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The Strategic Imperative of a Content Eco-System in Higher Ed Marketing

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The journey from inquiry to enrollment can be a long one, especially for adult learners. A strategic content approach is vital to nurturing interest at all points along that continuum—from getting  the attention of prospective students and starting a conversation all the way to incenting application and registration. This presentation covers how Herzing University – a private nonprofit with 10 campuses across seven states – has boosted enrollment by engaging with students via a content ecosystem of multiple digital channels: social media, blog, email marketing and more.

Key takeaways:

  • What prospective students want/expect from their online information journey
  • Aligning student needs at each point in their journey with a “master plan” for your content ecosystem
  • Incorporating brand voice/brand storytelling
  • Setting appropriate goals and measuring success

 

Celia Ffrench
Vice President, Program Marketing Strategy
Herzing University

Bob Musinski
Senior Vice President of PR, Social Media and Content Marketing
CBD Marketing

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