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Positioning Programs
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Positioning Programs

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A look at ways a degree can help achieve the 'new career' or 'better job' goal.

A look at ways a degree can help achieve the 'new career' or 'better job' goal.

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Positioning Programs Positioning Programs Presentation Transcript

  • Positioning Programs Based on how prospects use them
  • Prospects choose a program based on how they perceive it will help them. Engage. Consider. Convert.
  • Separate “What” from “Where” Specific Curriculum General General Specific Institution Engage. Consider. Convert.
  • Specific Objectives Emerge Specific Keys to Short List the Kingdom Curriculum General Stepping Open Stone Doors General Specific Institution Engage. Consider. Convert.
  • Stepping Stone • Use: Platform to gain entry • Mindset: It really doesn’t matter where I go or what I study • Quote: “I have a degree” • Emphasize: Convenience, flexibility, cost and social Engage. Consider. Convert.
  • Badge • Use: Short list based on credentials • Mindset: What I learn is more important than where I learn it • Quote: “I have a journalism degree” • Emphasize: Skills and tools Engage. Consider. Convert.
  • Open Doors • Use: Network and connections • Mindset: Where I go is more important than what I study • Quote: “I went to Stanford” • Emphasize: Connections Engage. Consider. Convert.
  • Keys to the Kingdom • Use: Professional prestige • Mindset: What I learn must come from the place to learn it. • Quote: “I am a CIA-trained chef” • Emphasize: Targeted recruitment Engage. Consider. Convert.
  • Develop a Marketing Strategy Specific Where are our programs? Curriculum What assets reinforce position? How do we connect with like- General minded prospects? General Specific Institution Engage. Consider. Convert.
  • www.flyiron.com Anthony Power anthony@flyiron.com Parker Oliver parker@flyiron.com Engage. Consider. Convert.