Category Archives: Marketing

Good Marketing Problems and How to Have Them

The Pavlis Honors College is redefining what it means to be an honors student at Michigan Tech. Of course, with any big change comes the challenge of communicating the significance and the benefit it brings. Convincing faculty, students, and parents that student success should not be measured by GPA alone has always been an uphill battle.

Increasing enrollment within Pavlis has always been a goal, and we found engaging students before they arrive on campus was key. Working closely with University Marketing and Communications, Pavlis developed materials and digital content to reach out to potential Huskies before most of them had even decided where they would be attending college.

 

Generating messaging that is authentic and honest is at the forefront of every communication.

This included a letter from the dean inviting students to apply for pre-admission to the Honors College, a brochure, a rack card, a landing page on our website, and social media posts. We let actual current students tell the incoming class why they should apply to the Honors College. The brochure designed by UMC shared six, brief student stories from diverse majors and backgrounds. The video showcased on our pre-admission landing page consisted of our students talking informally about what they do and how Pavlis helped them along the way.

The impact? Of the 3,721 students accepted to Michigan Tech that received our mailings, 151 applied to be Pavlis pre-admission students (as of Jan. 2017). This may not seem like a large number, but generally, we average 20-25 applicants a semester. So comparatively, this campaign was incredibly effective!

With this brand and marketing win, we now focus our attention to making sure we have staff to accommodate the influx of students who will begin their Honors seminar courses and pathway in fall 2018.

Not such a bad problem to have.

Amy Karagiannakis
Manager of Marketing and Digital Content, Pavlis Honors College, Michigan Technological University


Customer Service as a Brand Touchpoint

You know it when you get it—and especially when you don’t. Good customer service. Sometimes it can be the littlest thing that delights us. When Sherwin Williams’ staff carries our paint can to the car. When the print shop includes a peppermint candy with an order. A prompt reply to a Facebook direct message. A refund for a faulty product—no questions asked. Sometimes simply doing what we say we are going to do, when we say we are going to do it can be perceived as good customer service.Brand-aligned customer service can make a huge impact. Afterall, one unhappy person may tell 9–15 people about a negative interaction while a happy consumer is likely to tell 4–6 people. Just one positive interaction can make a person brand loyal for a lifetime.
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A Michigan Tech Tale

Forestry students forage in the marshes for edible wild plants. An alumna finds a way to feed her therapy horses after Hurricane Harvey floods their stable. High school boys from inner city Detroit learn to turn lemons into batteries. A biology researcher follows the trail of bilge water microbes through ports around the world, from Singapore to Green Bay. A student puts his EMT training to work and saves his father’s life.

It’s all about the stories—the touching, telling human stories of the struggles and triumphs of students, faculty, staff and alumni—that are the heart of the Michigan Tech brand.  

Everyone is captivated by stories. People in every culture tell stories, and they always have. Tales of terror or courage passed down from generation to generation. Myths that that explain what look like miracles.  Fables that teach morality or illustrate essential truths. Stories touch our hearts, inform our minds, help us make sense of the world around us.

So what does that have to do with branding? Simply this: Stories are the most effective way to give a voice and a face to our values and beliefs. And brand is all about communicating the values and beliefs that define Michigan Tech. So we do it by telling stories—stories about Michigan Tech people, Michigan Tech programs, Michigan Tech life.

Next time someone asks you about Michigan Tech, tell them a story.

–Jennifer Donovan
Director of News and Media Relations