Marketing Strategy for Graduate Enrollment Managers [Cohort]
This is a 6-month course to help enrollment managers develop a customized strategic marketing plan for student recruitment and enrollment, focused on maximizing their current budgets. Participants will develop a complete Strategic Marketing Game Plan which can be implemented in the next recruitment cycle. The plan will be realistic and relevant to each participant’s specific programs, budget, capabilities, and goals.
At the end of the course, participants will have gained knowledge about the most current strategies and tactics in higher education marketing, and most importantly, how to ensure the right marketing decisions are being made for a particular school/program.
Cohort Format/Structure:
6-month cohort-style program
Maximum of 10 people per section
Meets 1x/month for 1.5 hours (last session is 2 hours)
60-70 minutes of instruction on specific topic, followed by 20-30 minutes of an open forum discussion on any topic
Live Video Meeting (Zoom)
All sessions will be recorded
1-2 simple homework assignments between sessions
Dozens of worksheets, templates, planning tools, diagrams, slide decks, and examples to help participants customize their own Strategic Marketing Game Plan
Course Sessions:
Session #1: Cohort Kickoff + Goal Setting, Baselines, and Building a Strategic Marketing Game Plan Session #2: The Enrollment Funnel and The Applicant Journey Session #3: Selecting the Right Channels and Tactics Session #4: Digital Advertising and SEM Session #5: Reporting, Analysis, and Optimization Session #6: Completion + Group Review of Your 12-Month Strategic Marketing Game Plan
Course Outcomes:
At the end of the 6-month program all participants will be able to understand and accomplish the following:
Identify different marketing tactics and strategies and how they specifically will impact leads, inquiries, applicants, and enrollment goals
Establish baseline metrics and calculate how to reach enrollment goals based on current conversion rates
Determine if, when, and how much of each marketing channel/tactic to include throughout the year
Build out program-specific personas, keywords, and audience profiling questions to use throughout each marketing initiative
Break down larger marketing initiatives into organized marketing campaigns with associated tactics and strategies
Develop a comprehensive Strategic Marketing Game Plan for an entire academic cycle that fits within a specific budget
Who Should Attend:
Graduate enrollment managers with at least 2 years of experience in GEM
Marketing communications specialists responsible for supporting enrollment
VP’s of Enrollment who oversee student recruitment and enrollment
