EDAD Marketing in Higher Education

Last Update – 4/6/2020 [ TITLE ] Be SMART / Be TECH SMART TSU GLOBAL SMART TECHNOLOGY INNOVATION CENTER Anita McGaha, MBA Arlene Nicholas-Phillips, MPA Corrine Vaughn Edward Arnold, MA Kenneth Sessions, EMBA, MPA Michael C. Davis, Jr., MSEd Phyllis Danner, MBA, CRA Porsha Perkins, MPA Sandra Bogard, MS EDAD 7499 MARKETING IN HIGHER EDUCATION TENNESSEE STATE UNIVERSITY RESEARCH STUDY AND RECOMMENDATIONS Spring Semester 2020 Copyright 2020 All Rights Reserved

Contents [] [] Acknowledgements [] Abbreviations [] Executive Summary Recommendations [] [] 1. Contexts and Concepts [] Historical Perspective [] Project [] Problem Statement [] Purpose Statement [] Significance [] Assumptions [] Limitations [] Research Questions [] Population [] Methodology [] Instrumentation [] Theoretical Framework [] Project Objectives [] Research Objectives Marketing Models

Analysis [] 2. Literature Review [] 3. TECH Marketing Team Member’s Biography [] 4. Academic Instructors / Advisors []

ACKNOWLEDGEMENTS The Tech Marketing Team would like thank all of the respondents for their participation in this study to which it would not have been possible. These individuals represent the areas of: Agriculture Business Criminal Justice Education Engineering Health Sciences Life Sciences Non-Degree. Public Service CREATIVE DESIGN TSU GLOBAL SMART TECHNOLOGY INNOVATION CENTER logo designed by: [] TECH MARKETING TEAM SOLUTIONS logo designed by: []

ABBREVIATIONS / DEFINITIONS CC - Creative Commons meaning by license, material may be legally displayed/uploaded/hosted, distributed, modified, etc. without fee or CMP - permission. ICT - Creative Management Platform. Information and Communications Technology In situ - In the natural or original position or place. In essence, Tennessee State University, through its global presence, shares its successes for faculty and students. IP - Internet Packet Address. Each device which accesses the internet has a physical address. This address can change as some companies use a pool of packet addresses to which a device has an address randomly assigned. KPI - A key performance indicator is a type of measurement. KPIs evaluate the success of a particular activity in which it engages. Open Textbook - Open Textbook movement focuses on the creation and use of books which are openly licensed – free.

EXECUTIVE SUMMARY RECOMMENDATIONS

Chapter 1 CONTEXTS AND CONCEPTS HISTORICAL PERSPECTIVE Tennessee State University is located in the city of Nashville, Tennessee which has a population of 669,053 to which the Nashville Metropolitan statistical area is estimated to have 1.75 million people (1). Tennessee became the 16th state in the year 1796 and has the name of Volunteer State (2). In the year 1909, the Tennessee State General Assembly created three normal schools, including the Agricultural and Industrial Normal School, which would grow to become TSU. The school was formally founded in the year 1912. The Southern Association of Colleges and Schools granted accreditation to TSU in 1946. In August 1951, the Tennessee State Board of Education approved university status. The resulting reorganization of the institution’s educational program created the Graduate School, the School of Arts & Sciences, the School of Education, and the School of Engineering. Provisions were also made for the later addition of other schools in agriculture, business, and home economics. Under the name Tennessee Agricultural & Industrial State University, the institution achieved full land-grant university status in August 1958. The Land-Grant University Program included the School of Agriculture & Home Economics, the Graduate School, the Division of Extension and Continuing Education, and the Department of Aerospace Studies. The School of Allied Health Professions and the School of Business were created in 1974, and the School of Nursing was established in 1979 (3). There are 107 colleges in the United States that are identified by the US Department of Education as Historically Black Colleges and Universities (HBCUs). Tennessee State University is one of seven HBCU located in the state of Tennessee (4): American Baptist University- Nashville Fisk University- Nashville Knoxville College** - Knoxville Lane College- Jackson

LeMoyne Owen College- Memphis Meharry Medical College Tennessee State University- Nashville ** not currently accredited (4) Tennessee State University is currently recognized as one of the most outstanding HBCUs (5): # 1 online 2020 Most Affordable (5) # 1 Aristocrat of Bands Top 10 HBCU Bands (5) # 4 Best Value 50 Best HBCU (5) # 2 Top 8 HBCU Dental Schools (5)

PROJECT This project explores the relationship of the graduate schools of Tennessee State University and the TSU Global Smart Technology Innovation Center for the purpose of addressing educational and workforce challenges through the innovative development of ‘App’ technology (6) with a global presence to present IT solutions to TSU Graduate Programs: Agriculture, Business, Criminal Justice, Education, Engineering, Health Sciences, Life Sciences, Non-Degree, and Public Service. Tennessee State University offers: 7 Doctoral Degrees 24 Master Degrees 8 Certificates (7)

PROBLEM STATEMENT This study reflects a shifting in the method to which higher education is provisioning educational services. The advent of the digital age shifted the environment and created emerging possibilities and opportunities for varying views of the future of education. While traditional institutions and teaching methods have survived cultural and societal changes, higher education, as we know it, is the result of more than 500 years of evolution to which print material has shifted to digital to where an iPad can contain the entire repository of the United States Library of Congress. As stated in Harasim, Hiltz, Teles & Turoff (1995), there are people who believe higher education is undergoing a shift to which the future of education will bear little resemblance to the past. While these predictions are more than twenty years old, higher education has made great strides in utilizing technology to transform the learning experience. Cost has always been a factor in education to which some groups have more access to technology than other groups. Universities are moving to delineate their role and develop strategies to survive and expand in an increasing competitive market to which public v. private institutions of higher learning offer the same products at competitive prices. As a result of direct and indirect competition for students and a changing workplace to where institutions must adjust to the shift from an agricultural, industrial, information technology work force, emerging technology becomes a key element to balance the needs of stakeholders and the society they serve. As stated by Makada, Kwadwo & Sun (2019, para. 6), “In the digital era, innovation, entrepreneurial dynamism, and information and ICT production will drive America’s competitive edge.” Information and Communications Technology (ICT) is the concept a digital economy comprises goods and services that were produced using digital technologies. Goods and services can also include technologies. These technologies are digital in nature. Thus, an electronic textbook is still a textbook but its method of delivery is by and through technology. And a different market channel. Open Source (OS) is an emerging alternate method of producing textbooks and reference materials. This alternative is lower in cost and allows students to actively participate in the development of curriculum and its instruction through a Creative License (CC). However, while there are competing local institutions, the digital age has transformed higher education into a global marketplace for competition to which Tennessee State University is no longer bound by the physical placement of its campus. Tennessee State University must meet a challenge to establish universities to promote its “outstanding” scholars and instructors and provide in situ student support, professional

accreditation and recognition around the world for its National Center for Smart Technology Innovations to which Tennessee State University has partnered with Apple, Inc. (Gonzales, 2019; Lango, 2019). This challenge, for a global presence, is addressed in this study. [ PROBLEM STATEMENT ] Colleges and universities utilize different marketing strategies in order to attract a lion share of the student market. Some of the challenges that may be encountered stem from not knowing the targeted population, not knowing what that population needs and not knowing what they want. Most colleges and universities miss their mark by providing what the university wants rather than what the client/student desire. Among other adverse outcomes, miscalculation in this trajectory can lead to an enrollment decline. At TSU, we are determined to reposition ourselves in this ever-evolving marketplace so as to better understand our targeted population and to deliver what is needed and what is yet to be imagined. TSU needs to increase market visibility and rebrand itself so as to publicize its new capabilities held within the addition of its new Global SMART Technology Center and the university as a whole.

PURPOSE STATEMENT [Purpose Statement] The purpose of this project is to develop a marketing strategy showcasing the emerging technology at TSU’s new Global SMART Technology Center, which promises to attract perspective students, increase enrollment and boost the overall student engagement if adopted. In consideration of how technology is impacting higher education and the emerging trends in the use of technology, it becomes imperative for the university to reposition and rebrand itself. This ever-evolving marketplace will stimulate a necessity for graduate proficiency in these innovative offerings of the SMART Center. Consequently, this will then lead to increased recruitment further resulting in the increase in student enrollment, since the cutting-edge technology in the Global SMART Technology Center is incorporated within all of TSU’s eight colleges.

SIGNIFICANCE [Significance] Marketing is becoming a crucial factor for institutions who want to boost their numbers. At TSU, our enrollment numbers have been declining for the past ________ years. The significance of the project, is to develop a strategic marketing plan which will increase visibility, boost student engagement and enhance enrollment at Tennessee State University. This will be accomplished by implementing direct strategies as outlined in this proposed plan and will assist our targeted population in preparing them for the technologically enhanced global marketplace.

ASSUMPTIONS [Assumptions]  Live stream delivery at every classification level including the expanded use of Open Educational Resources (OER)  Enhanced online marketing, social media / micro-influencers, augmented reality including VR and AI  Enhanced faculty proficiency training in all online and virtual delivery platforms Consistent brand of content online delivery utilizing UDL

LIMITATIONS [Limitations] The time constraints did not allow an opportunity to conduct a pilot study and evaluate these marketing strategies, in conjunction with the enrollment improvements, which could have laid the groundwork for a more complete project.

RESEARCH QUESTIONS {Research Questions] 1. What is your 2020 goal for improving enrollment and retention in your College? 2. What technology is available now for you to achieve this? What technology are you currently using in your college, and how effective is it in meeting your enrollment goals?

POPULATION [Population] Our targeted population includes working professionals, veterans, alumni, current undergraduate seniors, TSU faculty and staff, new Nashville residents and international residents.

METHODOLOGY [Methodology] Our mixed method research methodology includes qualitative data, specifically interviews conducted with TSU deans, faculty and staff. Quantitative data was also used to illustrate enrollment data and ___________.

INSTRUMENTATION [Instrumentation] The qualitative data collection phase began with the use of a three-question interview, which was conducted with faculty, staff and deans. These interviews were conducted using face-to-face meetings, electronic mail and telephone. The quantitative data collection phase was collected using the data resource, IPEDS.

THEORETICAL FRAMEWORK [Theoretical Framework] Relationship Marketing Model is a strategy designed to cultivate customer loyalty, interaction and long-term engagement. It is designed to develop strong connections with customers by providing them with information directly suited to their needs, interests, and by promoting open communication. Visual Content Marketing Model is one the best ways to help stimulate online growth and engagement. Some of the engagement vehicles used are videos, infographics, images and photographs, artwork, virtual reality and interactive content.

PROJECT OBJECTIVES [Project Objectives]  Create a marketing plan for the TSU Global SMART Technology Center with a focus on increasing enrollment, and extending a global reach for TSU.  Enhance the teaching, learning and engagement of our targeted population  Increase visibility on the digital global platform

RESEARCH OBJECTIVES [Research Objectives] To attract perspective students to the TSU Global SMART Technology Center Marketing strategy: Digital Billboard placed at high traffic locations (this will also be used as an income generator for TSU) To increase enrollment both domestically and internationally Marketing strategy: Utilizing the online platform, pop-ups, commercials, virtual campus tour second life To boost the overall student engagement by offering innovative programs that encompasses emerging technology Marketing strategy: Involving students in the Coding Carnivals Becoming the Nashville SMART City testing center Becoming the National Beta testing Center Involving students with gamification in education BE SMART – BE TECH SMART!!!

MARKETING MODELS RELATIONSHIP MARKETING MODEL Overview of The Advantage and Disadvantages of Relationship Marketing Model A. The Advantages of Relationship Marketing 1. It forces a brand and business to focus on long-term goals instead of short- term success. a. You are doing more than just getting someone to buy your product/service. b. You research ways to have the customer to continue buying things because they the see the value in the brand. 2. Returning customers often purchase more than first time customers. a. This helps a brand/business to create more revenues out of their current customer base. b. According to data collected by SumAll via CMS Wire report that 25 to 40% of the total revenues of stable businesses comes from returning customers. Businesses who garnered more than 40% of their revenues level from returning customers were able to generate 47% more in revenues than businesses that only had 1 in 10 repetitive customers. 3. Sales multiply with a minimal investment. a. Customers who have a relationship with a brand will purchase upcoming products because of the past values experienced in previous purchases. This means the only marketing effort required is to make the current customer base become aware of a new product/service. 4. Positive experience creates viral positive one-on-one marketing. a. When your marketing focuses on the value propositions that your product/service can provide. Then it becomes possible to exceed expectations which results in positive customer review, word-of-mouth marketing, and social network sharing. 5. It creates personal connections.

a. Although marketing efforts may connect a customer with a brand. The result is that customers make a personal connection with the owner, or employee as well. b. Local brick and mortar owner or manager are representative of their brand in the community. When the customer interacts with that person, they are also interacting with the brand, which increases the chances of a future purchase. 6. Brands and businesses receive honest insight from invested people. a. Often a series of small concerns ends up taking down a brand and business instead of one large issue. b. Relationship marketing allows businesses to remove or correct the issue before it comes a major problem. 7. It creates opportunities to solve problems immediately. a. No product or service is 100% perfect. Relationship marketing gives an organization an opportunity to keep a customer, because customer contacts are at the forefront of the marketing efforts. 8. There are multiple avenues of relationship building available today. a. Social media – can be used to keep reinforcing the value propositions that are offerered. b. Email – can have a long-lasting influence on a customer. c. In person contact. d. Direct mail contact e. Skype f. FaceTime g. SnapChat These social networks can be used to reach out to customer to reinforce the product/ service. B. The Disadvantage of Relationship Marketing 1. Cost 2. Providing value to an existing consumer base does not guarantee and increase in repetitive sales.

3. New customers treated as a secondary commodity a. Relationship marketing tend to focus on retaining and supporting current customers. This causes new customers to be overlooked and ignored. 4. Negative information can ruin a relationship marketing campaign. a. The sharing of one negative experience can cause this type of marketing to fail. b. Many customers focus on immediate, short-term values. Failure to provide them will drive customers to look for someone who can provide short-term value. 4 Ps MARKETING MODEL In a quote from Paul Refern “I believe that the role of marketing is to represent the voice of the customer in strategic decisions affecting all aspects of the brand experience.” First, you need to start with a solid understanding of your target market. In other words, describe your ideal customer. Define your audience. If you have already established a customer, describe the people that buy your product. Information that you should consider are: 1. Age 2. Socioeconomic status 3. Location 4. Gender 5. Education level 6. Hobbies and interests 7. Profession or industry they are in 8. Common problems they face

9. Other identifying characteristics Once you have a clear understanding of who your target audiences are, then you can start to develop the 4 P's of marketing, beginning with product. THE PRODUCT: Exactly what product or service are you going to sell to this market? Define it in terms of what it does for your customer. How does it help your customer to achieve, avoid or preserve something? You must be clear about the benefit you offer and how the customer’s life or work will be improved if he or she buys what you sell. THE PRICE: Exactly how much are you going to charge for your product or service, and on what basis? How are you going to price it to sell at retail? How are you going to price it at wholesale? How are you going to charge for volume discounts? Is your price correct based on your costs and the prices of your competitors? THE PLACE: Where are you going to sell this product at this price? Are you going to sell directly from your own company or through wholesalers, retailers, direct mail, catalogs or the Internet? THE PROMOTION: Promotion includes every aspect of advertising, brochures, packaging, salespeople and sales methodology. How are you going to promote, advertise and sell this product at this price at this location? What will be the process from the first contact with a prospect through to the completed sale? The 4Ps of marketing – product, price, place and promotion. The marketing mix is a crucial tool to help understand what the product or service can offer and how to plan for a successful product offering. HISTORY OF MARKETING MIX CONCEPT AND TERMINOLOGY The marketing mix concept gained popularity following an article titled “The Concept of the Marketing Mix” by Neil Borden published in 1964. Borden explained how he started using the term inspired by James Culliton who in the 1940s described the marketing manager as a ‘mixer of ingredients.’ Borden’s article detailed these ingredients as product, planning, price, branding, distribution, display, packaging, advertising, promotions, personal selling among many others. Eventually E. Jerome McCarthy clustered these multiple items into four high level categories that we now know as the 4 P’s of marketing. “Its elements are the basic, tactical components of a marketing plan”. Together, elements in these four categories help develop marketing strategies and tactics.

PURPOSE OF MARKETING MIX The 4P’s were formalized and developed over the years by experts to ensure the creation and execution of a successful marketing strategy. Through the use of this tool, the attempt is to satisfy both the customer and the seller. When properly understood and utilized, this mix has proven to a key factor in a product’s success. Advantages and Limitations of the 4P model Advantages The advantage of the four dimensions of innovation space model is that it shows the four categories and makes one aware of the way innovation and change influence each other. Furthermore, the range from incremental to radical is an easy tool to determine one’s position and serves as a good starting point for kicking off the thought process about the conceivable changes to the current way of business and the ramifications these changes could potentially bring with them. Limitations One of the models biggest strengths is one of its weaknesses. The simplicity of the model makes it only a jumping off point as it lacks guidance for further steps that have to be taken. Additionally, according to a new book by Agola & Hunter, the model does not hold up for underdeveloped and poor markets that often do not have the necessary infrastructure in place. As a consequence of their research they are proposing a fifth factor to the model: the payment innovation. This 5th P is about how payment of the product/services can be expedited to address the issue of lack of funds (Agola & Hunter, 2016). THE BEST OF BREED MARKETING MODEL \"Best of Breed\" is the strategy of selecting the best product of each type (and integrating them yourself), rather than selecting one large integrated solution from a single vendor.

Typically, large integrated suites of products (like MicrosoftOffice and LotusSmartSuite) contain a number of products that have a consistent look and feel, and work well together -- but each tool, taken by itself, is not \"top of the field\" in the niche it's in. Taking a \"Best of Breed\" approach assumes that...  You're good at integrating 3rd party products.  You're willing to take the training costs to overcome the inconsistent GUIs and tricky interfaces needed to get the products to work together.  You believe that there are no appropriate integrated sets of tools on the market that meet your needs. Sounds like this shop needs some \"de-breeding\" ;-) This can also be used to justify going ahead with developing a product despite the presence of lots of existing and relevant competitors. One can always claim it will be \"Best of Breed\". See also WashesWhiter. I think that's right. BestOfBreed as best of its variety, not best of all possible things? -- PaulHudson \"Best of breed\" is the correct term: It implies that for each type of software you need, you use the most capable product in that marketplace. Thus, you end up with a mismatched collection of quirky products that don't work together very well. ;-> -- anon1 \"Best of show,\" however, would imply that if you find that spreadsheet \"X\" is a \"better product\" than word processing program \"Y\", then you would attempt to do all work with \"X\". That is, to write a paper, you'd use the spreadsheet (\"X\") instead of a word processor. Likewise, to edit a source program, manage a database, do a presentation, schedule a project, etc..., you'd try to do everything with that one tool. This doesn't work: Use the right tool for the job. If the job is your primary responsibility, you probably use the right tool. Otherwise, you may just use a convenient SoftwareSuite \"Z\" for all purposes: writing papers, crunching spreadsheets, preparing presentations, etc...

INTEGRATED AGENCY OF RECORD Integrated agency of record A. Rumors surrounding the death of the agency of record (AOR) model are greatly exaggerated. When the AOR model was defined, digital marketing wasn’t even a glimmer in its eye. To meet the needs of social media alone, this term must undergo a transformation. Let me introduce you to the redefined AOR: agency of reality. To meet the need’s of today’s on-demand marketplace, small, quick-thinking and digitally savvy companies will be the ones to not only survive, but thrive. In a column for Adweek, Nick Phelps wrote: “Whereas marketers used to hire agencies to develop 30-second spots for TV and print planned months in advance, now they’re managing customized marketing across diverse platforms and devices to targeted audiences, all in real time, with need for integration across all touch points.” This is the new normal. On-demand marketing isn’t going away. In fact, it will only increase over time. Does this scare agencies? Of course, but change isn’t always a bad thing, which is why the AOR definition and duties must become more fluid and client/partner centric to survive. B. In a piece for The Drum, Marc Nohr noted that “today’s industry is challenged by a trend going the other way: unbundling. It’s about stripping what are perceived as bloated agency services down to create an ‘Uber for advertising’ which competes on price, flexibility and speed.” Brands don’t sleep. Things don’t stop. Leaner agencies have the capability to be available in real-time and, in effect, “always on.” Does this mean the agency and brand expect you to be on call 24/7, 365? No. But an agency that houses all services under one roof has the scalability, flexibility and nimbleness to grow and shrink as necessary at the turn on a dime. Digital, standalone doesn’t work anymore. Having digital, social, experiential, technology, data mining, analysis, retail and e-commerce activation, etc. together allows agencies to offer high quality work on short notice. You, the client, only pay for what they need and what’s necessary. C.This saves clients money and also communicates to them that the agency is available to scale up at a moment’s notice if a project requires it. When completed, it’s back to the agency’s core group of people. Huge, fixed contracts will continue to become a thing of the past and value beyond fee becomes the relationship umbilical cord of the future.

If the needs of clients are changing, and we know they are, why should we expect agencies to remain the same? Being named a brand’s AOR was considered a big deal. It still is. Having all campaign elements handled under one roof showed a sign of trust, respect and comfort in this singular agency to aptly perform required tasks at hand. D. The same way a brand’s needs pivoted is how an agency — and the AOR definition — must be viewed. It’s evolving over time; it’s a drastic change that adapting to won’t take place overnight. Step back. Think of a brand holistically. 3 DIMENSIONAL MARKETING MODEL The article presents a thesis that the primary premise of creating marketing strategies for higher education institution is a three-dimensional notion of marketing. The first dimension lies in the theoretical notions of the essence of marketing, including the transactional marketing (1.0), relationship marketing (2.0) and spiritual marketing (3.0). The second dimension is formed by methods of marketing research and accurate notions of marketing, while the third are channels of marketing information. Harmonizing these three dimensions is a precondition for effective marketing. Among other conditions for effective strategies there are: aligning goals of the chosen strategy with the mission of higher education institution, correct choice of targeted segments of the market and of marketing tools. The article also gives a sample classification of marketing strategies based on these criteria, with emphasis on the fact, that every higher education institution employs its own strategy. Białoń, Lidia. (2015). Creating marketing strategies for higher education institutions. Marketing of Scientific and Research Organisations. 18. 10.14611/minib.18.04.2015.13. According to Deloitte 3Dimensional Marketing is integrating marketing through the complete organization of a company. The 3D means 1. Leadership: CEO and CFO play a much bigger marketing role in this case. 2. Shared understanding: where everybody in the organization understands the role of marketing. 3. Measures: ensuring an organization has the means to measure success. Some research indicate that 3D marketing means a large change in the market, which has become extremely customer centered. A move from mass-marketing and mass-production to delivering a wider choice to a customer who is looking for more specific products; the need to deliver a much better customer service instead of dealing with customers as numbers. As such, delivering rich content is a big part of marketing, but also integrating all

possible media to deliver a better customer experience. Another article noted Effective 3D Marketing & Sales as a balancing act that requires getting into the guts of the organization to align people, processes, and capabilities. Companies succeed by linking their analyses and decisions to the frontline realities—and making sure the frontline understands the logic behind the decisions The new marketing environment and delivering a better service to the customer seem to be the goal of 3-Dimensional Marketing. Another definition of 3D Marketing is the management of exchange relationships by three-dimensional representation to any customer. In the realm of advertising technology, 3D marketing has proven to be an effective means of leveraging augmented reality to advertise in an interactive context. A viewer can see and interact with products on mobile and headset, but the marketing can be more brand-focused too. A 3D augmented reality experience is an excellent method to create emotional associations with your brand.  Is 3D Marketing new? The concept of 3D Marketing is not new. Marketers began finding alternative and interactive ways to increase their brand recognition many years ago. For example, physical 3D buildable objects, “Pop-Up Mailers”, could be found in magazines and newspapers. What does this mean for marketers? According to the article, marketers should jump on the opportunity to engage with their customers through 3D marketing model. Show them what they want they want to see, the article said, which is everything. 3D marketing is the obvious step up from traditional 2D techniques. Relevant imagery helps step up any companies marketing game especially with the advent of social media and the rise in usage of e-commerce to help in company monetization. 3D media allows the organization in question to create a more engaging link between their assets and consumers stimulating purchases and nurturing brand touch points. How Marketers can take a 3D marketing approach for their next campaign: 1. Invest in 3D Assets Identify the brand assets that will benefit most from a 3D mock-up. These may include products that need to be examined before purchasing or a branded character that a user wants to play with. Preview already existing 3D models to see if your model already exists.

2. Build the 3D Ad Unit First, define the intent of the 3D Ad Unit: Are users clicking to another immersive experience? Does it lead directly to purchase? After identifying the goals of the ad unit, the right components can be designed. Create your 3D Ad Units to align with your goal. 3. Distribute your 3D Marketing Campaign Distribute your campaign and reach your target audience. The key is being able to work with a technology partner that can embed the ad unit on targeted websites and successfully render across all devices and browsers to get maximum reach for your campaign. 4. Track your results Calculate relevant KPIs (key performance indicators) and metrics to track your campaign’s effectiveness. Interactive marketing generally sees a strong uplift in click-through rates and viewability, and 3D is no different. 3D ads are more attention-grabbing compared to a flat banner ad. As a result, the time spent with the 3D product is significantly longer than the time spent scrolling through a 2D ad. 3D marketing has compelling case examples within several industries to help advertisers make a stronger impact with their campaign; from retail markets to the auto industry. According to the research, 3D products change the way consumers perceive products. By visually implanting products in your environment and exploring every angle in 3D, users are able to place the product in the context of their lives. A few examples of 3D products that would be game changers:  Clothing/Shoes – Explore more than the side profiles that online shopping stores provide.  Food – Give consumers a full perspective of what they are missing  Education – Learn about geography in 3D or have an explorable human body model Pros: Marketing combined with AR technology; the potential of 3D Marketing is infinite. 3D Marketing adds a 3-dimensional, interactive, layer to a regular 2D advertisement.

Customers are able to interact with the 3D product through dragging and orienting the object. 3D Marketing provides advertisers with the ability to promote their products using a 3-dimensional layer that customers can directly engage with. Cons: Cost – staff, software, and licensing Technology is ever evolving – staying abreast of the emerging technology Examples: Takis 3D Ad Campaign powered by OmniVirt The visually accurate and compelling Takis chip bag, spinning in the ad, convinces users to click and play with the 3D product. With its launch, the campaign was able to reach millions; and this is just the beginning of 3D marketing campaigns. We, TSU, could use this concept with various departments within the graduate school. Graduate school will be able to demonstrate how the various department are connecting with our grad students utilizing the “Be Tech Smart” tag and “Be Smart.” Getting Started Explore past ad campaigns and demos for help on idea generation. https://cdn.omnivirt.com/blog/wp-content/uploads/2018/06/pump.gif https://cdn.omnivirt.com/blog/wp-content/uploads/2018/06/googlehomegif.gif My thoughts - collaborate, innovate, activate -- Collaborate with other departments, develop partnerships, and expand TSU’s reach globally, Innovate by using the Smart Center to promote, teach, and develop students in a particular field of study as professionals (experts), and Activate – Activate the plan by engaging our targeted market (professionals and companies) providing our clients with real-world experiences using emerging technology and other tools. Additional links to review: *https://sproutsocial.com/insights/higher-education-marketing/

As we look at marketing, we should also consider how the top-ranking universities of the World are marketing their institutions. https://www.timeshighereducation.com/world-university-rankings/2020/world- ranking#!/page/0/length/25/sort_by/rank/sort_order/asc/cols/stats https://www.wordstream.com/blog/ws/2019/09/30/higher-education-marketing CRM AND CMS MARKETING MODEL CRM stands for Customer Relationship Marketing. CMS stands for Customer Management System. A marketing system geared to establishing relationships with the customer to have repeat business transactions with a company. According to Blaszkiewicz, (2019) CRM solutions organize and manage information about customers, and so are one of the most important tools sales and marketing teams can utilize to keep track of their leads and make sure they’re communicating with their customers at the most opportune times. CRM: Pros Centralizes Customer Data Offers Scalable Solutions (growing database) Data Mining and reporting Remote access to customer data Speed Up Conversions (Sales) Minimizes Cost (Gaille, 2015) CRM: Cons

Takes away human interaction in the business equation Security Issues High Learning Curve for Employees Cost of Technical Support Data loss Vulnerability of sensitive data in hands of third party. (Gaille, 2015) Customer Management System Summary A content management system (CMS) is defined as a software application that enables users to create, edit, publish, and organize website content with little to no programming. (Deshpande, 2020). CMS: Pros Many CMS options to choose from, including the more popular choices of WordPress, Drupal and Joomla!. Faster development time, as it allows for quicker website design, as well as solutions to many of the development problems that can come up. Cheaper overall cost. Reduced web administration and web development expenses. No need to learn or write code. Choose from a wide variety of templates. Streamlines the process of multiple content contributors. Simple interfaces and easy to use. Straightforward process of creating and publishing content. A CMS has many pre-developed features, appliances, widgets and plugins, so tailored development costs can be kept down. Customization is still possible. A great start-up option to test an idea with a market.

Intermediate solution while a highly customized non-CMS site is being developed. CMS developers can assist with the initial design and then hand it over to the website owner with no further involvement necessary. (Davis, S. , 2017) CMS: Cons Reduced flexibility. The more specific the features of a website need to be, the less likely a CMS will work for it. Although robust and always improving, CMS website-building tools are still somewhat limited. Full customization is not always possible. Some training is required to use a CMS effectively, as well as keep it updated. WHY TSU needs this type of marketing Currently, Tennessee State University does well with using Content Management Systems (CMS) for the University Website. TSU needs directed focus on Customer Relationship Marketing to attract more prospective Graduate Students, Alumni, and the Global Community. TSU must use it current resources to focus on this style of marketing based upon data, but offer incentives to peak interest of Prospective Students, Globally. VALUE OF VISUAL CONTENT MARKETING MODEL ”Visual content marketing is one of the best ways to help you stimulate online growth and engagement. Written content will always have it's place but more and more online consumers are consuming visual content. Similarly more and the statistics show that visual content marketing has one of the highest Roi.” Jennifer Hahn

Background context: Humans are visual beings; there’s even research indicating that we receive about 90 percent of all our information about the world from visual stimuli. In fact, the human brain is capable of receiving visual information about 60,000 times faster than verbal information. Why not use this knowledge to your advantage and start making your content more visual? What is visual content marketing? Visual content marketing refers to using images, photographs, videos, infographics, interactive content or emerging technologies such as virtual reality to present content in a visual format to attract audience to your website, products, services or brand. It’s not just about getting people to check out your content. It’s also about making them more immersed in it and actually remember what you’ve talked about. After all, in a world where 8 out of 10 people never read past the headline, you might want to change the approach to how you present this information to them. And probably the best thing about visual content marketing is that it sparks interest more than any other marketing method and is easiest to consume by an audience. Sure, if your aim is to merely boost brand recognition, any piece of content will do; however, if you aim to increase brand awareness, you need them to pay attention. By visualizing data, you’ll transform these numbers and percentages into something tangible, something that they’ll actually understand and care about. This is what sending a message is supposed to be all about. Here’s how you can facilitate your digital marketing efforts with visual content. Triggering a response When it comes to making your audience more engaged in your content, you need to find a way to trigger an emotional response from them. The simplest way to do so is to create a piece of content that is immersive enough. Sure, you can definitely do this in writing. However, this means that you have to rely too much on the level of imagination of your audience, which is never a safe bet.

Also, keep in mind that old studies on learning styles indicated strongly that the majority of students are predominantly visual learners. This alone should be a pointer in the right direction. Videos Some of the most recent finds indicate that about 54 percent of all your online audience want to see more video content from the brand or business that they support. Other than this, we have a statistic that about 100 million hours of video content gets watched on Facebook every single day. On top of this, you should add the fact that YouTube is currently the world’s second- largest search engine and you’ll get the full picture of just how important it is that your brand invests in video marketing as soon as possible. Still, it’s not just about making a video, it’s about directing and editing, as well as choosing the most suitable type of video for your brand. There are many types of videos that you can choose from, ranging from formal addresses and announcements to your audience, all the way to comedy sketches and humorous commercials. Other than this, you can make teaser trailers, product demos, as well as guides and tutorials, which can provide your audience with some additional value. Overall, the very term video marketing is quite broad and it definitely requires some additional research on your part. Infographics Another way in which visual content can help you improve your online presence is with the help of infographics. Some of the recent finds claim that infographics are 30 times more likely to be read than an article that consists of text alone. Also, when it comes to Google’s statistics, every month, there are more and more searches with the word “infographic” in them. This alone can ensure a better position in SERPs, which is a direct boost to your digital marketing. Also, a great infographic is a great way to be discovered by those who browse google by the “image” category. All visual content benefits from the fact that it can easily be transformed into a traditional marketing format and infographics are probably the best example of how this works. For example, certain pros can now even design them in a way that they can easily be transformed into brochures. In this way, you get to design a single piece of content, while obtaining material for two separate mediums. Also, the message that you’re trying to send this way, thus, becomes

accessible to a larger portion of your target audience, which just provides you with more exposure. Images and photographs More often than not, images and photographs are used to enhance textual content, not just as a standalone piece of their own. For this to work, they need to fit the idea thematically and be compelling enough for your audience to actually pay attention. Just think about it, if the majority of people only skim through your content, the first thing that they’ll turn to in order to establish the topic at hand is to examine the image. If the image is conclusive enough, it will help set their expectations and increase their overall experience. Knowing how to pick the right photograph type is an art form of its own. For instance, if writing a piece about a high fashion or giving fashion tips for the following season, you might want to go for something like ghost mannequin. This will, once again, enhance the immersion of your audience by allowing them to imagine themselves wearing these pieces of clothing. If writing a touristic article, looking for beautiful, panoramic landscapes is a must. The list goes on and on. Original artwork One of the most important angles here is that you need to use original artwork in order to stand out. You see, when it comes to choosing images for your content, many people go for stock images, which can seem, more or less, homogenous and easy to recognize. However, if you were to write a piece about the place that you yourself have visited, using some of the original photographs (even if their quality was not impressive) would be the best course of action. Keep in mind that this goes for the majority of content types out there. Other than being authentic, which boosts the level of immersion that your audience will experience while going through your content, this also helps you become more unique. This means that you need to work with design professionals in order to get the most out of your content. Design should be seen as an ideal model teaching us how things both great and small are bound together by invisible threads, as nicely explained by the lecturers behind a this bachelor’s degree in visual design.

Next-generation technology Those who look for a way to bring their content into the next generation need to start seriously considering next-generation technology. First, you need to take into consideration virtual technology. Having the ability to host virtual reality tours is something that has transformed a number of industries, ranging from real estate all the way to the event and travel industry. Due to the fact that this is a unique way to provide your audience with a hint of the experience that awaits them further down the line, this is just one of the things you can do in order to provide your digital marketing strategy with an edge. Now, the biggest downside of virtual reality lies in the fact that not everyone owns a VR headset and a PC capable of running it. On the other hand, almost everyone has a smartphone, which is why we have such a boost in the popularity of AR (augmented reality) apps, ads and content in general. One of the most interesting things about this form of content is the fact that it’s quite efficient and relatively inexpensive to produce. This alone ensures that the ROI of the project is quite admirable. Interactive content At the end of the day, there’s one more idea worth considering and that’s the concept of interactive content. One thing worth having in mind is the fact that this concept isn’t exclusive when it comes to visual content. In fact, its origins lie in the old pen-and-paper version of choose-your-own-adventure novels. Here, you would make a choice and based on it, you would skip to the paragraph marked by a certain number. With interactive visual content, you can watch the adventure, instead of reading about it and click on your options instead of searching for them in a booklet. The fact that this concept is getting accepted and widely used even by the mainstream media is not surprising, seeing as how the control that the audience receives makes them more interested in the content at hand. Popular British science fiction anthology television series Black Mirror used a similar technique for an episode in its last season. The only problem with this idea lies in the fact that you actually have to produce far more content than you would for its linear counterpart. Why? Well, because you have to cover even the options that, otherwise, wouldn’t be available. Key Takeaways

As you can see, different forms of visual content can be used to raise your digital marketing to the next level. The effectiveness alone would be a reason enough for you to do so, as well as the fact that your audience both prefers and demands it. While it is true that technology can be leveraged in order to create a stronger bond between the brand and the consumer, it’s also true that all these technological marvels are merely tools. The end result depends on how effective you are at using them. Over 1,000 marketing and creative professionals shared their visual content strategies, tactics, challenges, and results. Here are a few major takeaways:  78% of respondents always use a visual when posting to a channel  69% of organizations share visual content at least once per day  57% of respondents claim custom video is still the hardest type of content to produce  17% of participants consider their video content to be “very good”  75% of people drive better marketing ROI when they use visuals with their content What is visual content marketing? Visual content marketing refers to using images to convey valuable information in an engaging visual format. The purpose? To attract people to your website, your cause, your offers. Visual content marketing examples include images with educational or inspiring text, infographics, and “signature branded images” that promote written, audio, or video content. Visual content marketing engages the brain One of the major advantages to visual content is that it is processed in a different — and less busy — part of the brain. Think about it: From the time you awake to the time you lay your head on your pillow at night, you are reading, listening to, and writing or speaking words. Words! All day long. But there’s a super fast part of your brain that’s not as overtaxed — it’s the visual cortex.

When we tap into the visual cortex we engage more of our prospects’ brains. Visual content adds interest to your page Visual content marketing can be used to create more inviting pages. When you break up page text with occasional images, you show the reader that the page will be easy to skim and understand. This helps boost time on page and information retention. Visual content marketing is fast and easy to consume Here’s a surprising fact: When researchers tested how long it takes to process an image, they recorded 13 milliseconds. But that may not be accurate. You know why? Our brains might process images even faster than that! 13 milliseconds was the shortest measurable unit of time they were able to capture. The important thing to remember here is that images are understood almost immediately. There’s no … Letters > Words > Sentences > Paragraphs process. It’s an image of something and we “get” it immediately. Why not put that speed to work in your marketing? What does visual content marketing look like? Visual content marketing helps attract the right people to your website, your cause, your offers. Keep scrolling for examples of the most-common types of visual marketing we can find on the web today.

Visual content marketing: article image examples At the top of every blog article at Big Brand System, I include a piece of visual content marketing like these:



These article images do a few things really well:  They’re an “easy in” to the written content. Because images are processed so quickly and easily, they give the viewer a quick way to engage with your written content.  They add meaning that goes beyond words. With clear images like the ones above, people see and understand your idea immediately — no words wasted.  They serve as “ads” for your content wherever it’s shared. Article images like these display when you share your written content on sites like Facebook, Twitter, and LinkedIn. They entice viewers to click and consume the content you’re sharing. Visual content marketing: the quote image example My friend Dawn Kotzer uses visual content marketing like a pro.

She was a student in my first Image Lab cohort — but came to the class with so much previous experience I featured her in a bonus interview that students can use as inspiration for being courageous with their images! Taking your own photos and adding thought-provoking text induces curiosity and inspires conversation. Visual content marketing: infographic example Earlier this year, I put together an infographic that shows the step-by-step messy-to- polished process most logo design takes. It includes all the awkward in-between steps my logo design took and features the thoughts that were going through my head as I worked on it over several days.

IN-HOUSE MODEL The traditional marketing model was to hire or retain outside agencies. These agencies created and implemented ad campaigns for companies. Examples are: Taco Bell (Run for the Border), McDonald's (Happy Meals), and Clorox (Mama Loves Clorox). The outside agencies did what the companies could not do: 1. They hired creative people 2. They maintained print media - newspaper ads, magazine ads, flyers, mailers 3. They maintained visual media - photographs, billboards, bus bench signs 4. They maintained audio media - radio spots 5. They maintained television media - television commercials and specials - Hallmark Hall of Fame and Hallmark Holiday Specials, Super Bowl commercials. 6. They maintained internet media - email, websites, webinar, cellular telephone ads, Google Ads, Amazon ads, cellular telephone applications (apps). Digital technology changed the need for a traditional ad agency model The increase in technology and the training of individuals to use technology changed the model to where companies do not need to outsource their marketing. In-house marketing means marketing activities of a company are handled by employees of the company. ... Sometimes companies decide to build an in-house marketing team but want to replicate the agency model. They establish so-called in-house ad agencies. Creative management platforms (CMPs) are ad-tech that makes in-house a reality. They're an example of how digital marketing is finding solutions to perform complex tasks – without relying on an external ad agency or manual processes. Pros: 1. Cost 2. Use and Control of first party data

3. Employ staff with skills 4. Become agile and at the moment 5. Embrace creative management platforms 6. Agencies are set to evolve 7. Long-term benefits are worth it 8. In-house digital marketing is the future Cons: 1. Cost / startup / stable location / equipment 2. Locate staff with skills 3. Continuation 4. Ever-increasing workloads 5. Student / instructor turnover

THEORETICAL FRAMEWORK The theoretical framework used in this study revolves around the continuing usage of Relationship Marketing (RM) as a model to a loyalty and satisfaction of the student and stakeholders in higher education. The implicit main objective is a business unit focusing on the model as long-term profitability as espoused by Drucker (1954); Felton (1959) and Grönroos (1989, p. 8). The Relationship Marketing Model is composed of: Service Quality, IT, Social Activities, and Facilities which interact with Satisfaction and Reputation to develop Loyalty. The concept is an increased global competition, increased student mobility, and public funding that is increasingly performance-based (Arnett et al, 2003; Arnaboldi & Azzone, 2005; Helgeson & Nesset, 2007, p. 9). The conceptual model (theoretical model) is to accept the model but limit the study to information technology (IT) which forms a relationship with satisfaction and reputation and its implications to a global marketing strategy to increase graduate student enrollment, graduate student retention and a global presence.

METHODOLOGY