The Delicate Art of Avoiding Market Saturation,
Improving Lead Quality
& Empowering the Student

Patrick Sutton

March 28, 2007

In corporate marketing, market saturation and consumer desensitization are pitfalls that frequently detract from a successful advertising campaign. To deal with this, savvy advertisers and marketers have come up with strategies that allow them to avoid saturation, improve brand image and increase lead quality.

Although comparatively new, the multi-billion dollar Enrollment Management industry is susceptible to the same problems as the mature corporate marketing industry. One key differentiator between the two industries does exist: not-for-profit schools were not built to make money, they were built to provide an academic service. Building and maintaining a reputation for academic excellence and exclusivity is of the utmost importance; some institutions have spent decades building and refining a brand. What’s more, in many cases, the brand—academic integrity, excellence—is more important than the profitability of an institution.

Social Networking Websites:
Marketing opportunity for the University or
Networking opportunity for the Student

Patrick Sutton
March 26, 2007

The Value of Social Networking from the Perspective of the University

It shouldn’t come as any surprise that the members of the graduating class of 2011 are more technologically savvy than most admissions and recruitment officers. After all, most freshman-age students in the US—young adults that were born around 1990—have been around computers all their lives.

Enrollment Management 101:

What is Direct Response Marketing?

Patrick Sutton

March 19, 2007

Direct Response Marketing is a form of marketing that solicits a response on behalf of the consumer, and offers advertisers the benefit of measurable results.

Direct Response Television