Allocating Funds to Program Marketing

Topics: Community College, Enrollment Management, Marketing and Branding

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Summary

Due to limited marketing budgets at community colleges, marketing directors struggle to equitably distribute resources among those who request support. This report examines institutional marketing plans, how marketing staff allocate funds, and which metrics are used to assess the success of marketing campaigns.

  • Key observations from our research:


    1. Community college leaders identify annual strategic priorities that serve as outlines for marketing plans.

    2. Analyzing program and market data helps identify programs with the greatest marketing advantage and potential for revenue.

    3. Directors of marketing do not formally distinguish between budgets for institutional branding and program marketing.

    4. Previous marketing campaign data support increasing marketing budgets.

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