How to Plan and Execute Cost-Effective On-Base Marketing Campaigns for Military-Connected Students
Advertising placements on Camp Pendleton, CA for VVC partner, Golden Gate University
For any educational institution looking to increase enrollment from military-connected students, on-base and base-targeted marketing should be a key component of your strategy. But what does it take to execute a successful on-base marketing campaign, and how can you measure the effectiveness of your efforts?
The following benchmarks and cost information help college and university leaders understand the ROI of on-base/base-targeted marketing campaigns.
Marketing Costs
The first question that tends to come up when institutions consider on-base marketing is, how much will it cost? The short answer is that it will depend on a few factors, including how many bases you’re targeting, the size of your institution, and the length of your campaign.
To give a general ballpark figure, we’ve seen institutions spend anywhere from $10,000 to $30,000 on a 6-month campaign targeting a handful of bases.
Metrics Matter
To measure the effectiveness of your on-base marketing campaign, you’ll want to track important metrics like the number of leads generated, the number of applications submitted, and the number of enrolled students.
Regarding benchmarks, we’ve seen institutions generate anywhere from 50 to 200 leads from a single base. Of course, the number of leads will depend on the base size, the duration of your campaign, and the quality of your marketing materials.
Motivations Determine Materials
When it comes to creating effective on-base marketing materials, it’s important to understand the unique needs and motivations of military-connected students. According to a recent survey from BestColleges.com, some of the most important factors that military-connected students consider when choosing a college or university include affordability, flexibility, and support services. As such, marketing materials that foreground these values may be more effective than those that focus on more general benefits like prestige or location.
Military Education Offices
Another key component of a successful on-base marketing campaign is establishing a relationship with the installation's military education office. These offices can help you connect with students directly and may even be able to facilitate on-site events on base. Moreover, building strong relationships with these offices can be an important step towards becoming a trusted and respected partner for military-connected students.
Want to learn more about creating successful and cost-effective on-base marketing campaigns?