MarketPoint Executives Michael Zimmerman, and Laura Pasternak will present “Challenger Brands: Competing Against the Four-Year Schools” at the 39th annual conference of the National Council for Marketing & Public Relations (NCMPR), in Chicago, on March 11. The presentation has been designed to help community colleges establish a solid marketing position and boost enrollments.
“Community colleges face enormous challenges, as they compete with four-year schools for mindshare among prospective students,” explains Pasternak, MarketPoint’s Principal and Chief Brand Strategist. “Across the board, four-year colleges have bigger marketing budgets, more active alumni associations and broader name recognition.”
MarketPoint’s presentation will build on a framework outlined in Adam Morgan’s book Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders, to lay the groundwork for a new approach to marketing communication – one in which two-year schools can establish themselves as a preferred choice for today’s prospective college students.
“This session is designed for the NCMPR and all those who champion the cause of the community college,” says Zimmerman, the firm’s Senior Marketing Strategist. “From recruiters, to professional communicators, from alumni directors to campus photographers and graphic designers, almost any stakeholder can learn to apply Morgan’s eight credos.”
NCMPR is the only organization of its kind that represents marketing and public relations professionals at community and technical colleges. The organization’s 39th annual conference will run from Sunday, March 10, through Wednesday, March 13.
MarketPoint is a U.S.-based consulting firm providing honest, insightful and effective brand and marketing services for clients in the business-to-business, education and non-profit sectors. The firm focuses on clients who face transitional challenges, which may include changes in organizational leadership, introduction of new products and services, penetration of new markets, M&A integration, or organizational rebranding.