It’s Time for Higher Education Marketing to Grow Up

Joselyn Zivin, VP Marketing and Communications

November 2012

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My Points today

• What’s “troubling” for higher education is good for higher education marketers

• Industry and market expertise is our best capital

• We need to tackle major issues in how we work

• We’re ready to make the new case for professional value

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BEFORE: THE (NONPROFIT) HIGHER ED “MARKETER’S” WORK

Internal Cultivation

Internal Cultivation

Telling the Story

Telling the Story

Enrollment PromotionsEnrollment Promotions

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WHAT’S CHANGED? THE MARKET!

• Growing public skepticism about higher ed value proposition – cost, relevance, ROI

• Government scrutiny proofs of claim

• New demographics

• Alternative modalities for learning and credentialing

INSTITUTIONAL

INSULARITY

= The Marketer’s Work

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TODAY: THE (NONPROFIT) HIGHER ED MARKETER’S WORK

Internal Collaboration

Internal Collaboration

Making the Case

Making the Case

Prospect CultivationProspect

Cultivation

Market StrategyMarket Strategy

IT’S NOT ABOUT US

PROVE IT

IT’S NOT ABOUT US: PART II

THE “P” WORD

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Exercise

• You can reallocate 25% of your your department’s/client’s resources (time, money, or both)

“We will do less ___________”

“We will do more ___________”

“The main obstacle to doing more of it is __________”

“We will address that obstacle by ________”

• Share ideas at your table – identify common themes

• Report out