Highly respected institution needed a
Vice President of Marketing and Enrollment Management – and
more.
RL used organizational assessment to
determine additional needs that would help the position to be
more successful. RL asked organization’s leadership whether
they believed two of three department heads reporting to the new
VP might be reassigned to other VPs, helping the new VP to concentrate
on enrollment building.
Organization decided to prioritize and reorganize, resulting in
the development with RL of a significantly different position
description.
During RL’s routine battery of
front-end interviews with organization’s leadership, two
RL partners asked each executive and middle manager to identify
all other institutions anywhere in the world that they would rate
as “superior” in the marketing of academic programs
through advertising, publications, website design, direct mail
and systematized correspondence, individual and group outreach
with follow-up, etc. A considerable list of “superior”
marketing institutions was developed.
Within two months, and after extensive
sourcing and recruitment, four candidates were presented for interviews,
and three of these candidates were recruited from competitors
-- after “superior” institutions were penetrated, marketing
leadership identified, and their top executives were persuaded
that the opportunity would present them with a personal challenge,
a heart connection, and a wonderful career opportunity. The new
Vice President was relocated from an out-of-state institution
whose marketing had brought it national recognition.
