An institution can use the following template to define various initiatives and establish messaging and marketing goals for incremental credentials—both individual credentials and credential pathway programs. An institution that is developing a broad strategy for incremental credentialing may have several initiatives in mind. One that is focusing its communications strategy on a single incremental credential will likely have fewer initiatives to message and market. Each initiative should include: a description of the initiative’s focus, a clearly defined goal (s), and at least one metric to measure success.
Initiative X will use blogs and other written social media content to market incremental credential(s) to our students (current, prospective, former) and their family members.
|Example: Over the next 12 months, we’ll build a blog property that becomes a go-to resource for our students’/parents’ burning questions—and our main source of leads each month.
|Example: To increase our website’s rank on Google and create critical top-of-the-funnel marketing content that helps our academic team start more conversations with prospective students and parents.
Identify metrics to measure success
|Example: 50,000 organic page views per month / 10 content downloads per month.