September 26, 2020  
 
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Marketing an Adult and Continuing Education Business

Looking for innovative ways to market an adult and continuing education business? Although you there are no magic bullets that will enable you to dominate the industry, there are several things you can do to improve visibility and market presence.

Looking for the right marketing mix for your adult and continuing education business? We're not surprised. Many small business owners in this industry aren't happy with their current marketing scheme and are desperate to identify a path for improvement.

The marketplace is constantly shifting to accommodate consumer demand and that means businesses need to adapt their marketing requirements accordingly. More than ever before, foundational marketing concepts have become the bedrock upon which successful marketing strategies are constructed.

Sponsorships

Sponsorships are an effective marketing tactic for many types of operations, including adult and continuing education businesses. Successful sponsorships create connections with customers; ineffective ones alienate customers and drain your marketing budget. A strategic sponsorship targets actual adult and continuing education business patrons. In any sponsorship scenario, be prepared to quickly withdraw your support if the event begins to attract negative publicity.

Marketing Expertise

Don't have a background in marketing? That shouldn't stop you from taking a larger promotional role in your company by educating yourself about today's most effective marketing concepts. Entrepreneurs and leaders of adult and continuing education businesses need to make every dollar count, especially when it comes to their marketing budgets. When in doubt, tap into either an internal or external knowledge base to design your company's marketing strategy.

Public Relations Strategies

Marketing and public relations are two distinct promotional disciplines. While marketing flows blatant advertising messages to audiences, PR takes a more educational and informative approach. If you want to send unrestricted marketing messages to your audience, buy a mailing list and perform a direct mail campaign. But if your strategy calls for sophistication, media buy-in and thought leadership, hire a PR consultant. The art of storytelling is a core PR competency. Storylines need to be believable and objective while communicating your brand's strengths and value proposition.

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Conversation Board

For adult and continuing education businesses, good advice can be hard to find. If you have firsthand marketing experience to share, we invite you to submit your comments below. Questions are also welcome and we will try to reply ASAP.


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