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How can you work with your marketing team to create a cohesive message for admissions?

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As an educational leader, you know how important it is to attract and enroll the right students for your school or program. But how can you work with your marketing team to create a cohesive message for admissions that reflects your vision, values, and goals? In this article, we will explore some strategies and tips to help you collaborate effectively with your marketers and communicate your unique selling proposition to your prospective students.

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Ismail Abdel Ghafar

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Marcio Ruiz

Consultor Administrativo | Top Voice em Gest?o de Empresas, Lideran?a de Equipe & Habilidades Analíticas | Membro do…
Dr Bassam Samir Al-Romeedy

1 Understand your target audience

Before you craft your message, you need to understand who you are talking to. Who are your ideal students? What are their needs, challenges, aspirations, and motivations? How do they search for and evaluate educational options? What are their pain points and objections? By conducting market research, surveys, interviews, and focus groups, you can gather valuable insights into your target audience and use them to inform your marketing strategy. You can also segment your audience into different personas based on their demographics, behaviors, preferences, and goals, and tailor your message accordingly.

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Ismail Abdel Ghafar

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Collaborating closely with the marketing team is crucial for crafting a cohesive admissions message. We align on brand identity, define the target audience, and craft compelling storytelling. Coordination across communication channels, data-driven decision-making, and strategic guidance ensure effectiveness. Collaborating on events, facilitating cross-departmental teamwork, and continuous monitoring enable us to refine our messaging for optimal impact and enrollment success.

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Dr Bassam Samir Al-Romeedy
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Effective collaboration with the marketing team is essential in developing a unified and coherent admissions message. Begin by aligning the goals and objectives of admissions with the broader marketing strategy. Foster open communication and engage in productive brainstorming sessions to share ideas and insights. Utilize the marketing team's proficiency in branding and messaging to enhance the admissions message. Maintain consistency across all marketing materials to reinforce the message and strengthen the brand image. Regularly assess and analyze the performance of marketing initiatives in conjunction with the marketing team to refine and enhance the admissions message.

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Marcio Ruiz

Consultor Administrativo | Top Voice em Gest?o de Empresas, Lideran?a de Equipe & Habilidades Analíticas | Membro do Parlamento Mundial de Educa??o | Professor |
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O importante é compreender o que o público-alvo precisa. Isso é bem diferente do que aparentam precisar. Esse deve ser o foco principal! Segmentar em diferentes personas e encontrar o ponto comum entre elas pode auxiliar nessa compreens?o.

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Dr. Dalia Farrag, CDMP

Marketing Professor, Consultant & 100% believing in Youth!
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Understanding your target market is key for success and for adding value to your brand! It all starts with the customer and ends with a satisfied and ultimately loyal customer.

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2 Define your value proposition

Your value proposition is the core of your message. It is what sets you apart from your competitors and what makes your school or program appealing and relevant to your target audience. Your value proposition should answer the question: why should someone choose you over other alternatives? To define your value proposition, you need to identify your unique strengths, benefits, and outcomes that you offer to your students. You also need to articulate how you solve their problems, address their needs, and help them achieve their goals. Your value proposition should be clear, concise, and compelling, and it should align with your mission, vision, and values.

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Marcio Ruiz

Consultor Administrativo | Top Voice em Gest?o de Empresas, Lideran?a de Equipe & Habilidades Analíticas | Membro do Parlamento Mundial de Educa??o | Professor |
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A proposta de valor deve ser extraída de seu público: o que ele necessita? Em que visualiza valor? Porque escolheria você e n?o o concorrente? Acredite, seu cliente sabe mais sobre seu business do que você.

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3 Develop your brand identity

Your brand identity is the visual and verbal expression of your value proposition. It is how you present yourself to your target audience and how you want them to perceive you. Your brand identity includes your logo, colors, fonts, images, tone of voice, and style guidelines. Your brand identity should be consistent, distinctive, and memorable, and it should reflect your personality, culture, and values. To develop your brand identity, you need to work with your marketing team to create a brand strategy, a brand manual, and a brand toolkit that define and standardize your brand elements and usage.

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Marcio Ruiz

Consultor Administrativo | Top Voice em Gest?o de Empresas, Lideran?a de Equipe & Habilidades Analíticas | Membro do Parlamento Mundial de Educa??o | Professor |
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Tendo em mento seu UVP (Unique Value Proposition), agora é hora de refina-lo. Como mostrar ao público-alvo que encontrará o que deseja somente em você? Aqui reside o trabalho vital da equipe do marketing, basicamente em branding.

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4 Create your marketing materials

Your marketing materials are the tools and channels that you use to communicate your message to your target audience. They include your website, brochures, flyers, videos, social media, email, blog, and more. Your marketing materials should be engaging, informative, and persuasive, and they should showcase your value proposition and brand identity. To create your marketing materials, you need to work with your marketing team to plan, produce, and distribute your content across different platforms and formats. You also need to monitor, measure, and optimize your marketing performance and feedback.

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Marcio Ruiz

Consultor Administrativo | Top Voice em Gest?o de Empresas, Lideran?a de Equipe & Habilidades Analíticas | Membro do Parlamento Mundial de Educa??o | Professor |
(已编辑)
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Nesse momento, a cria??o de todos materiais deve ser uma tarefa aberta, dentro da institui??o. Fa?a com que todo participem ou que, no mínimo, possam sugerir mudan?as. A opini?o dos estudantes atuais é t?o (ou mais) importante do que a dos candidatos à admiss?o.

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Heather Catalino Tansley, EdD, LPCMH

Strategic Communication Leader, Educator & Mental Health Professional with a Passion for Student Success
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Involve students and student stories in the creating of your marketing materials. Prospective students need to be able to see themselves at your institution and being able to connect to the stories of current students is one of the best ways to do that!

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5 Involve your stakeholders

Your stakeholders are the people who have an interest or influence in your school or program, such as your faculty, staff, alumni, current students, partners, and donors. They can be your ambassadors, advocates, and referrals, and they can help you spread your message and build your reputation. To involve your stakeholders, you need to work with your marketing team to identify, engage, and empower them. You can do this by sharing your vision, values, and goals, soliciting their feedback and input, providing them with training and resources, recognizing their contributions, and inviting them to participate in your marketing activities.

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Dr. Syed Ali Tarek

Head of Department MBA and Executive Education, FSET, FRAS, FRSA, FIOEE, SFHEA
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To create a cohesive message for admissions, it's crucial to involve stakeholders, particularly the marketing team. Start by aligning on the institution's values, goals, and target audience. Conduct collaborative brainstorming sessions to generate ideas and themes that resonate with prospective students. Ensure consistent messaging across all marketing channels, including website content, social media, and advertising materials. Regularly review and refine the message based on feedback and performance data to optimize effectiveness.

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6 Review and refine your message

Your message is not static, but dynamic. It evolves and adapts to the changing needs and expectations of your target audience and the competitive landscape. To ensure that your message remains relevant, effective, and consistent, you need to work with your marketing team to review and refine it regularly. You can do this by conducting market analysis, competitor analysis, SWOT analysis, and gap analysis, collecting and analyzing data and feedback, testing and experimenting with different messages and channels, and implementing improvements and changes.

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Dr. Syed Ali Tarek

Head of Department MBA and Executive Education, FSET, FRAS, FRSA, FIOEE, SFHEA
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To review and refine the message, gather feedback from various stakeholders, including current students, alumni, admissions staff, and prospective students. Analyze data on engagement metrics, such as website traffic, social media interactions, and conversion rates. Pay attention to audience responses, comments, and inquiries to gauge resonance and identify areas for improvement. Conduct surveys or focus groups to gain insights into perceptions and preferences. Use A/B testing to compare different messaging approaches and determine which resonates best with the target audience. Continuously iterate based on insights and feedback to ensure the message remains relevant and compelling.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Marcio Ruiz

Consultor Administrativo | Top Voice em Gest?o de Empresas, Lideran?a de Equipe & Habilidades Analíticas | Membro do Parlamento Mundial de Educa??o | Professor |
(已编辑)
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A opini?o dos estudantes atuais é t?o (ou mais) importante do que a dos candidatos à admiss?o. Envolva-os em todas etapas, principalmente os mais brilhantes. O norte está na m?o deles, só precisa ser identificado.

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How can you work with your marketing team to create a cohesive message for admissions?

1

2

3

4

5

6

7

1 Understand your target audience

2 Define your value proposition

3 Develop your brand identity

4 Create your marketing materials

5 Involve your stakeholders

6 Review and refine your message

7 Here’s what else to consider

Educational Leadership

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How can you work with your marketing team to create a cohesive message for admissions?

1

2

3

4

5

6

7

1 Understand your target audience

2 Define your value proposition

3 Develop your brand identity

4 Create your marketing materials

5 Involve your stakeholders

6 Review and refine your message

7 Here’s what else to consider

Educational Leadership

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