Join Marketing Connection mailing list and as a Thank You, we'll send you a FREE Campaign ROAI & Breakeven Calculator (Reg. $19.99). You'll receive our newsletter, special offers and timely updates on new products and services as well as valuable information and marketing news.
And gain FREE access and use of 150+ sales and marketing tools and apps.
For some colleges, expansion into a new geographic market can be an extremely wise move – but for many, it can be an expensive lesson in what not to do.
Here’s how we help colleges identify opportunities and determine if and how those opportunities can be turned into a profitable reality.
Market research including primary and secondary research that addresses the demand for your offering in that market amongst specific segments of the market.
Key questions include
- What is the current level of demand for your offering in that market?
- What is the projected demand for the next 5 to 10 years?
- Where do current student go to meet current levels of demand?
- What are the current programs in demand, who offers them and what do they cost?
- What is the audiences’ perception or awareness towards your college or programs?
- Are there any legal, political, environmental factors that will impact your entry and operations in the market – if so, what are they, why and how do we overcome them
Having helped several colleges explore expansion opportunities, we can tell you that this can be an extremely expensive strategy and one that should not be made without a great deal of understanding about the audiences, competition, economy, and a host of other factors.
Before taking action, we help colleges answer some critical questions including forecasting the size of the opportunity and the actions that must be taken in order to turn that opportunity into a reality. Or, in some instances, how the opportunity isn’t all that substantial but the potential cost/risk is – so don’t
Should you enter a new market on your own? Or should you partner with a local institution? Do you target the local consumer market? Or do you target Americans living abroad? Or do you target corporations that feel a college education from a US institution will prepare their leadership for greater success?
Successfully identifying geographic markets for successful expansion requires knowledge, insight, planning, resources and exceptional execution.
That’s were DWS Associates helps – we’ve helped colleges expand regionally, nationally and internationally. And we’ve also helped colleges realize that expansion wasn’t the right way to go, saving them millions of dollars in potential expenses!
Our Marketing Opportunity Assessment is designed to help understand the current market – how does society value college education? How do residents pay for college today? Can they afford your programs and services? Will their population want you to have a physical presence nearby or will they enroll in your programs and courses if your closest office in hundreds if not thousands of miles away? How does society perceive their local colleges and universities as a source for quality higher education? How do leading corporations and organizations value higher education for their employees and leaders?
Competitive Intelligence to understand where your audience(s) in that market are currently attending and earning their certificates, and degrees.
Strategic planning to create your go-to-market action plan including who to target, your programs and services strategy? Your pricing strategy for the new market? Are you offering courses and programs in classroom only, hybrid, online, other? And how will you generate awareness, demand/leads, enrollments and more?