Student Section Marketing Mark Lazzaro About Me University

Student Section Marketing Mark Lazzaro

About Me • University of California, Merced • 5 1/2 th year ME student • Previous President, VP, and Treasurer UC Merced’s ASME student section

Learning Objectives 1. Basics of Marketing 2. Guided Discovery / Group forum

Workshop Schedule • 2: 30 -2: 50 Basics of Marketing, Presentation (20 min) • 2: 50 -3: 10 Group Breakout Session (20 min) • 3: 00 -3: 15 Group Work Report-out (15 min) • 3: 15 -3: 30 Question and Answer/Group forum (15 min)

Three Marketing Questions to Ask • Who is your target market? • What are your customer’s needs or desires? • Who is your competition?

Who is your target market? • Three Simplified Target Markets – Lower Classman – Transfer Student – Upper Classman • Other – Non-ME Students – Graduate Students

Difference of Campus Communities • The way you approach your market strategy may vary based on the demographic of your Campus Community. • All in all, a lot of the items and strategy are the same, with some unique differences.

Customer Profile • Lower Classmen (UC Merced Specific) – Where do these students live? • Freshman mostly live on Campus • Most move off campus after freshman year – Younger in age usually 18 years old – 50% First Generation Status – Geographic origin • 1/3 LA 1/3 Central Valley, 1/3 Bay Area

Customer Profile • Transfer Students – High variation in age range – Approx. 1/3 come from Local JC • So, 2/3 lack local knowledge • So, 2/3 may lack Internal network

Customer Profile • Senior Students – High variation in technical skills, experience and interests – Off Campus – More adult responsibilities

What are your customer’s needs? • Lower classman – They lack practical engineering experience. • Ex. Freshman, usually do not have experience with CAD software • Ex. Might not have a strong understand of what their field of study is about. – Have a strong desire to be apart of active engineering projects.

What are your customer’s needs? • Senior Engineering Student – Resume Building – Employment/Graduate Studies focused – Expand professional network, externally • Events that may attract this type of customer – Industry tours, or speakers – Conference attendance – Job Seeking skills, resume writing workshops, Interviewing sessions

What are your customer’s needs? • Transfer Students – Expand network, internally – Limited local knowledge – Similarly to Senior they may be more career focus

Market Competition • What other societies exist on campus? • How does your ASME Student Section fit into your campus’s eco system. • Resume workshop Ex. • Collaborative event efforts

Group Activity • Stand up and join a table that you have not sat at before. • Introduce yourself • Elect a representative to Report out • 20 minutes to devise a marketing strategy for your group’s scenario • Create a 1 -2 min. elevator pitch for your marketing strategy

Group Activity: Scenarios • • Group 1: General Meeting Group 2: Workshop Group 3: Social Event Group 4: Industry Speaker Group 5: Engineering Project Group 6: Tutoring Session Group 7: K-12 volunteer Out reach

Marketing Strategy Elevator Pitch • Briefly describe the event • Identify your target market • Describe how you plan to engage your target market • What is you Marketing Plan or Strategy?

Question/Answer • Do you have a experience that you would like to share?