This past fall, there were nearly 250,000 fewer students enrolled in college than a year ago, according to the National Student Clearinghouse Research Center. Many factors are contributing to this trend of declining enrollment including the disparate opportunities available to students in higher education. In this environment, how can a small marine technology school build a presence to increase enrollment and advancement? The answer: with clear differentiated messaging and a smart consistent approach.
The Landing School (TLS) prepares students for careers in the marine industry as practical designers, builders, and systems technicians who work professionally on today’s vessels, adapt to the industry’s evolving technology, and appreciate the traditions of the past while imagining and building the boats of the future. However, over time and with multiple leadership changes and budget constraints, the School’s marketing and communications strategy had become unclear, relying on a collection of tactics that had worked once but were no longer tied together in a coordinated plan.
Our goal? Relaunch the School’s marketing strategy to help build credibility, increase enrollment, and rebuild engagement of alumni and industry professionals.
Tactics in play: Strategy, branding, website, print design, social media
Our first step was to understand the competitive marketplace and how TLS could differentiate itself from other marine-focused schools. Working with the new President and leadership team, we completed a full marketing audit of TLS and its competitors. We then outlined the School’s marketing goals and target audience and developed a strategy with recommendations for implementation. The approach was anchored around three components: developing consistent messaging and branding across all materials and departments, developing content to amplify differentiators, and leveraging third party credibility.
Using a phased approach, we developed a marketing plan for admissions, development, and the overarching brand of the School. We wanted to make sure the house was in order with the right information before efforts were launched to drive people to the website, events, and supporting marketing materials. And because marketing elements often overlap, coordinated messaging was critical.
Phase 1: Foundation Building
Marketing initiatives, like houses, need to be built on a solid foundation. Once the foundation is in place, all efforts can lead target audiences to core information about the school. Our recommendations included:
- Tagline refresh
- Website refresh
- Monthly newsletter development
- Viewbook development
- Admissions outreach email refresh
- Content strategy and calendar development
- Stewardship program development
Phase Two: First Floor
After the foundation is laid, it’s time to add the first floor of marketing efforts.
- Content development
- Advancement one-pager creation
- Friend-raiser events development
Phase Three: Second Floor
Once everything‘s up and running smoothly, the second floor can be added.
- Branded gear
- Speaker Series
- Paid advertising
Outcome:
TLS implemented the “low hanging fruit” immediately and has already seen great results with its newsletter and social engagement. The school’s newsletter with targeted content consistently generates an open rate above 20% – a substantial increase over the average open rate for higher education according to constant contact. And since starting the friend-raisers and newsletter outreach in May, TLS increased its annual appeal contributors by 50%.
If you want to learn more about how you can stand out in a highly competitive marketplace, feel free to contact us at Longview Strategies. We’d be happy to start a conversation about how we can help you reach your goals.
