- Genre:education
- Sub-genre:Administration / Higher
- Language:English
- Duration7 Hours 37 Minutes
- Audiobook ISBN:9798317852658
Book details
Overview
Marketing is often treated as the department that makes things look good—the flyer, the campaign, the website, the email, the ad—but in higher education, marketing is much bigger than that. Every message, handoff, webpage, phone call, form, meeting, and moment of confusion shapes how students experience an institution. A beautiful campaign can create interest, but what happens next determines whether trust grows stronger or begins to break. In "Marketing Is Mission Work," Cheryl Broom invites college leaders, marketers, communicators, enrollment teams, and campus partners to look honestly at how institutions show up for students before, during, and after they say, "I'm interested." Through practical lessons, real stories, and field notes designed for team discussion, this book explores how colleges can communicate with more clarity, humanity, and purpose. At its heart, "Marketing Is Mission Work" is about aligning message and experience, strengthening trust, and making the student journey easier to understand. Marketing helps make the promise visible. The whole institution brings that promise to life.
Read moreDescription
What if some of your college’s biggest marketing problems aren’t actually marketing problems?
A prospective student sees an inspiring ad, clicks to a confusing website, fills out a form, waits days for a response, receives an email full of institutional jargon, and gets passed from office to office. The campaign worked. The experience didn’t.
In Marketing Is Mission Work: How Colleges Can Build Trust, Remove Barriers, and Better Serve Students, nationally recognized higher education marketing leader Cheryl Broom challenges colleges to look beyond campaigns, logos, advertising, and enrollment numbers—and examine the entire experience they create for students.
Students don’t experience your organizational chart. They experience one institution. Every webpage, email, search result, phone call, form, meeting, handoff, and unanswered question shapes whether they see your college as organized, welcoming, trustworthy, and ready to help.
Drawing on nearly two decades of work in and with colleges and universities, Broom combines candid stories, practical lessons, real-world examples, and conversations with higher education leaders to show what happens when the promise made through marketing collides with the reality students encounter.
She explores how colleges can elevate marketing as a strategic partner, strengthen the connection between brand and student experience, simplify websites and communications, remove processes that cause students to lose momentum, reach audiences with more relevant messages, tell more authentic stories, measure what marketing results really mean, and connect enrollment, service, communication, and student experience back to the institution’s mission.
Each lesson includes a field note designed to turn ideas into action, whether used by a marketing team, enrollment group, cabinet, or cross-campus team.
This book is for anyone who shapes the student experience. You don’t have to fix everything at once. Start with one message, one webpage, one process, one handoff, or one moment of unnecessary confusion—and make it better.
Marketing may start the relationship, but the student experience belongs to the whole institution.
