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Marketing & Communications Strategy

The field of optometry education is increasingly competitive while the interest in the field is stagnant.

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Marketing & Communications Approach

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This is an abridged version of the assessment. Proprietary detail has been removed.

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OVERVIEW

New England College of Optometry is one of the country's largest and oldest optometry schools. A new president and strategic plan, increased competition, and stagnant interest in the field required a focused approach to enhancing marketing and communications. We needed to get every ounce of power from each dollar spent.

Heuristic Review - Untapped Potential

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  • Target Audience: NECO would benefit from a deep dive into who our target audiences are, defining them and their needs, behaviors, and demographics clearly.

  • Brand & Messages. The brand promise is unclear; messages need a Brand platform to• work. What motivates our targets?

  • Website.   This key marketing tool can elevate NECO better. Technical platform outdated.

  • Reputation.  What is our baseline? How will we know if we have improved?

  • Admissions Marketing.  Align more closely with Admissions for prospect marketing and lead nurturing.

  • Production focus. Shift to an outcomes focus.

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Landscape

Marketing Objectives

Marketing Objective by Target Audience

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Results Focus

Results Focused Marketing & Communications

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Priority InitiativesYear 1

Brand & Reputation

Refresh the NECO Brand & Reputation

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New Websites

Create websites that engage, retain

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Start with a Plan

Support high priority initiatives

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Align with Admissions

Align marketing with admissions needs

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Thought Leadership

Execute a thought leadership plan

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Measurement

Create baseline measures

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Resources

What it takes (abridged)

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