Television

The concept of integrated marketing is simple, all of the different parts of your marketing campaign are stronger when integrated than when managed separately.  This is an approach that the t

It seems simple enough.

Berklee College of Music offers an inspiring commercial.

Imagine being a student researching music programs and you have this video available about Berklee and only web sites and books providing information about other programs. Does this give Berklee an edge? How does this commercial help to differentiate their program(s) from other competing programs?

What if Berklee encouraged their passionate students to post their best performances online, providing incredible insight into a student perspective for prospective students? As far as I can tell from the wealth of videos on YouTube, they do.

Kudos to Berkeley for taking the step of using YouTube as a marketing channel for their online programs. Be the first to critique the usefulness of this commercial and help others in education improve their efforts in the process.

Some areas to comment on:

• Who is their target audience? (the categorization of this posting may be wrong?)
• Are they addressing their target market properly?
• Is the message clear?
• Is the length appropriate for this YouTube? For Television?
• Was the quality of the video production sufficient for YouTube? For Television?

The video:

While not directly education related, this presentation provides some insight from one of the best known marketing minds of our time on why television has declined as an effective marketing channel. The presentation description provided by TEDtalks:

"In a world of too many options and too little time, our obvious choice is to ignore the ordinary stuff. Marketing guru Seth Godin spells out why, when it comes getting our attention, bad or bizarre ideas are more successful than boring ones. And early adopters, not the mainstream's bell curve, are the new sweet spot of the market."