differentiate in a crowded market marketing strategies
TRANSCRIPT
Three unique & powerful enrollment marketing strategies that will help you differentiate in a crowded marketCAHEA Annual Conference - 2021
Confidential - Archer 2Strategy |
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
Confidential - Archer 3Strategy |
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?
Confidential - Archer 6Strategy |
Star Wars
Confidential - Archer 7Strategy |
Toy story
Confidential - Archer 8Strategy |
STORYTELLING
The key to engagement & differentiation
Confidential - Archer 9Strategy |
● 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
Confidential - Archer 10Strategy |
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
Confidential - Archer 12Strategy |
KNOW YOUR AUDIENCE ON A DEEPER LEVEL
Confidential - Archer 13Strategy |
UNCOVER KEY INSIGHTS
Confidential - Archer 14Strategy |
USEFUL TOOLS: FACEBOOK AUDIENCE INSIGHTS
Confidential - Archer 15Strategy |
USEFUL TOOLS: SPARKTORO
Confidential - Archer 16Strategy |
USEFUL TOOLS: SPARKTORO
Confidential - Archer 17Strategy |
USEFUL TOOLS: BLS & BURNING GLASS
Confidential - Archer 18Strategy |
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
Confidential - Archer 20Strategy |
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
Confidential - Archer 21Strategy |
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).
Confidential - Archer 22Strategy |
TELL YOUR STORY AT EVERY TOUCHPOINT
Confidential - Archer 23Strategy |
USE STORYTELLING TO STRENGTHEN THE FUNNEL
Confidential - Archer 24Strategy |
PERSONAS & STORYTELLING: TOP-OF-FUNNEL
Confidential - Archer 25Strategy |
PERSONAS & STORYTELLING: TOP-OF-FUNNEL
Confidential - Archer 26Strategy |
PERSONAS & STORYTELLING: MID-FUNNEL
Confidential - Archer 27Strategy |
PERSONAS & STORYTELLING: BOTTOM-OF-FUNNEL
Microsite Impact Testimonial
WHAT IS THE MOST OFTEN OVERLOOKED ASSET AT EVERY UNIVERSITY?
Confidential - Archer 29Strategy |
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
Confidential - Archer 30Strategy |
HOW CAN DIGITAL PR HELP YOU DIFFERENTIATE?
Confidential - Archer 31Strategy |
DIGITAL PR: ANOTHER OPPORTUNITY TO TELL YOUR STORY
Confidential - Archer 32Strategy |
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.
Confidential - Archer 33Strategy |
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
Confidential - Archer 34Strategy |
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