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| Friday after the workshop people stayed later than anyone ever does on a Friday evening. They were all a-buzz about the ideas that they came up with during the workshop. There was a great deal of excitement. Thanks for the great job getting us on track. Their enthusiasm is boundless!
Dr. Ray Hoy, President,
Wor-Wic Community College, Maryland
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Workshops
Helping you build a marketing team to create and implement a marketing
plan that works
Two-day workshops
offered on-site at individual colleges or for groups such as statewide
college systems. The workshops involve a broad base of campus
individuals and help build a college-wide understanding of marketing,
a marketing team and strategic marketing plan.
A two-day
on-site workshop includes key individuals from the college involved
in the marketing process. Individuals involved in the workshops
would include, but not be limited to public relations, marketing,
enrollment management, admissions, financial aid, research, planning,
academic affairs, faculty leadership, and executive leadership.
This team
approach is recommended since effective marketing cuts across
so many college areas. By involving each of these areas in the
planning process, the college has the advantage of each of the
important perspectives and creates a team and buy-in process that
will make marketing work as the plans are implemented.
When the internal
marketing professional says that marketing is everyone's business,
it appears as if he or she is trying to shove off their job on their
colleagues. When an outside professional says it - and proves it
with strong arguments and a myriad of examples - it is believed.
Marketing
Workshop Outcomes
The marketing workshop
provides the college with:
A broad base of college individuals
will have an understanding of marketing and ideas for marketing action
to include action in the following areas:
* curriculum delivery
* service * promotion * recruitment and inquiry follow-up
* retention * research
The group process approach provides the
college with a knowledgeable, motivated team that is willing and anxious
to implement the activities from the workshop because they have been involved
in creating the plan.
The college will have a concrete structure,
process and teams in place to create and implement marketing plans on
an on-going basis.
The college will have an outline of action areas
for marketing and the six work groups will each complete a Marketing Action
Plan for one of these activities during the workshop. Each group will then
complete 3-5 additional plans within a month after the workshop from the
workshop list; these plans will constitute the college-wide Strategic
Marketing Plan.
While enrollment increases cannot be guaranteed,
virtually every one of the over 100 colleges with which we have worked has
seen increases in enrollment, many very dramatic. Every college has seen
results that include a concrete written strategic marketing plan, a committee
structure for marketing, and committed individuals that implement marketing
activities that make a difference.
Sample Agenda
The proposed
workshop could consist of the following components, but is customized
for each college or group.
College-wide
Workshop - First day
Morning
presentation by consultant:
| 8
- 8:30 a.m. |
Coffee, conversation
|
| 8:30
- 8:45 |
Welcome, Introductions
|
| 8:45
- 10:15 |
Marketing in the Two-Year College
Marketing/Marketing model
Research
Price
Curriculum/ Curriculum Delivery
Services
Promotion - Branding
|
| 10:15
- 10:30 |
Break |
| 10:30
- 12:00 |
Marketing Model (con't)
Schedule - Print and/or web
Web and Web 2.0
Recruitment
Inquiry Follow-Up
Retention
|
| 12
- l:00 |
Lunch
|
| Afternoon: |
Use target marketing worksheet to develop plans for marketing specific academic and career programs and/or marketing to special target groups (e.g. high school students, business, minority students etc.) This will help those in academic programs, as well as student service and public relations areas, look at their specific departments and target groups, and outline ways to create programs to better meet needs and to then more effectively reach target audiences. |
| 1:00
- 2:15 |
Presentation with examples (Consultants)
|
| 2:15
- 3:15 |
Work
in program groups. Consultants move around groups
|
| 3:15
- 3:30 |
Break
|
| 3:30
- 4:00 |
Presentations by groups
and comments
|
| 4:00
- 4:30 |
Wrap
up, questions
|
Workshop
| 8
- 8:30 |
Coffee
|
| 8:30
- 9:30 |
Marketing planning - some axioms to make it work
Creating a marketing plan - plan components,
Gap analysis explanation:
Groups
will analyze where college is now, where it should be
and then determine what activities will fill the "gaps"
in the areas of:
Research
Curriculum delivery
Services
Promotion
Recruitment/Inquiry follow-up
Retention.
|
| 9:30
- l0:30 |
Work
in groups on gap analysis forms to list collegewide suggestions
|
| 10:30
- l0:45 |
Break
|
| l0:45
- 11:45 |
Discuss
activities from gap analysis
|
| 11:45
- noon |
Prioritize
work. |
| Noon
- l p.m. |
Lunch
|
| 1:00
- 1:l5 |
Review Marketing Activity Plan format
|
| l:15
- 2:15 |
Work
in groups to begin priority plans for specific activities identified
earlier in the gap analysis session
|
| 2:15
- 2:30 |
Break
|
| 2:30
- 3:30 |
Present initial plans
|
| 3:30
- 4:00 |
Agree
on schedule and process for next steps |
Specialized Target
Marketing Workshops
In addition
to the overall college-wide workshops, our company has worked with a number of colleges
to develop special targeted marketing focuses. While all these areas are covered in our typical consulting, they can also be expanded to an in-depth focus and can include audit
meetings and full workshops leading to action plans around these specialized topics.
Areas for consideration can include the following. In all cases the workshop includes extensive
hands-on examples from two-year colleges, and guidelines to create action steps and
implementation to make changes.
Career/academic programs. Focus can be on low enrollment programs, targeted new
areas. Audits can include interviews with business leaders, advisory committees, students and
alumni as well as faculty and administrators of the programs.
Minority marketing. Again focus groups can include community leaders, advisory committees
and internal areas.
Customer service training. Approach includes customer service at all levels, including
customer service techniques, as well as analysis of policy changes and systems for
enhanced customer service.
Advocacy/PR planning. Help you create a strategic plan to reach target audiences including
legislators, business leaders, community leaders, media and the general public with the
value of the college and the need to support it.
Branding/Messaging.. Help colleges develop an appropriate, unique branding through research, focus groups with a variety of target audiences, and workshops to help evaluate logo, graphic design and key messages and benefits, along with tools to communicate these effectively.
Continuing Education/Workforce. Help colleges apply the marketing model to continuing education and workforce, recognizing their unique audiences and delivery, yet helping them position the area as part of the overall college brand and gaining an understanding of their role and products, both externally and internally.
For further information,
a formal proposal or to schedule a workshop for your college call
Sandy at 480-634-7161 or email her at sandra@sandragolden.com
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View our article on "Making Marketing Work" [
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