Differentiation as Segmentation
I learned early on as a teacher that the most effective way to engage students is through Differentiation, which requires communicators to respond specifically to each individual's need. The presentation at left lays out the application of this approach in a classroom setting.
In my current role as a Graduate Admissions Analyst, I translate my differentiation skills into segmentation skills to positively engage and actively recruit each prospective student. By taking the time to understand individuals' needs within a larger stakeholder group, I can translate stakeholder segmentation into targeted communication strategies that solve problems and produce real results.
Demonstrated Success - Effective Recruiting
Graduate students have many options in selecting a school, so successful recruitment is vital to the short- and long-term life of any university. The experience of the prospective graduate evidenced in the email to the right demonstrates the positive impact of differentiation and segmentation in action.
The student in question came to my office for information about a specific Georgetown graduate program. After carefully listening to her and picking up on subtle cues that hinted at her core interests and concerns, I intuited that a different program would actually be a better fit. I recommended the program and personally connected her with the program Director. The resulting email from her a few weeks later bears the fruits of that effort and shows my commitment to understanding both the brand that I represent and the consumer to which I am communicating.