Washington Programs Growth Strategy
Business Objective:
Strengthen the Glenn College as a nationally and internationally recognized leader in core public affairs and specialty areas. Produce leading local, state and national public and nonprofit sector professionals prepared for leadership roles and committed to diversity, equity and justice.
Marketing Strategy:
Position Glenn College marketing team as a resource for the newly re-established administrative office in D.C.
Recruit and yield students to Glenn College Washington Programs by building awareness of offerings, value and success outcomes.
Steward resources and relationships that nurture program and reputation growth by engaging alumni and friends of the program while building new partnerships.
Identify and plan engagement opportunities with thought leaders in Washington that will advance Ohio State’s reputation, relevance and community in D.C.
Tactics and Operation:
Collaborate with executive leadership and D.C. staff to identify core objectives.
Complete market research and audience analysis for all programs and outline needs for periodic studies.
Update program messaging maps using audience research and landscape analysis to confirm alignment with audience goals and priorities and highlight key differentiators. Implement messaging across marketing mediums.
Improve enrollment across programs by increasing awareness among target audiences, implementing strategic outreach and tracking effectiveness. Utilize website, social media, paid advertisements, print mailers, signage and live-events.
Identify storytelling opportunities including alumni, student and donor impact. Amplify stories to prospective students, donors and alumni.
Integrate Salesforce and Marketing Cloud for better funnel visualization and management.
Results:
400% lift in webpage visits
150% increase in alumni engagement
3% increase in donations
“Many thanks to Erin for putting this thoughtful and comprehensive strategy together. It clearly shows a depth of professional thinking that will propel the Washington Programs to their potential. Very well done!”
