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Marketing Strategy for Graduate Enrollment Managers


Duration: 1x/month for 6 months


Level: Intermediate to Advanced


Duration: 1x/month for 6 months


Level: Intermediate to Advanced

About the Cohort:

This is a 6-month course to help graduate enrollment managers develop a customized strategic marketing plan for student recruitment and enrollment, focused on maximizing their current budgets. Participants will develop a complete Strategic Marketing Game Plan which can be implemented in the next recruitment cycle. The plan will be realistic and relevant to each participant’s specific programs, budget, capabilities, and goals.

At the end of the course, participants will have gained knowledge about the most current strategies and tactics in higher education marketing, and most importantly, how to ensure the right marketing decisions are being made for a particular graduate school/program. 

Cohort Format/Structure:

  • 6-month cohort-style program
  • Maximum of 10 people per section
  • Meets 1x/month for 1.5 hours (last session is 2 hours)
  • 60-70 minutes of instruction on specific topic, followed by 20-30 minutes of an open forum discussion on any topic
  • Live Video Meeting (Zoom)
  • All sessions will be recorded
  • 1-2 simple homework assignments between sessions
  • Dozens of worksheets, templates, planning tools, diagrams, slide decks, and examples to help participants customize their own Strategic Marketing Game Plan

Course Sessions:

Session #1: Cohort Kickoff + Goal Setting, Baselines, and Building a Strategic Marketing Game Plan
Session #2: The Enrollment Funnel and The Applicant Journey
Session #3: Selecting the Right Channels and Tactics
Session #4: Digital Advertising and SEM
Session #5: Reporting, Analysis, and Optimization
Session #6: Completion + Group Review of Your 12-Month Strategic Marketing Game Plan 

Course Outcomes:

At the end of the 6-month program all participants will be able to understand and accomplish the following:

  1. Identify different marketing tactics and strategies and how they specifically will impact leads, inquiries, applicants, and enrollment goals
  2. Establish baseline metrics and calculate how to reach enrollment goals based on current conversion rates
  3. Determine if, when, and how much of each marketing channel/tactic to include throughout the year
  4. Build out program-specific personas, keywords, and audience profiling questions to use throughout each marketing initiative
  5. Break down larger marketing initiatives into organized marketing campaigns with associated tactics and strategies
  6. Develop a comprehensive Strategic Marketing Game Plan for an entire academic cycle that fits within a specific budget

Who Should Attend:

  • Graduate enrollment managers with at least 2 years of experience in GEM
  • Marketing communications specialists responsible for supporting graduate enrollment
  • VP’s of Enrollment who oversee graduate student recruitment and enrollment


$300/month ($1800 total)

How to Register:

Currently there is one available section to join:

SECTION A: May 22 - Oct 9, 2019 (First session starts Wednesday, May 22nd at 9:00am EST; subsequent sessions on Wednesday mornings every 4 weeks)

SECTION B: Aug 22 - Jan 9, 2020 (First session starts Thursday, Aug 22nd at 9:00am - 10:30am EST; subsequent sessions on Thursday mornings every 4 weeks)

To register for this cohort, complete the form below.

The next step will be to have a short 20-minute cohort consultation call with the instructor (Tony Fraga) to discuss the cohort, your specific needs, and what you need to prepare before the cohort begins. 

About the Instructor:

Tony Fraga is a 14-year veteran in higher education marketing and graduate student recruitment. He spends his days helping schools implement the latest marketing strategies and tactics to reach their enrollment goals. A recipient of NAGAP's Visionary Award, Tony has presented educational workshops at over 20 NAGAP conferences, professional development institutes, and regional events. As the CEO at DD, Tony leads a team of marketing technologists and strategists whose mission is "We help Davids beat Goliaths" - you can learn more about Tony here.