"It's Time for Higher Ed Marketing to Grow Up"

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"It's Time for Higher Ed Marketing to Grow Up"

Joselyn Zivin, PhD

Vice President of Marketing and Communications

National Louis University


Marketing Higher Education SIG

November 29, 2009

National Louis University

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"It's Time for Higher Ed Marketing to Grow Up"

  1. 1. It’s Time forHigher Education Marketingto Grow UpJoselyn Zivin, VP Marketing and CommunicationsNovember 2012
  2. 2. 2My Points today• What’s “troubling” for higher education is good for higher education marketers• Industry and market expertise is our best capital• We need to tackle major issues in how we work• We’re ready to make the new case for professional value
  3. 3. 3BEFORE: THE (NONPROFIT) HIGHER ED “MARKETER’S” WORK Internal Internal Cultivation Cultivation Telling the Telling the Enrollment Enrollment Story Story Promotions Promotions
  4. 4. 4WHAT’S CHANGED? THE MARKET! • Growing public skepticism about higher ed value proposition – cost, relevance, ROI • Government scrutiny proofs of claim • New demographics • Alternative modalities for learning and credentialing INSTITUTION = The Marketer’s Work AL INSULARITY
  5. 5. 5TODAY: THE (NONPROFIT) HIGHER ED MARKETER’S WORK Market Strategy Market Strategy Making the Making the Prospect Prospect Case Case Cultivation Cultivation Internal Internal Collaboration Collaboration
  6. 6. IT’S NOT ABOUT US
  7. 7. PROVE IT
  8. 8. IT’S NOT ABOUT US: PART II
  9. 9. THE “P” WORD
  10. 10. 11Exercise• You can reallocate 25% of your your department’s/client’s resources (time, money, or both) “We will do less ___________” “We will do more ___________” “The main obstacle to doing more of it is __________” “We will address that obstacle by ________”• Share ideas at your table – identify common themes• Report out

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