The NU Online marketing team was recently recognized by UPCEA, the leader in professional, continuing and online education. UPCEA marketing awards offer an array of submission categories, acknowledging that today’s online education marketplace is highly competitive. Awards recognize marketing and creative work that strives to deliver communication and marketing tools which are strategic, creative, effective and within (or under) budget.
NU Online received awards in the following categories:
- Gold: UNHS Summer School Campaign
- Gold: Interactive Media Streaming/On-demand Content, Stakeholder Video
- Silver: Outdoor/Exhibit Signage Transit, Airport Sign Series
- Silver: Print Publications Brochure/Booklet, Partnership Brochure
- Silver: UNHS 2017-2018 Course Catalog
- Bronze: Strategic Recruitment Marketing Plan: Online RN to BSN Campaign
- Bronze: UNHS Graduation Ceremony Program
In addition to the marketing awards, Laura Wiese, NU Online Director for Marketing and Communications, and Jill Bertsch, NU Online Assistant Director for Marketing and Communications, presented at the UPCEA Marketing and Enrollment Management Seminar in Washington, D.C. in December. In the presentation, More Leads Isn’t Always the Answer, they explored how a holistic view of the marketing and recruiting ecosystem resulted in a significant increase in applications.
This presentation took an in-depth look at marketing fundamentals in the enrollment process and covered topics such as program capacity and growth goals, market supply and demand, competitive analysis and the importance of clarifying roles and responsibilities across cross-functional teams. Lead nurturing effective practices were also covered.
The information was brought to life with a real-life example of how the approach worked in a recent campaign to promote the UNMC online RN to BSN program. The two discussed the improvements that were made to a 2016 spring application deadline campaign which resulted in an increase of qualified applicants to the program. This included identifying challenges and outlined the solutions the promotional team encountered, such as a focus on total cost to completion versus the tuition perception, differentiation in a saturated market and limited staff resources for lead nurturing.
If you are interested in learning more about the tactics and methodology, please contact Jill Bertsch for more information.