Organizational Communication

Different

promotion for

maketing your

LTO

PromotionSell products Promote them

Personal

Non-

Personal

Personal SellingAdvertising

Sales promotion

Publicity and public relations

Direct selling

Personal Selling

• Personal selling involves a two-way flow of

• communication between a buyer and seller,

• often in a face-to-face encounter, designed to

• influence a person’s or group’s purchase decision.

• With advances in telecommunications,

however, personal selling takes place over the

telephone, through video teleconfer- encing

and interactive computer links between

buyers and sellers.

• Cross-selling, which involves selling additional

products or services. Ex. in an LTO, teachers as

well as designated sales staff

Advertising

DEFINITIONS OF ADVERTISING

1. American Marketing Association has defined

advertising as “any paid form of non-personal

presentation of ideas, goods and services by an

identified sponsor”.

2. According to Webstar, “Advertising is to give public

notice or to announce publicity”.

3. According to Gardner, “Advertising is the means of

mass selling that has grown up parallel with and

has been made necessary to mass production”.

Sales Promotion

Discounts

Special Offers

Marketing Strategy

Hospitality industries

Reducing profitability

Publicity, PR, trade and

educational shows

• The roles of the head of an LTO, which include:

• Governing body

• Educational authorities

• Accreditation Agency

• Government (the executive officer role)

• Articulating the mission of the school(diplomat)

• Public (community) and external bodies (publicist)

Channels to promote public

relations:

• Media relations: angles directed at the media.-

press kits and audio or video news

• Media tours: an TLO.- Key locations: on Tv, Internet

reporters and bloggers. Educational-Blogging

Sponsorships

Building goodwill and LTO recognition by associating

with an event or group.

Employee Communications

• Internet

• Email

• On line

• Letters

Community relations and

philantrophy

• Building relations with the community/ organizations /

institutions.

From 1999 to 2003, New Zealand’s previously small internationaleducation sector, in terms of enrolments of foreign free-payingstudents, experienced rapid growth. Enrolment numbers rose by318% over the five-year period to nearly 119,000, with an estimatedeconomic value of NZ$2.2 billion to the New Zealand economy.English language schools (ELS) accounted for around half ofthis growth, speaking at nearly NZ$2.5 million in 2002 and 2003,but declining to NZ$0.9 million in 2006. The ‘boom and bust’character of the ELS sector meant that from time to time there weresome high profile failures, and in 2004, a non-accredited ELS wentout of bussiness, with a consequent loss of fees and income forstudents and staff.

A representative of ELS teachers appeared on the national TV newsto comment on this closure, which had been widely reported on thenational press. Dressed in a T-shirt, he looked as if he had strayedfrom the beach into the TV studio. To some viewers, his sartorialstyle tended to confirm the opinion that, whatever its aspirations toprofessional standing, the ELS sector was not to be regarded tooseriously and such closures were only to be expected.

Case Study: ELS

To inform; e.g. tell customers about a new product or service

To persuade: e.g. encourage customers to switch to your LTO

To remind; e.g. remind buyers where to find your services.

To enter; e.g. a new market or attract a new group of customers.

To be effective, advertising must be:

Meaningful.- Customers should find the message relevant.

Distinctive .- it must capture the customer’s attention

Believable.- this is a difficult task, but one which is helped if claims arenot exaggerated and tangible evidence, such as credible testimonials.

OBJECTIVES OF ADVERTISING

Promotion 1

• 1. Mail your promotions to the members of the

largest organization for teachers and scholars in

higher education.

• Whether your direct mail promotion advertises a summer

seminar on composition studies, a new work on literary

criticism, or the latest software, MLA mailing lists can be

targeted to your audience.

• 33,000 English and foreign language teachers and

scholars

• over 6,700 administrators in higher education

Promotion 2

Visual

Blog

1. Briefly describe your group, your wiki, and what you use it

to do

2. Besides the Edit button, which wiki feature is your favorite?

3. 3. What is one way you’re using wikis and other web 2.0

tools in your projects?

4. 4. Tell us about a particular moment that made you say,

“Aha! THIS is why I use wikis!”

5. 5. If you could ask it, what do you think your wiki would say

about you?

Promotion 3

Channels to promote

• Newsletters: Past and potential customers

• Special events: For ex. Anniversaries

• Speaking engagements: Conventions, trade

association meetings, and others.