How Higher Ed Marketers Can Learn From the Corporate World... and Where We’re Already Ahead
1. Take the time to find and refine the project management approach that works for your team. Generally I recommend something that falls somewhere between an Excel spreadsheet and a more structured methodology like Agile. Marketing campaigns have a ton of deliverables, and knowing who is accountable is key. Which leads me to my next point…
2. Corporate-inspired work strategies (in the form of an acronym, no less) can be useful. For example, I learned about the RACI matrix when I worked at a mid-size company that was about to be acquired. Especially during times of uncertainty and change, organizing your team’s work around the RACI (Responsible, Accountable, Consulted, Informed) matrix can be an incredibly helpful tool for making sure your team is aligned and working efficiently toward completing marketing deliverables.
3. Focus your spend on trackable marketing endeavors. In general, I think many colleges and universities continue to rely heavily on traditional print media, with little clarity around whether or not their efforts are producing results. Our marketing team still utilizes print to a small extent, but a vast majority of our marketing budget is spent on digital campaigns that we can track through the funnel from prospect to matriculant. Building a database of permission-based contacts also has a much longer marketing shelf-life than a print ad—we consistently and automatically communicate with hundreds of thousands of leads on a regular basis, which we find to be far more impactful than a single-touch print piece.How We Market to Our Diverse Audience at Berklee College of Music Berklee consists of five enrollment divisions, ranging from summer programs for young high-schoolers, to campus-based undergraduate programs for music, dance and theater, to graduate and online continuing education programs. The audiences we serve are simultaneously niche and diverse, which can make audience targeting challenging. Again, we focus our efforts on developing highly trackable digital marketing campaigns that allow us to understand which messages are the most effective at engaging different subsets of prospective students. All of our digital campaigns utilize UTM parameters for tracking. We use first-touch marketing attribution to associate leads with the campaigns that influenced them to take action, and can follow a lead’s activity all the way down the funnel to application start and submission. Data feeds into Salesforce dashboards that allow us to easily understand how many leads we’ve acquired and from which marketing channels and campaigns those leads came from. In many senses, we run our marketing campaigns much like a corporation would—using enterprise-level marketing, automation, CRM, and reporting software and allocating a majority of our spend toward digital marketing. This has allowed us to be efficient in spending our budget, and effective in ensuring the right campaigns are being targeted at the right audiences.
Author Perspective: Administrator