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Definition of marketing:
“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.”
Board of Directors
American Marketing Association
A set of processes:
A set of processes:
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Identifying the current and emerging
educational needs of clients
A set of processes:
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Identifying the current and emerging
educational needs of clients
Creating educational programs to meet those
issues and needs
A set of processes:
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Creating an awareness of the organization, its
capabilities and impacts of its programs
A set of processes:
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Creating an awareness of the organization, its
capabilities and impacts of its programs
Developing constructive relationships with
stakeholders
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A set of processes:
Identifying the current and emerging
educational needs of clients
Creating educational programs to meet those
issues and needs
Creating an awareness of the organization, its
capabilities and impacts of its programs
Developing constructive relationships with
stakeholders
Common excuses:
Common excuses:
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It’s a lot of trouble.
Common excuses:
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It’s a lot of trouble.
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I’ve never worried about it. Everything’s OK.
Common excuses:
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It’s a lot of trouble.
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I’ve never worried about it. Everything’s OK.
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I’m more comfortable when others sing our
praises.
Common excuses:
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We can’t handle all the requests we get now.
Common excuses:
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We can’t handle all the requests we get now.
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We have a great tradition and history.
Common excuses:
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We can’t handle all the requests we get now.
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We have a great tradition and history.
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Others should do our marketing for us.
Marketing nonprofits:
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Marketing nonprofits:
Nonprofits cannot budget for advertising.
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Marketing nonprofits:
Nonprofits cannot budget for advertising.
Grass roots campaign
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Marketing nonprofits:
Nonprofits cannot budget for advertising.
Grass roots campaign
OCES has a large statewide “sales” staff.
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Marketing nonprofits:
Nonprofits cannot budget for advertising.
Grass roots campaign
OCES has a large statewide “sales” staff.
Increase awareness by raising visibility
What are national brands worth?
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What are national brands worth?
Who tops the list?
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What are national brands worth?
Who tops the list?
Sales ratings for national soft drinks
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What are national brands worth?
Who tops the list?
Sales ratings for national soft drinks
Why Pepsi faded
The elements of marketing:
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The elements of marketing:
Research/development
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The elements of marketing:
Research/development
Sales
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The elements of marketing:
Research/development
Sales
Distribution
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The elements of marketing:
Research/development
Sales
Distribution
Advertising/promotion
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The elements of marketing:
Research/development
Sales
Distribution
Advertising/promotion
Employee relations
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The elements of marketing:
Research/development
Sales
Distribution
Advertising/promotion
Employee relations
Communications
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The elements of marketing:
Research/development
Sales
Distribution
Advertising/promotion
Employee relations
Communications
Public relations
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The elements of marketing:
Research/development
Sales
Distribution
Advertising/promotion
Employee relations
Communications
Public relations
Media relations
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The elements of marketing:
Research/development  Customer service
Sales
Distribution
Advertising/promotion
Employee relations
Communications
Public relations
Media relations
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The elements of marketing:
Research/development  Customer service
Sales
 Legal
Distribution
Advertising/promotion
Employee relations
Communications
Public relations
Media relations
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What does marketing do?
Marketing provides a solution to a customer’s
crisis. It’s the process of enticing customers
to buy your goods or services.
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What does marketing do?
Marketing provides a solution to a customer’s
crisis. It’s the process of enticing customers
to buy your goods or services.
After defining exactly which area of
marketing is problematic, use a mix of tools
or resources to solve the problem.
How to fend off low program attendance:
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How to fend off low program attendance:
Lack of advertising/promotion – social media
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How to fend off low program attendance:
Lack of advertising/promotion – social media
Wrong time/date – convenience factor
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How to fend off low program attendance:
Lack of advertising/promotion – social media
Wrong time/date – convenience factor
Too much competition – family, school,
extracurricular activities and other service
providers
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How to fend off low program attendance:
Lack of advertising/promotion – social media
Wrong time/date – convenience factor
Too much competition – family, school,
extracurricular activities and other service
providers
Lack of emotional demand – crisis/solution
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Low attendance when the program is free and
convenient usually means the client doesn’t
have an emotional tie-in.
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Low attendance when the program is free and
convenient usually means the client doesn’t
have an emotional tie-in.
Content, cost and convenience may not be
enough to attract clients to programs.
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Low attendance when the program is free and
convenient usually means the client doesn’t
have an emotional tie-in.
Content, cost and convenience may not be
enough to attract clients to programs.
An emotional buy-in is necessary for
attendance.
toolbox.okstate.edu
What can you do now?