I first ran into the four Ps in a graduate course on university administration at The University of Akron in the early ’70s. It was there that I was introduced to a foreign concept in higher education at the time. The idea of treating education with words normally reserved for the business environment was revolutionary.
I am instinctively wary of formulas. I know from long experience that the formula for the best tomato soup really isn’t. I know that the formula for sand to cement to water required major adjustment. And I’m still trying to nail that formula for homemade window cleaner. So when I heard about this formula for allocating marketing expenditures I didn’t rush in. I was a late adopter.
Due diligence is important when you’re ready to evaluate creative ideas and the mediums that carry them forth. Obviously, testing with any target audience is an invaluable step to ensure that you’re on target, especially when it’s an audience as potentially diverse as prospective adult students.
Bob asks Eric about what he has learned about himself and the intricacies of higher education in his tenure as a consultant for colleges and universities. They discuss what it’s like working with different types of people across higher education.
Bob and Eric discuss the importance of forming a strong senior leadership team in higher education that can work together around the vision of the institution and what to do when the team is not in sync.
Routinely, my recruiting clients and other ask, “If we can only do one study this year, which once should we do?” Without hesitating, I respond, “A nonmatriculant study.” By definition, a nonmatriculant study is directed at students who applied, were accepted, and then chose not to enroll.
To be successful, strategic plans need to be aligned along six dimensions including vision, institutional and marketplace needs, campus culture and more.
Developing a compelling vision is one thing. Communicating that vision to the campus community and beyond is quite another.
John Kotter (one of my favorite authors) outlines six key elements in the communication of a vision…
Think about your web stats for a minute. Just how often does a prospect visit your site, view a page, and immediately click for more information? If you’re like most colleges and universities, roughly 98% of first time visitors will leave your site without converting (i.e. leaving you without their email or other contact info). Retargeting can help bring those valuable prospects back, giving you another opportunity to bring them into your communications cycle.
The strategic planning process should inspire your team, not wear everybody out. Bob and Eric discuss the best way to approach the strategic planning process.