Visualization

Educational Marketing Strategy using visualization

1. Challenge & Selection

The first design thinking tool I ever used was visualisation and we used visualisation for finding  out the solution for marketing strategy for an educational institution. Because we needed a  proper marketing and branding strategy to improve our student admission and and we do not  have the customer data required for analysis of course selection by the students. The  stakeholders involved here are the college management, students, parents, teachers and the  administrative staff.

2. Application

The application is we used simple stick figures to visualise our stakeholders and to visualise our  concepts the first stage is going to be what is the problem for defining the problem. so the  problem here is identifying a proper branding and marketing strategy to into the student  admission for the current academic year. so be conducted formal and informal interviews  current students and alumni students, potential students of the current academic year, present  and past parents. We conduct the survey among the faculty and administrative staff of the  college.  So now we have a initial data to work with,some the informal interviews and the survey  conducted among the faculty, we listed out the problems face during the admission process of  the last academic year. Reasons were listed for lack of admission and and ideas was talked  about to improve the admission.   The straw man graphic is simple, using simple shapes and icons available in Visio or on the  Internet. If the front-stage/back-stage view For the activity, I will divide the stakeholders into  groups of 5-6 participants each representing a different organization or area of interest. Each  group receives a poster-size copy of the straw man graphic that they can write on directly, or  use sticky notes to make comments. I give them two-three questions to answer, such as: 1)  What key elements are missing from the graphic? 2) What would you   change about the graphic to make it more accurately reflect your problem space? 3) What key  insights   do you have about the relationships between the entities in your problem space? I give them   approximately 20 minutes to discuss the questions and mark up the graphic. Then I have each  group   report out on their answers to those three questions while pointing to the mark-ups on their  poster. As each group reports out, I record commonalities in the insights of each group, and  then additional insights that come from the group discussion on an additional copy of the  graphic. After the session, I   digitize each group’s poster as an artifact, create a view that combines the shared and new  insights from the group discussion, and then create a revised graphic that incorporates their  feedback and proposed   changes that they agreed to as a group.

3. Insight & Approach

What I have learned from the visualisation exercise is that, stakeholder participation is very  important. By dividing participants among the stakeholders and by providing a visualisation tool

to them be able to list out the the problems for the lack of admission during the last academic  year.   Concerns from each stakeholders were noted down and each of the concerns were analysed  and possible ideas were created by discussing among ourselves to create a new admission  approach.

