Marketing

Marketing Online Programs

Keep in mind the following concepts in developing your marketing plan for an online program. Some of these questions may already have been addressed in the feasibility study done in conjunction with proposing the new program, so it may also be advisable to revisit that document.

Step One: Identify your program’s unique and compelling features

Are there any similar online programs offered locally, in the state, or inother states? (For some programs, international competition is also a consideration.) If similar programs exist, what distinctive features set your program apart from others?

Example

Why choose us?

  • UWM is the only public university in the state to offer a Diagnostic Imaging Completion Program.
  • Receive personalized support from our academic advisors who can help create a learning plan that fits your needs.
  • All registered imaging professionals are eligible to enroll in the UWM Degree Completion Program.
  • The Diagnostic Imaging Completion Program was developed by imaging professionals to enable you to take the next step in your career.
  • Seminar courses are taught by registered imaging professionals.
  • Multiple courses have been designed to strengthen your leadership skills in healthcare.

Is your program is unique or nearly unique in the educational market place? If so, emphasize the unique aspects of your program.

Example

UWM is an ATA-Approved Program
News | June 21, 2015

UWM’s Graduate Program in Translation and Interpreting Studies is recognized by the American Translators Association (ATA) as an Approved Translation & Interpreting School. The ATA is a professional organization dedicated to advancing the professions of translation & interpreting, and offers the only US-based translator certification program.

What are the markers of quality that add to your program’s distinction? Examples might include the program’s accreditation, the status of the faculty, UWM brand, placement or licensure pass rate, etc.

Example

U.S. News & World Report consistently ranks the College of Nursing at UWM among the top ten percent of nursing schools with graduate programs because our students play such an active role in research and clinical practice. Such involvement leads to the creation of bold, effective solutions that promote wellness. More than 33 percent of our faculty and scientists are American Academy of Nursing Fellows, an achievement that provides our students with the opportunity to learn from the best scientists and educators.

How is your program priced compared to other similar programs? If your program is more affordable than other of similar quality, this may be a key distinction. On the other hand, if your program offers better quality you may prefer to emphasize its price/value aspect.

Example

Tuition

The UW Flexible Option offers working adults a more affordable way to earn a UW degree or certificate. Instead of paying by course or by credit, UW Flex lets you pay a flat rate for a three-month subscription period. You won’t spend valuable time or money sitting through courses you don’t need. If you already know the material, you may be able to pass assessments more quickly, and potentially accelerate your time to graduation.

Step Two: Identify your target audience

What is the likely demand for this program? Who is your target audience? In what ways is your program designed to meet the needs this audience (adult learners, returning students looking for an additional credential, etc.)

Example

Who Should Apply?

The UW Flexible Option is especially designed for self-motivated nontraditional students who want their previous schooling, work skills, and prior knowledge to apply toward degrees or certificates. The competency-based and self-paced format of the UW Flexible Option fits the schedules of students who must balance work and family responsibilities with educational goals. Because most UW Flexible Option competencies and assessments are delivered online, students have the opportunity to learn when and where they choose.

This program is ideally suited for:

  • Individuals who wish to develop strong written communication skills
  • Students who seek professional training and education to advance their careers
  • Motivated, disciplined self-starters who can work independently
  • Anyone who desires the prestige and value of a University of Wisconsin education

Are there employers who might be likely to offset students’ tuition costs?If so, be sure to both suggest this to prospective students, and seek opportunities to market the program directly to appropriate employers.

Example

What can you do with a Certificate in Health Care Informatics?

This Certificate is of particular value to students in the health professions, information studies or those seeking careers in many settings, including:

  • Businesses and vendors who design, develop and install health care information systems
  • Hospitals
  • Clinics
  • Insurance and pharmaceutical firms

Step Three: Develop a Marketing Strategy

Once you have identified the unique and compelling features of your program and your target audience, it is time to develop a marketing strategy. While marketing plans can have an array of vehicles and strategies (including campus and off campus publications, print mailing, and listservs, participation in recruitment fairs, etc.) the single most valuable element of marketing an online program is its website. 

The marketing strategy employed for the Adult, Continuing Education and Higher Education Administration Program is an excellent example of the centrality of an online program’s website. Note that other outreach and communication strategies funnel prospective students toward the website, which provides the most depth of information on the program.

In addition to a compelling website, your marketing strategy should also include a robust social media marketing component, such as this sample social media strategy for the online Translation program.

Successful marketing strategies that reach adult students almost invariably include highlighting successful students in the program and/or recent graduates who have improved their careers and their lives. Such examples may not be readily available with a new program, but as soon as possible incorporate these case studies into your marketing efforts.

For additional information about successful marketing plans and strategies, contact Laura Pedrick.

UWM Resources

Sample of a Competitive Market Scan: Healthcare Administration

EAB Resources