Here is the thing about writing a book. You have to disseminate what you know into valuable topics relevant to your goal of the book. Otherwise you are just writing information for information’s sake.
And to realize the goal of my book, I had to get very clear on the problems many marketing professionals are facing.
Through my 35+ years of experience, I have seen marketing professionals grapple restrictive budgets, understaffed teams, and the pervasive misunderstanding of marketing as a luxury, not a necessity. It’s an uphill battle. And with all of these challenges, it’s easy to fall into the trap of believing that a large budget and a bigger team are keys to effective marketing.
But this is simply not the truth.
The real challenge lies in defining what makes you unique and making sure you connect with those who seek what you have to offer.
My goal for Chasing Mission Fit is to help you do exactly that. So as a higher education marketing professional, you can define your mission-fit students, highlight the unique attributes of your institution, and better reach the students who seek those attributes.
Everyone is not your target, because not everyone is seeking what you have to offer. But if you can hone in on what makes you unique, and stand out to those who are seeking what your institution has to offer, your enrollment numbers will thank you.
I believe every institution, big or small, has a unique value, story, and brand. And nowadays it isn’t enough to lead with “small classes” and “great community.” That is how you blend in with everyone else. Instead, I recommend and teach you how to focus on your unique features. Each institution has its own strengths, culture, and value proposition. Rather than emulating Harvard or any other institution, schools need to focus on their individual attributes, and nurture their unique identity.
Chasing Mission Fit is meant to help higher education marketing professionals embrace the authenticity of their institution and break free from the one-size-fits-all marketing strategies. It isn’t a strategy to chase all students who could possibly come to your school. And it isn’t a book to replace all marketing strategies. But it is one that will enhance and guide the strategy you have in place.
Your mission-fit students are out there, searching for an institution that genuinely fills them up and makes them feel connected. The magic lies in understanding what you have to offer, and positioning your institution as the undeniable answer.
Chasing Mission Fit gives you the roadmap. Pre-Order Now
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