The Role of Communications and Marketing in American Higher Education

Transcription

1 The Role of Communications and Marketing in American Higher Education William N. Walker Interim Vice President, Advancement Resources CASE INSTITUTE OF INTERNATIONAL EDUCATION STUDY TOUR MARCH 31,

2 What Is CASE? Council for Advancement and Support of Education founded in 1974 Only non-profit dedicated to educational advancement One of world s largest educational associations (~3,600 institutions) Offices in Washington, D.C.; London; Singapore; Mexico City COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 2

3 What Does CASE Offer? 150 conferences in person, online Publications in print, online Research and information services Advocacy Recognition programs Professional network COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 3

4 ADVANCEMENT What Is Advancement? Advancement is the set of functions at an educational institution dedicated to strengthening relationships with key external constituencies, including: benefactors graduates opinion leaders decision makers prospective students COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 4

5 ADVANCEMENT What Is Advancement? The advancement functions include: Alumni Relations Communications and Marketing Fundraising Advancement Services And may also include: Government Affairs Community Relations Special Events COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 5

6 ADVANCEMENT What Unifies Advancement? Community Building All of the advancement disciplines are united by: the common goal of ensuring the long-term success of the institution in fulfilling its mission, and the common strategy of building supportive relationships among those constituents who can make significant contributions to that long-term success. COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 6

7 ADVANCEMENT Role of Communications in Advancement Promoting the Big Picture Building strategic communications plan Developing integration strategies Coordinating messaging across constituencies Identifying stories Advocating and producing internal communication COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 7

8 ADVANCEMENT What Are the Keys to Success? Integration whatever structure, the integration of advancement functions improves results Strategic Role whatever the discipline, the advancement functions are most effective when directly linked to institutional mission and goals Enlightened Management systematic and professional approach will increase the ROI COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 8

9 ADVANCEMENT What Are the Keys to Success? Long term whatever the tenure of the CEO or CAO, the advancement effort should be designed to outlive them Team-oriented whatever the program or activity, it will benefit from the engagement of the campus community Ethical whatever the relationship, it must be nurtured with trust and strengthened with integrity COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 9

10 ADVANCEMENT What Is the Role of Academic Leadership? Visionary: who openly and consistently articulates a clear vision for the institution Face of the institution: who represents the values, the promise, and the integrity of the institution for key constituencies Advocate: who champions both the institution and its advancement efforts, internally and externally COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 10

11 ADVANCEMENT Level of Investment Annual operating expenditures on all of advancement as a percentage of total expenditures at U.S. institutions: Average: 3.03% Median: 2.57% Range: 0.09% % Middle 50%: 1.57% % Source: CASE, Advancement Investment Metrics Study (AIMS) FY2010 COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 11

12 Fundraising 12

13 FUNDRAISING A View of Fundraising A noble activity Both art and science A long-term effort For institutions of all types About donors of all types About donations of all types The margin of excellence COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 13

14 FUNDRAISING What Are the Keys to Success? Invest Research Engage Listen State the case Ask! Thank Repeat steps 1 through 7 COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 14

15 FUNDRAISING billions $35 Giving to U.S. Higher Education $33,8 $30 $25 $25,6 $28,0 $20 $15 $10 $5 $0 $12,8 $6,3 $1,4 $2, Source: Council for Aid to Education, VSE, 2013 COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 15

16 FUNDRAISING Fundraising Campaign Firsts 1958 $100 million campaign 1974 $500 million campaign 1987 $1 billion campaign 1990 $2 billion campaign 2004 $3 billion campaign 2006 $4 billion campaign 2011 $6 billion campaign 2013 $6.5 billion campaign COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 16

17 Alumni Relations 17

18 ALUMNI RELATIONS What Are the Roles of Alumni? Serve as institutional advocates Provide feedback and counsel Generate financial support Share professional services Participate in governance Assist with student recruitment Offer career counseling, placement Help build reputation COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 18

19 ALUMNI RELATIONS What Are the Keys to Success? Value alumni in all their roles Start early Create lifelong involvement Instill pride Engage alumni on their own terms Foster interactive communication Facilitate networking Recognize alumni contributions COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 19

20 Communications and Marketing 20

21 A View of Communications Ongoing, interactive, multichannel process of information exchange Designed to foster understanding and support among key constituencies Designed to inform internal decisionmaking Critical to the success of all advancement efforts COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 21

22 The Sequence of Constituent Engagement Create Awareness; then Encourage Affiliation; then Call to Action; then Seek Advocacy COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 22

23 A View of Marketing Complex; more than promotion/ads A set of processes for creating, communicating and delivering value to customers Connects the needs and interests of external constituencies with the goals and resources of the university A mindset that applies to all areas of advancement Involves segmentation, engagement and differentiation. COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 23

24 Some Marketing Wisdom COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 24

25 A Definition of Branding The sum total of constituent experiences and perceptions: Your brand resides within the hearts and minds of customers, clients, and prospects. It is the sum total of their experiences and perceptions, some of which you can influence, and some that you cannot. American Marketing Association COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 25

26 A View of Branding Your institutional promise (made and kept) delivered through every point of contact with current and prospective members of the community That which differentiates your institution A collective responsibility and the cumulative effect of daily interactions across the campus The result of a long-term, strategic process One of your most valuable assets COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 26

27 The Beautiful Double-Digit Growth Butterfly COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 27

28 Communications and Marketing Trends: Survey Results 28

29 Structure Reports to President/Head Overall 49.7% By Institution Type Ind. Schools 62.7% Two-year 51.0% Four-year public 23.2% Four-year private 49.4% By Region U.S./Canada 49.5% Europe 64.3% Rest of world 42.1% 29

30 Management 30

31 Activities % Indicating C&M has Primary Responsibility for Activity Branding 96.1% Media relations 95.8% Social media 95.6% Print pubs. 95.4% Digital pubs. 94.9% Primary website 91.6% Print magazine 91.1% Photography 91.1% Online advt. 89.4% Print advt. 88.7% Radio/TV advt. 85.7% Digital magazine 83.6% Market research 80.4% Mobile website 78.1% Video production 77.3% Recruit. comms. 76.5% Second websites 66.3% Audio production 55.6% Special events 44.2% Licensing 42.4% 31

32 Management Measurement of Effectiveness Website/social media activity Constituent feedback Leadership feedback Media placement Apps./enrollment Event attendance Qualitative surveys Quantitative surveys 88,8% 83,5% 83,1% 68,8% 68,8% 60,4% 48,8% 42,3% 0% 20% 40% 60% 80% 100% 32

33 Management Measurement of Effectiveness Dollars raised Focus groups Quantity of work Peer benchmarking Awards received Internal benchmarking Other Do not measure 1,2% 4,6% 40,0% 39,2% 36,5% 30,4% 26,5% 26,2% 0% 10% 20% 30% 40% 50% 33

34 A Thought on Measurement Not everything that can be counted counts, and not everything that counts can be counted. William Bruce Cameron 20 th -Century Sociologist COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 34

35 Evolution of the Profession Demands of shifting media environment Growing portfolio of responsibilities Increasing complexity Rising competition For philanthropic dollars For student enrollments For the attention of constituents COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 35

36 Evolution of the Profession Rising sophistication of approach Strategic and tactical plans Using tools in creative ways advertising, market research, rich media Rising importance of communications to institutional goals Doing more with less Working harder and smarter COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 36

37 Challenges Ahead Diffusion of communication More communication outlets High-tech and high-touch Demand for precise targeting Content development Telling compelling and memorable stories Engaging constituents COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 37

38 Opportunities Ahead Maturing of the profession Growing importance of our role and growing recognition Emerging media bring new chances for creativity Spirit of innovation Globalization creates new markets COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 38

39 Examples of Best Practices The Ohio State University: Strategic Planning College of the Holy Cross: Student Recruitment University of Pennsylvania: Fundraising COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 39

40 The Ohio State University Located in Columbus, Ohio Established in 1870 Total enrollment 63,000 Public institution COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 40

41 The Ohio State University Strategic Planning 2010 OSU Framework Plan 2012 Advancement Framework Planning Report COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 41

42 The Ohio State University Best Practices Integration Institutional strategic plan Advancement strategic plan Research, focus groups, visits to other universities Strong presidential leadership COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 42

43 The Ohio State University Best Practices See: emberdecember_2011/united_by_goals.html And COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 43

44 College of the Holy Cross Located in Worcester, Massachusetts Established in 1843 Total enrollment 2,900 Private, Roman Catholic institution COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 44

45 College of the Holy Cross Student Recruitment Revised print and online student recruitment materials Collaboration between Public Affairs and Admissions offices Results: 8 new print pieces, new admissions website COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 45

46 College of the Holy Cross Best Practices CURRENTS article from Nov/Dec 2011: Research the market Eliminate stereotypes Establish expectations Create, maintain a culture of collaboration COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 46

47 College of the Holy Cross Best Practices CURRENTS article from Nov/Dec 2011: See: emberdecember_2011/all_together_now.html COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 47

48 University of Pennsylvania Located in Philadelphia, Pennsylvania Established in 1740 Total enrollment 21,300 Private institution COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 48

49 University of Pennsylvania Fundraising Penn Fund (annual fund) Designed new direct mail pieces Tested donor segments Worked with fundraisers & faculty Circle of Excellence Gold Award COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 49

50 University of Pennsylvania Best Practices Sample: Example of integrated advancement C&M took lead on design, message Ensured correct use of Penn Fund brand COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 50

51 American University Located in Washington, D.C. Established in 1893 Total enrollment 12,000 Private institution COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 51

52 ADVANCEMENT Closing Thoughts Invest in the future Take the long-term strategic view, but build momentum. Get the right people on the bus Tell your story in compelling and memorable ways Measure your results, but encourage serendipity COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 52

53 A Thought on Measuring Return on Investment COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 53

54 ADVANCEMENT Closing Thoughts Call on CASE. COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 54

55 Thank you. Bill Walker Interim Vice President for Advancement Resources 55