Marketing to those who hate marketing: Why?

I think I may have put the cart before the horse on my last post by diving straight into tactics before strategy. So let's answer the bigger question: What's the point of marketing to groups who hate marketing?

First, let me better define marketing in this context. The first reference to marketing is what we do: developing and communicating programs that provide value to our defined markets. The second reference to marketing refers to advertising tactics meant to persuade individuals to buy a product or service.

There are two major audiences in graduate and professional schools who usually have disdain for traditional advertising: Gen Y students who value authenticity and academics who value substance over style. Notice any similarities?

Thankfully, the strategic approach for addressing both of these groups is the same. Be straightforward. Don't let form get in the way of function. And if you work for a great institution with solid academic programs, the best thing we can do is share its story without diluting the impact with tactics that could backfire (which is what the rest of this series will cover).

Related posts:

• Marketing to those who hate marketing: Gloss

Higher ed marketing lessons from my Disney vacation

Note: Sorry for the temporary hiatus in blogging. I'll be catching up on some posts over the next few weeks and returning to my weekly schedule in the new year.

After surviving an intense blitz of fall publication production, I spent a week in November with my family at Walt Disney World in Orlando. While I did manage to set aside all things internet, it was hard to turn off the marketer inside—especially when you're immersed in an experience designed by some of the most creative minds in a generation. Here are a few tidbits:

• Have you hugged your physical plant today? If you're charging a premium for your services (private universities, I'm talking to you), your visitors expect your campus to be attractive and well-maintained. A dedicated grounds/maintenance staff, with the funds to do their job well, can make an important difference in recruitment during the all-important campus visit.
• Every employee represents the brand. From the first security officer to the switchboard operator to your campus CEO, each employee plays an important role in representing your brand. How each staffer treats others is immediately noticed by those who visit. It doesn't matter what your marketing materials say about being a friendly, accessible campus if your front-line staff don't live it out through their daily interactions.
• Measure for continuous improvement. Even if you're at the top of your game, how do you stay there? Research. Disney systematically places researchers at their entrance/exit to survey visitors. While it's tough to afford high-end professional research on a regular basis, there are low-cost options for measuring opinions if we make it a priority.

Has social media killed empathy?

Last week, a colleague sent me a USA today article that raised the question of whether social media has killed empathy. My answer: it hasn't.

Through online discussion forums and social networks, I have made new friends, connected with our profession's thought leaders, and kept in touch with classmates, neighbors and family with more frequency than my schedule would otherwise allow. Sure, there are those who live online to the exclusion of connecting with people in real life, but that's hardly a new phenomenon. (Raise your hand if know any video game addicts or workaholics.)

I view social media as an amazing means for enriching real-life relationships, particularly in higher education. Our audiences invest some of the best years of their lives on our campuses, and social networks now make it easier to maintain those relationships—both with the institution and among classmates—for a lifetime. And for those who are preparing to join our community, accepted student groups and networks can engage students long before the official orientation process begins.

The blurring of professional and personal spheres online can also increase empathy in ways we could never expect. Over the past two months, I have watched a colleague's story unfold on Twitter as her two-year-old daughter was diagnosed with cancer and started experimental treatments. I have been deeply touched by her tale, and I know many others have as well. Our higher ed marketing peers have supported her through prayer and fundraising. Ironic how one can feel such empathy for someone only known through social media. (Read Andrew Careaga's blog post to read little Sydney's story and find out how you can help.)

Speaking of Andrew, the Educational Marketing Group is looking for his replacement as International Brand Master. If you want to nominate a current higher educational branding professional, EMG is accepting nominations through Dec. 15, 2010.

How NOT to target your marketing messages

A lot has been said about the Drake University's "D+ advantage" marketing campaign. Stamats offers a good explanation of its recommended strategy (the classic three-option conservative/edgy/"courageous" approach) on its blog, and I applaud the creativity and research that went into investigating on how the message would resonate with its target audience: college-bound teens.

Drake administrators learned a hard lesson when its other audiences (faculty, alumni and the news media) picked up on this unusual theme. According to the Associated Press, Drake has scaled back the prominence of the "D+" symbol and in doing so its president noted that "we learn from our experiences."

Drake is far from being the only university to struggle with the balance between appealing to younger audiences while not alienating other important groups. I've witnessed many battles of this kind over my career. Most IHEs are critically dependent on undergraduate tuition, and it's easy to forget the interests of others when targeting this all-important teen audience.

As fun as it is to develop a campaign that's outside the box, good communicators need to always think of how their messages will be received by peripheral audiences. What works for college-bound teens could have a much worse effect on the potential applicant pool for graduate and professional schools. The negative waves among academics might even be reflected in the U.S. News peer reputation surveys (and the graduate school ones are expected to be out shortly).

So how can university marketing departments successfully navigate these murky waters?

• Never forget your overall brand. No advertising trend or campaign should ever contradict your institution's bigger brand strategy. Some universities have a culture that value being on the creative edge of society, while others are steeped in tradition. Most have a complex blend of diverse perspectives.
• Consider the worst case scenario, then decide if it matters. Changing the tone of your copy or the style of your layout on communication vehicles that are specific to your audience are unlikely to affect other audiences greatly. Building an entire marketing campaign around a joke is a bit more risky. Determine how much risk you can assume with negative reactions from others, and mitigate those risks if necessary.
• When in doubt, ask around. If you're not sure about how others might perceive your concept, just ask. Take advantage of the good relationships you've built with your counterparts around campus to get their candid feedback before you launch your new campaign. One of my favorite ad concepts for an NFL program (pictured) was rejected because my university has been investigating bringing back non-scholarship football after a nearly 60-year hiatus. One could argue that the ad would still work and draw attention, but it didn't pass the "is it worth it?" test.
  

Developing a brand strategy: In-house or outsource?

A colleague at another law school asked a good question in a LinkedIn group last week: "What is the best way to (re)discover or redefine your core values? Did you use a consultant or handle it in-house, and would you do it that way again?"

Great question, and since I've been short on extra time for blogging, I thought I'd share part of my answer here:

The starting point for assessing your brand identity is research with your key audiences (students, faculty, staff and alumni) to get a broader understanding than your own to help define the values. The research component is often why many places outsource this process, as independence (and sometimes investment, unfortunately) can add credibility to the results. If you anticipate that tough decisions will need to be made, an external group might be advisable as well (so that if the messenger gets shot, at least it won't be you). Research is now much easier to do in-house with online surveys and focus groups if you have someone who understands research methods well.

By analyzing your research along with your school's mission and values statements and the market environment, you can then move onto the more tangible pieces (logo, tagline, colors, ads/publications/website). Those pieces should also be tested with your key audiences along the way.

If you've got the talent in-house to accomplish the above, the top-down buy-in for your ultimate strategy, and (perhaps most importantly) ample time to devote to the project, then internal brand development may be an option for you.

Tips for managing branded trinkets

Few tasks drive me more crazy than trinket orders. Those doggone, end-of-fiscal-year-and-we-still-have-money-left, let's-fit-30-words-and-a-logo-on-a-pen trinket orders from departments across campus.

Here are some things to consider when managing marketing giveaways:

• First and foremost, remember your big-picture brand. The same rules that apply in any other medium also apply here. Unless you're recruiting for a master's program in adult entertainment, you probably shouldn't be imprinting your logo onto shot glasses or garters. (Yes, I've seen both.) Consider the quality of the products as well: placing your logo onto something that's dollar-store quality might not reflect well on your institution either.
• As always, think about your audience. When possible, ask members of your target audience what they like. Prospective or admitted students will like different tchotchkes than alumni or employers. Make sure the giveaway has some practical value. Save the stuffed animals for alumni-baby gifts. Depending on the audience, there may be special ethical obligations to consider (i.e., reporters or judges).
  
• Decide on your objective. Are you looking to remind the recipient of your institution? To thank them for their service? To grab their attention, or someone else's? Make sure that whatever giveaways you order help accomplish that objective.
• Last but not least, carefully consider the imprint. Only once you've answered the above questions should you start the design work. Your imprinted message should be clear and brief. Never cut corners on your institution's brand standards, and don't try to pack too much information. If the imprint space available is insufficient for advancing your goals, pick something else. Be aware of the limitations of each medium: engraved, embroidered or silkscreened graphics will appear quite differently from how they look on your monitor or printout.
  

Maximizing Your Photo Budget, Part 1: Selecting Your Photographer

The old adage is true: in higher ed marketing, a picture is worth a thousand words. There are few things that can impact your design and brand messaging more than the photography you use, and without a good selection of photography, your ability to communicate is severely limited.

But in an age of shrinking budgets, how can you get the most bang for your photography buck? By being resourceful and planning well, there are many things university communicators can do to maximize their dollars in this important area.

• Consider your style. When I started working for my law school eight years ago, a corporate photographer was hired annually to do a two-day shoot with staged, perfectly lit shots. He and his assistant would spend an hour lighting a small area, then we would fill in a few students and a professor to interact. The result? About 15-20 of the most beautiful, phony marketing images that made our prospective student focus groups cringe.
  Ever since that discovery, we have used a more journalistic style of photography to show a truer, more authentic view of our campus life. But the rewards of this change extend far beyond messaging and impact; we also get a much higher yield of shots. Instead of getting 8-10 different images in a day, we can get dozens (if not hundreds), so the cost per shot is drastically reduced.
  
  
• Finding the photographer (assuming you don't have a professional on staff). Professional photographer rates can vary widely, ranging from less than $100 an hour to $4,800 for a day. The key is to know what you're looking for and do your homework. Local newspaper editors can refer freelance photographers in your area, or you can also check with marketing peers at other institutions or agencies. The CASE College/University Editors Photographers List is also a good resource for photographer recommendations from around the United States. Once you have a few names, be sure to look at their portfolios and check references with their other clients. Rates do not necessarily correlate with ability, and you don't want to waste time, effort and budget on work that doesn't fit your needs. Ask the photographer about your project, including their expectations for setup needs, whether they use an assistant, their approach to photo editing, and other issues.
  Also, don't automatically dismiss photographers who are outside your area. Some who specialize in higher education may coordinate shoots with several universities in a geographic area for reduced rates, and others may charge an affordable rate with limited travel costs. If you can offer on-campus accommodations and cafeteria vouchers, you may even be able to negotiate on the travel fees.
  

Check back next week for part two of this series: Avoiding the Curse of the Cover Photo.

Have you heard about the census?

In case you missed the billboards, television, radio, print, online or direct mail advertising, there's a census going on! Many are growing tired of the $133-million campaign designed to increase survey return rates. It's a consistently branded message with high saturation, and for heavy media consumers, those messages can be hard to escape.

Those of us who work in higher ed, particularly in marketing communications, can experience similar saturation with our own brand messages. The same color palettes, the same typeface families, the same look on brochures and print collateral, the same Web design. Even if there is latitude in the brand's application among different audiences and demographics, the consistency of a well-managed brand can feel boring for those who live it every day.

For some, the temptation to revamp brand guidelines every 2-3 years can be great. But right around the time we want to abandon the design ship, that's when our outside audiences are just beginning to identify and recognize our look. This impact is magnified in Web site designs, where it takes time for users to grow accustomed to the placement and organization of links and content.

No, we shouldn't let our designs to become dull and dated. The key is to take a balanced approach in adding fresh elements while staying true to the core brand imagery. Sophisticated designers and strong creative directors can maintain this balance; we just need to keep reminding ourselves and our internal counterparts that we are not our own target audience.

Protect Your Brand From Yourself

Google. Apple. Toyota. These strong brands have suffered some powerful blows in the past few months. Business and marketing pundits much smarter than I have offered explanations of what went wrong, but here are a few thoughts I've taken away:

• Don't forget who brought you to the party (aka don't forget the strengths that differentiate you). Google grew into the giant it is by creating powerful tools with simple, user-friendly interfaces. Then came the confusing Wave, and the jury's still out on Buzz. Both applications seemed to have great potential in Google's introductory presentations. However once you start using these tools, filling them with content and conversation, they become cluttered and complicated. Simplicity is what differentiated Google from its competitors in the beginning, and I can't help but be disappointed that this trait hasn't carried over into its newer products.
  Higher ed takeaway: Don't get so caught up in new trends and ideas that you forget your core strengths.
  
• Don't forget the power of a name. The hype over Apple's newest device included speculation over names: iTablet, iSlate, etc. So what were they thinking when they developed the unfortunate name, iPad? No one needed to be reminded of that bad MadTV sketch. (You would think that Apple's research could have at least caught that tidbit, even if their focus groups were too embarrassed to say so.)
  Higher ed takeaway: Try to find fault with advertising taglines and brand messages before someone else does. Take them out of context, and don't be afraid to look them up in the Urban Dictionary.
• Don't get caught up in your own press. Toyota's reputation for reliable cars was a hallmark of its brand, but two major recalls have required them to shut down production to address the problem. Did Toyota get complacent? No one is immune from mistakes, no matter how good they are.
  Higher ed takeaway: Be humble, and like Toyota, don't be afraid to apologize when necessary.