TMT Solutions - Marketing Class Presentation - “Be SMART” / “Be TECH SMART”

TECHNOLOGY MARKETING TEAM

Tennessee State University launching a new Education 4.0 Initiative Connect, Collaborate and Create Be SMART - Be Tech SMART Enroll at TSU and be a part of the Global Evolution

TENNESSEE STATE UNIVERSITY BE SMART - BE TECH SMART

IMPROVING THE COLLABORATION WITH TECHNOLOGY ALL OF OUR COLLEGES PRODUCE EXCEPTIONAL RESULTS

TENNESSEE STATE UNIVERSITY

“BE SMART”

BY BEING AG SMART - EDUCATION SMART BUSINESS SMART - ENGINEERING SMART HEALTH SCIENCE SMART - LIBERAL ARTS SMART LIFE AND PHYSICAL SCIENCE SMART PUBLIC SERVICE SMART - HONORS COLLEGE SMART LIBRARIES AND MEDIA SMART

“BE TECH SMART”

Introduction of TMT Solutions Be SMART – Be Tech SMART

THE TMT SOLUTIONS TEAM

Arlene

Edward Arnold

Michael Davis

NicholasPhillips

Phyllis Danner

Corrine Vaughn

Anita McGaha

Porsha Perkins

Sandra Bogard

Kenny Sessions

PROBLEM STATEMENT Be SMART – Be Tech SMART

Statement of the Problem Many colleges and universities fail to provide what their targeted populations really want and need.

Among other adverse outcomes, a miscalculation in this trajectory often leads to an enrollment decline.

Tennessee State University has experienced enrollment declines.

Purpose of the Study Be SMART – Be Tech SMART

Purpose of the Study This study will showcase the emerging technology of the Tennessee State University Global SMART Technology Center which promises to attract prospective students, increase enrollment and boost overall student engagement when adopted.

Open Educational Resources Virtual Reality

Artificial Intelligence U.D.L.

Faculty Proficiency Training

Limitations SIGNIFICANCE OF THE STUDY

Time-

Increase Visibility

Short timeframe of a semester did not allow for a pilot study

Tornado-

March 2020 Power outages Campus damage

COVID-19 Pandemic-

Boost Student Engagement

Enhance Enrollment ASSUMPTIONS

MARKETING WILL Students & faculty no longer on campus INCREASE ENROLLMENT Decreased response rate from target population Final presentation had to be converted to totally virtual Positive Impact on both

Graduate and Undergraduate

Critical Component

Limitations

Be SMART – Be Tech SMART

LIMITATIONS Time-Short timeframe of a semester did not allow for a pilot study

Tornado-March 2020 Power outages & campus damage

COVID-19 Pandemic-Students & faculty no longer on campus, decreased response rate from target population, & final presentation now virtual

1

Research Questions Be SMART – Be Tech SMART

TSU Virtual Campus Tour • There were five (5) questions posed to Tennessee State University’s community regarding the TSU’s virtual tour.

• The results yielded 42 responses which indicated that virtual was beneficial and informative.

IDENTIFYING NEEDS OF THE DEANS (Survey Questions)

• Enrollment • Communication • Update Technology and Software

Population / Marketing to GEN - Z Be SMART – Be Tech SMART

• Working professionals • Veterans • Alumni • Current Undergraduate Seniors • New Nashville residents • International Residents

Targeted Population

How do you market to Gen Z’s Marketing to Gen Z • Meet them where they are • Tell Your Story and Tell It Well • Engage in a Meaningful Way

Who are the Gen Z’s?

• Between age of 16 -22 • More ethnically diverse • Population is expected to reach 2.6 billion globally by the end of 2020 • Tech Savvy • Spend an average of 4 hours a day on social media.

• 53% prefer in-person communication

What do Gen Z want?

• Independence – their own space • Prefer to be involve in the virtual marketing environment • Quick information – short attention span

Pop Up Marketing – What does it offer?

• Promotes Branding • Build Brand Image • Attracts Attention • Global Present • Diverse Innovative Experience • Pop Up Marketing • Interactive Environmental Experience •

Pop Up What does it offer?

Marketing What does it offer?

Promotes Branding Branding Build Brand Brand Image Image

• Attracts Attention Attention • Global Present Present • Diverse Experience Experience • Interactive Interactive Environmental Environmental Experience Experience

Methodology

Be SMART – Be Tech SMART

Student Interviews

GEN-Z

GEN-X

Ages 16-22

Ages 40-54

GEN-Y

Boomers

Ages 23-39

Ages 55-75

What do the students want?

Flexible class scheduling Financial Resources Degree of their interest

Laptops, tablets, and cell phones, games, Smart TVs

Coding and app development Virtual reality User friendly

Analysis/Results

Be SMART – Be Tech SMART

TSU’S Competitors BE SMART - BE TECH SMART

TSU’S Competitors •TSU is compared to 42 other institutions •24 are HBCUs •18 are Large State and Private Universities •Data was acquired from Integrated Postsecondary Education Data System (IPEDS).

26012

23232

23676

10230

10512

10956

11776

18766

19116

19586

20721

22542

19064

19467

20221

21276

22998

22950

13292

FA % LL IN C 20 RE 18 AS E/ D EC RE AS E TO TA L

20 17 FA LL

20 16 FA LL

20 15 FA LL

20 14

21% 20% 30% 13%

FA LL

TSU’S Cost Fall 20142018

25132

On-campus in-state(total)

Off-campus in-state(total)

Off-campus with family in-state(total)

Off-campus with family out-of-state(total)

TSU’S Enrollment Fall 2014-2018 10000

TSU ‘S Enrollment Fall 2014-2018

2% 8000

6000

4000

9027

9167

8760

8177

7774

-4%

-7%

-5%

2000

0

Fall 2014

Fall 2015

Fall 2016

Fall 2017

-2000

TSU ENROLLMENT

%Difference

Fall 2018

RETENTION RATES

Full-Time Retention Rate

Part-Time Retention Rate

% Difference

5% 24%

TSU’S RETENTION RATES

34%

63%

38%

30%

62%

64%

0

1

17%

0

2

59%

39%

56%

58%

0

-5%

3

0

4

64%

0

5

Fall 2014 Fall 2015 Fall 2016 Fall 2017 Fall 2018

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Graduate Enrollment & Distance Learning Graduate Programs •Reference p-value of 0.05. T-test (equality of means) p-value 0.006 < reference value 0.05, Reject null hypothesis and accept alternative hypothesis.

•There is a significant difference in means between graduate enrollment and distance learning graduate programs.

•Of the 42 Institutions, an average of 5308 graduate programs have distance learning programs and an average of 503 graduate programs did not have distance learning programs.

Recommendations TSU has online programs through Straighter line for $99 TSU can increase graduate enrollment by restructuring and increasing graduate programs

Theoretical Framework Be SMART â&#x20AC;&#x201C; Be Tech SMART

Be SMART - Be Tech SMART

Relationship Marketing Model The 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.

q Cultivates customer loyalty

q Long-term engagement

q Social networks reinforces the product / service

q Long-term goals

q Customer interaction

Be SMART - Be Tech SMART

Visual Content Model Visual content marketing refers to using images, sound, videos, interactive content and emerging technologies, such as virtual reality, to present content in a visual format to attract your audience.

Attracts the customerâ&#x20AC;&#x2122;s attention

Engages the customer in its content

Entices the customer to return

Next generation technology â&#x20AC;&#x201C; virtual reality tours

Videos

Original artwork

Infographics

Interactive content

Be SMART - Be Tech SMART

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.

The Relationship Marketing Model is composed of: qIT qSocial Activities qFacilities qService Quality

Be SMART - Be Tech SMART

Relationship Marketing - Theoretical Model

theoretical framework

Research Objectives Be SMART â&#x20AC;&#x201C; Be Tech SMART

To attract prospective students to the TSU Global SMART Technology Center To boost the overall student engagement by offering innovative programs that encompass emerging technology Marketing strategy: Marketing strategy:

Utilizing Digital media: Digital Billboard - (income generator) to invest in emerging technologies, new research ideas and scholarships for students

Marketing strategy:

Marketing strategy: Utilizing Corporate Partnerships: Apple Amazon Google, Dollar General MNPS, etcâ&#x20AC;Ś

Utilizing the online platform: pop-ups, chatbot commercials, virtual campus tour, OER, and UDL

Utilizing Social Connectivity: 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(STEM)

To increase enrollment both domestically and internationally BE SMART â&#x20AC;&#x201C; BE TECH SMART! At Tennessee State University we prepare you for the world and keep you connected.

Marketing Strategies/Cutting Edge Research Be SMART â&#x20AC;&#x201C; Be Tech SMART

Research at TSU Predict coastal flooding caused by hurricane storm surges.

Eliminate Cancer Health Disparities

Virtual reality

Emerging Research Food safety

Improve memory for the elderly persons

SMART CLASSROOM

Enhances and interactive learning experience Easy access to online resources Follow go green concept Time saving technology Increase productivity

TEACH A COURSE

5

Open Education Resources Be SMART â&#x20AC;&#x201C; Be Tech SMART

GLOBAL SMART TECHNOLOGY INNOVATION CENTER Open Education Resources (OER) The future of Education is Open and THE FUTURE IS TODAY!

Global SMART Technology Center 1 Graduate School Dual Enrollment Professional Studies

Global SMART Tech Center HBCU-C2

Global Online

2

3

More competencybased education

Blurred Modalities Online / On-ground

2

3

OPEN EDUCATIONAL RESOURCES

& What happens when using OER?

4

TSU GLOBAL SMART TECH CENTER

1

2

Providing Affordability

Transforming Education

Opportunity

Global Connectivity

Diversity

Accessibility Marketability

Universal Design for Learning (UDL) Be SMART â&#x20AC;&#x201C; Be Tech SMART

Universal Design for Learning

A N I TA M C G A H A

UDL Principles Multiple means of Representation

Recognition Networks

The “WHAT” of Learning

Multiple means of representation through accessible embedded multimedia content.

UNIVERSAL DESIGN FOR LEARNING

Multiple Means of Engagement

Affective Networks The “WHY” of Learning Multiple means of engagement through authentic and social learning connections that motivates and encourages persistence.

Multiple Means of Expression and Action

Strategic Networks

The “HOW” of Learning

Multiple means of action and expression through interactive components within OERs, as well as through distribution of OER in broader online networks and communities.

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UDL Principles Multiple means of Representation

Recognition Networks

The “WHAT” of Learning

Multiple means of representation through accessible embedded multimedia content.

UNIVERSAL DESIGN FOR LEARNING

Multiple Means of Engagement

Affective Networks The “WHY” of Learning Multiple means of engagement through authentic and social learning connections that motivates and encourages persistence.

Multiple Means of Expression and Action

Strategic Networks

The “HOW” of Learning

Multiple means of action and expression through interactive components within OERs, as well as through distribution of OER in broader online networks and communities.

52

Accessible Content

53

Community Connectivity Be SMART â&#x20AC;&#x201C; Be Tech SMART

Opportunities for More Visibility and Partnerships Assisting hospitals: •Open residence halls to overflow patients •Use gymnasium as a field hospital •Collect & repair PPE •Develop/design UV light disinfecting robots •3D print face shields & nasopharyngeal swabs Photo by Adrienne Murray

Opportunities for More Visibility and Partnerships

Assisting frontline healthcare workers: â&#x20AC;˘ Open residence halls to first responders & healthcare workers

Photo by Lisa Setrini-Espinosa from FreeImages

Opportunities for More Visibility and Partnerships Assisting general public: â&#x20AC;˘ Large parking areas utilized for mobile testing/collection sites

Photo by Keith Syvinski from FreeImages

When Students Return • Allow six (6) weeks between last patient and students return • Hospital staff thoroughly clean inside residence halls • Use ultraviolet light robot to deep clean Youibot in hospital in Wuhan

Recommendations / Findings Be SMART â&#x20AC;&#x201C; Be Tech SMART

TECHNOLOGY •

PEW Research Center • 77% University Presidents • 84% Graduate - Worth IT • 75% Too Expensive • 60% Positive Effect • 57% Fails to Provide

T

E C H N O L O G Y

TECHNOLOGY RECOMMENDATIONS •

•

Watchfire - Digital Billboard (AWC) • Cost $134,900 • Ad Rate @ $4K per month (10 customers / $40K Income per month) • ROI - 3.3 months • $ Technology Growth & Scholarships Self Promotion • Really Simple Syndication (RSS) Feeds • Positive Message Control • Product Promotion • eSports / Gamification (STEM)

SELF PROMOTION

Be SMART - Be TECH SMART

T E C H N O L O G Y

Be SMART - Be Tech SMART TSU GLOBAL SMART TECHNOLOGY INNOVATION CENTER

Anita McGaha, MBA Arlene Nicholas-Phillips, MPA Corrine Vaughn, MBA Edward Arnold, MA Kenneth Sessions, EMBA, MPA Michael C. Davis, Jr., M. Ed 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

THANK YOU

Questions

Be SMART â&#x20AC;&#x201C; Be Tech SMART