DWS Associates Marketing Solutions

Business Development & Marketing Solutions

Member Registration / Login:
Member Registration / Login:


Not a member? Click here to register »

_

  • Request Information
  • Home
  • Marketing Tools
    • What Can You Afford To Spend To Acquire a New Customer?
    • Marketing Planning Tools
      • Marketing Assessment
      • Customer Acquisition & Retention
        • Customer Acquisition & Retention Assessment
        • Customer Acquisition & Retention Checklist
      • Marketing Needs Analysis Tool
      • Marketing Performance Evaluator
      • SWOT Analysis Tool
      • Marketing Plan Guide & Template
      • Sample Size Marketing Calculators
    • Direct To Consumer Marketing Tools
    • Competitive Analysis & Competitive Intelligence Tools
      • Competitive Intelligence Assessment
      • Competitive Marketing Performance Evaluator
      • Competitor SWOT Analysis Tool
      • Competitive Situation Analysis Template
      • Competitive Analysis Tool
      • Competitive Radar Tool
      • Competitive Continuum Charting Tool
      • Competitive Positioning Mapping Tool
      • Competitive Intelligence Packaged Services Programs
      • Competitive Intelligence Services
    • CRM Planning Tools
      • CRM Readiness Assessment Tool
      • CRM Application Assessment & Vendor Selection Tool
      • Life Time Value Calculator
      • Life Time Value Acquisition Cost Calculator
      • Net Present Value Calculator
      • Customer Retention Rate Calculator
      • Customer Acquisition Assessment
      • Customer Retention Assessment
    • Marcom Tools
      • Promotional Capabilities Assessment
      • Advertising Appeals Checklist
      • Sample Size Marketing Calculators
      • Marcom Planning Tools
        • Marketing Campaign Planning Guide
        • Communications Strategy Template
        • Advertising Media Selection Tool
        • Marketing Communications Plan Template
        • Message Planning Template
        • Advertising Effectiveness Tool
        • Agency Evaluation Tool
        • Advertising Campaign Creative Brief Template
        • Campaign Circulation Planning Tool
        • Campaign Response Tracking Tool
      • Marketing Calculators
        • 1-Step Marketing Campaign Calculator
        • 2-Step Marketing Campaign Calculator
        • Campaign Inquiry (Lead) Projections Calculator
        • Marketing Campaign - Simple ROI Calculator
        • Campaign ROAI & Breakeven Calculator
        • Campaign Lead Flow Calculator - Based on Desired Profit
        • Campaign Lead Flow Calculator - Based on Desired Revenue
        • Campaign Lead Flow Calculator - Based on Sales Cycle
        • Marketing Campaign Financial Results Calculator
        • Cost Per Lead (CPI) Breakeven Calculator
        • Marketing Campaign Circulation Sizing Tool
        • Lead Generation Calculator by Media Type
      • Direct To Consumer Marketing Tools
        • Direct To Consumer Marketing Assessment
          • Direct Marketing Self Assessment
        • Direct To Consumer Marketing Planning Tools
          • Direct Marketing Campaign Planning Guide
          • Direct Mail Campaign Financial Analysis Tool
          • Direct Mail Campaign Production Cost Estimator
          • Direct Mail Campaign Response Tracking Tool
          • Direct Response Advertising Media Selection Tool
        • Direct To Consumer Marketing Calculators
          • Average Order Value Breakeven Calculator
          • Direet Response Campaign Media Level ROI Breakeven Calculator
          • Direct Order Campaign Breakeven ROI Calculator by Media Type
          • Single Variable - Campaign Breakeven Calculator
          • Direct Mail Testing Financial Analysis Calculator
          • Mailing Package Production Cost Estimator
          • Telemarketing Campaign Calculator - Revenue Based
          • Telemarketing Campaign Calculator - Contact Universe Based
          • DRTV Ad Allowable Calculator
          • DRTV Income Cash Flow Calculator
          • DRTV ROAI Calculator
      • Digital - Social Marketing Tools
        • Digital Marketing Assessment
        • Social Media Readiness Assessment
        • Social Media Networks Database
        • Digital Marketing Calculators
          • Social Media ROI Calculator - Single Media Tactic
          • Social Media ROI Calculator - Multi Media Campaign
          • PPC Advertising Breakeven Calculator
          • PPC Adwords Profitability Calculators
          • Banner Ad ROI Calculator
          • Website ROI Calculator
          • Email Lead Generation Calculator
          • Email Campaign Revenue & Profitability Analysis Tool
          • Email Testing Financial Calculator
    • Trade Show Event Marketing Tools
      • Trade Show - Event Participation Sponsorship Checklist
      • Trade Show - Event Attendance Calculator
      • Trade Show - Event Breakeven ROI Calculator
      • Trade Show - Event Marketing Brief
      • Trade Show - Event Tasks Checklist Template
      • Trade Show - Event Budget Template
    • Product Marketing Tools
      • Product Evaluation Checklist
      • New Product Idea Screening Tool
      • Product Life Cycle Analysis Tool
      • New Product Launch Plan Template
      • New Product Launch Plan GANTT Chart & Budget Template
    • Sales Planning Tools
      • Sales Capabilities Assessment
      • Strategic Sales Account Plan Template
      • Account Executive Sales Plan Template
      • Sales Opportunity Assessment Tool
      • Sales Leads Pipeline Calculator - Revenue Based
      • Lead Flow Planning Calculator for Sales Cycle
      • Sales Force Sizing Tool
      • Sales Territory Planning Tool
      • Sales Prospecting Activity Rate Calculator
    • eCommerce, Catalog, Retail Tools
      • eCommerce / Catalog Marketing Assessment
      • Catalog eCommerce Business Audit Overview
      • Catalog eCommerce Business Audit Tool
      • Catalog Square Inch Analysis Tool
      • Catalog / List Rental Circulation Planning
      • Customer Retention Rate Calculator
      • RFM Scoring Model Calculator
      • Retail Financial Calculators
    • Higher Education Marketing Tools
      • Higher Ed Marketing Assessment
      • Student Relationship Management Assessment
      • Student Recruitment Self Assessment
      • Student Retention Self Assessment
      • Higher Ed Competitive Radar Tool
    • White Papers
    • Marketing Tools Request
  • Services
    • Marketing Needs Analysis
    • Market Planning Services / Programs
      • Routes-To-Market Evaluation & Planning Services
      • Strategic Marketing Plan Development Services
      • Marketing Assessment Services
      • SWOT Analysis Services
      • Market Intelligence Services
      • Market Opportunity Assessment Services
      • CRM Assessment Services
      • CRM Application & Vendor Assessment Services
      • Target Audience Identification Services
      • Customer Acquisition Program Services
        • Customer Acquisition Program Audit Service
      • Customer Retention Program Services
        • Customer Retention Program Audit Service
      • Partner Marketing Program Services
        • Partner Marketing Program Audit Service
    • Competitive Intelligence Services
    • Marcom Services
      • Inhouse Agency Planning & Setup Services
      • Marketing Communications Assessment Services
      • Customer Journey Mapping / Message Planning Services
      • Marketing Campaign Planning Services
      • Digital Marketing Assessment Services
      • Email Marketing Services
      • Digital & Social Media Services
    • DTC & Retail Marketing Services
      • Catalog Marketing Assessment Services
      • Multi Channel Marketing Assessment Services
      • Catalog Merchandising Services
      • Catalog Planning & Design Services
    • Demand Gen & Sales Planning Services
      • Sales Capabilities Assessment Services
      • Sales Plan Creation Services
      • SalesGen2020 Demand Generation Services
      • Sales Pipeline Forensics Services
      • Lead Management System Planning / Design Services
    • Marketing Tools Request
  • Workshops
    • Marketing Planning Workshop
    • Customer Acquisition Workshop
    • Customer Retention / Loyalty Workshop
    • Marcom Message Planning Workshop
    • Direct To Consumer Marketing Workshop
    • Catalog Marketing Workshop
    • Partner Marketing Workshop
    • Lead Management Workshop
    • Marketing Tools Request
  • Resources & Knowledgebase
    • Marketing Planning
      • Do You Need a Marketing Plan?
      • Marketing Planning 101 Tutorial
        • Marketing 101 Presentation
      • Market Segmentation Criteria Checklist
      • Targeting / Segmentation Hierarchy List
      • Segmentation Analysis - 10 Principles
      • Types of Segmentation Analysis
      • Effective Competitive Analysis Guide
      • Market Research Checklist
      • Lead Generation Checklist
      • CRM Application & Vendor Selection Checklist
    • B2B Marketing
      • B2B vs. B2C Marketing
      • Sales Funnel Explained
      • B2B Lead Generation / Checklist
      • B2B Lead Scoring
      • B.A.N.T. a System for Scoring & Ranking Leads
      • Managing the Sales Pipeline
      • Building a Lead Management Program
      • B2B Landing Page Lead Form Design
      • B2B Social Media
    • Catalog Marketing, eCommerce, Retail
      • Quiz - Catalog Marketing
      • Merchandising 101
      • Anatomy of a Winning Product
      • Catalog Merchandising
      • Catalog Marketing 101 Tutorial
      • Catalog Marketing Overview
      • Catalog Marketing Checklist
      • Catalog Creative Strategy
      • Catalog Design
      • Catalog Design Checklist Tips
      • Catalog Copy Checklist Tips
      • Catalog Review Checklist
      • Retail Competitive Analysis Checklist
    • Marcom
      • Sales Promotion Planning Checklist
      • Campaign Planning Steps
      • List Rental Strategies
      • Circulation Planning Checklist
      • Advertising Campaign Planning Checklist
      • Advertising Checklist for Multichannel Marketers
      • Media Advantages & Disadvantages Checklist
      • Ways to Increase Advertising Response Rates Checklist
      • Creative Brief Checklist
    • Direct Marketing
      • Direct Marketing 101 Tutorial
      • When to Use Direct Marketing
      • Direct Marketing Process
      • Keys to Successful Direct Marketing Programs
      • Database Data-Driven Marketing Checklist
      • Direct Marketing Success Checklist
      • Direct Marketing Offer Checklist
      • Direct Mail Package Design
      • Direct Response Copy Guide
      • Direct Marketing Brochure Checklist
      • Direct Mail Email Design Tips
      • Direct Response TV / Video Guide
      • Direct Response Radio Guide
      • Direct Response Telemarketing Guide
      • Teleservices Definitions
      • Telemarketing Program Design / Creative Guide
    • Digital Marketing
      • Landing Page Design Guide
      • Website Information Request Form Design Tips
      • Social Listening - Why
      • Social Media Listening Tools
      • Social Media Networks Database
      • Direct Response Banner Ads Guide
      • Direct Response Email Guide
      • Email Copy Guide & Tips
      • Email Design Guide & Tips
      • PPC Ads - Tips For More Effective Writing
      • Guide to Creating Profitable Personas
      • How to Start a Successful Blog
      • Successful Blog Post Checklist
    • Higher Education Marketing
      • Adult Student Recruitment Checklist
      • Adult / Post-traditional Student Lead Generation Checklist
      • Adult / Post-traditional Student Retention Checklist
      • Email Tips For Colleges & Universities
    • White Papers
      • White Papers
        • 5 Principles to Drive Recruitement & Retention
        • 6 Irrefutable Truths of Succesful Marketing
        • 7 Strategies to Drive B2B & B2C New Customer Acquisition
        • 7 Strategies that Drive Enrollments Near & Long Term
        • 10+ Reasons Why Most College Marketing/Enrollment Plans Fail and How to Avoid Them
        • Adult Student Recruitment
        • Adult Student Retention
        • Adult Student Recruitment Best Practives
        • B2B Demand Generation Best Practices
        • B2B SEO & SEM
        • Build a Social Media Powerhouse
        • Colleges Chase Adult Students Away
        • Competitive Intelligence 101
        • Competitive Intelligence 101 - Higher Education
        • Content Marketing Doing It Right
        • Direct Mail Advertising
        • Direct Marketing Analytics
        • Direct Marketing Offer
        • Direct Marketing Business Plan
        • Direct Response Print Advertising
        • Direct Response Creative
        • Direct Marketing Campaign Planning
        • Direct Response Circulation Planning
        • Developing a Lead Management Program
        • Developing Messages and Offers That Increase Adult Enrollments
        • Lead Flow Planning
        • Lead Scoring, Priorizations, Routing
        • Marketing Metrics
        • Marketing Planning 101
        • Best In Class Referral Programs
        • Successful Direct Mail 101
        • Successful B2B Social Media 101
        • Targeting & Segmentation
        • How Some Colleges Chase Prospective Adult Students Away
        • Build A Student Recruitment And Retention Juggernaut
  • About
    • B2B/B2C/Retail Newsletter Archive
    • Higher Ed Newsletter Archive
    • Marketing Tools Request
  • Contact Us
    • Marketing Needs Analysis - What do you need?
    • Marketing Connection Signup
    • Marketing Tools Request
  • Blog
    • 2019
      • 01
        • Market Opportunity Assessment: Why You Need One & 5 Key Steps
        • Enrollment Management: Navigating Disruption to Achieve Success
      • 02
      • 03
        • 49% of retailers name in-store mobile experience a top priority
        • 2019 Digital Marketing Trends & Gen Z
      • 04
        • Enrollment Management: Shifting Demographics & Shrinking Population
        • Smart College Recruitment Targets Wisely Using Segmentation
      • 05
        • Email Marketing Tips
    • 2018
      • 01
        • The hidden cost of selling direct – the returns game
        • 2018 Lead Generation & Recruitment Predictions & Tips
        • How's your marketing?
        • The Offer - How To Make One They Can't Refuse
        • Successful Product Development
        • How Direct Makes Digital Better
        • Questions That You Need To Answer
        • Do You Know What Your Competition Is Doing?
      • 02
        • The Marketing Planning Process...Doing It Right!
        • Managing The Sales Pipeline
      • 03
        • Being Prepared for Change (Why You Need Market Intelligence to Drive Revenue Growth)
        • Competitor Update: Coursera Coming to Eat Your Lunch
        • Discussion: Why Should Your Institution Exist in the 21st Century?
        • Discussion: Should Your College Exist in the 21st Century?
        • Welcome Back: Former Students, Graduates
        • Adult Students: Thoughts on the Chronicle's Report
      • 04
        • Avalanche of Dreck...Are you part of the problem?
        • Profile of the Average Online Student
        • You Can't Make It Up In Volume
      • 05
        • Simple Guide to Creating Profitable Personas
        • Amazon Losing Billions - You Should Be Scared
        • Comment: Why Most CMOs are Failing
        • Marketing Personalization...Most of It Isn't
        • Amazon's "Try Before You Buy"
        • Are Shoppers Really That Resistant to Self-Checkout?
        • B.A.N.T. May Be Old, But It Still Works
        • All The Martech In The World Won't Make You a Marketer
        • 9 Tips For Writing Effective PPC Ads
        • Blogging: 5 Reasons Why & 5 Tips for Success
        • The 4 Step Welcome Email Series
      • 06
        • The Lead Management Game - Winning Or Losing?
        • Part 1: Podcasts Should You Start Your Own Podcast?
        • Part 1: Blogs: Should You Start A Blog?
        • 8 Simple Ways to Increase Enrollments
      • 07
        • PART 2: Podcasts: Develop Your Plan
        • Should You Buy or Generate Your Own Leads?
        • How to Overcome the 3 Reasons Most Miss Their Enrollment Goals
      • 08
        • Contact Strategy: People Buy From People
        • 2 Commonly Overlooked Causes for Enrollment Shortfalls - And How to Fix Them
        • Designing and Writing Effective Direct Mail Packages
      • 09
      • 10
      • 11
        • Developing Your Content Marketing Strategy
        • How Content Marketing Can Increase Enrollments, Retention
    • 2017
      • 01
        • Influencer Marketing: More Confusion Over Simple Concept
        • 10+ Reasons Why Most College Marketing/Enrollment Plans Fail & How to Avoid Them
        • Marketing Planning 101 - Are You?
        • Are CMOs' Jobs in Jeopardy?
        • Lead Flow Planning - Getting It Right
        • Omni Channel or Not? Retail Survival or Not?
      • 02
        • Announcing Our New Enhanced On-Demand Services for Adult, Graduate and Continuing Education Programs
        • Tips for Great Direct Response Radio
        • Email Design Tips
        • Data-Driven Marketing...It's As Old As Index Cards, And Then Some...
        • Why They ain’t buying what you’re sellin’
      • 03
        • New Degree Programs: What You Must Learn from Google, Amazon and Apple
        • Student Recruitment & Retention Goes to the Movies
        • Just Outsource It!
      • 04
        • Why You’re Not Answering Their Questions
        • Adult Students: Are You Serious or Just Screwing Around?
        • Is Your Brand Safe?
        • Ask Questions
        • Event Marketing for Adult Enrollments
        • Retail is Not Dead!
        • Pros & Cons of In House Agency
        • Is Affiliate Marketing for Your Business?
        • Webinar: 7 Proven Techniques for Increasing Adult Student Enrollments
        • False Victories
      • 05
        • Bring Programmatic Adv In House? Yes? No?
        • Call Attribution Tech - Do you need it?
        • Are you losing sales people?
        • Webinar: Adult Student Retention
        • Is ‘eMail Blindness’ Killing Your Business?
      • 06
        • Direct Mail Tips for More Effective Student Recruitment
        • Marketers Wake Up...Get Those Phone #s
        • The Secret to Successfully Providing Life-long Learning
        • Higher Ed Marketing Podcast 3: Web Forms
        • Higher Ed Marketing Podcast 4: Thank you page
      • 07
        • 2 Secrets to Achieving Adult Enrollment Goals
        • Social Worship
        • The Amazon Effect...Are You Ready?
        • Old Ways Don't Open New Doors
      • 08
        • Early Results: Adult Student Recruitment Effectiveness Part I of II
        • Early Results: Adult Student Recruitment Effectiveness Part II of II
        • Webinar: Competitive Intelligence 101
        • How to Say the Right Thing so More Adults Enroll
        • Clear Communications, not Content Marketing, is Key to Achieving Adult Enrollment Goals
      • 09
        • Are You Listening Carefully? Asking the Right Questions?
        • Missing Unrealistic Goals
      • 10
        • What Are You Putting Into Your Sales Pipeline
        • Competitive Intelligence - What is it? Why do you need it?
      • 11
        • Yes, You Do Have the Budget
      • 12
        • Enrollment Opportunity: Under-served Segments
        • Why Colleges Are Failing to Achieve Adult Enrollment Goals
    • 2016
      • 01
        • Direct Marketing Planning
        • How Many Leads Do Our Sales Executives Need?
        • The Drones Are Coming!
        • New Study Identifies Opportunities to Improve Student Recruitment
        • Outbound Telemarketing Missing Opportunities As Part of College Student Recruitment
        • Student Retention Tips for 2016
        • Advantages of Direct Marketing
        • 6 Tips to Improve Your College's Content Marketing Performance
      • 02
        • Lead Flow Planning - Getting It Right
        • Are You Sitting Around Waiting for Business?
        • Get More Our of Your CRM Investment
        • Tips for Building Affordable, Effective Marketing Research Program
        • Smart College Recruitment Targets Wisely Using Segmentation
      • 03
        • Marketer's Toolkit Goes Mobile
        • A/B Testing: Some Important Rules to Follow
        • Targeting is Not Rocket Science
        • Snap Chat for Student Recruitment
        • Colleges Must Lead the Way in Marketing to Millennials
        • How Many Leads Do You Need?
        • Do You Know What a "Lead" Is?
        • Do You Know How Many Sales Leads You Need? Find Out With...
        • Content Marketing: It's a Mess
      • 04
        • What Is The Best Marketing Channel?
        • Do You Need a Marketing Plan?
        • Data Analytics Improve Enrollment Performance
        • Why Facilitated Strategic Planning Workshops are Most Effective for Your College...
        • Common Social Media Challenges and Solutions
        • 8 1/2 Common Errors in the Student Recruitment Process
      • 05
        • Differentiation - Colleges Need to Be Uniquely Valuable
        • Non-Traditional Students: Tips to Attract & Retain
        • Market Planning Process
        • Market Analysis - Identify Your Target Markets
        • Catalog Business Plan
        • 10 Common Digital Marketing Mistakes & Solutions
        • Tips for Recruiting Millennials to Your College
        • How to Lower New Student Acquisition Costs
      • 06
        • Your Website Needs Help
        • Better Adwords Performance ASAP
        • Higher Education Marketing Assessment Tool: A Demo
        • Join Marketing Connection Today
        • Marketers Are Focused On the Wrong Things
        • Marketing...It's About the Numbers
        • Colleges Without Market Research: Penny-Wise, Pound Foolish
        • Top Benefits You Enjoy From a Mystery Shopper Audit
      • 07
        • The Future of Content Marketing
        • Pokemon Go: Student Recruitment & Retention?
        • Whatever the Channel: Marketing Success Depends on 5 Factors
        • When Your Customers Aren't Your Customers - Social Media Pitfalls
        • Content Marketing Success
        • Why You Can't Afford to Pass on a Retention Audit
      • 08
        • Your Trouble With Adwords
        • You Can't Recruit & Retain if You Don't Know Your Audience
        • Facebook Live for Student Recruitment
        • How to Make Significant Improvements to Student Recruitment Results
      • 09
        • Why Facilitated Strategic Planning Workshops are Most Effective for Your College...
        • Video Marketing: Tips for Greater Success
        • The Details Are in the Plans
        • Digital Metrics: How Much is Real & How Much is Bullshit?
        • Video Content Marketing: Tips for Greater Success
      • 10
        • How You Can Enroll More Non-Traditional Students
        • Your Email Metrics Are Wrong
        • Too Much Content Too Much Waste
        • How Asking the Right Questions Can Increase Enrollments
        • Content Marketing for Higher Education Recruitment and Retention
      • 11
        • 5 Ways to Increase Graduate School Enrollments by Leveraging Data
        • Big Data, Predictive Analytics & Marketing Research Strike Out in Election 2016
      • 12
    • 2015
      • 11
        • Black Friday - Cyber Monday - Trends
    • Discount
    • Billing
    • Shipping
      • Address
      • Method
    • Payment
      • Method
      • Form
    • Finish
    • Finish Error
    • Complete Order
    • Wanted
    • Newsletter Registration Page
    • Free Marketing Toolkit With Purchase of Book
  • Book

Category List

Marketing Communications (4)
Target Marketing (1)
Marketing Planning (7)
B2B Marketing (1)
Omni Channel Marketing (1)
Retail Marketing (1)
Internet Marketing (1)
Marketing Channels (1)
Social Media Marketing (2)
Marketing Analytics (1)
SEM (2)
Lead Management (7)
Student Recruitment (4)
Direct Marketing (9)
Demand Generation (1)
Martech (1)
Catalog Marketing (2)
Marketing Management (1)
Podcast: Higher Ed (4)
Marketing Strategy (2)
Advertising (1)
Email Marketing (3)
Marketing Connection (1)
Marketing (4)
Webinar (2)
Telemarketing (1)
Mobile Marketing (1)
Sales Management (3)
Strategic Marketing Planning (3)
eCommerce (5)
Competitive Intelligence (2)
Content Marketing (16)
Digital Marketing (3)
Customer Acquisition (4)
Marketing Tools (1)
CRM (1)
Higher Education Marketing (55)
Market Research (4)
Market Opportunity Assessment (1)
Retailing (2)

Tag List

Search Engine Marketing (1)
Setting Goals (1)
Lifelong Learning (1)
Broadcast Direct Response (1)
SEM (2)
Market Research (8)
Differentiation (1)
eCommerce (9)
Business Development (1)
Nurturing (1)
Demand Generation (7)
Direct Marketing (13)
eCommerce Product Development (1)
Omni Channel Marketing (2)
Market Intelligence (3)
Lead Generation (18)
Affiliate Marketing (1)
Adult Student Recruitment (1)
Marketing Management (1)
Assessments (1)
Adult Students (4)
Student Acquisition (10)
paid media (1)
Market Planning (2)
Strategic Planning (5)
Adult Student Retention (1)
Social Media (5)
Mystery Shopper Audit (3)
SMS Text (1)
Telemarketing (1)
earned media (1)
Student Nurturing (7)
Marketing Communications (8)
Podcast (2)
Offer Development (1)
Higher Education (10)
Advertising (5)
Customer Service (1)
Internet Marketing (4)
Creative (2)
Predictive Modeling (1)
Marketing Technology (1)
Database Marketing (1)
Lead Nurturing (11)
Online Marketing (5)
Email (3)
Marketing Channels (4)
Retail Marketing (9)
PPC Ads (1)
Student Success (1)
Consumer Catalogs (1)
Dave Freeman (3)
Social Media Marketing (6)
Student Satisfaction (1)
Market Segmentation (2)
Adtech (1)
Marketing Promotions (4)
Content Marketing (11)
Customer Acquistion (3)
Gen Z (2)
Blog (1)
Sales Pipeline (1)
Millennial Marketing (1)
Webinar (2)
Generation Z (1)
Data-Driven Marketing (1)
Segmentation (5)
Marketing Collateral (2)
Marketing Strategy (8)
Campaign Planning (1)
CMO (1)
Catalog Marketing (4)
Mobile Marketing (2)
Marketing Media (2)
Strategic Market Planning (4)
Thank you page (1)
Merchandising (2)
Student Recruiting Campaign (1)
Sales Management (2)
Martech (1)
Marketing Audit (1)
Marketing Automation (1)
Selling (1)
retail (3)
Enrollment Management (3)
On Demand Marketing (1)
Social Media (1)
Web Forms (1)
Direct Response Email (2)
Student Recruitment (25)
Target Marketing (2)
Event Marketing (1)
Marketing Tools (2)
DR Radio (1)
Marketing Connection (1)
DWS Associates Marketing (1)
Video Marketing (2)
Key Metrics (1)
CRM (3)
influencer marketing (1)
Data Analytics (2)
Customer Retention (2)
Marketing (17)
Multi Channel Marketing (3)
Student Retention (14)
Market Opportunity Assessment (2)
Targeting & Segmentation (3)
Website Design (1)
College Recruitment (1)
B2C Marketing (1)
Student Enrollments (1)
Market Testing (1)
Competitive Analysis (3)
Marketing Planning (9)
Marketing Research (3)
Business Catalogs (1)
College Retention (1)
Competitive Intelligence (7)
Marketing Analytics (1)
Revenue (1)
Email Marketing (5)
Product Development (1)
Inbound Marketing (1)
New Program Development (1)
Retailing (8)
Higher Education Marketing (21)
Process Mapping (1)
Cataloging (1)
Customer Acquisition (7)
Post-traditional Students (1)
Direct Response Marketing Product (1)
Sales (3)
Call Center (1)
A/B Testing (2)
Personalization (1)
Media Buying (1)
Personas (3)
Market Planning Process (2)
Direct Response (3)
Marketing Assessment (2)
Adwords (2)
Integrated Marketing Communications (1)
B2B Marketing (2)
Lead Management (13)
Digital Marketing (9)
Direct Mail (4)
Market Analysis (1)
Content Markteing (5)
Outsourcing (1)
Marcom (1)
Profits (1)
Target Market (2)

Tag Cloud

Setting GoalsGeneration ZPost-traditional StudentsMartecheCommerce Product DevelopmentMarket Planning ProcessRetailingMarket SegmentationBusiness CatalogsSocial MediaSalesStrategic Market PlanningContent MarkteingMarketing PromotionsMarketing ToolsMarket Opportunity AssessmentMarketing AssessmentTarget MarketHigher Education MarketingAdult Student RecruitmentSegmentationCall CenterMobile MarketingEmail MarketingMarketing ResearchOmni Channel MarketingCreativeMarket IntelligenceMarketing StrategyCMOStrategic PlanningSEMPersonasConsumer CatalogsKey MetricsInternet MarketingMarket PlanningTelemarketingLifelong LearningMarketing Connectioninfluencer marketingDave FreemanWeb FormsContent MarketingIntegrated Marketing CommunicationsDR RadioBusiness Developmentearned mediaAdwordsSMS TextDirect ResponseMarketingpaid mediaBlogTargeting & SegmentationData-Driven MarketingDirect MarketingWebinarDemand GenerationMarket ResearchStudent Recruiting CampaignMarket AnalysisProcess MappingWebsite DesignMillennial MarketingNurturingPodcastSocial MediaAdtechDirect Response Marketing ProductAffiliate MarketingCompetitive AnalysisOutsourcingeCommerceCatalogingHigher EducationCollege RecruitmentMarketing CommunicationsPersonalizationSearch Engine MarketingTarget MarketingMystery Shopper AuditCustomer AcquisitionMarketing TechnologyStudent AcquisitionMarketing ChannelsMarcomMarketing AnalyticsNew Program DevelopmentLead GenerationProfitsStudent RetentionOn Demand MarketingMarketing AuditCustomer AcquistionMulti Channel MarketingDirect MailVideo MarketingDirect Response EmailGen ZDigital MarketingStudent RecruitmentBroadcast Direct ResponseCampaign PlanningCustomer ServiceDatabase MarketingMarketing PlanningRevenueA/B TestingEnrollment ManagementSales ManagementSellingEvent MarketingStudent SatisfactionSocial Media MarketingCollege RetentionretailAdult Student RetentionRetail MarketingStudent SuccessLead NurturingB2C MarketingMedia BuyingCustomer RetentionInbound MarketingDWS Associates MarketingStudent EnrollmentsOffer DevelopmentB2B MarketingPPC AdsStudent NurturingAdult StudentsProduct DevelopmentMarketing MediaMarket TestingAssessmentsEmailMarketing AutomationAdvertisingSales PipelineLead ManagementThank you pageData AnalyticsCompetitive IntelligenceMerchandisingPredictive ModelingOnline MarketingMarketing CollateralMarketing ManagementCatalog MarketingCRMDifferentiation


Archive

2017

  • Mar
  • Apr
  • May
  • Jun
  • Jul
  • Aug
  • Sep
  • Oct
  • Nov
  • Dec

2018

  • Jan
  • Feb
  • Mar
  • Apr
  • May
  • Jun
  • Jul
  • Aug
  • Sep
  • Oct
  • Nov

2019

  • Jan
  • Mar
  • Apr
  • May

Content Marketing for Higher Education Recruitment and Retention

Oct 31, 2016

Note: The following is an excerpt from Content Marketing: Doing it Right (Higher Ed Edition), an ebook written by Dudley Stevenson and Part McGraw.  You can download the entire eboook here.

 

Introduction

doh by hovias sudonelghm.jpgMany any colleges struggle to improve student recruitment and retention performance for some of the following reasons:

1. They lack a solid understanding of their target audience – an audience that is changing from Boomers and Gen X to Millennials and Generation Z. This causes them to deliver the wrong message and offer at the wrong time via the wrong communication channels which leads to lower conversion, enrollment, retention and graduation rates.

2. They have forgotten about marketing communications – which is all about getting the right message and offer to the right person at the right time via the right channel in order to motivate the right action – and shifted focused to ‘content marketing’ – which, for many, is all about creating more content. They refer to marketing departments as publishers – and that is not only wrong but can be financially crippling.

3. They believe the hype that Millennials and Generation Z are online so much that they must want all communications and content available to them online – when in fact these groups consist of some very different segments and many are driven by the quality of the message more than the channel of delivery.

4. They still look at their audience at the generational level rather than the segments within each generation. Not all Millennials are the same – some are married with children and mortgages, others are single and just out of college. Failing to segment is costing you enrollments.

5. They have bought into the unproven concept that if you create enough ‘content’ and optimize it properly, your audience will find it online when they want it – inquiries and leads will surely follow.

6. That testing and tracking performance isn’t all that important which can seem correct when many have marketing focused on leads and enrollment management focused on new enrollments and retention/advisers focused on retention – these silos create inefficiencies and wasted resources.

This e-Book will explain how ‘content marketing’ needs to be part of your marketing communications efforts, and that success comes from your ability to provide your audience with fast, easy, convenient access to the right information at the right time via the right channels so they can take the desired next step with you. This means shifting the focus from “creating content” to “providing your audience with the right message and offer at the right time via the right communication channel(s) in order to motivate the right action.”

Some may argue this is a subtle difference but when you witness so many talking about “What content do we need to create” rather than “what does our audience need now in order to move forward with us”, you quickly realize the difference is not subtle and marks the difference between an organization that “creates stuff” versus one that “effectively and efficiently enrolls and retains students.

What is 'Content Marketing'?

Content Strategy.pngContent marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”[1]

We like that definition – especially because it ends with “…drive profitable customer action.”  Unfortunately, too many have lost focus of that and instead focus on creating more and more content.  This series will show you how to keep your eye on that ultimate prize.

Please remember that “content” is not limited to just the online/digital world – it includes direct mail, brochures, articles in print publications, manuals, advertising (broadcast, print, out-of-home) and more. 

And for the purposes of this document, “content” refers to “right message” – so it goes beyond the more traditional definition of [ex] a blog post, white paper, ebook, video etc. and includes the messaging you use in your advertising, emails, direct mail, outbound telemarketing.  The reason for this is simple – you can’t separate the messaging you use to capture your audience’s attention and engage them in a conversation from the content you create for them with the intent of capturing their attention and engaging them in conversation.

We don’t believe you can separate the white paper from the email you send to the individual in the information gathering stage of their decision making process.  We believe that content is about the message you deliver in that email and white paper. 

So as you move through this document, remember that what we are presenting is a step above a content marketing strategy that focuses on what white paper gets produced and distributed.  Instead, we are presenting a ‘communication strategy’ that addresses who you target and why, what you need to address in order to motivate them to select you over other colleges and programs.

And remember that the goal is to drive profitable customer action – which goes well beyond ‘soft metrics’ such as ‘Like’, ‘Follow’, ‘Retweet’ and focus on the cost to generate a new student and the ability to lower the cost to graduate a student.

What is a Content Marketing Strategy?

A content marketing strategy is a documented go-to-market plan that explains in detail:

  • Your targeted segments by program (messages by segment)
  • Specific features and benefits of the program for each segment (to be featured in messages)
  • Media channels preferred by your targeted segments for each stage of their decision making process
  • Insight into the needs, wants, questions, objections that each targeted segment has to address at each stage of their decision making process
  • Channel plan that addresses what communication channels will be used for each targeted segment at each stage of their decision making process
  • Content Mapping and Scheduling

In the following posts, we will address these and other critical factors that must be part of a content marketing strategy in order for your college to see marked improvements in performance.



[1] Downloaded from http://contentmarketinginstitute.com/2014/05/where-content-marketing-fits-plan/ on February 24, 2016.

 



Tags: Content Marketing
Category: Content Marketing

user_avatar

Patrick McGraw is VP of Higher Educaton Marketing Services and has more than 25 years experience in market research, competitive intelligence, business intelligence including database marketing and CRM, strategic planning, brand development and management as well as operations/campaign management. His work has consistently helped his clients and employers develop and implement more efficient ways to attract and retain profitable customers, enter new markets and launch new products. His areas of focus include the education, hospitality, travel and tourism, hi-tech, telecommunications, financial services, and retail industries on both the agency and customer sides.


Add Pingback

Please add a comment

You must be logged in to leave a reply. Login »

« Previous
Next »

© 2023 DWS Associates

Log In