In the fast-paced world of higher education and nonprofit marketing, it's easy to get caught up in the urgency of day-to-day tasks. Requests for website updates, a stronger digital presence, or eye-catching ad campaigns can dominate your agenda. However, it's crucial to pause and ask essential questions before diving into creative endeavors. Without a solid understanding of your target audience, competitive landscape, and market perceptions, you risk encountering challenges that could have been avoided.
The Pitfalls of Prioritizing Creative Over Strategy:
Rushing into creative activation without strategic intent can lead to unclear goals, creative differences, prolonged approval processes, and increased costs. Prioritizing strategic planning first not only streamlines the process but also saves time and money while driving desired outcomes for your organization. It also enhances your ability to manage external agency partners effectively.
Marketing Strategy Tips for Higher Ed and Nonprofit Marketers:
Whether you're marketing a higher ed institution, nonprofit organization, or a new school, program, or fundraising initiative, ensure you can answer the following questions before embarking into creative waters:
Who are you targeting? (stakeholders)
Demographically, psychographically, geographically? What criteria are important to your stakeholders? Where do they get their information, and how do they gather it? What is their decision-making process? Who influences their final decision? Parents, family, and friends? What are their media usage habits?
In some cases, you may have one target audience. In others, you may be trying to reach multiple groups. Make sure you understand the various personas who make up your potential stakeholders, what’s important to them, and the best way to get their attention.
Targeting Checklist
Demographics
Psychographics
Geographics
Behaviors
Attitudes
What problem are your stakeholders trying to solve? (need)
Ultimately, your potential students, supporters, or donors are looking to solve a problem and are seeking the best solution. If there is no problem, why would they choose your school, request your services, or support your cause? You need to able to define the problem in a way at resonates with your stakeholders and shows them that you know and understand their problem, and can help.
Stakeholder Problem Checklist
Stakeholder pain point(s) by persona
Barriers to entry
How does your brand solve the problem better than the competition? (point-of-differentiation)
Yes, you may be able to help address their problem, but so can others. Whether its prospective university students, current students or patrons, or alumni or donors, your stakeholders will pick the brand that best solves their problem. Research how your competition claims to solve stakeholders’ problems. Understand how your target perceives the options available to them? Are stakeholder perceptions of your brand accurate? How does your brand or offering compare? If you are not actually delivering a better solution than the competition, identity what needs to change and make the change.
Solution/POD Checklist
What brands do your stakeholders consider? (consideration set)
What are competitors’ strengths, weaknesses, associations? (reality vs. perception)
How does your target view your brand, and the competition? (brand equities, persona)
How well does your brand or offering solve the stakeholders’ problem better than the competition? (reasons-to-believe)
What do your stakeholders receive when you have delivered on your promise or value proposition? (benefits)
What do you need to deliver or communicate to be the undisputed clear choice? (competitive edge)
What benefit(s) do your stakeholders receive when your brand has delivered on its promise? (benefit/value prop)
At the end of the day, most people evaluate options rationally, but make decisions emotionally. This is all about your brand strength. How does the marketplace perceive your brand? How well do you deliver on your brand promise? What do they give you credit for? What factors detract from positive perceptions? What equities will extend to your stakeholders if they choose to align with your brand? Are you consistent in how you communicate what makes you different?
Benefit/Value Prop Checklist
How do customers view your brand, and the competition? (brand positioning and brand equities)
What do you stand for at the end of day? (brand promise)
What is your ethos? (mission and values)
What is your through-line that should be evident across all your touchpoints? (brand narrative)
What characteristics guide your voice and tone? (brand persona)
In Summary
By addressing these crucial questions before initiating any creative efforts, higher ed and nonprofit marketers can ensure strategic alignment, enhance brand perception, and ultimately achieve their organizational goals. Prioritize strategic intent before creative execution for lasting success.
To learn more about GreenLight, our expertise, our services, and how we can help, visit www.thegreenlightteam.com.
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