A marketing audit gives you a working picture of your current state. It will show whether or not your marketing efforts are consistent, process-driven and repeatable – or if you need to do a little more work. It’s also a springboard for a plan. In order to know where you need to go, you must start by knowing where you currently are.
Too often, we work from fear instead of confidence. Many of us have a lot riding on our jobs – our car payments, our mortgage, our vacations, our self-worth. We’ve added pressure to our high-pressure jobs. Somedays it seems like there’s not even enough time to catch a breath, let alone think. It’s not sustainable. If you find yourself stressed, angry and frustrated more days than not, maybe it’s time to consider some changes to your approach.
Even a quick look at our websites reveals that these students are succeeding in spite of us and not because of us. Before I sat down to write this article, I browsed a number of institution’s websites and marketing efforts, and, beyond a few select photos of Hispanic students “having totally normal fun like they always do out on the quad” with a group of equally-diverse-and-totally-not-selected-by-the-school’s-marketing-team-students, I found little or nothing that actually spoke to this large, important part of our higher ed community.
This is a framework for creating an effective campus visit program. It’s short for a reason – it’s just a starting point, a set of fundamentals that help you to measure the creativity and effectiveness of the campus visit process. Start here and build from there. Remember, you only get one chance to make a first impression!
I was recently asked to compile a list of essential business books. I considered focusing on my area of expertise, marketing, or even gearing it toward enrollment management, but I instead decided to focus on a broad, conceptual idea of how the modern working world works. My thinking is that so many business books quickly become dated. These are, as they say, classics, that have stood the test of time because they have quality instruction.