1. Positioning Programs
Based on how prospects use them

2. Prospects choose a program based on
how they perceive it will help them.
Engage. Consider. Convert.

3. Separate “What” from “Where”
Specific
Curriculum
General
General Specific
Institution
Engage. Consider. Convert.

4. Specific Objectives Emerge
Specific
Keys to
Short List
the Kingdom
Curriculum
General
Stepping Open
Stone Doors
General Specific
Institution
Engage. Consider. Convert.

5. 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.

6. 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.

7. 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.

8. 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.

9. 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.

10. www.flyiron.com
Anthony Power
anthony@flyiron.com
Parker Oliver
parker@flyiron.com
Engage. Consider. Convert.