The Villanova Wildcats: Our Melior Group People of the Moment

April 15, 2016
, , , , Higher Education, The View From Walnut St.

Last week at this time the streets were buzzing with Wildcat fever. From the moment I stepped out of my house and began the commute to work, I saw students past and present donning their Villanova blue.

It was a sunny, blue sky day with just enough chill in the air to keep you cool and comfortable. A perfect day for the NCAA Men’s Basketball Championship parade. The Villanova Wildcats brought energy and inspiration to Center City last Friday. Philadelphia has been awaiting sports heroes for much too long; our hopes are regularly dashed, but we keep on hoping!

 

Photo by Tim Keough, taken from the 16th floor of 1515 Market Street: Massive crowds gathered at the end of the parade route at City Hall.

Photo by Tim Keough, taken from the 16th floor of 1515 Market Street: Massive crowds gathered at the end of the parade route at City Hall.

This Villanova Wildcats team helps us believe that we, as a City, can always have hope, with our patience now rewarded with a championship.  That’s why the Villanova Wildcats Basketball Team is more than deserving of our Melior People of the Moment honor. Thanks to them, we all had a reason to celebrate. Whether you went to or are currently going to Villanova or are just thrilled about any Philadelphia sports team, it was a great moment to be a Philadelphian.

 

Editor’s Note:  Our featured image was taken by parade attendee and our resident March Madness fan, Melior President Linda McAleer.

 

For more information or to request a proposal, contact Linda McAleer at [email protected] or 215-545-0054 x104 or Contact Us.

Trends and observations in higher ed

Trends and Challenges Impacting Higher Education

March 31, 2016
, , , , , , , , , Higher Education

We recently spoke to the board of trustees of a university client about some of the trends and challenges impacting the education industry.  We talked about some of the marketing insights we’ve developed recently through our work with university clients and partners, and gave our observations of what’s been happening in the market.

Your competition has stepped up its marketing communications efforts…and those efforts can be seen in a variety of places. 

  • In the Philadelphia region, we’ve certainly seen the trend move from a simmer to a low boil in terms of marketing and advertising, not just from local institutions, but from up and down the East Coast. In fact, our recent edition of the Philadelphia Business Journal arrived with a gift — a glossy 100+ page “magazine” from High Point University in North Carolina touting its graduates and the academic features of the university.
  • Universities are looking for multiple ways to get the word out to prospective students, and we’re seeing not just overall branding efforts changing, but targeted marketing of specific programs (it’s not just the MBA anymore) and towards specific markets – both geographic and demographic.

Higher education audiences are savvier than ever.

  • We’ve learned that prospective students want to see outcomes (not data because they don’t understand how to interpret it) — stories they can see themselves in, specific examples of their possible future.
  • Prospective students and their parents want to know that their college education will lead to a “good job” after graduation. It’s incumbent on colleges to show this in stories and in data.
  • Information about colleges is coming to prospects from many sources, both traditional and non-traditional… and social media is changing the face of information delivery.

Social media continues to grow (and dominate)… and it’s not just Facebook.

  • Smart college marketers are meeting students “where they live” – online via a range of social media sites. A social media marketing strategy that includes your web presence is just as critical as a strategy for producing your print materials.  It’s time to find out what messages students want to hear about you on social media.
  • Mobile devices use to access college information continues to grow and includes video. Think about it:  the trends of screen sizes of our mobile devices over the past few years are actually getting bigger – and that’s to accommodate video.  One of our agency partners is convinced that within 5 years, everything on college websites will include video.

Branding is the buzzword dujour when higher ed professionals talk about marketing their institutions these days.

  • Remember that your “brand” is not your logo, the font or the color. And it’s not what you say about yourself.  IT’S WHAT PEOPLE THINK AND SAY ABOUT YOU.  Knowing what each of your target audiences (prospective students, faculty, key stakeholders) think and say about you now, will help you to craft future messages that are honest and truthful and attractive.
  • Brand differentiation is becoming more important – what makes the experience at your college distinctive and worth considering? If you sound like everyone else, why enroll at your institution over another?

 

To learn more about our work with colleges and universities, visit our Education page or please contact Elizabeth Foley [email protected] / 215-545-0054 x111 or Linda McAleer [email protected] / 215-545-0054 x104.

Personalization

Personalization: Don’t Be Afraid to Actually Talk to Someone

February 25, 2016
, , , , , , , , The Art of Research, The View From Walnut St.

An editorial in the February 19, 2016, Philadelphia Business Journal by Editor-in-Chief, Craig Ey, got me thinking about whether ‘personal service’ is dead and replaced by ‘personalization’.

Mr. Ey, after touting the growth, success and amazing benefits of electronic communication, offered that “person-to-person contact can be a great strategic advantage, particularly at a time when many of your competitors are relying strictly on electronic pitches.  I know they are because that’s how the vast majority of people try to establish or maintain a business relationship with me.”  He further complimented someone who actually called him on a telephone to introduce his company.

For so many of us, ‘business relationship’ is really about ‘relationship’… getting to know each other, thinking about the business issues we deal with, considering whether we can actually help one another in some way.

Being in the business of serving clients with market-based information and marketing research for over 30 years, I’ve been so excited about the advances in electronic communications and the ease and speed of delivery of necessary information.  Email allows us to quickly advise clients, to ask and answer questions at all times of the day, to assure the highest level of responsiveness clients deserve.

I’ve been reading recently about ‘personalization’ and getting confused as to what it means.  I read a review of a study that said that “marketers looking to deliver exceptional customer experience will increasingly turn to personalization as the key driver to maximize customer value… that customers expect that the brands will understand who they are, what their habits are, what they want, etc.”  [A shout-out to Altus Agency, the Marketing Minute; referencing Pegasystems “Predicting Routes to Revenue”]

I was hoping that this meant that organizations and their leaders are actually getting to know their customers and providing solutions based on who they are, what they value, what they think about.  But, I think I might have misunderstood the concept of personalization or maybe I’m a little jaundiced.  How can brands understand us?  Isn’t it the people working at/for “the brand” who have to understand their customers’ wants, needs, interests?  Shouldn’t we be reaching out to and actually meeting these customers and learning more about them?

Electronic communication has given us at The Melior Group a significant and dynamic platform for introducing ideas, getting prospective and current clients to think about things that might matter, identifying trends and the implications of them for business.  It has especially given me access to companies that I believe we can help with our services and those who may not be great fits (with both parties realizing this).  I’ve also met thousands of people on LinkedIn and other social media who are doing amazing things.

But, what we’re missing is the emotional and physical nuances that make for a productive business relationship.  How are people going to know we want to work for them and them us?  Like Mr. Ey, I’m a believer in the handshake, look you in the eye, actually chat, maybe smile (but not necessary) – the “huge advantage” that human conversation and engagement can provide.

In a service business like we have – and even a product-focused business where prospective customers have to choose among many alternatives when purchasing – it is not enough to be able to connect.  It is more about talking and engaging with customers, prospects, donors, colleagues, others with shared interests.  I really believe that people today want to experience the “real you.”  In that way, maybe we can actually “personalize” what we’re offering.

This takes me back to an ad I have long remembered… when I was talking to staff about why it’s not enough to rely on electronic communication… give a look and see how you feel about business relationships.

 

 

 

For more information, please contact Linda McAleer at [email protected] or 215-545-0054 x104.

Personalization

To Paraphrase: People Still Need People! Seven Networking Tips for Personal and Business Success

November 19, 2015
, , , The View From Walnut St.

We are all “Linking In” (on the professional side) and “Facebooking” (on the business and personal sides) to connect with old friends and meet new ones. We want people to know us, what we do, what we like and what makes us feel good. We want to show that we like people, have friends, have something to say, do things that entertain, educate and engage us. These social networking experiences also provide distinct and successful ways to introduce our businesses and our ideas, such that people might actually think of our companies or businesses as those they might like to work with or work for.

But, it is a fact that most successful business connections – be it for such reasons as a job search or a new business prospect – come about because we get to know the actual person we might want to work with or for. Getting to meet people, look them in the eye, and talk to them can be intimidating; but it really is necessary because, ultimately, people are buying you… trust in you, what you stand for and what you have to offer.

So, while online networking has proven to be a great tool, in-person networking… the form that includes actually being in the same room with people… is critically important. So, a little advice from a “networking queen”… Before you go to an event where networking will take place, consider the following tips:

1. Determine what your goals are for networking – e.g., meeting new business prospects, making some friends, meeting people who share your interests — and what types of people (or even specific individuals) you might meet there

2. Carefully choose what events/meetings you want to attend, so that the types of people you want to meet and the purpose of the meeting reflects your needs and interests; this may mean attending a few, observing the dynamics, and making decisions about which are right for you

3. Don’t be afraid to reach out while at these events; talk to the people next to you and nearby

4. Be genuine and authentic; we are who we are – it took at least 20 years to get this point, so be yourself

5. Come prepared with open-ended questions to ask people so that they can talk about themselves – isn’t that what most of us want to do anyway? Ask why they are a member or what about the event was interesting enough to get them to attend or what their hobbies are – it’s not about you, it’s about engaging others

6. Be a resource to others – ask if there is anything you can do for them; and be realistic in what you can and can’t do

7. Follow up quickly and efficiently – if you promise something, do it within 24 hours; if you can’t do what you thought you could, just say so (“it sounded like a good idea, but…”). The important lesson in networking is using it for good… being engaged, giving back, showing people you care, and recognizing the value of connection.

The Melior Group was founded in 1982 to bring the disciplines of marketing research to service industries. Today, Melior is one of the region’s leading research-based consulting firms, serving organizations in the education, non-profit, healthcare, government, leisure, tourism, and financial services/ insurance sectors.

For more information or to request a proposal, please contact Linda McAleer at [email protected] or Contact Us.

College marketing logo

Eight Characteristics of Future-Focused Community Colleges

October 30, 2015
, , , , , Higher Education, The Art of Research

Having an “educated workforce” now requires people to have post-secondary education and targeted skills training in order to be prepared to compete in the ever-growing global economy. And knowing that community colleges educate approximately four in ten of today’s college students, it’s impossible to overlook the potential that community colleges have in changing the face of higher education and also its contribution to the future workforce in the U.S.

Community Colleges Meet Distinctive Regional Needs

Community colleges provide an affordable opportunity for a wide range of prospective students–from those requiring remedial education, to those seeking specific skills to advance their careers, to older adults looking to satisfy long (or short) held interests, to prospective employees wanting tailored training to meet economic needs within their communities, to veterans requiring a range of supports.

With the state of higher education changing every day, it’s time for community colleges to carefully consider their many strengths and weaknesses, to be opportunistic and proactive in addressing challenges.

Challenges for Today and Tomorrow

While there are many opportunities, today’s community colleges also face a series of challenges, among them are some within and some that are outside of their control:

  • Decreasing enrollment;
  • Prospective students’ (often) lack of preparation for the rigors of higher education – and the attendant reputation of community colleges becoming “High School – Part 2”;
  • Diminished funding by state and local governments;
  • Increasing tuition rates;
  • Fewer students completing their college education (for a range of reasons that aren’t merely cost-driven);
  • Increased competition from for-profit educational institutions (including technical and trade institutions) making promises that are difficult to keep;
  • A concern that some community college presidents are approaching retirement age, with a smallish pool of replacements in the wings.

The Eight Characteristics

In our experience with community colleges, those that have the greatest likelihood to succeed are the ones that have:

  • a tangible and thoughtful mission, geared to meet the needs of today’s students, employers, and communities;
  • been flexible in responding to economic and employer needs with training programs that are both skills-based and workplace-sensitive (e.g., teaching teamwork, communications, technological solutions);
  • responded to the demographic composition of its community in all ways possible;
  • a realistic and flexible tuition structure (if/where possible) to appeal to a range of prospective students;
  • worked with its region’s employers to address the employment needs unique to them;
  • collaborations with secondary schools and with other colleges/universities in the area to make the experience as positive and as seamless as possible;
  • community connections, which lead to mutual support of the needs and interests of residents – particularly in areas where a community college is the primary source of higher education;
  • a proactive approach to in gathering market-based information in order to support strategic planning and drive decisions about brand, marketing direction and target markets, programs and courses that hold the greatest potential and those that no longer fit future directions and needs, new and important target market segments, and general guidance for optimizing the college experience for current (and prospective) students.

For years, The Melior Group has been supplying in-depth and quantitative information and working with institutions in the higher education sector to develop marketing and business strategies for enrollment management, responsive programs and courses, and targeted marketing direction. 

To learn more about our work with colleges and universities, visit our Education page or please contact Elizabeth Foley at [email protected] / 215-545-0054 x111 or Linda McAleer at [email protected] / 215-545-0054 x104.

Referring Physicians

How Much Influence Do Referring Physicians Really Have?

October 15, 2015
, , , , , , Healthcare

A patient goes to their primary care physician (PCP) for a new medical problem. The PCP believes that the patient should go to see a specialist. What happens next?

The Results Can Be Confusing

The Melior Group conducts numerous studies for hospital clients who have a vested interest in understanding how referrals are made. The results these studies generate, however, can be confusing. On the one hand, the majority of PCPs tell us that they always make specialist recommendations, and that their patients “almost always go where I recommend.” Yet on the other hand, patients tell us that their physicians are only one source among many (friends and family, internet research, etc.) of information about which specialists to use for a given problem.

What’s Really Going On?

After years of conducting qualitative and quantitative research for healthcare clients who want to insure that their institutions, and the physicians affiliated with them, receive their fair share of recommendations, we think we have an answer. Despite the apparent contradiction of what consumers and physicians say about selecting specialists, they are both right.

Defining the Decision-Set

Our work for several specialty hospitals and academic medical centers reveals that in the vast majority of situations, referring physicians provide one or several names of specialists for their patients to consider. In so doing, they provide the “decision-set.” Patients, in turn, use that list as a starting point: they might ask their friends and family (sometimes using social media) to learn what others think of the specialist(s), and they also might conduct some internet research to… learn about the specialist’s education, length of time in practice, etc.; see a picture (does he/she look friendly?); and/or read online reviews. Information gleaned during this process informs the ultimate action: the call to make an appointment, which is entirely in the consumer’s hands.

Using Information Developed from Research to Inform Physician Referral Strategies

There are a number of steps that specialty providers can take to insure that…

1) their physicians are included on the referring physician’s list of recommended providers; and

2) consumers ultimately select one of these recommended providers.

Such strategies can be informed by market research. For example, an evaluation of the referral mechanics of referring physicians can guide development of documentation, work flow, and referral forms: How – in writing or verbally, with pre-printed or handwritten information – do referring physicians prefer to give names of specialists? How, and how frequently, do they want to receive communications about individual patients that they have referred? On the consumer side, knowing what they expect can provide guidance for website development (what kind of information should be available about individual specialists), search engine optimization, social media presence, and overall positioning and messaging strategy about specialty physicians and services. In sum, understanding more about existing referral dynamics can inform both marketing strategy and tactical solutions for building referrals.

For over 30 years, Melior has specialized in conducting market research on behalf of hospitals and health care systems.  Please visit our Healthcare page to learn more.

For more information please contact Elizabeth Cohen at [email protected]/215-545-0054 ext. 103 or Linda McAleer at [email protected]/215-545-0054 ext.104.

Pope's crowds in front of 1528 Walnut Street

They saved the best for last… A Pope Mortem

October 1, 2015
, , , , The View From Walnut St.
Pope's crowds in front of 1528 Walnut Street

Photo by Richard Williams, Crowds gathered on Sunday outside The Melior Group offices on Walnut Street in the heart of Center City, Philadelphia for the Pope’s visit.

Well, the Papal visit to Philadelphia is in the past and everyone is now counting up how many people were on which streets at which events. What difference does it make? We showed the world that we are a WORLD-CLASS CITY with a kind, generous, patient, and caring “att-y-tood” – a city that should and will attract world leaders.

It was all we in Philadelphia could talk about – should we stay or should we go? Are you closing your office on Friday, Thursday, Monday? What are those concrete barriers? How did the streets get so clean? But, all that conversation allowed us to be friends with those office mates we never talk to, to chat with the newsstand dealer who typically just hands us the paper and takes our money, to converse with the folks in the elevator who we never look at because we’re always texting or looking at our phones in the elevator. We now demonstrated that we had something in common and something to look forward to.

After what seems like years of preparation, we did it! The city leaders, the police and other security professionals made us feel safe. Sure, a few glitches in terms of waiting too long to get through security. But, were we ever worried about our safety? No.

As a market research firm, we couldn’t help but do a survey in anticipation of the event… we asked our respondents (an unscientific poll) how many people they felt would actually attend the final event on Sunday. The average projected attendance from our poll is 578,850… bet that’s going to be close to accurate!!! That’s why polling works!

Personally, I had only two major disappointments: 1) that there were organizations that were determined to price gouge during the celebration – come on, $40 to park in a lot in Chestnut Hill in order to walk to the train? One of my friends said a parking ticket for staying too long at a meter is only $25!

A sign reads

And 2) that more people weren’t able to take advantage of the wonderful restaurants and shops in Center City – the attention was on the event and not on everything that is going on in Philadelphia. We should now put more effort into demonstrating to these restaurants and shops how happy we are that they are there for us.

After Pope Francis visited D.C. and N.Y.C., he saved the best for last. For one of the largest cities in the U.S., Philadelphians’ friendship and warmth came through and we should all be proud of what we showed to the world.

The Melior Group was founded in 1982 to bring the disciplines of marketing research to service industries. Today, Melior is one of the region’s leading research-based consulting firms, serving organizations in the education, non-profit, healthcare, government, leisure, tourism, and financial services/ insurance sectors.

For more information or to request a proposal, please contact Linda McAleer at [email protected] or Contact Us.

Enrollment Management Check List

Back-to-School Enrollment Management Check List for Independent Schools

September 17, 2015
, , , , , , Education, The Art of Research

School is back in session and as you count the number of students who come through the door, the results of your enrollment efforts are clear. But this is no time to rest on your laurels (or wring your hands) – you need to plant the seeds for next year’s enrollment success now!

Our back-to-school checklist is designed to keep your marketing efforts on track, and pave the way for an even stronger enrollment picture next year. To assess the strength of your marketing efforts, give your school 2 points for every item you’ve accomplished, and 1 point for every item that is “in process.”

Then check your score below.

  • You’ve recruited and trained your parent ambassadors
  • You’ve segmented your student body in a meaningful way, so that you know which students/families you attract and why, as well as where you are falling short and why
  • You’ve reviewed your website to make sure all information is current and that it is optimized for search engines
  • You’ve evaluated your logo to ensure it accurately reflects your school and sends the “right” message about who you are and what you stand for
  • You’ve earmarked money specifically for marketing and promotion purposes (no more begging funds from development and enrollment budgets, please)
  • You’ve prepared your strategic communication plan for the year
  • You’ve formally surveyed all families who considered your school last year (those who enrolled and those who did not), analyzed the results, and developed action plans to address the issues identified
  • You’ve included your school in key directories of schools – local and national, print and online –made sure your information is current, and that reviews are positive
  • You’ve cultivated strong relationships with local media/press personnel, and establishing yourself as the “go to” expert for educational issues
  • You’ve interviewed the families who have chosen not to re-enroll this year, and understand the real reasons behind their decision (not just the easy ones like cost)

Scoring:

17-20, Marketing guru!

10-16, A small additional investment in your marketing efforts will bring big rewards

5-9, You’ve made a good start, but there’s more to do to reap the benefits of marketing

0-4, Unless you have a big endowment, you need to put a marketing program in place

For over 30 years, Melior has specialized in conducting sensitive market research on behalf of independent schools and other educational institutions. For more information, please visit our education page or contact Susan J. Levine at [email protected] /215-545-0054 ext. 107 or Linda McAleer at [email protected] / 215-545-0054 ext 104.

Sometimes THE Standard measures are not the Only Standard

Take Heed, Dear College Marketer

September 3, 2015
, , , , , Higher Education, The Art of Research

This is an update to our previous blog post published two years ago.

In the last few years, one of the biggest trends among communications and marketing professionals has been to predict the pace of rapid growth in college and university marketing.  University Business published an article many years ago highlighting the importance for college marketers to measure the success of their future marketing campaigns. Certainly, college marketers have taken heed of that advice. In recent years, The Melior Group has seen higher education market research become one of the fastest growing segments of our business.

What’s the Challenge?

While many of the core tenants of higher education marketing remain intact, universities are tasked with meeting today’s challenges; demographic trends, budget shortfalls, and student financial aid cutbacks have resulted in enrollment declines. It is predicted that these trends will continue.

So What’s A College to Do?

Successful higher education marketers are learning how to step up their marketing initiatives, recognizing that competition for students is on the rise. We’re encountering many more universities looking to refresh their brand identity and get a better handle on the strengths that will attract students to their institutions.

With universities looking for information to support their strategic marketing initiatives, perhaps it’s time to take another look at common practices to measure success of marketing initiatives.

Sometimes THE Standard Isn’t the Only Standard

Traditionally, top-of-mind awareness has been considered THE standard measure of understanding where various colleges rank in the minds of prospective students and parents.

We have learned that traditional measures don’t sufficiently tell the whole story… and it barely amounts to a chapter. There’s so much more to evaluating perceptions of prospective students… such as also including key stakeholders and influencers on college selection. To successfully influence prospects, key community and business leaders, prospective employers of its graduates, we suggest that other measures be included in any evaluation, such as

  • Likelihood to visit
  • Interest in applying
  • Likelihood to recommend
  • Quality of graduates (ready for the workforce)
  • Web/social media activities (both the positive and negative)
  • Alumni giving/engagement
  • Engagement with the community

Successful universities actively look for creative, outside of the box solutions for designing academic programs to appeal to students, demographic outreach and financial options that will bolster their value to more prospective student families and increase enrollment.

Smart marketers are stepping up their marketing strategies by looking at the information that truly matters and are beginning to understand the mix of factors that are important to the specific prospect populations who value what they offer.

For over 30 years, The Melior Group has been supplying in-depth information and working with university clients to help them to think strategically about their marketing efforts. To learn more about our work with colleges and universities, visit our Education page or please contact Elizabeth Foley at [email protected] / 215-545-0054 x111 or Linda McAleer at [email protected] / 215-545-0054 x104.

The Soccer Field: Ground Zero of School Branding, Pt 2

July 23, 2015
, , , , , , Education, The Melior Group Results

In addition to the community soccer games that I discussed in my previous blog post, I also attend my children’s interscholastic games. We parents segregate ourselves by school, with “home” families on one set of truly uncomfortable bleachers, and “visitors” on another. I end up sitting with my children’s teammates’ parents, and I have learned that this “mono-scholastic” setting has the potential to be a contributor to, and a barometer of, a school’s brand.

Despite the fact that we are all on the same team, from what I have seen, the chatter about our school runs the gamut from positive to negative, from constructive to gossipy. Sometimes the information is firsthand, and often it is second or thirdhand, with parents sharing what they have heard through the grapevine (“the math teacher said WHAT to that child?” “It took HOW LONG for the principal to call you back?” “WHOSE contract wasn’t renewed for next year?”) It’s a witches’ brew of fact and fiction…and the pot surely gets stirred.

The Ripple Effect
Fast forward to the weekend soccer game of my daughter’s community team, when I am now sitting with parents from independent and public schools all over the area. As I described in my previous post, children’s schools are a hot topic of discussion. Parents compare and contrast the area schools, sometimes praising their own children’s schools, but just as often complaining about them. And this is where things get tricky for individual schools.

What I have learned is this: this new world of interscholastic and community sports – where parents feel they must attend the games but have lots of time to gab — has created a ripple effect. What may start out as an internal school matter quickly gets broadcast to the larger community. This is the point at which what’s going on inside the school begins to affect image and impressions among outside constituencies. In short, a school’s “brand” is affected by what its internal constituencies (parents, students, teachers, etc.) are saying about it.

So What’s A School To Do To Manage Its Brand?
Through research, The Melior Group has helped schools to gain a better understanding of what parents are saying on the soccer field and elsewhere, and how those stories are impacting a school’s reputation and brand. We work with our school clients to help them capture and organize the information that’s already rippling through the school community and beyond.

With insight into current and prospective parents’ attitudes and impressions, we help our clients to devise strategies for articulating a brand that is truly reflective of the school’s mission, vision and values.

In sum, the soccer field – both interscholastic and intercommunity – is truly the ground zero of a school’s brand. It is incumbent upon independent school clients to assess their brand, figure out how it got to where it is, and develop strategies to sustain a strong future.

For more information on Melior’s work with independent and religiously affiliated day schools, please contact Elizabeth Cohen at [email protected] / 215-545-0054 ext 103 or Linda McAleer at [email protected] / 215-545-0054 ext 104.

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