Solving modern problems facing Higher Education marketers

Multi-ethnic University StudentsWith shrinking budgets, greater scrutiny on federal loan practices, and increased pressure to compete with state-funded schools, private higher education institutions are facing declining enrollments and are more than ever being challenged to prove their “value.”  This “pincer-type” pressure they are feeling is intensified because the values and behavior of new generations of students appear to be different than past generations, and older models of marketing do not appear to be as effective as they once were.

We’ve identified a few of the key challenges marketers in the Higher Education field face today.  Modern challenges created by the effects of new technologies and social interaction.  We’ve supplied solutions to these challenges below based on our Action Science Marketing™ (ASM) methodology. While solutions for each institution involves a customized process and set of deliverables, the following outlines our key solutions for marketers in the field:

 


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“Can you help me reverse our declining enrollments?”

ASM Solution

Rapidly discover how parents and students characterize your school and the story that guides their school selection decision. Develop specific marketing stories in various forms to match current decision narrative. Monitor change in parent/student narrative about your school and its value.

Key Deliverables

  1. Parent-student narrative when choosing college, segmented by audience segment;
  2. Evaluation of current storytelling and how it is received by audience;
  3. Video, blog, presentation, and one on one pitch storylines.
  4. Coherent, grounded brand story that captures unique offering of school by targeted segment.

“Can you help me establish a set of institutional stories that properly connect with applicants most likely to thrive at our institution?”

ASM Solution

Thoroughly surface and document the current student experience at your school and create authentic stories so potential students and parents can see the “fit” for them at the school.

Key Deliverables

  1. Primary stories that accurately represent and communicate the underlying personal growth that takes place in your institution.
  2. Key messaging that links organizational stories with key values audience segment seek as revealed in their own narratives.

 “Can you help me build and sustain endowment support?”

ASM Solution

Discover the story alumni and other stakeholders tell about your school and its value. Develop storytelling campaign and products to bolster development efforts.

Key Deliverables

  1. Discovery and segmentation of different narratives with respect to giving to your institution, with an emphasis of discovering narrative of new generation of graduates and supporters (e.g. millennials).
  2. Sizing of segments that share common sub-narratives and identification of key messages that motivate them.
  3. Identification of key channels that most effectively reach different donor segments.