OUR STRATEGY
SEVEN STRATEGIES FOR GROWTH
We believe that carefully developed goals and objectives, planning, research, training, marketing and retention should be fully integrated into the college's enrollment management plan. We assist our clients in developing the entire process and facilitating its implementation. Building on your long-range vision and enrollment goals, we help focus that vision, and prepare and implement the plan through the wisdom gained from our many years of experience in helping colleges successfully achieve their goals.Our strategies include:
Teamwork
We see our relationship with a client as a partnership and one that is built on teamwork from day one. This means our team of consultants and your team of administrators, staff and faculty. We get to know you and your college so that we can earn the trust that is the basis of any successful partnership.
Process Management
Rather than merely recommending how the process components of marketing and enrollment management should fit together, we work closely with the college's administration and the admissions staff over an extended period to help make sure that they do. After all, what good is a strategic solution if it doesn't impact your operations and results. Our close involvement in this process ensures success. Because our strong emphasis is on action, implementation, management and accountability, no other enrollment management firm can claim a stronger and more consistent record of success.
Planning
Colleges have little control over economic trends, social trends, geography, bad weather or schizophrenic stock markets. They do, however, have complete control over their own behavior, an accountability to relish in a competitive market. Through thoughtful planning you can help ensure success. Academic marketing requires a plan with clear goals and a strategy to differentiate the college -- whether it's the academic quality, packaging, programs, advertising, or any other element -- to enhance the college's uniqueness. You can succeed if you follow the plan, remain disciplined and focused, no matter what the exterior environment might be. In addition, it takes a well-trained admissions staff, a time-tested proven recruiting process, the proper tools, and a managed approach.
Research
Research, when applied prudently, is an important component of any college admissions and marketing strategy. Our goal is to use research to understand how the public perceives the college; how it is positioned; what defines the college at its core; where the opportunities for growth can be found; and how best to differentiate your college in the market. This enables us to gain insight into what the college's marketing strengths and weaknesses are, how changes can and should be made, and where resources should be targeted.
In addition, we offer extensive market research to help the college understand its market through the highest level of perception analysis and geodemographic clustering. By using research to help target resources most effectively you get more value and better results from the money you invest in recruiting and marketing.
Training
We believe that a college can improve its enrollment development program by helping every person recognize how she or he contributes, from the newest hire to the most experienced faculty and staff members. It is not enough to simply alter structures or systems, you must enhance people's attitudes, encourage their creativity, sharpen their skills, train them to be more proficient in their work, and develop a high sense of ownership in their own success. If, as we believe, enrollment is everyone's business, then everyone should have a role including staff, faculty, administrators, and student volunteers. This is why we focus training on the individual -- we raise questions, focus on solutions, and reinforce the positive and help each person see his or her particular role so that everyone can fully participate.
We teach; we guide; and we motivate admissions personnel to be more effective and more productive in finding and matching students with the college. As a result, we are able to help people to perform at their very best.
Marketing
A key component of the college's marketing and public relations campaign should be a strong and easily recognizable graphic identity that is carried through all the college's promotional publications. The building of an institutional image crosses all lines within the college, embracing admissions, alumni relations, public relations, development and State-of-the-College reports to trustees, benefactors, and legislators.
A strong institutional image increases the awareness and recognition levels individuals have with the college. The publications we develop for our clients help position the college in its market and present itself in a way that reflects the unique educational mission, the quality and goals of the academic and student development programs, and effectively communicate the distinctive benefits of the college experience to prospective students.
Retention
As an integral component of any enrollment development program there should be a pro-active program for student retention. We work closely with staff and faculty to assess retention and attrition data and plan programs that are fully integrated with the academic, student life, and general administration of the college. In support of retention, our consultants provide training for the entire campus community.
