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Why Andrew Will Never Get Fired From His VP Marketing Position

I gave a talk at a Marketing Conference recently. I began by asking a question of the participants that went something like this:

Imagine you are running a marketing department (most in the room were) and you’re allowed only one excellent skill set (the rest being meh) to help you as you try and meet your objectives. Which of these would it be?

  • Tremendous design skills
  • Tremendous copywriting or persuasive communication skills
  • The ability to split test
  • Building brand through excellent social media campaigns
  • The ability to find pools of interest, media buying

After allowing the audience to debate amongst themselves for a few minutes, I asked for ‘pitches.’ Some said Design was crucial to get people to notice ads at all; others said Copywriting was crucial to present an argument for someone to take action. I heard a compelling argument about how filling a trout pond with more trout gives you a better shot at catching fish, i.e., Media Buying. And there was some gibberish about Social Media. Read more

Case Study: Culinary Institute – Performance Improvement

Institute Adds $1,000,000 in Enrollment Revenue Thanks to Enrollment Resources’ Systematic Approach to Performance Improvement

“From start to finish we worked your program and it’s wonderful – and I’m not just saying that. Without a strong Admissions process, there is no College. You helped me build the Admissions department. I couldn’t have done it without you. We went step-by-step, even with our advertising. 100% I put your recommendations in place and we’re just building on it now. I can’t say enough. I’m your biggest fan.” – Sarah Masters, Director of Admissions

Due to the clients’ request for privacy, the names and location have been changed.

The client was a well-established school of Holistic Nutrition and Culinary Arts with multiple campuses throughout the Western United States. According to Sarah Masters, Admissions Director, “we were succeeding, in a way, but we weren’t growing. We were just sort of staying the same.”

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