Marketing for CCIS

To analyze the marketing strategy of CCIS, I decided to explore it's marketing mix, or the four Ps of marketing, the Product, Price, Place and Promotion. Defining the marketing mix is an effective way of understanding the product or service thoroughly, since it looks at each way it interacts with consumers.  

Product:

The CCIS building is, in terms of marketing, both a product itself and an intermediary for a service. It is a physical building and a place that allows students to experience the University of Alberta. The CCIS building satisfies the need for a place where students can have classes, where researchers can have labs and facilities to carry out research and where interesting things can be displayed. Additionally, it also satisfy the need for a more sustainable space. The consumers of CCIS are students, instructors, researchers and visitors, who interact with CCIS in several ways, from occasionally strolling by to using the classes and washrooms daily.

Price:

Despite CCIS being a product that is consumed like any other at the U of A, it is unclear who ultimately pays the price and at what cost. The cost maintenance of any building is included in students’ tuition, and likely falls under ‘instructional fees’. There is not much information available on what percentage of that fee goes towards building maintenance, let alone to CCIS itself. CCIS also rent spaces for events, but fees only covers the cost of the booked rooms. The University of Alberta receives donations and government grants, so part of the funding for CCIS comes from outside investments. 

Place:

CCIS, unlike other buildings around it, has a strong focus on sustainability. It is a newer building, with lots of glass windows and big open spaces. Aesthetically, the CCIS building is not too disruptive to the other buildings around it, since it was designed to fit even the the most historical ones, like the Assiniboia Hall and the Athabasca Hall. For instance, terra-cotta bricks on a few of CCIS’ wall match the color of the buildings around it, so it is not completely out of place. Functionally, CCIS is at a good location. It is placed North on the Main Quad and close to other frequently frequented buildings, like the CAB, the engineering building, the Earth Sciences building, and SUB. It has indoors connecting passages to some of these buildings, allowing students to get to their classes faster but also escape the horrible Alberta winter cold. Lastly, CCIS not only fits U of A aesthetically and functionally, but also in their value proposition. CCIS demonstrates U of A concerns with sustainability and serves as proof of a commitment to the cause. It ads to U of A reputation’s (and equity) as well as creating a space for its customers.

Promotion:

Most of the promotion and communication surrounding the sustainability of the CCIS building is done by the Sustainability Office. Since CCIS, as well as the Sustainability Office, are all part of the University of Alberta, there is not a clear line between CCIS, the Sustainability Office, or U of A advertisement. Rather, they are all the same. Any advertisement for CCIS is also an advertisement for the U of A, and if it is concerning sustainability, it is usually done by the Sustainability Office. For instance, the Office of Sustainability holds tabling events at areas with high foot traffic around campus, including CCIS, as well as seminars to show how to use recycling systems in CCIS. They also have PowerPoint slides promoting Green Buildings, with interesting facts about them,  before any event that is held in CCIS.

The UAlberta Faculty of Science is another part of U of A that creates promotion and advertisement for CCIS. Most picture of their instagram (@ualbertascience) are at the building, and it shows how everyday customers interact with the space. I also came across a youtube video about CCIS that was posted to UofA’s youtube account. Finally, CCIS is home to several installations and exhibits some of the incredible science and research that takes place in the Faculty of Science. All these efforts, from campus tour to youtube videos, are part of CCIS strategy for maintaining relationship with customers, as well as U of A’s. It focuses on attracting new customers (students and researchers) to the University and on teaching the current customer how to fully utilize and understand the space.