I have a lot of interests and ideas but no "burning passion" as they say in the nonprofit world. When I need to choose a specific area on which to focus, such as for a project, I have a hard time deciding.
This week, I've been thinking about what communication strategies I could apply to market a graduate program at the university where I work. I'm very familiar with it, and it could use some attention. The marketing materials are somewhat out of date. There are few events that are targeted at graduate students. The website landing pages are set up, primarily, with undergraduate students in mind. In general, it could use a face lift.
To get started, I jotted down ideas that were coming to mind. I ended up with notes about steps to take to evaluate the current situation including reviewing competitors, determining stakeholder needs and possible contributions, and incorporating a variety of social media tools to re-energize the marketing of the graduate program. Next, I collected the existing marketing collateral pieces for this program. I also found various direct mail pieces I received featuring the graduate programs of other universities. I figured that this would give me enough information to decide if this was the the direction I wanted to pursue.
I did not mention that I also posted a list of blogs. The focus of some of them is higher education marketing, while most of the others focus on nonprofit marketing and communications. They will serve as great resources regardless of the project I choose.
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