefree, spontaneous, and infectiously optimistic attitude.

26 Evaluation of Total Positioning Distinctive and different Cohesive and complete Simple and succinct

27 In Summary Positioning is - Positioning is the art of creating a meaningful and distinctive difference and personality for your product or service. and Consistently communicating this difference and personality to the consumer through ALL marketing elements.

28 So, Let s s Try It On a sheet of paper write a positioning statement for your School using the model just introduced. To (Target Audience) Our School is the (Frame of Reference) That (Point of Difference) Because (Support)

29 What have we done? Importance of Owning a Position To (Target Audience), Our School is the (Frame of Reference) That (Point of Difference) Because (Support) The Art of Building a Class More & Better Students