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Online Learning News and Research
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Saturday, June 29, 2002
http://www.westga.edu/%7Edistance/ojdla/summer52/beesley_cavins52.html Marketing Distance Learning with an Ad Agency Andrea D. Beesley, Sr. Program Development Specialist, University of Oklahoma Doyle L. Cavins, Director of the Center for Independent and Distance Learning, University of Oklahoma Marketing is increasingly essential to distance learning programs as we endeavor to survive and compete in a crowded marketplace, where new providers with large budgets are constantly entering the scene. Skillful marketing strategies can help maintain and increase market share, change or improve a program’s image, and create public awareness. However, the personnel of distance learning programs and their parent institutions are often too busy to give marketing the time and attention it deserves, and frequently lack the necessary expertise to market effectively alone. Working with an outside agency can be the answer. We will discuss why we decided to choose an advertising agency, how we selected one, how we work with them, the effects of the campaign, and the lessons we have learned as we have tried to keep our marketing efforts focused, timely, and within our budget....
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