Chapter 6 Marketing and Public Relations

Objectives: Define Marketing List and describe the three approaches to developing a marketing plan List and describe the six stages to developing a marketing plan Define Public Relations List and describe the five elements of a PR plan List 10 public relations strategies and tools Describe the various components/parts of a brochure and the message it should carry

What is Marketing? “It deals with the many methods by which A tries to get B to do his/her will, where B has freedom to act as he/she chooses” “It is a social process by which individuals and groups obtain what they need and want through creating and exchanging products and values with others”

Three Marketing Approaches Traditional Model Exchange Model *Many adults, community and continuing education organizations subscribe to exchange models Adaptive Model

What is a Marketing Plan? A plan to get information about your program to the people who are most likely to have an interest in participating in it and it includes a systematic approach to gathering information to understand the groups you are trying to reach.

Why Develop a Marketing Plan? “In the last decade of increasing competition for members, clients and students, leaders in the not-for- profit sector have come to rely increasingly on marketing activities and marketing strategies” (Walshok)

Six Stages of Developing the Plan Stage 1 - Clarity of mission. Lack of clarity results in; lack of coherence and participation and the continuing ed. unit will find itself at odds with its parent institution as it develops programs at odds with the larger institution’s philosophy. Stage 2 - Develop your program’s marketing mission. *What is your purpose? *Who are your clients? *What do we have of value for our clients? *What should your purpose be? *What will your purpose be in the future?

Stages of Developing a Plan, continued Macroenvironmental factors *Demographics *Economics *Technology *Politics These factors help us to see the big picture. Microenvironmental factors *Same factors as above but shifted to local instead of global

Stages of Developing a Plan, continued Stage 4 - Engage in the process of market segmentation * “The process of dividing the potential market into subgroups according to how they are expected to react to program offerings”.(Beder1986) Three kinds of variables typically used in market segmentation * Demographic- sex, age, family size, income, education, nationality, and occupation. * Geographic - distance of learner from program * Psychographic - individual behavior patterns such as lifestyle and personality.

Stages of Developing a Plan, continued Stage 5 - Determine what kind of targeting strategy will be used to market the program. Three strategies: *Undifferentiated Marketing - Mass marketing *Concentrated Marketing - One segment selected as focus *Differentiated Marketing - Two or more segments of the market but separate programs for each segment.

Stages of Developing a Plan, continued Stage 6 - Determine the proper marketing mix of product, pricing, and place. *What is the buyer buying? *Define what is being sold and its benefit to the customer. Pricing - “A vital function of marketing because it is a critical element of exchange and in relation to participation level determines the income of continuing education unit.” Cost-oriented Pricing - Price set on basis of cost Competition-oriented Pricing - Most popular, based on competition charges.

Public Relations is….. The process of promoting the image and goodwill of your organization.

Five Elements of the Public Relations Plan Defining the Mission Statement *What makes your program unique? *What is your purpose? Determining Program Goals *Who is your constituency? *Why do they want to use your services? *What is your image? *What is your organization’s reputation?

Five Elements of the Public Relations Plan, continued Analyzing Your Constituents *Determine the ideal users profile Benefits to the Constituents *What is in it for the user? Deciding on the Strategies *Strategy should be selected to reach your target audience and enhance the image of your organization.

Below is a list of tools and strategies that could be considered in details. developing a PR plan. Some have sub-categories with more ideas from what you might could include. See the text for more Electronic Media News Conferences Press Kits Public Gatherings Public Service Announcements Publications Publicity Releases Speakers Bureau Special Events Volunteer, Support, and/or Advisory Groups Public Relations: Strategies and Tools

Components or Parts of a Brochure and the Message it Should Carry Refer to your text for detailed info on this subject.

Summary Questions Define marketing and public relations, and tell how they are different? What are the three major approaches/models to developing a marketing plan? What are the stages to developing a marketing plan? Why should you spend time and energy to develop a marketing plan? What information should be contained in a brochure?