Download Relationship Marketing

Creating a Stronger
Enrollment Management
System through Staff
Training
Dr. Jacquelyn D. Elliott
Marion Military Institute
March 31, 2014
Agenda
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Who are We?
What is Enrollment Management?
What is Relationship Marketing?
Where the Two Intersect to Impact
Change
 The Intentionality of Staff Training
 Some Training Ideas
Objectives
 Gain an awareness that training
programs should be based in some
sort of theoretical application
 Identify and explain the four basic
elements of relationship marketing
 Identify seven attitude tools used to
design your training program
 Reconsider the way in which you
structure your staff training program
Enrollment Management
Enrollment Management
Literature Created:
“Enrollment management…influences
the size, shape, and characteristics of a
student body by directing institutional
efforts in marketing, recruitment, and
admissions as well as pricing and
financial aid.” –Hossler, 1984
Transactional Marketing
Customer and business exchanges
characterized by limited
communications and little or no
ongoing relationship between the
parties
From Transaction-Based Marketing
to Relationship Marketing…
Relationship Marketing
Relationship Marketing
Literature Created:
“Involves creating, maintaining, and
enhancing strong relationships with
customers and other stakeholders.
Relationship marketing is oriented
more towards the long term.” –Kotler &
Armstrong, 1996
Four Eras
Relationship Marketing
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Long term vs. short term
Retaining customers over making a sale
Ranks customer service as a high priority
Encourages frequent customer contact
Fosters customer commitment with the
organization
 Bases customer interactions on cooperation
and trust
Four Elements of RM
 Gather information about
customers
 Analyze the data and use
it to modify the marketing
mix
 Monitor interactions with
customers
 Use customers’
preferences and
knowledge
Staff Training
 Helping staff realize where they fit
in the big picture
 Reap what you sow
 Cross functionality
 Planning AND people contact
 Attitude vs. statistics
Fitting in Examples
Fitting in Examples
Fitting in Examples
Reap What you Sow
Seven Attitudes
1. Service concept
2. Service focus to introduce
relevant marketing
concepts
3. Use metaphors
4. Information and new
technology
5. Empower recruiters
6. Encourage enthusiasm
7. Encourage, demand,
facilitate continuous
learning
INTENTIONALITY
Value, Value, Value
 Successful products and services
deliver value and satisfaction to
customers
– We make buying decisions based on
which product is perceived to offer
the most value
– Tangible/Intangible benefits vs. cost
How do we Create Customers?
 Identify needs
 Design goods and services to meet needs
 Communicate information about those
goods and services to prospectives
 Making the goods or services available at
times and places that meet customers’ needs
 Pricing goods and services to reflect costs,
competition, and customers’ ability to buy
 Providing for the necessary service and
follow-up
How do we create VALUE?
• Identify the needs in the marketplace
• Find out which needs the organization can
profitably serve
• Design goods and services that meet those
needs
• Developing a marketing mix that will convert
potential customers into actual customers
• Providing for the necessary service and followup after the service
Strategies for Building
Customer Relationships
 Database Marketing
software that analyzes marketing
information, then identifies and targets
messages toward specific groups of
potential customers
References
Gyure, J. & Arnold, S. (2001). Using
relationship marketing theory to
develop a training model for recruiters.
Journal of Marketing for Higher
Education, 10:4, 35- 49.
Hossler, D. (1984). Enrollment management,
and integrated approach. New York:
College Entrance Examination Board.
Kotler, P. & Armstrong, G. (1996). Principles of
Marketing, 7th ed. New Jersey: Prentice Hall.