Three Guerrilla Tactics for Colleges and Community Colleges
Next year, we will mark the 30th anniversary of the term “guerilla marketing.” Yet, three decades after Levinson published his seminal book on the subject (Guerrilla Marketing, Houghton Mifflin), many business people – even those in marketing – are hard pressed to clearly explain what the term means, much less apply it to something as narrowly focused as community colleges. The concept is simple: If you’re not a BIG business, Madison Avenue doesn’t care about you. What’s more, the marketing practices they prescribe for their BIG business clients won’t work for you. If you want to be successful in an increasingly competitive marketplace, you’re going to have to stop fighting in an arena you can’t afford: traditional advertising. You’re going to have to fight your fight in the trenches. Unglamorously. And that may mean swallowing your pride.