How Do Universities Balance Academic vs. Vocational Program Demand Gen?
Universities are constantly balancing demand generation efforts between academic programs, such as liberal arts and sciences, and vocational programs, such as trade schools or technical certifications. This requires a strategic approach to targeting the right prospective students for each program type and measuring ROI.
Universities need to recognize the different needs of academic and vocational programs and use targeted demand generation strategies for each. Academic programs require a focus on long-term goals and intellectual pursuits, while vocational programs are often more short-term, career-driven. Balancing both types requires customizing marketing efforts and messaging.
What Matters for Balancing Program Demand Generation?
Steps for Balancing Academic vs. Vocational Program Demand Gen
Apply this framework to design effective marketing campaigns for both academic and vocational programs.
Define → Segment → Target → Optimize → Measure
- Define goals: Determine the key goals for both academic and vocational program marketing efforts.
- Segment audience: Divide prospects based on their interest in either academic or vocational tracks.
- Target effectively: Use tailored messaging and channels to reach the right audience for each program.
- Optimize marketing: Continuously test and refine ads, content, and channels to improve results for both program types.
- Measure performance: Track key metrics and evaluate the success of demand gen strategies for each program separately.
Demand Gen Maturity Matrix
| Stage | Focus | Metrics |
|---|---|---|
| 1. Awareness | Build awareness for both academic and vocational programs through general marketing. | Impressions, CTR, engagement. |
| 2. Consideration | Encourage prospective students to explore both types of programs. | Lead form submissions, site visits, time on site. |
| 3. Application | Drive applicants for both academic and vocational programs. | Application submissions, application conversion rate. |
Optimize Your Demand Gen Strategy for Both Academic & Vocational Programs
By balancing the demand generation for academic and vocational programs, you can attract the right type of students and ensure program growth.