When the economy gets tough, the tough start investing in their marketing initiatives. Ok, I know what you're thinking....and yes, this may seem a bit counterintuitive from a budgeting perspective, but according to an article I just read called "Recession Marketing" now is NOT the time to cut back on your marketing efforts. In fact, according to the article, you need to find out where your brand currently resides in the minds of your target audience and then take the information gained from market research and start promoting your institution. The more frequently you market your brand, the more likely you will be included in your target audiences' "evoked set"--a subset of colleges and universities that students are seeking because they believe those institutions (and ONLY those institutions) will meet their needs. Marketing is muscle, not fat - so be careful about cutting it! When possible, in these tough times, "try to maintain, or if possible, increase your marketing." I hope this mantra helps you the next time you are sitting through another less-than-fun budget meeting.
President and Partner
SimpsonScarborough
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