Insights from the Higher Ed Experts

BY Anthony Campisi | June 30th, 2020

Protecting your brand in a time of judgement

According to Amazon CEO Jeff Bezos, “Branding is what people say about you when you’re not in the room.”

And at the moment, most of us are not “in the room” together. So how, during this pandemic, can higher ed institutions protect their brands when electronic communications are replacing in-person interactions and it’s more important than ever to “get it right”?

A brand identity is a delicate balance of your values, personality, promise, communications and what you want people to feel when they interact with you. Most importantly, it gives people a reason to trust you. But that can change quickly.

In today’s hyper-sensitive environment, just one statement can polarize an entire group and all eyes are on how we react online, in communications and on social media. The brands succeeding are pivoting their communications to address adversity, lead with confidence and emphasize commitment to their students.

Re-evaluating (and enhancing) your brand promise

Although your brand promise can help you sell an educational experience, career development, a network and personal development, right now, it also needs to:

Display your resilience
Illustrate corporate social responsibility
Convey a promise of safety

Brands right now need to go above and beyond. Higher ed institutions are no exception. Returning to the basic tenants of branding with a SWOT analysis can help your school make the necessary communication shifts needed.

Strengths – positive things that give you an advantage in the market
Weaknesses – challenges that give you a disadvantage or areas for improvement
Opportunities – ways you can adapt to capitalize on change
Threats – things that cause you problems on a larger scale

You may need to expand upon your brand promise and take it a step further to relate it to the current situation. For example, brands in higher education tend to focus on belonging, advancement, personal scale and continuous learning. In a time where prospects are looking for a safe space where they can accomplish their goals, reiterating these ideals can go a long way to strengthen the relationship.

Re-evaluating your target’s needs

What mattered to your audience a few short months ago has most likely changed. Although their core values may remain the same, the situation has dictated an extreme pivot in priorities. If education and career development isn’t on their priority list, your communications can sound tone deaf if they are not addressing their needs. The tricky part is that there are so many opinions swirling around right now relating to COVID and recent events that it’s really difficult to tell where people fall. They may have lost their jobs, may be caring for a family member, homeschooling, attempting to work from home and struggling with uncertainty.

If you don’t want to lose them, a fair dose of empathy and confidence can go a long way. People are being inundated by communications from everywhere. They can check out and unsubscribe if it’s too much. Less is more. Try addressing your prospects’ concerns in a neutral, informational fashion vs. giving opinions – and keep the focus on them.

Communication tips for protecting your brand

Minimize polarization by keeping things neutral and informational
Put a hold on opinion pieces right now
Avoid attachment to political stances and public figures
Avoid making negative statements – replace with authentic positivity
Reinforce your brand promise
Avoid information overload
Address adversity confidently
Reassure students, prospects and influencers you are focused on safety
Use social media carefully

As you navigate this time of uncertainty, lean on partners who have experience in branding, digital presence and messaging. GPRS can help you quickly shift your digital advertising and brainstorm ways to pivot your messaging to protect your most valued asset – your brand.

Insights from the Higher Ed Experts

BY Anthony Campisi | June 18th, 2020

The boom in online executive education and how to jump on board

When COVID-19 upended the higher ed industry, executive education received a great opportunity on a silver platter. With people at home, conferences being cancelled and more time for professional development, schools offering online learning are successfully finding ways to make up for lost income in other areas. This article in Poets & Quants, highlights the new generation of students taking online executive education courses, how individual learners are driving growth and how online programs are growing exponentially as schools rush to replace residential content with online options.

With many schools facing the prospect of losing revenue if they don’t innovate, executive education is in a unique position. By migrating classes people have already paid for (so they don’t ask for a refund) online and adding new digital offerings, business schools are aiming to cover the gap of revenue that residential programs may be losing. Schools also recognize that online learning and working from home are going to persist, so next year’s projections may look very different.

Reasons why executive education is popular right now

In addition to the fact that executive education doesn’t necessarily need to be delivered in-person, the same immersive experience can be offered to students since technology lends well to presentation, discussion and even small group breakouts. Here are some other reasons why executive education programs are booming right now:

People are working from home and more able to focus on professional development
Workers need new skills as they tackle digital team alignment
Managers are looking for new ways to address team dynamics
Those transitioning to different roles as a result of the pandemic are brushing up their resumes
Some companies are giving allocated time and budget to spend on personal growth
Conferences are cancelled (or offered in a scaled-back format), so online learning and networking are ideal
Programs not already online can transition with fewer logistics than degree programs
Content can be delivered as-is; although instructional design is helpful, it isn’t required and professors can deliver using technology

Ways to take advantage of the market boom with online learning

If your school currently has online offerings, or you are in the midst of developing a digital delivery plan, here are a few tips to keep in mind for your marketing strategy to organizations and individuals. You may even consider expanding your reach to students who wouldn’t normally be able to attend your school due to geographic limitations or time constraints.

B2B marketing tactics

Team with a company to become their online learning partner
Market online executive education as a way to responsibly provide your employees with opportunities for professional development
Showcase the need for learning how to manage change, cope with adversity, pivot management strategies and learn how to conduct a digital team

B2C marketing tactics

Market online programs as resume-boosters if COVID-19 has driven a job shift
Discuss benefits of learning to work in small digital teams
Promote programs aimed at helping people overcome obstacles
Point out now is a great time for professional development following conference cancellations
Highlight networking, lower costs (if applicable) and the opportunity to participate in programs they couldn’t attend before
Show flexibility allowing them to earn credentials from a university they couldn’t attend in person due to geographic limitations

As you navigate these uncertain times, lean on partners who have experience in marketing executive education and online programs. GPRS will help you shift your digital advertising and brainstorm ways to take advantage of unique opportunities in the market.

Insights from the Higher Ed Experts

BY Anthony Campisi | May 29th, 2020

Addressing your prospects’ barriers to decision-making

On any given day, your prospects are facing many barriers in the decision-making process of pursuing a graduate program. And now, with the market uncertainty COVID-19 has created, there are even more weighty questions surrounding their ability to experience your campus and gain networking and internship opportunities.

So how do marketing and recruiting teams bridge the gap and find ways to address these barriers? It’s all about connection and communication approach.

Here we examine common barriers, how to tell when a prospect has questions and ways to address them head-on.

What are the common barriers for graduate program prospects?

Many prospects who are considering a graduate program have similar questions in common regarding cost, time commitment and admissions requirements.

And for those considering an MBA or Executive MBA program, they may have the added pressure of current job responsibilities and family commitments.

Enter COVID-19, and prospects are now overwhelmed with market uncertainty, confusion over program format in the age of social distancing and travel restrictions for international students and programs. In addition, many of the reasons people choose to attend business school are now at risk, including the ability to join student clubs, build strong networks by interacting with diverse and accomplished peers and forging relationships with faculty.

How can you tell when a prospect has a barrier?

Prior to your prospects entering your funnel, they have questions that you can address in your digital advertising, website and corresponding marketing materials. Offering direct messaging that acknowledges their hesitations can be done with provocative questions like, “Is now your time?”; or reassuring statements like, “We know you have questions, let’s chat.” You may even carve out a portion of your ad campaign or website to listing the barriers which often go unsaid during the admissions process. By doing this, you are inviting the conversation and instilling comfort and confidence in your prospects.

Once they have entered your funnel, the most critical data you have about your prospects’ interaction comes from your CRM engagement report.

If certain groups aren’t opening emails about application deadlines, they may need more information before they’re ready to take the next step.
If your leads are opening your emails but not clicking, try varying your calls to action and including different ways for them to interact like a video, an online chat or phone conversation.
With inactive leads that haven’t interacted in six months to a year, you can create a re-engagement campaign using an enticing offer to spur action. Some examples include a giveaway or a personal invitation to a value-added webinar.

How do you address your prospects’ barriers?

Instead of altering your strategy, try employing new communications tactics and language that is direct, caring and confident. Consider:

Carousel digital ads listing barriers and ending with a call to discuss them
Email campaigns aimed at personal consultations to address questions
Webinars that encourage investment in personal development
Connecting prospects with alumni to discuss initial fears
A dedicated portion of your website aimed at the decision-making process
Virtual admissions test prep for applicants

Although it may seem counter-intuitive to address these barriers head-on because you don’t want to call attention to them, encouraging honest conversations can go a long way. By offering ways for prospects to connect with you in conversations where they “get real”, you may find that people are more comfortable and therefore more likely to continue to engage.

If you need more ideas on how to use your CRM to nurture your business schools leads through your system or develop communication that addresses your prospects’ barriers, contact GPRS today. We can help you develop a digital strategy to give your prospects clarity and confidence in the decision-making process.

Insights from the Higher Ed Experts

BY Anthony Campisi | May 27th, 2020

GPRS Special Report: The Impact of COVID-19 on Graduate Business Enrollment Marketing

Like many organizations maneuvering through the intricacies created by the global pandemic, GPRS has been meticulously monitoring graduate program trends, performance data, media impressions and the overall health of the higher ed market. You may be surprised to learn that even in a time of great uncertainty, graduate business programs are experiencing greater engagement with their digital advertising, as well as increased inquiries. What are the secrets for the schools that are thriving rather than simply surviving? Read on for a special report that compiles aggregate data from across our portfolio of business school clients – and sparks ideas to shift your school’s strategies and goals as you navigate the “next” normal.

Click to Download a GPRS Special Report: How COVID-19 has impacted graduate business marketing, and strategies for positive enrollment outcomes during challenging times.

Please feel free to reach out with any additional questions you may have. GPRS is here to help.

Insights from the Higher Ed Experts

BY Anthony Campisi | May 13th, 2020

Maximizing resources in the new normal

As you are settling into the “new normal” that many graduate schools are facing, you are most likely still dealing with the shockwaves that COVID-19 and its impact have created for your institution, the economy and even the mental state of your team, your current students and your prospects.

While you are navigating possible budget cuts, rethinking your enrollment plans and completely altering the objectives you had just a few short months ago, it may seem like there is no end in sight to managing inevitable change within your programs. It’s important to remember the resources you had before the pandemic may still be salvageable. You can leverage them during this time to prepare for what lies ahead. Even if it means your priorities and strategies need to shift.

Here are some tips for making the most of your current resources to weather the storm.

Marketing

Although your marketing spend might be in danger of budget cuts, it’s actually your most valued asset at the moment. Think of your ads, your website and your emails as the frontline communicators to your current and prospective students. As you are assessing current marketing resources and communication plans already put in place, consider:

Reallocating budget planned for events (and the travel most likely associated with them) to a new advertising strategy. Emphasize how you are pivoting your programs and admissions process.
Adapting your tone in all communications to appeal to your target’s mindset; they may be worried, so focus on the positive aspects of education that can help them look toward the future with hope. This also includes being mindful of the imagery you use and potentially incorporating the concept of social distancing.
Testing different channels, with an eye toward social media, as usage is trending upward with everyone at home.

Enrollment & Yield

By now, many graduate schools are coming to terms with the fact that the yield and enrollment goals they set before the pandemic may not be realistic for the fall or even the following year. Whatever your new goals are, here are a few things to keep in mind for utilizing your existing resources to meet them:

Tasking your recruiting team with finding unique ways to connect with prospects at all levels of the funnel – especially the often overlooked top of the funnel.
Maintaining strong relationships with applicants through personal communications that show your commitment to them.
Using your current recruiting event strategy, but pivoting it online to host webinars, chats and even happy hours (where applicable).

Although change can be stressful, leverage your team’s expertise and resources to help you move forward with confidence.

Are you searching for expert guidance on ways to manage the change in your marketing, recruiting and online program management? Do not hesitate to reach out to GPRS. We are here to help.

Insights from the Higher Ed Experts

BY Anthony Campisi | April 23rd, 2020

Adding podcasts to your digital asset mix – and how to leverage them

You don’t have to be intimidated by podcasts. In fact, creating them and leveraging them may be easier than you think. Read on for some tips on developing this unique and sustainable form of content to add to your school’s marketing strategy.

It may seem that everyone (including your competition) is jumping on the podcast bandwagon. And to some degree, that is true. Giving your students multiple ways to connect with your brand can benefit your school. Podcasts can be crucial to your media mix because they are:

Personal and emotional
Easy and inexpensive to produce
Evergreen
Accessible and convenient
Unique and engaging

So, you’ve decided that you’d like to brave the waters and try something new with a podcast. But where do you start, what tools will you need and how can you add it appropriately to your school’s digital library?

The tools you need

To create a podcast, here is what you’ll need to get started:

A good microphone kit: Try one that is portable with easy set-up and dependable audio quality so you can record in a noisy setting like a classroom, on the phone with an alum or in a quiet office with an admissions director.
A program for editing audio content: There are several free versions available or you can purchase one for podcasters of all levels online. This type of software will allow you to edit your voice and clean/organize content the way you want it.
A way to post it online: Your school may already have a cloud-based hosting site, but if not, you can usually set up a basic account to post and archive content.

Content ideas

Higher education is ripe with ideas for podcast content. Since pursuing a degree is such a personal decision, your prospects will appreciate your efforts. Give them information they can use to evaluate whether your program is right for them. Here are some ideas:

Interviews with current students on immersions, clubs, projects, coursework, internships and plans after graduation.
Discussions with alumni on ROI, meaningful moments from the program, how their network has helped them in their career path and leadership lessons.
Q+A sessions with faculty giving a deep dive into topics from a specific course, i.e. finance, marketing, leadership, international business, etc.
A counseling session with recruiting staff that debunks admissions myths, gives advice on the application process or offers insight on choosing the right program for you.
A catch-up conversation with your dean.

How to leverage podcasts in your school’s marketing

Once you’ve created your podcasts, it’s important to post them on your website in a central repository. Whether it’s your newsroom or a dedicated podcast page, having them in one spot will help with search value. You can also weave them into different pages throughout your site — especially the admissions sections — to create more engagement.

Here are some additional ways you can use podcasts:

Share on social media with a teaser and link to the podcast.
Summarize the podcast content in a blog and the link to it for reference (this helps with SEO).
Send them out in admissions emails as they are relevant to the topic.
Post them on your YouTube channel with an accompanying slideshow.

As you are searching for ways to strengthen your higher ed digital advertising and marketing content, podcasts can improve your searchability, reach and access to prospective students. Find more ways to leverage this content by contacting GPRS. We can help you weave this content into your existing marketing strategy and grow your prospects with meaningful content that tells your school’s story.

Insights from the Higher Ed Experts

BY Anthony Campisi | April 8th, 2020

Leveraging alumni stories to boost your digital strategy

Every graduate program claims to have rigorous academics, highly regarded faculty and fantastic employment or advancement opportunities. But how do you prove that your institution is worth the investment and that students can anticipate the success they’re seeking? This is where the stories of the students who have benefited from your program and have gone on to do great things can help your digital strategy. Prospects want to see real people that they can relate to and stats that predict desirable future outcomes.

Your school’s brand identity is shaped by how you tell your story. Profiling alumni can be one of the most powerful forms of storytelling. Learn how you can use these stories and their content to boost your digital strategy.

How alumni stories shape your brand

When alumni have shaped the world around them, you want people to know about it. Successful alumni profiles can:

Give credibility to your program
Showcase the broad and impressive network prospects can connect with
Allow prospects to see themselves as part of your program
Give current students and alumni a sense of pride
Continue alumni engagement, especially if you use a reward system when you feature their accomplishments
Add authenticity and a unique perspective that prospects trust
Highlight academic excellence with awards and achievements

There are many ways you can use this content to boost your digital strategy. In creating personal content, you can showcase diversity, highlight different programs, and give your marketing a unique look and feel. Take it a step further and make content interactive using podcasts, video or an audio interview tied with a slideshow.

Try these tips for a varied format that will appeal to different demographics:

Switch up the format, i.e. use an interview Q+A style, record a video, create a podcast with a member of your recruiting team interacting with a former student.
Use photos, but keep them within a consistent brand look and feel
Use the alumni as brand ambassadors who agree to interact with students

Find ways to weave alumni stories into your marketing mix

To strengthen your digital presence, you can write about alumni in a blog. Optimize the blog with key search terms and phrases that would usually be hard to work into web content. Since blogs are more conversational, you may find that optimized phrases and questions like “Why is an MBA right for me?” or “My Executive MBA return on investment,” are easier to weave in. Be sure to include accomplishments and awards in social media as messages of congratulations which can not only increase engagement, but also give prospects something to aspire to. And as you’re developing content for your website, digital (and printed brochures) and email marketing, find ways to drive click-throughs with compelling tidbits from success stories.

Choose your alumni wisely

Using alumni at large, recognizable corporations with notable titles are great. People who have won awards, contributed to significant industry innovations or are in the news are always great choices. However, you do not have to have superstar or famous alumni to make an impact in your messaging. And in fact, having the right mix of alumni stories is important so that you don’t intimidate some of your prospects. Try profiling those who have inspiring stories, have switched careers, have made significant gains in leadership skills or who have contributed to their communities and the school.

One caveat

Be sure to monitor the alumni you are using to represent your brand. Try to avoid the political landscape and negative news coverage. Keep them on your radar for when they switch jobs, and be aware of any abrupt exits from companies that could signal issues. Remember the goal is to highlight a desirable path and showcase alumni that are in alignment with your values as an institution.

As you are looking for ways to develop and utilize alumni stories to strengthen your school’s higher education brand, communication and digital advertising, GPRS can help.