It is a mistake to assume that customers will automatically become aware of your programmes and services, and of the benefits they offer, without any effort from your side to effectively communicate this vital information. The promotion strategy hence defines:

• The benefit messages that you will communicate
• Methods of communicating these messages to your target group

 

You will have to work with different promotional instruments (see more under "Example" ) to try to reach a maximum of your target groups with convincing messages. The more direct and needs-oriented you can address the target groups, the better the impact of your promotion. Use the information gathered on the characteristics of your target market to develop your promotional strategy.

For any promotional activities, you will need to have:

• A logo of your institution
• Contact addresses for inquiries
• Business cards for the management team
• Informational materials about your institution and its programmes/services