Unlocking Online: Stories and Strategies for Marketing Online Programs

In this episode, Jaime brings in Dave Hunt, creative director for ODUGlobal, for a dive deep into the nuances of marketing online academic programs. As more universities look to the online space as a solution to the enrollment cliff, more and more marketers are being asked to market online programs. A distinctive challenge compared with marketing traditional higher education offerings, marketing online programs requires different strategies and tactics. 

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Takeaways for this episode include: 

• Insights into what it takes to capture attention in a digital-first world
• A rationale for ensuring marketing has a seat at the table when online programs are developed
• Tips for collaboration between marketing teams and academic departments, including best practices for building strong, symbiotic relationships with faculty and program leaders
• Ways to position the perennial favorite of universities – the online MBA
• Insights into setting a budget for marketing online programs

Whether you're a seasoned marketer, an academic leader, or just curious about the future of online education, this episode promises insights, anecdotes, and strategies that are bound to inspire and inform. 

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 Episode Summary

What Are the Unique Challenges of Marketing Online Programs?

With online programs, universities enter a highly competitive space dominated by established players like Western Governors, Purdue Global, and SNHU. As Dave highlights, expanding geographically is appealing, but also means universities must be strategic, especially when trying to break into new markets. Rather than spreading thin, institutions should start by bolstering their local or regional presence. Beyond brand recognition, timelines are tight, and lead nurturing becomes critical. For online grad programs, institutions must be agile enough to respond quickly, often within hours of a student inquiry.

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How Do Program Directors and Faculty Play a Role in Marketing?

Dave emphasizes the necessity of collaboration with faculty, especially for online and grad programs, where academic insight can provide vital marketing angles. Faculty members understand their prospective students, career paths, and industry needs, which are invaluable for creating resonant marketing content. However, faculty are often overburdened and unfamiliar with marketing processes, so marketers should listen to faculty concerns, act as allies, and establish trust. By supporting faculty and bridging gaps, marketers can help shape programs to be more market-responsive and attractive to students.

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Why Is Early Marketing Involvement in Program Development Essential?

Programs that get last-minute approval without marketing input often struggle to gain traction. Jaime and Dave discuss their experience with an academic program incubator (MAPI), which offered a structured approach to ensure new programs were viable from the outset. Having marketers involved early ensures alignment on naming, audience targeting, and program positioning. Universities also avoid scrambling for students with unrealistic expectations, as seen in the past where programs were expected to recruit students on zero marketing budgets. MAPI helped identify market demand, enabling smoother launches with clear messaging.

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What Budget Should Institutions Allocate for Online Program Marketing?

Dave draws from marketing expert Seth O’Dell’s suggestion that at least $150,000 is necessary to launch a successful online program. This figure, however, depends on several factors, including market demand, existing brand reputation, and the competitive landscape. Jaime and Dave agree that institutions should be prepared for initial operating losses in the first year as marketing efforts ramp up. Programs like online MBAs, due to their high competition, require significant investment to stand out, potentially even higher than $150,000 to meet enrollment goals.

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How Can Schools Stand Out in Marketing Online MBAs and Similar Programs?

MBA programs are prevalent, and standing out requires a strong value proposition. Some schools leverage customizable options, where students can choose specializations or delivery modes (online or in-person). Others focus on affordability or build a network-based value for students. Jaime and Dave note that schools need to understand what sets their program apart from hundreds of others. Even differentiators like accelerated completion times or industry partnerships can be effective draws if communicated well to prospective students.

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What Lead Nurturing Tactics Are Most Effective in Higher Ed?

Prospective grad students, especially those considering online programs, often weigh their options for over a year before applying. With this extended timeline, institutions should employ email drip campaigns, social media, content marketing, and frequent follow-ups. Many students need over 500 days of nurturing before committing, according to LinkedIn data. Personalized and transparent information, such as clearly listed tuition rates and relevant program details, can also prevent “stealth applicants” from slipping away.

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How Should Schools Evaluate Their Readiness for Online Programs?

Starting online programs is not a quick fix for enrollment gaps or declining undergraduate numbers. Universities must carefully assess if they have the internal resources, faculty support, and marketing budget required for success. Jaime and Dave point out that institutions without a clear plan or willingness to invest heavily may struggle against institutions with established online presences. Furthermore, marketing online programs requires a holistic commitment to student success, streamlined admissions, and a willingness to provide a tailored, user-friendly digital experience.

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This episode is brought to you by our friends at Mindpower:

​​Confessions of a Higher Ed CMO is sponsored by our friends at Mindpower- a full-service marketing and branding firm celebrating nearly thirty years of needle-moving, thought-provoking, research-fueled creative and strategy. Mindpower is women-founded and owned, WBENC certified, nationally recognized, and serves the social sector – higher education, healthcare, non-profits, and more. The Mindpower team is made up of strategists, storytellers, and experience creators. From market research to brand campaigns to recruitment to fundraising, the agency exists to empower clients, amplify brands, and help institutions find a strategic way forward. Learn more about Mindpower here! 

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Confessions of a Higher Ed CMO is a part of the Enrollify Podcast Network.  If you like this podcast, chances are you’ll like other Enrollify shows too!  

Our podcast network is growing by the month and we’ve got a plethora of marketing, admissions, and higher ed technology shows that are jam packed with stories, ideas, and frameworks all designed to empower you to be a better higher ed professional. Our shows feature a selection of the industry’s best as your hosts. Learn from Mickey Baines, Zach Busekrus, Jeremy Tiers, Eddie Francis, Jaime Gleason and many more. 

Learn more about The Enrollify Podcast Network at podcasts.enrollify.org. Our shows help higher ed marketers and admissions professionals find their next big idea — come and find yours!