1. RELATIONSHIP MARKETING
PARTNERSHIPS THAT PAY BACK

2. INTRODUCTIONS
Assumptions
 Marketing / Recruitment Professionals
 Adult Program Representative
 Relationship Marketing Strategy
Unknown
 Experience
 Goals
 Limitations

3. WHAT TO EXPECT

4. RELATIONSHIP MARKETING 101
Who speaks, sows; Who listens, reaps.
— Argentine Proverb

5. HIGHER EDUCATION EXPERT
Making the connections between adult higher
education and the community  Andragogy
 Critical Thinking
 Problem Solving
 Negotiation
 Teamwork
 Program Content

6. HOW MANY CONNECTIONS CAN BE MADE?
Experts
Employees/Students Education/Training

7. CONNECTING EXPERTS
Community / Corporate Experts
 Adjunct Faculty
 Curriculum Subject Matter Experts
 Guest Lecturers
 Panel Members
 Mentors
 Industry Trends
University Experts
 Adjunct Faculty
 Research Reporting
 Academic Trends
 Customized Curriculum Development

8. CONNECTING EMPLOYEES & STUDENTS
Community / Corporate
 Credentials to Meet Professional Goals
 Attract High Quality Employees
 Impact Employee Retention
 Succession Planning
University
 Graduates to become Qualified Employment
Candidates
 Educating Leaders for Organizations (Succession
Planning)
 Developing Mid and Entry Level Leaders
 Academic Projects with Application Results (PBL)

9. CONNECTING TRAINING & EDUCATION
Corporate / Community Training
 Think and Respond Critically
 Develop Leadership / Teamwork Skills
 Advance Communication Skills
 Certification, Licensure, Endorsement
Education
 Think and Respond Critically
 Develop Leadership / Teamwork Skills
 Advance Communication Skills
 Certification, Licensure, Endorsement

10. CONSULTANT REFERRAL

11. BUILDING A RELATIONSHIP MARKETING STRATEGY
Where do we start?

12. DEFINE IT
What does success look like?
Can the institution support this
success?
Faculty
New
Students
Student
Services
Financial
Aid
Student
Accounts
Student
Services
Academic
Advising

13. MEASURE IT
What activities will produce the results for success?
 Relationships
 Events
 Appointments
 New Initiatives
 Awareness
 Community Support
 Industry Recognition
Are all activities created equal?
 New Student Interest
 Expert Connections
 Networking
 Industry Research
 Awareness

14. MAP IT
You Are
Here
You Are
Known Here
You Want to
be Here

15. TALK ABOUT IT
This is working
Struggles to overcome
Hit a plateau