Download Chapter 6

Chapter 6
Marketing and
Public Relations
Objectives:
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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”
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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-forprofit sector have come to rely
increasingly on marketing activities
and marketing strategies”
(Walshok)
Six Stages of Developing the Plan
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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
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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
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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
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Stage 5 - Determine what kind of targeting strategy
will be used to market the program.
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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
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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.
Public Relations:
Strategies and Tools
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
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Electronic Media
News Conferences
Press Kits
Public Gatherings
Public Service
Announcements
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Publications
Publicity Releases
Speakers Bureau
Special Events
Volunteer, Support,
and/or Advisory
Groups
Components or Parts of a Brochure
and the Message it Should Carry
 Refer
to your text for detailed
info on this subject.
Summary Questions
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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?