Episode 1: How To Market a University - What is Marketing and How Do We Do It in Higher Education?

from Higher Ed Pulse · host Zach Busekrus, Terry Flannery

About the Series: The How to Market a University Podcast series features vignettes of Dr. Teresa Flannery’s book, How to Market a University.Terry Flannery has spent her entire career in higher education. She was the first marketing director and chief marketing officer at the University of Maryland, the first Vice President of Communications at American University, and most recently the interim vice president for marketing and communication at Stony Brook University.At a time of declining public support, a shrinking pipeline of traditional college-bound students, and a steady rise in tuition and discount rates, higher education leaders have never been under more pressure. How can they ensure steady or growing enrollments while cultivating greater philanthropic support, increasing research funding, and diversifying revenue streams? In How to Market a University, Terry argues that institutions can meet all of these goals by implementing strategic integrated marketing in ways that are consistent with academic culture and university values.Enrollify and Terry have joined forces to produce Enrollify’s first-ever Mastercouse that mirrors the robust learnings and deep insights packed into Terry’s book. Over the next eight weeks, this special podcast series will give you a taste of what you can expect in the Mastercourse. But that’s it…just a taste! To unpack all of the language, frameworks, tools, and tactics that CMOs or aspiring CMOs will need to lead the work of marketing in higher education, we invite you to register for the Mastercourse on How to Market a University at www.enrollify.org/mastercourse. This Mastercourse features guest experts like Seth Odell, Jenny Petty, Jaime Hunt, Ethan Braden, Michael Stoner, Angela Polec, Binty Harvey, Bob Johnson, and many more. It’s also filled with downloadable templates and worksheets to help you retain the course material. And last but certainly not least, this course was made possible by the leading agencies in higher education marketing who came together to support this effort. We want to thank SimpsonScarborough, Mindpower, DD Agency, and Ologie for their incredible guidance and partnership.Register for the Mastercourse on How to Market a University here.Learn more about this episode in our show notes. - - - -Connect With Our Host:Mallory Willsea https://www.linkedin.com/in/mallorywillsea/https://twitter.com/mallorywillseaAbout The Enrollify Podcast Network:The Higher Ed Pulse is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!Enrollify is made possible by Element451 — The AI Workforce Platform for Higher Ed. Learn more at element451.com. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Episode metadata supplied by the publisher feed · Published Mar 30, 2022

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Many schools struggle to understand the importance of developing unique value propositions and as a result, clear, compelling, and concise differentiators are hard to come by in higher ed. In this episode, Terry unpacks why this is and offers concrete examples for how to overcome these challenges. Furthermore, Terry discusses how important ALL of the 4 Marketing P’s (Product, Price, Place, and Promotion) are and explains how The Academy’s misunderstanding of marketing as simply “promotion” is a very limiting perspective. Finally, Terry fleshes out the difference between brand, branding, brand strategy, and brand marketing in a way that makes sense in the context of higher education. Register for Enrollify’s Mastercourse on How to Market a University with Terry Flannery at www.enrollify.org/mastercourse.