Students had the opportunity to hear Southern Arkansas University President Dr. David Rankin speak on the components of “Marketing Southern Arkansas University,” on Thursday, Oct. 22. Rankin’s speech was a part of Professional Development Month, a series of seminars and other activities designed to aid students in developing qualities necessary to be successful in the professional world.
Rankin told the students that marketing was not his background but he enjoys it nonetheless.
“It has been eight years since I have been in the classroom teaching. Of course I was never a marketing man, I was a finance man; I do, however, find marketing to be very interesting and entertaining,” Rankin said.
One of Rankin’s primary points to the students to take away from his presentation is that unique factors about organizations make great marketing campaigns. This is something Southern Arkansas University does with its unique mascot, the Mulerider.
“You want to stand out—really pursue things that are different about you or your organization. Our Mulerider makes us unique. It is a part of our history and culture,” Rankin said.
He went on to explain the two types of marketing: direct marketing and brand marketing. Direct marketing, for example, is used by the SAU Office of Admissions and focuses on “closing the deal.” Brand marketing, on the other hand, focuses on making an image. This is what the Office of the President and the Office of Communications focuses on—promoting the University as a whole.
Rankin also elaborated on the significance of trademarks.
“If you have trademarked something, then you have the right to control the use of it. For this purpose, SAU has trademarked the Mulerider and the Lady Mulerider,” said Rankin.
Rankin’s final point stressed the importance of advertising. SAU utilizes radio and print advertising, as well as billboards and television commercials, many developed by staff members of the Department of Communications.
“When it comes to advertising, you must make your money work to go far—do not waste it. In order to do this, you must think about who you are trying to reach, and then decide how to go about informing them, Rankin said. “Most of our print advertising, as well as our television commercials are produced in-house. This allows us to tailor things to our needs, and in effect get more ‘bang for our buck’,” said Rankin.
Rankin concluded his speech by reminding students that since it was created in 1909 by Act 100, the University has made a tremendous difference in the community, and continues to do so. He encouraged students to utilize their skills in marketing as they continue toward their chosen career path and to also never forget to continue to promote SAU in a good light.
“It is our responsibility to promote SAU because we are all Muleriders,” he said.
