Marketing is used to inform and engage a specific population to act. The practice of marketing is not restricted to the ads you see on television or the billboards you see on the highway. According to the American Marketing Association, marketing is “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” As an administrator, your customers are students, faculty, and staff, and other administrators on campus who will be benefiting from OrgSync.
Before you move forward, let’s discuss the differences between a marketing strategy and tactics. A marketing strategy is the planning, research, and preliminary analysis you will do. Your marketing strategy is a method of focusing your energies and resources on a specific course of action. Your marketing tactics are how you will execute that strategy. This includes your flyers, emails, contests, content, and more. We will explore both of these concepts in this marketing kit, and we have included a variety of resources and templates for you to use and customize as you launch. This will help as you determine your strategy, messaging, and individual tactics for launching OrgSync on campus.
Reviewing the five P’s of marketing will help you start thinking like a marketer. As you read each one, think about how you’d answer each question.
- Who are my end users?
- Who is my target audience?
- Without understanding your audience it is difficult to effectively market to them. Before you go any further, think about who this might be:
- Campus Administrators
- Student leaders
- Involved students
- Faculty and staff
- The general student body
- Your overall campus community
- Your audience could be a mix of all of them. Keep in mind though, every group is unique in their needs and you should try to survey your audience to find their unique pain points. You can do this easily through social media polls, informal discussions, or quick surveys in OrgSync.
- What is OrgSync?
- What is this service that we are offering students, faculty, and staff?
- How does it benefit them? (This is an important question, as it will be your value proposition.)
- The answers to some of these other questions will depend on your campus and who you are targeting. Later in the marketing kit we will discuss each of these elements.
- What does it cost to use OrgSync?
- What does it cost to expand OrgSync to other departments?
- Will we be sharing the cost?
- What is my marketing budget?
- The answer to pricing questions will depend on you and your campus.
- Am I distributing the right marketing mix to drive interest and demand in OrgSync?
- What calls to action will drive student involvement in OrgSync?
- Your marketing mix can include multiple types media. It is up to you to decide what resonates most with your campus community. Some ideas include:
- Email campaigns
- Campus website
- Flyers & handouts
- Promotional items
- Campus newspaper ads
- Press releases
- Keep in mind, your content should match the medium you choose and should include compelling call to actions. Keep your message short and concise, but be sure to highlight your key value proposition, or platform benefits to that audience.
- Are my marketing efforts focused in the right places?
- Take advantage of key opportunities to promote OrgSync wherever you can (i.e. orientation, organization fairs, leadership retreats, campus events, staff meetings, etc.).
This kit is intended to be a quick marketing overview. That being said, there are many more online resources that can help you as you develop your strategy. Here are a few to keep in your arsenal:Marketing Strategy