1. Harper College 1200 West Algonquin Road, Palatine, IL 60067-7398 847.925.6000 Visit our website: inam.net

2. Marketing & Advertising INAM Community College Rebecca Lake, EdD October 28, 2014

3. Are Marketing and Advertising the Same?? Erroneously, some believe the concepts of marketing and advertising are the same because the outcomes often are similar -> Examples for community colleges might be such activities as: attracting and enrolling students; selling college customized training services; renting campus facilities; etc.

4. Marketing A simple concept by definition, but not in execution Overall process of preparing the product (your community college) for the marketplace Consists of overall strategy to convince potential students and/or consumers your community college is right for them

5. Marketing: Like a Pie Contains Many Slices “Slices” are part of a comprehensive marketing effort: public relations, media planning, product pricing, “branding”, promotion strategies and advertising, web site and social media presence, student and customer support, market research and community involvement in strategic planning efforts, etc. All theses “slices” work together in good synergy to constitute a holistic and ever evolving college Marketing Plan

6. Marketing

7. Marketing includes Advertising Advertising is always marketing, but marketing is not always advertising

8. Advertising According to Barron's Dictionary of Marketing Terms, advertising is “the paid form of a nonpersonal message communicated through various media. [It] is persuasive and informational and is designed to influence the purchasing behavior and/or thought patterns of the audience.“

9. Advertising: A Part of the Marketing Pie A tactic to make a specific product or service at your community college known to the marketplace (to repeat and gain potential students/customers) It communicates existence of what the college has to offer and to influence a decision and/or action taken by a student, a group or customers.

10. Using Advertising Advertising is largest expense of most Marketing Plans Requires creation of strategies around advertisement placements, and the appropriate frequency & types of placements Includes a variety of media: print (brochures, flyers), television, radio, web advertisement, social media tools such as Twitter, Facebook and Google+, etc.

11. Is Advertising Successful? No Doubt, Advertising works! To justify cost, time and efforts, incorporate a means to assess and quantify success of any advertising project −Number of down-loads or views of web-based advertisement −Number of new students enrolled −Verify where new students learned of product, program, certificate, or degree