AMA Recap: Driving Growth with Speed: Applying Fortune 500 Strategies to Higher Ed

AMA Recap: Driving Growth with Speed: Applying Fortune 500 Strategies to Higher Ed

The holiday season is upon us and what better way kick it off than a trip to sunny, 88 degree, Orlando to celebrate the 2018 Symposium for the Marketing of Higher Education. Our nation’s best and brightest higher-ed marketing elite were feverishly building their wish lists with tools and strategies to recruit and retain more right fit students for their institutions.

AMA 2018 did not disappoint with gifts abound such as:

  • Wayne Connell’s insights on how the Washington Post went from certain demise to a thriving SAAS provider.
  • The ninth U.S. Secretary of Education Arne Duncan’s address on how to be more welcoming to first generation students.
  • And Jennifer Garrret of Google Education’s sharing tips and ideas on how to create a mobile first mentality to impact enrollments.

Converge was also busy spreading cheer, handing out glossy look books, shiny buttons, and manning our booth with warm smiles and generous advice. We also had the pleasure of presenting with our trusted partner Tim Bohling on Driving Growth with Speed: Applying Fortune 500 Strategies to Higher Education.

Tim Bohling, newly appointed CMO at Georgia State University’s J. Mack Robinson School of Business, was able to leverage his years of leadership experience at Fortune 500 companies like IBM to elevate Georgia State University’s brand equity and accelerate the college’s growth. He and Converge discussed strategies to rip through the red tape and drive significant prospective student engagement across the enrollment journey.

The keys to speed and success, and sound bites included:

  • Good Enough and Fast > Slow and Perfect
  • Data is very important, but in the early stages of a campaign you need to rely on experience to sense and feel.
  • Use Data and Sense and respond to segment efforts and focus on programs that give you the best chance for immediate wins. Call this your Playbook.
  • Create a zone of indifference. Deflect all obstacles to meeting objectives to the zone.
  • How to find an audience in the vast world of graduate enrollment? Let the market decide. Build personas based on your current successful students and alums, target look-a-like audiences, adjust the market. Build a comprehensive reporting structure to optimize your efforts in real-time.

Together with Converge, the Robinson College of Business was able to increase leads by 10x, applications by 5x and enrollment by 2x in just 5 months. For more on how you can apply these tactics to your realize speed and growth, check out the entire presentation here:


AMA 2018: Driving Growth with Speed

Give yourself a gift this holiday season and level up your marketing efforts! Use code HAPPYHOLIDAYS to save $100 dollars on your purchase when you register for the Converge 2019 Conference in Atlanta. Happy Holidays from your friends at Converge!

Brian Connelly
Brian Connelly
November 16, 2018