When college websites first came online, they had a dozen or so pages to give visitors an interactive overview of the school. It felt like a mashup of several flyers, including the college’s history, academic programs, campus life, and an application form. Several iterations later, it morphed into a digital version of the viewbook, which was fine and well until departments and schools were allowed to create their own web pages. Suddenly, everyone was a webmaster and a marketing guru.
Your academic program mix is crucial to a student’s decision-making progress. You could get lost in comparing yourself to the big pool of competitors out there—or you could develop a distinctive competitive advantage by strategically positioning yourself with academic programs that you know are in demand.
To craft a business plan for new majors, seek the answers to questions in four broad areas: strategic, marketplace, economic and resource, and promotion.
A recent study by the Content Marketing Institute revealed that only 8 percent of marketers feel their content is “very effective.” At the same time, 65 percent of marketers admitted that they don’t have a written document of content strategy, and about one third of those who do have a documented strategy say they follow it “very closely.” Correlation? You bet.
In the daily mad dash to pump information about your college or university into public view, it’s too easy for content authors to fall into the familiar who-what-where-when-why routine just to tick off the assignment and move onto the next, and the next, and the next.
Practicals are driven by the financial betterment of themselves and their families. Starters have long desired to go to college, but life (work, family, other responsibilities, and finances) have prevented them from attending. Finishers are people who attended, but did not complete college.
“Where’s all this content going to come from?” It’s the most common concern I hear as I speak with admissions and enrollment marketing folks around the country. The answer might surprise you. Often, the most important content is right in your backyard.
One of the major trends we are seeing is a transition from an institution-centric orientation (what a college wants to say…and do) to an audience-centric orientation (what a student needs and expects). While this is an important perspective for students of all ages and types, it is especially true for adult and graduate students.
Henry lives a double life. By day, he’s a high school math teacher. By night (and on weekends), he’s a computer programmer—at least he’d like to be. When he’s not grading math homework or preparing lesson plans, he does everything from building and fixing computers to coding to building apps. The reason he isn’t a programmer is simple: he didn’t know he loved computers until fairly recently.
“Content marketing.” “Inbound marketing.” “Native advertising.” “Branded content.” “Retargeting.” “Social marketing.” For enrollment professionals, it’s a dizzying array of terminologies, definitions, and fine distinctions. If you’ve been reading the “content” blogs and Twitter streams over the past few weeks, you’ve noticed some spirited discussion about the definition of content marketing.