Behaviour Change Marketing Bootcamp
E63: We go deep into FE&HE marketing with Nathan Monk & Rebecca Roberts
Jan 15, 2024
Nathan Monk, co-founder of Smile and creator of Prospectus Plus, discusses the shift in tech and how understanding human nature can advance campaign strategies. Rebecca Roberts, founder of Thread & Fable, advocates for putting the audience at the center of planning and targeting. The podcast explores behavior science in higher education marketing, the debate on printed vs digital prospectuses, applying behavioral science in marketing, and adapting to the preferences of Gen Z and Gen Alpha.
30:14
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Quick takeaways
- Understanding the concept of fresh starts and incorporating it into marketing strategies can be powerful in creating effective campaigns.
- Segmenting the target audience in higher education marketing is essential for effective communication and engagement.
Deep dives
Importance of Fresh Starts and Timeliness
Fresh starts, such as the new year, are significant triggers for behavior change. Understanding the concept of fresh starts and incorporating it into marketing strategies can be powerful in creating effective campaigns. Timeliness plays a crucial role in leveraging fresh starts as triggers for behavior change, not only during events like birthdays or anniversaries but also within specific services and industries. Incorporating the tea (Timeliness) component of the EAST framework in marketing efforts can lead to impactful results.
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