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

Author

Listed:
  • Angelo, Toni

    (Director of Marketing at the Office of Strategic Partnerships and Workforce Development, Northern Virginia Community College, USA)

  • Umberger, Katie

    (Strategic Marketing Specialist at the Office of Strategic Partnerships and Workforce Development, Northern Virginia Community College, USA)

  • Cruikshank, Dana

    (Director of Strategic Partnerships, VisionPoint Marketing, USA)

  • Partridge, Steve

    (Vice President of Strategic Partnerships and Workforce Innovation at the Office of Strategic Partnerships and Workforce Development, Northern Virginia Community College, USA)

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.

Suggested Citation

  • Angelo, Toni & Umberger, Katie & Cruikshank, Dana & Partridge, Steve, 2021. "What’s next for real-time COVID-19-era marketing?," Journal of Education Advancement & Marketing, Henry Stewart Publications, vol. 6(2), pages 114-127, September.
    • Handle: RePEc:aza:jeam00:y:2021:v:6:i:2:p:114-127
    as

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    More about this item

    Keywords

    COVID-19; enrollment marketing; higher education marketing; marketing campaign; pandemic; crisis marketing;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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