Choosing a 4-year university is a big decision with a lifelong implications. Add to that the fact that prospective students are looking at multiple schools, majors and locations to make their college choice and you can understand why the admissions process can be overwhelming for some. Successful marketing is more than just capturing their attention. It's also about rising above the noise level of the competing messages bombarding them.
In order to successfully achieve your enrollment goals, your marketing department must work in alignment with other departments within your school, specifically admissions. If the departments are not fully aligned, time and funds can easily be misplaced in pursuit of overlapping programs or misguided goals. When marketing and admissions come together as one, projected results and ROMI (Return on Marketing Investment) can be determined. This allows leaders to assess the success of campaign or project on enrollment revenue as well as the individual goals both departments may have had.
Sales tends to get a bit of a bad rap in many circles. Can you blame them? Sales has become nearly synonymous with unwanted noise: from doorbells ringing to cellphones vibrating with calls and message notifications. Conversations turn ugly fast, with slammed doors and FCC reports highlighting the chasm between what we think our prospects need and what they want.
Responding to objections has long been a focus of sales training courses. In my experience, many approaches to the subject have been negative or, at best, cautionary. I see objections as opportunities for an Admissions Counselor to represent more value for their school, and not as an obstacle to avoid or be anxious about. Like school exams, when I studied and was prepared to take a test, my attitude was "bring it on!" I think our feeling towards objections that we receive about attending our school should be the same.
Our newest upcoming webinar is titled: Settling the Debate on College Marketing: Why Centralized Marketing Under the Chief Enrollment Officer Increases Enrollments. Rob Westervelt, Vice President of Enrollment and Marketing at George Fox University will be the featured speaker. Under his leadership George Fox has recorded 4 consecutive record Freshman classes since 2013.
May 1 analysis can be celebratory for many, but over the past decade or so it's also become the time to ask hard questions around the million-dollar question, “What do we do now?” Or, more accurately, “What are you going to do, now, VPE/DofA, for next Fall (or else…)?!”
The great divide between Sales and Marketing departments is legendary and, it often seems, unbridgeable. Research indicates that around 87% of the terms Sales and Marketing personnel use to describe each other are negative. The consequences this division has for your organization is nearly immeasurable. Much is at stake, including hard costs (sales and revenue growth, expense control and margins) and soft costs (personal grudges, turf battles, posturing and politics).
It's that time of year again, and if you're an avid social media user, you've probably spent the last few days with your feed full of #mktgnation and #engagementeconomy. The Marketing Nation Summit, one of the biggest events in the world of digital marketing, was held at the Moscone Center in San Francisco earlier this week.
Questions, objections, obstacles. Whatever you call them, most sales and admissions personnel try their best to avoid them. Objections can stall a conversation, create interpersonal tension and, in some cases, prevent a deal from closing (or a student from enrolling). However, objections also mean your prospect is listening. They present an opportunity for you to understand their real issues and resolve their most pressing problems.
At Value Based, we’re focused on maximizing the sales (admissions) and marketing functions of your enterprise or school. When both departments work as one, they’re more likely to achieve your revenue or enrollment goals. We've developed a 4-part profile of the individual components of a successful enterprise for your further analysis and development. It’s the optimization and synergy of these "4 P’s" within your departments that will make the difference in allowing you to increase your revenues from tuition or product/service sales.