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September 10, 2007

The Marketing Mix Up

For years analysts predicted the fall of print communication as the Internet grew at rapid proportions. While newspaper readership, for example, has declined, many publishing companies continue to flourish.  They prospered by realigning their strategies to embrace technology and new marketing channels, creating the right communication mix for today’s audience.

Admission offices need to take this same approach and reevaluate the right marketing “mix” for their audience. This mix should include everything from traditional advertising, to print communication, email, the Web, and even word of mouth. Successful, customer-centric marketers know what channels to use for which customers, and when to use them.

As you approach a new recruitment season, review your recruitment plan and make sure you have a customer-centric approach in place. It should include your tried and true methods, as well as some new strategies and tactics that appeal to today’s audience. Remember to put measurements in place to determine campaign effectiveness; this will help you as you review your marketing mix from year to year.

To find out what recruitment practices are most effective at other colleges and universities, download the recently released Student Recruitment Practices at Four-Year and Two-Year Institutions. This research report published by Noel-Levitz provides insight into the effectiveness of 415 different strategies used in undergraduate recruitment.