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GGU Promotions

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Presentation to Berkeley City College Intro to Marketing class

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GGU Promotions

  1. 1. Golden Gate University Marketing Study David Javate Assistant Director of Outreach
  2. 2. Topics covered <ul><li>About GGU </li></ul><ul><li>The GGU Student </li></ul><ul><li>Education as Product </li></ul><ul><li>Benefits of GGU Education </li></ul><ul><li>Public vs. Private Comparison </li></ul><ul><li>Positioning </li></ul><ul><li>Advertising campaign analysis </li></ul>
  3. 3. Golden Gate University Key Facts <ul><li>Founded in 1901 </li></ul><ul><li>Located in Downtown San Francisco </li></ul><ul><li>Graduate and Undergraduate education in Law, Taxation and Business </li></ul><ul><li>Graduated approximately 60,000 alumni. </li></ul><ul><li>Average class size: 14 students </li></ul><ul><li>Providing online education since 1997. </li></ul>
  4. 4. <ul><li>Average age late 20s-mid 30s </li></ul><ul><li>Has work experience </li></ul><ul><li>Wants to continue working while in school </li></ul><ul><li>May want to further current career or change careers. </li></ul><ul><li>May have been away from school </li></ul>The “typical” GGU student Who is our consumer?
  5. 5. <ul><li>The entire set of benefits that are offered in an exchange </li></ul>Marketing Education as a Product Definition:
  6. 6. Benefits of GGU Education <ul><li>Greater attractiveness in the job market </li></ul><ul><li>Greater applied knowledge </li></ul><ul><li>Higher Salary </li></ul><ul><li>Access to classes which work with a working professional’s schedule </li></ul><ul><li>Access to network of alumni in variety of industries </li></ul><ul><li>Continued support throughout career </li></ul>
  7. 7. <ul><li>Subsidized by taxpayer money </li></ul><ul><li>Large variety of majors </li></ul><ul><li>Research focused </li></ul><ul><li>Larger class size </li></ul><ul><li>Endowment & Donors </li></ul><ul><li>Specialized </li></ul><ul><li>Application focused </li></ul><ul><li>Smaller class size </li></ul><ul><li>Personalized services </li></ul>Public vs. Private comparison Public Private
  8. 8. <ul><li>Advising </li></ul><ul><li>Classes for the Adult Learner </li></ul><ul><li>Student Financial Planning </li></ul><ul><li>Career seminars </li></ul><ul><li>Career Advising </li></ul><ul><li>Alumni Networking </li></ul>Personalized Services
  9. 9. <ul><li>Establishing GGU as a timely authority in professional circles. </li></ul><ul><ul><li>Faculty experts, Business Times </li></ul></ul><ul><li>Appealing to the working professional who wants to further their career. </li></ul><ul><li>Adjunct faculty </li></ul><ul><li>Responsive & timely programs </li></ul>Positioning How does GGU Differentiate itself?
  10. 10. <ul><li>2002-2008 </li></ul><ul><li>Focus groups conducted on current students </li></ul><ul><li>Flexibility, Balance, Confidence: Quality of Life </li></ul><ul><li>Advertising included Mountain Bikes, Family, Yoga </li></ul>“ Get There” Advertising campaign
  11. 11. “ SHINE” Advertising campaign <ul><li>2009 launch </li></ul><ul><li>Consumer needs shifted </li></ul><ul><li>Highlighting moments in life where one really stood out </li></ul>
  12. 12. <ul><li>Radio, TV </li></ul><ul><li>Outdoor: Bus Shelters, Taxis, Buses, Banners </li></ul><ul><li>Online: Banner advertising, Facebook, Twitter </li></ul><ul><li>Free Downtown SF Shoe Shines </li></ul><ul><li>5 days to Shine: 5 days of fun lectures by GGU faculty on timely topics </li></ul>Promotional Channels How was the campaign released?
  13. 13. <ul><li>GGU markets to its prospective students by: </li></ul><ul><ul><li>Establishing itself as an resource for Industry Leaders </li></ul></ul><ul><ul><li>Differentiating itself as a Business school for working professionals by providing relevant programs and personalized services. </li></ul></ul><ul><ul><li>Advertising with a message which addresses current concerns through promotional channels that reach our audience. </li></ul></ul>In Summary
  14. 14. Questions? David Javate 415-265-2933 djavate@ ggu.edu

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