Chris,
This is a great point. It is very important to make sure the marketing material accurately reflects what is being offered.
Kimberly Stein
There are a couple of important reasons to review the advertising and marketing materials. One is to understand when and where your potential students are coming from. Another is to understand the message being presented to the public to ensure you present the same. Finally, the potential students may mention the advertising so being familiar is important to know what they are talking about.
Programs change and sometimes the marketing material does not mactch. The length of a program or schedules of the program can change - it is the responsibilty of admissions to keep all marketing material up to date.
It is important to know how our students are learning about our school and what image we are trying to project so that we can stay consistent. My school sends marketing updates on a regular basis to all departments so we can all stay abreast the latest developments.
The main reasons to reviewing your schools advertising and marketing material are: consistancy, compliance and cohesion. Consistancy allows for "coachable" opportunities with the admisssions / school personnel. Compliancy is the only way to run any business and keeps all in-line with state / federal regualtions. Finally, by being consistant and compliant you allow the staff to mold into a unified cohesive team.
It is a great resource to know how your school is advertising. That why when a student comes in and says they seen a flyer, billboard, or whatever it is that they seen, you don't look around like you don't know what they are talking about. Keep up to date with the new trends and differnt resources provided through marketing.
It's important to review the school's advertising and marketing material to make sure that all information is correct and abides by the regulations of the state.
One of the worst things ever is when someone does not know about the "product" they are "selling". I do not like to use the word selling when talking about education, but I understand that sometimes it's the nature of the job. If you want someone to buy a car, they better know everything there is to know about the vehicle or they are not going to buy it. What makes one school stand out from others? Why would someone want to go to your school? Advertising and marketing is a great way to get the word out, and if the materials are no good, people are not going to inquire and want to know more.
I wish other jobs in my past would have made this a requirement. The information, the way it reads or implies goes a long way. In advertising or marketing it is all about perception. Yes, advertising or marketing is a great way to get prospective students, but making sure you are carrying the right message is more important
Curtis,
This is a great point. Understanding the school's message will assist you in presenting it effectively to the student.
Kimberly Stein
This is true and a good point. If a prospective student brings up a commercial or an ad your school is running, and we don't have any idea what they are talking about, it doesnt look good on the admission rep. the school and the prospective student would be confused as to why the rep. wasnt familiar with thier own schools ad campaigns.
We need to know what the school is trying to convey to potential students. How are we trying to present ourselves to potential students? While not only remaining compliant with laws and regulations, as an advisor we need to know what kind of message our school is trying to convey to the marketplace. And it will also tell us what our school places as high priority, in the mind of a potential student.
This is so true. Many times students will see advertisements and then expect you to know what they are talking about. If you are not up to date with the Advertising and Marketing Materials on what they have seen on TV or received in the mail, it takes away from your credibility and gives the student a sense that you don't know what you are doing. Very important to be familiar with the School's Advertising and Marketing Materials.
You want to make sure that you do not offer a potential student a program or benefit of enrolling to your school that it is not offered. You want to make sure that you are up to date with what it is offered from the school, what your school is going to do for them and how to obtain it.
I feel that I have to be able to know everything about my school and courses to best assist my studends for their sucess.
Admissions must have full knowledge of all advertising campaigns because we are usually the first person to speak with the perspective student that is calling from such advertising. We need to know exactly what the student saw, or heard so that we have the knowledge to answer any questions that may come from this advertisement.
I agree,knowing what they have seen advertised lets you know what there expecting, since not all campus offer the same things.
So ower school is not misleading. The prospective students.
Seeing/hearing the language and emphasis in promotional materials and ads is a huge help. For one thing, I want to know how prospective students are being introduced to us. It's also important for everyone inside to be on the same page and to be branding the institution in similar ways.
As an Assistant Director of Admissions I feel it is extremely important to be knowledgeable on what my school is putting out to prospective students, their families, guidance counselors and teachers. The material can be used as a wonderful tool for me to meet my goals and make great matches for our students.
