What’s next for real-time COVID-19-era marketing?

Toni Angelo, Katie Umberger, Dana Cruikshank and Steve Partridge
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Toni Angelo: Director of Marketing at the Office of Strategic Partnerships and Workforce Development, Northern Virginia Community College, USA
Katie Umberger: Strategic Marketing Specialist at the Office of Strategic Partnerships and Workforce Development, Northern Virginia Community College, USA
Dana Cruikshank: Director of Strategic Partnerships, VisionPoint Marketing, USA
Steve Partridge: Vice President of Strategic Partnerships and Workforce Innovation at the Office of Strategic Partnerships and Workforce Development, Northern Virginia Community College, USA

Journal of Education Advancement & Marketing, 2021, vol. 6, issue 2, 114-127

Abstract: COVID-19 took a heavy toll in the world of higher education and higher education marketing. This paper outlines how Northern Virginia Community College and VisionPoint Marketing tackled the issue of declining summer 2020 enrollment head-on as the pandemic hit the United States and turned the problem on its head in the span of just three weeks. The campaign’s remarkable success serves as a guidepost on what to do in times of crisis in the world of higher education.

Keywords: COVID-19; enrollment marketing; higher education marketing; marketing campaign; pandemic; crisis marketing (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jeam00:y:2021:v:6:i:2:p:114-127

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