Involving the faculty in creating a marketing plan
Earning faculty support is a lynchpin issue in advancing campus marketing efforts. Faculty can be helped to understand the advantages of marketing best if they
- Work with a definition they can stand behind without compromising their philosophy of education
- Participate in the process
The second objective can be accomplished by the formation of an Educational Marketing Task Force (EMTF), the first by advancing campus-wide the notion of social marketing.
#1. Give faculty a definition they can stand behind:
“When improving the quality of life of individuals is at the core of an organization, rather than the manufacturing of products, the type of marketing activity that organization engages in is called social marketing.” — Philip Kotler
Social marketing, as opposed to the more familiar industrial marketing with its manufacturing and selling of widgets and gadgets, taps into the core values of teaching. Consider the social marketing definition from Philip Kotler, who was one of the first to apply marketing principles to nonprofit organizations. In his 1975 classic, Marketing for Nonprofit Organizations, Kotler states “social marketing is the design, implementation, and control of programs seeking to increase the acceptability of a social idea, cause, or practice in a target group. It utilizes market segmentation, consumer research, concept development, communications, facilitation, incentives and the exchange theory to maximize target group response.” Techniques and tools aside, it is the purpose of social marketing resonates that with faculty:
The goal of social marketing is a changed life.
In the faculty workroom, this simple information leads to watershed moments of light bulbs and big ah-hahs.
#2. Get faculty involved in the process:
The Educational Marketing Task Force, weighted heavily with faculty gatekeepers (those whose opinions are sought after and respected), is a planning tool that works throughout the process even through implementation. It is assembled by invitation from the head, has a clear mission, and meets frequently over a predetermined and limited period of months, after which it disbands. It studies the result of market research conducted prior to its commissioning; discusses and selects marketing opportunities; reports its recommendations to a Marketing Committee of the Board.