Comparing and Contrasting On-site and On-line Operations of Lawrenceville School (LVS) from a Marketing Perspective
Introduction
Today, the role of digital media is becoming unprecedented for organisations that aim to serve the mass audience. Research shows that nature and industrial association of organisations significantly promote the range of products and services differently for both online and on-site audiences, followed by a distinction in communication strategies (Kahraman et al., 2019). The segmentation and product or service propositions of the Lawrenceville School (LVS) are investigated for on-site and online consumers. The analysis uncovers the recommended communication tactics that the organisation could use for the two target segments from strategic perspectives.
Discussion
Target Market and Segmentation Strategies
Online
Organisations tend to use behavioural and psychographic segmentation strategies for online consumers. Since the physical existence is a major limitation in digital platforms, organisations employ the psychographic and behavioural segmentation while communicating with the customers digitally (Dixit, Lee & Loo, 2019). This strategy influences customers’ mind-set with regards to purchasing a commodity or service. In the case of LVS, the official website targets the psychographic and behavioural aspects of viewers. Don't use plagiarised sources.Get your custom essay just from $11/page
On-Site/F2F
The on-site physical customers hold the accessibility to visit the marketplace for product or service offerings. In this scenario, organisations are required to categorize audience geographically and demographically to filter potential customers from visitors and generate business returns accordingly (Ulak et al., 2019). In the case of LSV, the organisation segments the audience geographically and demographically. Since LSV is the leading school in the US, the organisation entertains and capitalises reachable customers and demonstrate affordability towards offered products and services. This activity allows the organisation to segregate the on-site and online consumers.
Product/Services Offered
Online
While examining the LSV official webpage, the entity offers basic services to customers who visit the online platform. The online service portfolio includes different academic departments that offer a range of fields and subjects to viewers. Research proves that the online platform progresses by offering admissions and financial aid to the customers visiting online (LVS, n.d). Thus, the digital platforms for schools or academic institutions are unable to extend the offerings due to a necessary requirement for physical interactions. However, the online channel of LVS offers basic products and services to viewers, thus transforming them into potential customers subsequently.
On-Site/F2F
On the contrary, the on-site propositions are extensive as compared to the online platform due to their varied responses. The on-site propositions allow LVS to offer products and services, such as canteens, library, computer labs, play area, laboratories and other relevant offerings that could enhance the quality of learning among students. Arguably, visitors who gain access to LVS campus are persuaded to acquire the products or services offered by the organisation as compared to online viewers (LVS, n.d). Online viewers are devised to obtain a holistic overview regarding the products and services LVS is offering, and it must be physically accessible for the on-site consumers.
Additional Product/Services
From the online perspective, LVS could extend the product and service offerings by introducing digital libraries and learning centres. Furthermore, the school can introduce an option of online classes that will allow students to revisit the lectures and classroom learning conveniently. On the contrary, the learning institution can optimise the proposition portfolio for on-site consumers simultaneously. Moreover, LVS can offer extra-curricular learning for students, such as driving lessons, self-defence pieces of training and on-campus fitness centre. The proposition will optimise the product and service portfolio further and increase value for the on-site customers subsequently. Thus, the propositions for on-site and online consumers can vary for LVS that require strategic balance.
Promotional Tactics
Online
The online viewers are modern and proactive in making signs of progress in the purchase lifecycle. The audiences are receiving optimised exposures through social media channels, such as official webpages, Facebook, Twitter, YouTube and Instagram. The specified channels are effective to reach digital audiences widely and receive real-time feedback (AlAwadhi & Al-Daihani, 2019). Hence, LVS can make use of social media channels, such as Facebook to post textual content, Instagram for posting photogenic content, and YouTube for posting video-based content, which would optimise the overall promotional exchange between the organisation and potential target customers intended.
On-Site
The on-site customers are traditional bricks and mortar audiences who require classic modes of communication. The traditional channel of promotions includes television advertisements, billboards and relevant print media options for enhancing the wide-scale interaction with the audiences (Singh, Goyal & Gill, 2019). In this context, LVS could opt billboards and flyers to reach out to the on-site audiences. These marketing tools would create a subliminal influence on the purchase decision of the audiences. Moreover, the traditional promotional tactic for this segment would persuade audiences to pay a physical visit and sense the need for product/service consumption in the latter stages.
Recommended Communication Tactics
Online
According to the Bible, “Therefore, having put away falsehood, let each one of you speak the truth with his neighbor, for we are members one of another” (Ephessians 4: 25, English Standard Version). Therefore, brands should communicate openly and clearly without deceiving the audience. For online consumers, LVS could opt for probable communication options, such as encouraging faculty and alumni to participate in digital seminars, such as Ted Talk. The participants could use the platform to reach out to audiences with the differences created by LVS in their career selection and progression. The use of digital public relation (DPR) platforms would allow LVS to create an additional influence on the online viewers in making a favourable purchase decision. The consumers could view the reach and possible contributions that LVS could make in their career selections that would optimise the purchase decision.
On-Site
Subsequently, LVS can utilise the television advertisement channel to communicate the product and service propositions followed by the core mission and vision devised throughout the 2-century span. The school can use television advertisement as a platform to reach classic audiences widely and create a promotional impact on the purchase decision. Through television advertisement, LVS will establish a psychographic influence on the physical or on-site audiences by communicating the brand image and product and service intention. A television advertisement is a recommended communication option for LVS in the latter stages of product and service lifecycle evidently.
Conclusion
The emerging role of digital media is becoming unprecedented for academic institutes that aim to serve the mass audience on the diversified platforms. Regardless of nature and industrial association, schools are determined to promote a range of products and services differently for both online and on-site audiences, followed by a distinction in communication strategies. The examination of LVS and its evident promotions for physical and digital customer bases reflect that a strategic distinction exists, which impacts the school’s worth in the marketplace. Hence, a separate recommendation is provided to optimise the communication process with customers significantly.