How do you market multiple programs or colleges equally with a small team, limited budget, and various stakeholders? GPRS partners with marketing directors to augment their team and increase their effectiveness in marketing multiple programs within a college or university.

Marketing directors have the unenviable responsibility of managing a branded house, that is, a brand (i.e., university or college) that acts as the umbrella for multiple sub-brands (i.e., colleges, programs, and departments). The sub-brands are “sold” under the umbrella brand like corporate brands (e.g., Microsoft Office, Microsoft Azure, etc.). Like corporate brands, each sub-brand has its own leadership and budget. As a result, strong governance and branding standards are required to ensure that each sub-brand remains in alignment with the core or umbrella brand.

On campus, marketing leaders have been successful in aligning with the core brand and getting consistency with brand standards. Yet, marketing departments may lack the influence, authority, and resources to implement processes to ensure that enrollment marketing campaigns remain aligned with the core brand and are optimized to minimize conflict with other campaigns being run by other departments and programs (sub-brands).

GPRS helps marketing leaders overcome this major challenge in three ways: