differentiate in a crowded market marketing strategies

Three unique & powerful enrollment marketing strategies that will help you differentiate in a crowded marketCAHEA Annual Conference - 2021

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HELLO!

CLAYTON DEAN

SVP, PARTNERSHIP MANAGEMENT

● San Diego, CA

● 13 years in higher education

● Previously Co-founder/COO @ Circa Interactive

○ Partnered with over 50 colleges and universities to launch and grow degree programs

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Competition and Costs Continue to Rise

In the last year...

● 21% increase in ad spend (public/private)*

● 7% increase in Facebook ad spend*

● Global Online Degree and Micro-Credential Market to reach $117B by 2025 (+20B vs pre-COVID)**

*“Higher Education Digital Advertising Trends in the Age of COVID-19,” Kivvit 2020**HolonIQ

TODAY’S GOALS

Share what we’re learning

Walk through strategies & tactics we use

Ensure you leave with something valuable!

WHAT DO STAR WARS, PIXAR, AND EVERY GREAT STORY HAVE IN COMMON?

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Star Wars

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Toy story

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STORYTELLING

The key to engagement & differentiation

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● Increasing marketing costs

● Difficulty gaining traction during launches

● Challenges growing legacy programs

● Sea of sameness in the market

Why we changed our approach to how we position our partners in the market

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HIGHER ED: A SEA OF SAMENESS

THROUGH A MORE ENGAGING AND

PERSONALIZED APPROACH TO MARKETING,

WE’VE HELPED OUR PARTNERS:

1. INCREASE ENGAGEMENT

2. DECREASE COSTS

3. ENROLL STUDENTS THAT ARE MORE

LIKELY TO PERSIST

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KNOW YOUR AUDIENCE ON A DEEPER LEVEL

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UNCOVER KEY INSIGHTS

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USEFUL TOOLS: FACEBOOK AUDIENCE INSIGHTS

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USEFUL TOOLS: SPARKTORO

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USEFUL TOOLS: SPARKTORO

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USEFUL TOOLS: BLS & BURNING GLASS

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Career Trajectory:

Starter Accelerator Upskiller Returner Shifter

Persona 6: Health IT/Data

Age Range20 30 40 6050

Dorinda ConroyMotivation: Dorinda is working as a population health data analyst at a community health center, with a passion for ethical data practices and closing health disparities. She understands that the digital revolution in healthcare has caused issues in tracking, measuring, and reporting key insights for providers who haven’t kept up with these changes. Dorinda hopes to help lead the digital and technological transformation in healthcare in her organization, potentially working toward the title of chief clinical transformation officer.

Work SettingsInpatient rehabilitation facilities, acute care hospitals, long-term care facilities, physicians’ offices, mental health facilities, and outpatient clinics

Skills: Data reporting and storytelling, IT operations and communications, interpersonal and team-building skills, critical thinking and problem-solving, and proficiency in computer programming and languages

Sample InterestsHealth informatics, data governance, data ethics, patient engagement, health technology, and health information management

“I want to understand how IT systems can be leveraged to improve patient engagement and outcomes”

Personality:Introvert Extrovert

Analytical Creative

Loyal Fickle

Passive Active

Education: Bachelor’s in computer science

Job Title: Population health data analyst

Sample Job Titles Healthcare IT, health information manager, data analyst, clinical informatics specialist, and data warehouse developer

DEVELOPING YOUR STORY

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STORY DEVELOPMENT PROCESS

● Series of 1:1 interviews with key stakeholders

○ What makes the school / program unique?

○ How did the program impact their life?

○ What is the school and/or program’s mission?

● Compile notes, distill to common themes

● Reflect on student and alumni stories - AU MED example

● Develop strategic Marketing / Creative Guide

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AMERICAN UNIVERSITY MED

Inspired messaging with a call to action (flexible and interchangeable by program):

➔ Raise your hand if you believe in the power of play (MAT).

➔ Raise your hand if you believe in teaching the whole student (SELD).

➔ Raise your hand if you believe in an equitable education experience (MED).

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TELL YOUR STORY AT EVERY TOUCHPOINT

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USE STORYTELLING TO STRENGTHEN THE FUNNEL

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PERSONAS & STORYTELLING: TOP-OF-FUNNEL

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PERSONAS & STORYTELLING: TOP-OF-FUNNEL

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PERSONAS & STORYTELLING: MID-FUNNEL

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PERSONAS & STORYTELLING: BOTTOM-OF-FUNNEL

Microsite Impact Testimonial

WHAT IS THE MOST OFTEN OVERLOOKED ASSET AT EVERY UNIVERSITY?

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WHY FACULTY ARE CRITICAL TO YOUR MARKETING STRATEGY

● Experts in their fields

● Highly sought after thought leaders

● Important cog in your storytelling wheel

● Can help differentiate your program when your mission and/or curriculum may not

● Can provide valuable insight and feedback during the discovery process to inform persona and story development

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HOW CAN DIGITAL PR HELP YOU DIFFERENTIATE?

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DIGITAL PR: ANOTHER OPPORTUNITY TO TELL YOUR STORY

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DIGITAL PR PROCESS

Step 1: Conduct introductory stakeholder interviews.

Step 2: Begin pitching partners to the media.

Step 3: Facilitate created media opportunities.

Step 4: Review and maintain communication.

Step 5: Perform media tracking (including backlinks)

Step 6: Provide metrics.

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Reopening schools safely requires addressing the stress of educators of color

● Cheryl Holcomb-McCoy, Dean of the School of Education at American University● Our team facilitated and helped write an op-ed that was published in The Hill ● The article discusses the importance of the education system understanding and addressing

the significant stressors for educators of color in 2021

○ Publicity Value: $6,484.11○ Unique Viewers Per Month: 8.1 Million ○ Domain Rating: 91

DIGITAL PR EXAMPLE

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1. Understand your audience on a deeper level

2. Tell an engaging and mission-aligned story

3. Personalize the experience at every touch point

4. Leverage faculty to help tell your story through digital PR and content marketing

Email me for templates you can use!

RECAP

The keys to differentiation:

CLAYTON DEAN

clayton@archeredu.com