A Great Higher Education Marketing Plan

A Great Higher Education Marketing Plan

In preparing for this drop and springtime, I was thinking that it would excellent to take a look an excellent promotion strategy and some goals around that.

First off, you want to take a look at your Keystone brands, and what are the key advantages you are trying to express. For example, let say your message is “Achieve your dreams”, what benefits are you trying to convey to prospective students? Some benefits would include affordability, accessibility, small class sizes, student-teacher interaction, making connections and enrichment for life. The overriding objective of the product concept would be to enhance the higher education product name develop long and short lasting support for long-termer education.

After getting the first evaluate, you want to take a look at your geographical viewers you are trying to achieve. Are you growing out beyond 50 distance range? Are you nationwide? It is important here to improve your strong points and enhance any geographical poor points you may have. In your poor geographical areas, consider marketing in some of the best locations in the area (largest FM channels, advertisements, and some internet presence).

Next, let’s take a look at brand awareness on your own campus. The most important thing here is to get everyone on board (not just marketing or pr folks) to consistently portray and bolster the key benefits of attending school there. You never know when a prospective student and their parents will be walking around, asking questions. It is a must for them to get a positive, tremendous first impression. It is no different here than when you walk into a corporate office and you are greeted by a positive secretary, versus one who would rather not be there. Make sure that everyone is a “positive secretary”.

At this point, let’s examine your typical audience. First though, are you trying to draw just domestic students, or grad and international as well? That will be in working with other departments on campus to determine that. Your typical audiences would include high school students, their parents, counselors and teachers. If it goes beyond that, it could also include international agents, high school parents in other countries, and even the unemployed, underemployed, and currently employed folks seeking to bolster their skills.

Now, do you have a good idea of your competition? Do you know their messages? How many applications do you cross with them? What are your advantages? Are you more economically friendly? All of these things need to be examined. These are typically your peer institutions. I say build relationships with them, ask them what they are doing and what vendors they have had success with. It is a give and take relationship; offer some snippets of what you are doing, while asking them what they are.

The absolute most crucial thing to the higher education marketing plan is your website or what I call the “front door” to your university. High school and non-traditional students are as media savvy as ever and the website is a key. It is important to make sure your website is easy to use, offers updated content (no past events) and a distinct call to action. This call to action is request information, download application, or talk with admissions rep online. At this point, it would also be important to track as much demographic information as you can and of course views, visits, clicks, time on site, etc.

 

Categories: Education

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