ETSU Online Marketing supports ETSU enrollment by marketing synchronous and asynchronous online programs to current and prospective students. Marketing support for departments and faculty with online programs includes research and marketing strategy, messaging and placement, digital marketing support, and more.
Online marketing consulting and strategy support encompasses all basic, short- and long-term activities in the field of marketing and advertising to impact online course and program enrollment goals. Elements of marketing strategy and consulting include market research and analysis, analysis of the challenges and opportunities in the external and competitive operating environments, audience profiling to determine demographic, social, and psychographic traits, identifying appropriate messaging and channels for the audience, and creating an actionable marketing plan and development/implementation timeline.
ETSU Online marketing provides marketing campaign implementation and reporting support to ETSU’s online programs. Campaign support involves the implementation of marketing activities identified in the marketing strategy. Digital marketing, print advertising, and print pieces like brochures and post cards are all examples of marketing campaign elements. Depending on a program’s specific need and target audience a combination of marketing elements can be included in a single campaign to support enrollment goals.
ETSU Online Marketing maintains an ETSU subsite dedicated to highlighting ETSU’s online courses and programs. Often prospective students visiting the ETSU Online website will have questions concerning a specific program and the process of becoming enrolled. ETSU Online manages responding to these inquiries and puts prospective students in touch with program coordinators. ETSU Online Marketing also provides support by creating program-specific communication plans within the institution's Customer Relationship Management platform to help better track and follow-up with prospective students.