Top 5 Questions Higher Ed Marketers Hope Their Presidents Won’t Ask

Picture this – you are sitting in a meeting with your president to review your recent marketing outreach and results. Suddenly, he or she rattles off these seemingly simple questions:

          1. What’s our ROI by channel?

          2. What does it cost to enroll a student, per program?

          3. What sections on our website provide the most organic referral traffic?

          4. What does our earned/owned/paid media split look like?

          5. What are the highest performing messages? Faith-based vs. Convenience vs. Program-specific vs. Brand?

Are your palms feeling a little clammy just thinking about how you might answer these questions? Sometimes it’s not because you don’t know the answers, but that you can’t know the numbers. Because working with multiple vendors often means your data ends up in different silos, making it difficult to measure and compare. Not to mention, you have no visibility into how one channel may be impacting another.

But how else do you prove that the spend justifies the means so that you can continue to pursue the kinds of strategies and campaigns that produce results?

When you partner with the right integrated agency of record, they will not only deploy an integrated marketing campaign, but they will also provide integrated reporting and analytics. With this integrated reporting comes visibility into how your channels, campaigns and messaging are performing both independently and in conjunction with others, helping you optimize your spend accordingly.

When you eliminate the siloed data approach in exchange for an integrated model that aggregates and connects all of your data through strategic attribution, you might actually look forward to your president pressing for answers because you will have them at your fingertips.

Pete Thornfield

As the Vice President of Marketing Services at Helix Education, Pete helps integrated AOR clients embrace bold, game changing marketing strategies that result in increased enrollment and stronger brand equity. He earned his MBA from the University of Texas at Austin.