Jun 20, 2024
Advance 360 Education Staff
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The following article details Pillar 1 of a comprehensive Four Pillars of Higher Ed Enrollment Marketing Whitepaper designed to illuminate approaches needed to navigate and succeed in today’s dynamic educational landscape.
In today’s highly competitive higher education landscape, an institution’s success relies heavily on its ability to effectively market itself and stand out from the crowd. To achieve this, colleges and universities must establish a solid foundation that encompasses a well-defined brand, comprehensive market intelligence, strategic goals supported by data, and the right technology infrastructure.
YOUR BRAND: define and reFine institutionAL identity and value proposition
Before diving into enrollment marketing strategies, it is crucial for colleges and universities to clearly define their institutional identity and value proposition. Your brand serves as the foundation upon which all marketing efforts are built. It is the unique and compelling story that sets your institution apart from others and resonates with your target audience. To refine your brand, conduct thorough internal and external research to identify what makes your institution special. This includes understanding your core values, strengths, and unique offerings. By aligning your brand with your institution’s mission and values, you create a cohesive and authentic representation that appeals to prospective students. Internal stakeholders must reach consensus so that the entire institution can project the identity and values every day.
A recent Advance 360 Education client campaign, delivering a consistent level of impressions month-to-month, now garners 65% greater ad engagement resulting from a focus on brand messaging and campaign optimizations.
Leverage comprehensive marketinG intelligence to inform strategy
To effectively market your institution, it is essential to have a deep understanding of the competitive landscape and the needs, preferences, and behaviors of your target audience. Comprehensive market intelligence provides valuable insights that inform your marketing strategy and enable you to develop targeted and impactful campaigns.
Market research, including competitor analysis, allows you to identify gaps in the market and uncover opportunities for differentiation. By recognizing what competitors are doing well and where they fall short, you can position your institution strategically to meet the needs of prospective students more effectively. Understanding the market landscape through competitor analysis can be a game-changer for your marketing strategies.
Research by McKinsey & Company emphasizes that organizations that effectively utilize customer analytics are 23 times more likely to outperform their competitors.
Set strategic goals and measurable objectives supportED by data anD analytics
Strategic goals are the roadmap that guides your enrollment marketing efforts. These goals should be SMART: Specific, Measurable, Attainable, Relevant, and Time-bound. By setting clear objectives, you ensure that your team is aligned and working towards a common purpose.
Data and analytics play a pivotal role in setting these goals and measuring progress. By leveraging data, you can gain insights into the effectiveness of your marketing initiatives, identify areas for improvement, and make
data-driven decisions to optimize your strategy.
A report by Salesforce reveals that organizations that set clear, data-driven marketing goals are 376% more likely to report success than those without well-defined objectives. This highlights the transformative impact of data-driven goal setting.
CREATE a budget and resource plan that reflects your strategic goals anD measurable objectives
To bring your enrollment marketing strategy to life, it is crucial to allocate resources efficiently and effectively. A well-defined budget and resource plan ensures that you have the necessary tools, staffing, and funding to execute your strategic goals. When creating a budget, consider the specific needs of your marketing initiatives, such as digital advertising, content creation, brand development and technology.
The American Marketing Association’s research underscores the correlation between strategic budget allocation and marketing effectiveness, revealing that organizations that align their budgets with strategic goals experience a 25% increase in overall marketing performance.
ensure your technology will support the marketing objectives
In the digital age, technology plays a critical role in delivering personalized and targeted marketing messages to prospective students. It is essential to evaluate your technology infrastructure to ensure that it supports your marketing objectives.
A key component of this technological infrastructure is the Customer Relationship Management (CRM) system. The right CRM system allows you to effectively manage and nurture relationships with prospective students throughout their decision journey. Choosing a CRM system that meets the unique needs of your institution ensures seamless communication and personalized experiences for prospective students.
in summary
Colleges and universities can enhance their enrollment marketing efforts and position themselves for success in today’s competitive landscape by establishing a solid foundation through:
- Defining your brand
- Leveraging comprehensive market intelligence
- Setting strategic goals supported by data
- Ensuring you have the right technology infrastructure
WHITEPAPER
This article highlights the first of four pillars that offers actionable insights and strategies, drawing from our extensive industry experience and data-informed approach. This content is part of a comprehensive whitepaper designed to illuminate approaches needed to navigate and succeed in today’s dynamic educational landscape. And don’t miss the included self-evaluation checklist. It’s not just a tool but can be a catalyst for transformative thinking.
Submit the form below to download the complete FOUR PILLARS OF HIGHER ED ENROLLMENT MARKETING whitepaper and learn more.
