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COM |\n\nDIGITAL MARKETING for HIGHER ED  \nWhen I was working inside of a higher ed institution, it was impossible to find a free marketing plan template online that was specific to higher ed.  \nI’m excited to change that, and I’m grateful that you took the time to download our plan!  \nI’ve spent my entire career marketing in higher ed-first, working on campuses, and later as an online program manager (OPM) . I’ve used a version of this plan to market hundreds of undergraduate and graduate programs for colleges and universities across the country, and I hope it helps you hit your marketing targets.  \nIf you get stuck or have a question, let me know. All the best,  \nTim Prusha  \nLittle Foxes Marketing partners exclusively with higher ed institutions to help them grow their programs and brand through digital and social media marketing.  \nPresident  \n[tim@littlefoxesmarketing.com](tim@littlefoxesmarketing.com)  \nIf this guide helps you, feel free to share it on social media.  \nJust tag us so we know you liked it!  \nULTIMATE HIGHER ED MARKETING PLAN • STEP 1 : EXECUTIVE SUMMARY  \nLITTLE FOXES MARKETING  \nSTEP 1:  \nEXECUTIVE SUMMARY  \nThe executive summary comes first in your plan, but it is usually written last, after you’ve completed your plan. Here are the elements you will want to include in your summary:  \n1. SCOPE OF YOUR PLAN  \nIs this plan for a specific degree, a set of programs, a department, or an overall institution/brand? If this is for a degree, what level is that degree (i. e., bachelor’s, master’s) and how is it offered (on campus, online, or hybrid)? Is this plan measuring performance for the calendar year, academic year, semester, quarter, etc?  \n2. PREVIOUS YEAR HIGHLIGHTS  \nLook back at the previous year and list any highlights for this degree/brand. This will provide context and build momentum and positivity. This could include marketing or enrollment goals achieved (or, perhaps you missed them but you got closer than the prior year), successful campaigns, lessons learned, knowledge gained, improvements to the degree/brand, etc.  \n3. KEY FINDINGS  \nIf someone only had time to read this specific section of your plan, what would you want them to know? List key takeaways, challenges, opportunities, things you are excited about, etc.  \nULTIMATE HIGHER ED MARKETING PLAN • STEP 1 : EXECUTIVE SUMMARY  \nLITTLE FOXES MARKETING  \n4. GOALS + KEY PERFORMANCE INDICATORS (KPIs)  \nYour success will be measured by these KPIs. Some of these you’ll learn in Step 2; the rest are simple division.  \nNew Student Enrollment Goal  \nApplication Goal  \nLead Goal  \nMarketing Budget  \nMarketing Cost Per Lead  \nMarketing Cost Per Application  \nMarketing Cost Per Student  \nInclude any other goals or KPIs that you want to measure  \nULTIMATE HIGHER ED MARKETING PLAN • STEP 2 : MARKETING GOALS  \nLITTLE FOXES MARKETING  \nSTEP 2:  \nMARKETING GOALS  \nIn this section, you will lay out your marketing goals for the period.  \nTo determine your marketing goals, start with your enrollment goals and use historic conversion rates to work backwards to determine what your lead goals should be. To keep things simple we will just use enrolls, applications, and leads, but if you have other enrollment stages that are important to you, add them in the appropriate place.  \nA Note About Leads: Many schools have different definitions of a lead or inquiry. Anytime we refer to “leads” in this document, we mean qualified leads who at one point expressed interest in your program as a result of a marketing or brand effort; they filled out a form, called a number, completed a chat, etc.“Leads” does not factor in lists of names that were purchased, lower-quality leads from an aggregation site, or any leads that didn’t individually opt-in to inquire information.  \nNew student goal  \nApplication goal  \nApp to enroll conversion rate ÷  = Lead","cbCaiv9nUXbt21mp","https://ap.wps.com/l/cbCaiv9nUXbt21mp","pdf",799732,"English","# Step 1: Executive Summary\n## Scope of Your Plan\n## Previous Year Highlights\n## Key Findings\n## Goals + Key Performance Indicators (KPIs)\n# Step 2: Marketing Goals\n## Lead Definitions and Conversion Logic\n## Monthly Scheduling and Channel Breakdown\n# Step 3: Target Audience","[{\"question\":\"What should be included in the executive summary of the marketing plan?\",\"answer\":\"Include the scope of the plan, previous year highlights, key findings, and a list of goals with key performance indicators (KPIs). This section is typically written last, after completing the plan.\"},{\"question\":\"How are lead goals determined in Step 2?\",\"answer\":\"Lead goals are derived by starting with enrollment goals and using historic conversion rates to work backward from application and enrollment targets. The plan focuses on enrolls, applications, and leads to keep the process simple.\"},{\"question\":\"What definition of “leads” does the plan use?\",\"answer\":\"“Leads” refers to qualified leads who have individually expressed interest as a result of marketing or brand efforts, such as filling out a form or completing a chat. It excludes purchased name lists and low-quality leads that did not opt in.\"}]","Ultimate Higher Ed Marketing Plan - How to Create the Ultimate Higher Ed Marketing Plan | PDF",1789163194,6]