When I was a new Director of Marketing at a small, private institution, I sat in a meeting with my VP. As I was going over all of my ideas about how I was going to generate leads that would impact our next enrollment cohort, he stopped me.
“These are all great ideas,” he said, “but where’s your PLAN?”
I was embarrassed.
I had a rough plan in my head, and I was confident that it would work. But I struggled when it came to putting everything down in one comprehensive document. I knew my boss was looking for how many leads and applications I would generate, when I would generate them, and what initiatives they would come from. I just didn’t know how to start.
Immediately after the meeting, I flipped open my laptop and turned to Google. There weren’t any marketing plans available online that were specific to higher education. So I made my own. In the years since then, I’ve tweaked and improved that plan while using it to write plans for hundreds of degrees for institutions across the country.
I am excited to now offer a version of that plan to help higher ed marketing and enrollment professionals translate their own ad hoc tactics into one cohesive strategy.
The Ultimate Higher Ed Marketing Plan is a free, 16-page, fillable pdf that asks you a series of questions that will help:
- Determine what makes your brand or program truly unique
- Refine exactly who your target audience is
- Identify your competition, what strategies they use, and how to position your offering
- Figure out how many leads and applications you will need to hit your enrollment goals
- Pair your marketing goals with a monthly execution strategy
- And more!
If you get stuck or have a question, I am happy to help! Just post your feedback in the comment section below.