Moving from a Degree-Centric Postsecondary System to an Incremental Credentialing System: What Happens to Learners’ Financing Options?

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Building a Communications and Marketing Plan for Individual Incremental Credentials

Playbook Sections

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Purpose

Building a Communications and Marketing Plan for Individual Incremental Credentials

Purpose

This Playbook is designed to help you build a communications and marketing strategy for specific incremental credentials and/or programs – including those that focus on industry certifications and/or those offered by entities other than colleges and universities. The Playbook will help in crafting a strategy that:

  • Is informed by definitions commonly used in the communications and marketing field
  • Guides ways to effectively reach multiple audiences, including learners, faculty and staff, media, and employers
  • Achieves program or institutional goals for awareness and promotion of incremental credentials and/or programs

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Improving Education and Employment Outcomes