Marketing & Communications Strategy
The field of optometry education is increasingly competitive while the interest in the field is stagnant.
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Marketing & Communications Approach
This is an abridged version of the assessment. Proprietary detail has been removed.
OVERVIEW
New England College of Optometry is one of the country's largest and oldest optometry schools. A new president and strategic plan, increased competition, and stagnant interest in the field required a focused approach to enhancing marketing and communications. We needed to get every ounce of power from each dollar spent.
Heuristic Review - Untapped Potential
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Target Audience: NECO would benefit from a deep dive into who our target audiences are, defining them and their needs, behaviors, and demographics clearly.
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Brand & Messages. The brand promise is unclear; messages need a Brand platform to• work. What motivates our targets?
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Website. This key marketing tool can elevate NECO better. Technical platform outdated.
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Reputation. What is our baseline? How will we know if we have improved?
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Admissions Marketing. Align more closely with Admissions for prospect marketing and lead nurturing.
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Production focus. Shift to an outcomes focus.
Landscape
Marketing Objectives
Marketing Objective by Target Audience
Results Focus
Results Focused Marketing & Communications
Priority InitiativesYear 1
Brand & Reputation
Refresh the NECO Brand & Reputation
New Websites
Create websites that engage, retain
Start with a Plan
Support high priority initiatives
Align with Admissions
Align marketing with admissions needs
Thought Leadership
Execute a thought leadership plan
Measurement
Create baseline measures
Resources
What it takes (abridged)
