Universities offer educational services to which not all traditional marketing strategies are applicable. Their specificity is such that the intellectual product that is offered to the consumer does not guarantee that the education received will bring the expected results. But it is necessary to advertise the university, since a successful marketing policy helps to attract students and increase the rating of the educational institution.
Instructions
Step 1
Define the goals and objectives of your educational institution, describe its target audience. Think about the competitive advantages of those educational programs with which your university enters the market. The demand for them is due to the fact that higher education guarantees material well-being, testifies to competence and gives prospects for further development. Use these attractive factors in your advertising campaign.
Step 2
Expand the target audience of your marketing company. Include in it not only school graduates facing a career choice, but also their parents, graduates of secondary specialized institutions and those who want to get a second higher education or improve their qualifications. Do not forget about those heads of enterprises who prefer to grow and train their personnel, sending them to universities and paying for education. Such employers can be not only potential consumers of your educational services, but also partners providing industrial training.
Step 3
When conducting an advertising campaign, attract interested people by talking about the distinctive features of educational services that your university provides. Everything is important here: what is the volume of acquired knowledge, how the educational process is organized, the qualifications of the teaching staff, the cost of training and its duration, the possibility of living in a hostel and passing industrial practices. Potential consumers of your services will be interested in additional opportunities for students: the sports life of the university, internships abroad, participation in the educational process of foreign teachers.
Step 4
If you decide to get serious about advertising your university, introduce a marketing and advertising department into its structure, or appoint people to perform these functions. Do this work regularly, not just during the entrance exams.
Step 5
Use mass media - newspapers, magazines, Internet resources as advertising promotion channels. Place ads, image articles, interviews with alumni, teachers and university management in them. Develop a website for your educational institution, keep it up to date, advertise on specialized websites. Order presentation and souvenir products with the symbols of the university in the printing house.
Step 6
Host open days, specialized and scientific conferences within the walls of your educational institution. Arrange exhibitions and presentations, cover them widely in the press. Conduct Olympiads for high school students, the winners of which will be eligible for admission to your university.
