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About the Episode
The what's what...
Whether you love it or hate it, market research is the bedrock of great brand strategy. In Episode 3 of the How to Market a University Podcast series, Terry unpacks how to conduct effective market research for an institutional rebrand or brand shift.
Terry walks listeners through an experiment that she has run many times to help remind institution leaders of the importance of market research as a starting point for higher ed branding and marketing, and shares a list of do’s and don’ts in order to ensure a successful process.
Terry concludes by sharing a couple of specific examples of schools who designed, structured, and executed a market research project especially well, and explains what it was about these projects that yielded success.
More 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.
Register for the Mastercourse on How to Market a University here.
About the Podcast
Zach is the Founder of Enrollify. He thoroughly enjoys building new brands, developing and executing content marketing strategies, and hosting podcasts. When he's not working on Enrollify, he enjoys discussing life's quandaries over coffee (or a good bourbon) with friends, building Sponstayneous (his travel brand side hustle), trying out new HIIT workouts, and adventuring across the globe with his wife!
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. She has led some of the most successful brand campaigns in all of higher education, including American University’s WONK and University of Maryland’s Fear the Turtle. She has influenced and inspired countless marketing colleagues and contributed to the professionalization of higher education marketing through frequent presentations and as past chair of AMA's Symposium on Higher Education. Beginning July 1, 2022, she will be Executive Vice President and Chief Operating Officer at CASE.
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