Preface

It might be said that a marketing plan is to a business or institution what a prescription or medical treatment plan is to a patient. Each offers a set of proposed actions (tactics, treatments) for handling a specific set of priorities (marketing concerns, symptoms). Each may include a combination of symptom-relief in the short term and evaluation of and treatment for underlying causes in the long-term. Each may require modification as new problems emerge or if results aren’t either effective or seen as quickly as anticipated. Each relies upon periodic re-evaluation to determine if progress is being made.

With this comparison in mind, the primary area of concern being addressed by this year’s marketing plan is increasing enrollment.

Because of this focus on enrollment growth, there is a considerable amount of crossover between marketing and enrollment management and admissions activities in this year’s marketing plan. This focus is also the reason why many of the tactics and strategies proposed for implementation this year are designed to be carried out either solely by or in partnership with enrollment management and admissions’ personnel.

However, it should be noted that as priorities change from year-to-year, the focus of future marketing plans will likely shift as well to handle new concerns, everything from legislative relations and politics to alumni relations and development. Though there may always be some degree of collaboration between marketing and enrollment management, successfully addressing other issues will likely require correspondingly higher levels of input and involvement with other campus and community groups.

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