Integrated Marketing Planning
Most large colleges or universities are highly decentralized organizations, with a wide range of decentralized marketing activities, from print materials for programs and departments, and mass media advertising for capital campaigns or continuing education, to liaison outreach visits to high schools and college fairs, and of course dozens of websites and microsites that frequently bear little connection to each other. In recent years, social media has emerged as yet another medium in which decentralization and chaos can quickly ensue without an integrated strategic approach.
Academica Group has worked with dozens of colleges and universities to help them get more strategic about their marketing activities:
- Marketing Audits, to increase consistency and reduce redundancy
- Structural Audits, to consider department structure, staffing and resources
- Strategic Integrated Marketing Plans, to coordinate activities
- Strategic Recruitment Marketing Plans, to focus limited resources
- Tactical Marketing Plans, to identify key media and initiatives
Marketing strategy is also closely allied with several other services:
- Institutional Positioning strategy
- Brand Strategy
- Social Media strategy
To discuss Marketing Strategy for your institution, please contact Ken Steele.