Promoting a New Program

Promoting a new (or high-priority) program

1. Ask questions

Work with the subject matter expert (faculty member, advisor, etc.) for the program to gain an understanding of the program. Before you get started developing your web content, ask yourself/the subject matter expert the following questions.

• Describe the program.

• Why was it developed or is it needed?

• Who is the target audience?

• What is the benefit to the audience in consuming this content (e.g., understanding career options post graduation)?

• When does the page need to launch?

• Do you have any students or alumni who would be willing to provide a testimonial?

2. Understand and position your program

• Define your target audience. Identify the specific group of students you want to attract to your graduate program. Consider factors such as their educational background, career goals, and interests.

• Conduct market research. Gather information about the current market demand for graduate programs in your field. Research competitor programs, analyze their strengths and weaknesses, and identify gaps in the market that your program can fill.

• Develop a strong value proposition. Clearly articulate the unique benefits and advantages your graduate program offers. Highlight how your program stands out from others, such as specialized courses, industry partnerships, internships, networking opportunities, or renowned faculty members.

3. Develop content

• Build an attractive brand and messaging. Create a compelling brand identity for your graduate program that resonates with your target audience. Develop clear and concise messaging that communicates the program's value, goals, and outcomes.

• Establish an online presence. Build a professional and informative webpage dedicated to your graduate program. Ensure it is user-friendly, visually appealing, and provides comprehensive information about the program, admission requirements, curriculum, faculty, and career prospects. Optimize your website for search engines to improve visibility.

• Develop content marketing. Create valuable content related to your graduate program, such as blog posts, articles, infographics, or videos. Share this content on your website and social media platforms to establish your program as a thought leader in the field and to attract potential students.

4. Market your program

• Leverage social media. Utilize social media platforms such as Facebook, Twitter, LinkedIn, and Instagram to reach and engage with your target audience. Share program highlights, success stories of current students or alumni, faculty achievements, industry news, and relevant articles. Encourage interaction and respond promptly to inquiries.

• Attend education fairs and conferences or host info sessions. Participate in relevant education fairs and conferences to showcase your graduate program. Set up an attractive booth, distribute promotional materials, and engage with attendees to generate interest and collect leads. Note: Consider what print materials the OCM team may be able to assist you with, including flyers, promotional items, displays, and more.

• Collaborate with industry partners. Forge partnerships with relevant organizations, companies, or industry professionals. Collaborative initiatives such as internships, guest lectures, or joint research projects can enhance the credibility and attractiveness of your graduate program.

• Engage with prospective students: Develop a systematic process for handling inquiries and applications. Provide personalized assistance, promptly respond to inquiries, and offer campus tours or virtual information sessions to help prospective students make informed decisions.

• Alumni engagement: Cultivate strong relationships with your program's alumni. Leverage their success stories and testimonials to demonstrate the value and impact of your graduate program. Encourage them to participate in networking events, mentorship programs, or guest lectures.

Sample (simple) marketing and communications plan

5. Measure results and recommend changes

• Regularly evaluate the effectiveness of your marketing efforts using metrics such as website traffic, social media engagement, lead generation, and conversion rates. Use this data to refine your marketing strategies and optimize your approach.

• After your first admissions cycle, meet with your subject matter expert to assess the results of your efforts, determine what worked and what didn't, and make any necessary adjustments to your planning for the following year. Summer is a great time to do this work!

*This content was developed in part with the help of ChatGPT.