The vendor is required to provide that strategic marketing plan services
- Discovery and initial plan implementation:
• Understand the college’s current position, audience, and challenges.
• Develop the foundation of the marketing plan.
• Launch initial campaigns to build awareness.
1. Discovery and research:
• Conduct a swot analysis.
• Segment audiences (e.g., traditional students, adult learners, parents, and local community).
• Gather data via surveys, focus groups, and interviews with current students, alumni, and staff.
• Analyze competitors and market trends in higher education.
2. Plan development:
• Define goals for enrollment and community engagement.
• Create audience personas to guide messaging.
• Identify high-priority communication channels (e.g., social media, website, local partnerships).
3. Set up infrastructure:
• Audit and optimize existing tools (website, crm, email marketing software, analytics platforms).
• Create a content calendar for the next 6–12 months.
4. Launch initial awareness campaigns:
• Introduce the college’s key value propositions through:
a. Social media campaigns.
b. Search engine marketing (google ads).
c. Email outreach targeting prospective students.
5. Community engagement:
• Begin hosting or participating in local events to build relationships (e.g., high school fairs, workshops, or open houses).
• Reach out to local media for features or partnerships.
- Full implementation and campaign scaling:
• Execute the full marketing plan.
• Increase audience engagement and applications.
• Expand outreach and refine campaigns based on data
1. Campaign expansion:
• Roll out targeted campaigns for segmented audiences.
• Example: showcase flexible programs for adult learners through facebook and linkedin ads.
• Use retargeting ads for prospective students who visited the website but didn’t apply.
2. Content marketing:
• Develop and distribute blogs, videos, and podcasts focusing on student success stories, faculty highlights, and campus events.
• Create downloadable resources like “how to return to college as an adult learner” or “top 10 tips for choosing the right college.”
3. Community partnerships:
• Partner with local businesses for scholarships or internships.
• Collaborate with schools and community organizations for workshops or informational sessions.
4. Optimize digital presence:
• The website to include clear CTAS, application deadlines, and FAQ sections.
• Leverage SEO to improve rankings for searches like “affordable colleges near me” or “flexible degree programs.”
5. Engage alumni:
•  Launch campaigns that encourage alumni to share testimonials or mentor prospective students.
•  Host events for alumni to reconnect with the college and advocate for its programs.
- Optimization and long-term growth strategy:
•  Evaluate campaign performance and ROI.
•  Refine strategies based on data insights.
•  Build sustainability for long-term marketing efforts
1. Performance review:
•  Analyze metrics: enrollment numbers, application conversions, event attendance, social media engagement, and community outreach ROI.
•  Identify which campaigns and channels delivered the highest ROI.
2. Optimize campaigns:
•  Adjust messaging, targeting, and channels based on insights.
•  Scale successful campaigns (e.g., double down on content types that performed well).
•  Pause or revise underperforming strategies.
3. Deepen community ties:
•  Develop annual community-focused events to enhance the college’s local presence.
•  Establish long-term partnerships with local schools, nonprofits, and businesses.
4. Build retention programs:
•  Create programs that keep enrolled students engaged and supported, which can boost word-of-mouth referrals.
•  Develop a peer mentoring network or career-focused initiatives for students.
5. Plan for year 2 and beyond:
•  Document lessons learned and create a repeatable framework for future marketing efforts.
•  Set new goals for the next cycle based on progress and challenges.
- Contract Period/Term: 5 years