Phase 2: Program Growth
The focus of the “Growth” phase is two pronged:
- Expand and grow revenue
- Build bench strength
The expansion of program revenue comes through an increased awareness of the program and streamlining expenses. In terms of marketing, some increase in awareness will happen organically – more students finding the program through the website, word of mouth, and graduates becoming “fans”. Awareness and optimization will also happen through a strategic examination of what we (you and JMH) learned during the “Launch” phase – identifying what marketing channels worked best, what marketing messages attracted the most students, and what changes in the marketplace require changes in our approach.
Streamlining of expenses will happen by examining what works for the program, what doesn’t work, and what things are neither harmful nor helpful, but cost money. Expenses like these may include marketing (i.e. direct mail may not have had the desired impact when compared to pay-per-click), materials (i.e. identification of a new, less expensive book or printing solution), or the delivery (i.e. transitioning segments of instructor led, classroom learning to asynchronous online learning). JMH works in partnership with you to identify and maximize the revenue potential of the program.
Finally, during the Growth phase, we work with you to begin to build “bench strength” for the program. This means transitioning certain program operations pieces to your staff. To help prepare your staff we document processes and train team members on the execution. Responsibilities could include admissions work and/or the coordination of the program. The goal is to begin to prepare your team to take over the program.
