Harvard Case - The Power of Persuasion: An Exercise in Creating Persuasive Advertising
"The Power of Persuasion: An Exercise in Creating Persuasive Advertising" Harvard business case study is written by Michael Parent, Leyland Pitt, Stacey Morrison. It deals with the challenges in the field of Marketing. The case study is 1 page(s) long and it was first published on : Jan 8, 2009
At Fern Fort University, we recommend a multi-pronged approach for Fern Fort University to effectively leverage the power of persuasion in its advertising campaigns. This strategy will focus on crafting compelling narratives, utilizing a blend of traditional and digital marketing channels, and implementing a data-driven approach to measure and optimize campaign performance.
2. Background
The case study revolves around Fern Fort University, a small, private university facing declining enrollment and struggling to attract new students. The university's current marketing strategy relies heavily on traditional print advertising, which has proven ineffective in reaching the desired target audience. The case study highlights the need for a more persuasive and engaging approach to marketing, particularly in the digital age.
The main protagonists are the university's President, who is concerned about declining enrollment, and the marketing team, tasked with developing a new marketing strategy to attract more students.
3. Analysis of the Case Study
To analyze the case study, we can utilize the Marketing Mix (4Ps) framework, focusing on the following key elements:
- Product: Fern Fort University's 'product' is its educational offerings, including undergraduate and graduate programs, extracurricular activities, and campus life. The university needs to clearly define its unique value proposition and differentiate itself from competitors.
- Price: The university's pricing strategy needs to be competitive and attractive to potential students. This includes considering tuition fees, scholarships, and financial aid options.
- Place: The university needs to leverage multiple channels to reach its target audience. This includes traditional media, digital marketing, social media, and even word-of-mouth marketing.
- Promotion: This is where the university's persuasive advertising strategy comes into play. The goal is to create engaging and compelling messages that resonate with the target audience, highlighting the university's unique strengths and benefits.
Additionally, we can apply the Segmentation, Targeting, and Positioning (STP) framework to understand the university's target market and tailor its marketing efforts accordingly.
- Segmentation: Identify distinct groups of potential students based on demographics, interests, and motivations.
- Targeting: Focus marketing efforts on specific segments most likely to be interested in Fern Fort University.
- Positioning: Clearly articulate the university's unique value proposition and position itself favorably in the minds of the target audience.
4. Recommendations
To effectively leverage the power of persuasion in its advertising campaigns, Fern Fort University should implement the following recommendations:
1. Develop a Compelling Brand Narrative:
- Define a clear brand identity: Develop a strong brand story that highlights the university's unique values, mission, and vision. This story should resonate with the target audience and differentiate Fern Fort University from competitors.
- Focus on student success stories: Showcase the achievements and successes of current and former students. This provides tangible evidence of the university's impact and its ability to prepare students for future success.
- Emphasize the value proposition: Clearly communicate the unique benefits of attending Fern Fort University, such as personalized attention, small class sizes, and a strong alumni network.
2. Utilize a Multi-Channel Marketing Approach:
- Embrace digital marketing: Leverage social media platforms, search engine optimization (SEO), and targeted online advertising to reach a wider audience.
- Leverage content marketing: Create valuable and engaging content, such as blog posts, videos, and infographics, to attract and educate potential students.
- Explore innovative marketing channels: Consider utilizing emerging technologies like virtual reality (VR) tours or interactive online experiences to engage potential students.
3. Implement a Data-Driven Approach:
- Track campaign performance: Use analytics tools to monitor key metrics, such as website traffic, social media engagement, and lead generation.
- Optimize campaigns based on data: Continuously analyze data to identify successful strategies and adjust campaigns accordingly.
- Personalize communications: Utilize data to tailor marketing messages and content to specific segments of the target audience.
4. Foster a Culture of Innovation:
- Encourage creativity: Foster a culture that values innovation and experimentation in marketing.
- Embrace new technologies: Stay abreast of emerging technologies and explore how they can be leveraged to enhance marketing efforts.
- Invest in professional development: Provide marketing team members with opportunities to learn and develop new skills.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core competencies and consistency with mission: The recommendations align with the university's mission to provide high-quality education and prepare students for success.
- External customers and internal clients: The recommendations are designed to attract new students and build relationships with them.
- Competitors: The recommendations consider the competitive landscape and aim to differentiate Fern Fort University from its competitors.
- Attractiveness: The recommendations are expected to increase enrollment, generate revenue, and improve the university's overall brand image.
6. Conclusion
By implementing these recommendations, Fern Fort University can effectively leverage the power of persuasion in its advertising campaigns and achieve its enrollment goals. The university must embrace a data-driven approach, focus on its unique value proposition, and utilize a multi-channel marketing strategy to reach its target audience.
7. Discussion
Other alternatives not selected include:
- Focusing solely on traditional advertising: This would be ineffective in reaching the desired target audience and would not leverage the power of digital marketing.
- Adopting a generic marketing approach: This would not differentiate Fern Fort University from its competitors and would not resonate with the target audience.
Key assumptions of the recommendations include:
- The university is willing to invest in new marketing technologies and strategies.
- The marketing team has the necessary skills and expertise to implement the recommendations.
- The target audience is receptive to digital marketing and engaging content.
8. Next Steps
To implement the recommendations, the university should:
- Develop a detailed marketing plan: Outline specific objectives, strategies, and tactics for each marketing channel.
- Allocate resources: Secure the necessary budget and staffing to support the marketing plan.
- Monitor and evaluate progress: Continuously track key metrics and adjust the marketing plan as needed.
By taking these steps, Fern Fort University can effectively leverage the power of persuasion in its advertising campaigns and achieve its enrollment goals.
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Case Description
Do subliminal cues have an effect on behavior? This question is at the heart of many debates in advertising. In this exercise, students can determine, through their own experience, the impact of subconscious cues on their decisions. In this simulation, the instructor places a number of specific cues throughout the building. Students, in turn, are tasked with creating an advertising poster for a chain of children's play centers. Inevitably, their posters incorporate some, and sometimes all, of the cues. The exercise can lead to a deep and constructive discussion on the effect of subconscious cues on consumers.
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