Fractional CMO For Higher Ed

As a Fractional CMO For Higher Ed, I bring over 15 years of proven expertise in driving business growth through innovative and strategic marketing initiatives. Whether you're a small business, start-up, or mid-sized company, my services are tailored to meet your unique needs without the commitment and cost of a full-time executive.Gain access to top-tier marketing leadership without the overhead of a full-time hire. My extensive experience spans various industries, ensuring your business benefits from the latest marketing trends and strategies.

Tip the see-saw in your favor & win the crowd

I’ve been working in the digital marketing field for over 15 years and as an independent consultant working with companies all sizes – advising on content marketing, google penalties, brand, audience development, technical SEO, digital PR, organizational design, and growth.

Let Me Be Your Fractional CMO For Higher Ed

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What can I bring to your company when you hire me as Fractional CMO For Higher Ed

I find myself in a privileged position through hosting my SEO meetups, where I have access to a wealth of data alongside my fellow members. These gatherings serve as a fertile ground for the exchange of insights and information stemming from diverse industries. My team and I take it upon ourselves to meticulously gather and arrange this data, ensuring that every participant can reap the benefits from a broad pool of knowledge. As we all are aware, unstructured data holds little to no value, akin to unmined gold lying dormant underground, awaiting to be discovered and valued.

We delve into this data reservoir, sifting through to find and present the most valuable pieces of information — the golden nuggets that can offer substantial learning experiences to our attendees.

Would you be interested in granting your attendees access to this repository of golden opportunities?

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Experienced Fractional CMO For Higher Ed

I have worked in numerous large enterprises within the marketing & SEO departments. Taking these businesses up the search engine result pages (SERPS), these roles formed the bases of my experience.

I have also been fortunate enough to advise & consult numerous smaller and medium businesses across a wide array of verticals and this also greatly enhanced my knowledge about the market and of course how to implement a ‘search’ strategy to garner visibility and generate revenue.

I have also been fortunate enough to participate in some more unique projects

Who is Ross Kernez?

First and foremost I am curious. I am curious to understand what makes a search engine place one website above another.

What makes these vastly complex and nebulus algorithms tick? Some of my friends & colleagues will tell you I have an unbalanced curiosity/obsession.

I like to quote an unknown source in response: “Don’t judge people for the choices they make when you don’t know the options they had to choose from.”

When others ‘stamp out at’ 5pm and head to the bar. I head home to dig deeper.

I have been experimenting and learning with SEO for the past 15 years. In that time I have worked with numerous large businesses pushing them up the SERP’s and driving more traffic, conversions and most importantly gathering data to empower future improvements.

Mentor at ‘Starta Venture Capital’

Mentoring startups has put me in front of some incredible talent, it has allowed me to test my skills to the limit across a diverse marketplace. Founders are highly motivated and bright individuals mentoring them has been both an honor and an ongoing challenge. It perfectly compliments my other activities as it constantly tests and sharpened my skills set. Not to mention building my network.

Grace A.I

I was part of the team that built the search engine Grace AI that was powered by IBM. This was a fantastic experience to work with some great minds, this was another project that took me outside my comfort zone, tested my skills & exposed my weaknesses.

When working with a Fractional CMO for Higher Education, you can expect a strategic partner who understands the unique complexities of the higher ed landscape. A good Fractional CMO will bring a deep understanding of how to navigate the sector’s challenges, such as fluctuating enrollment numbers, shifting student demographics, and the increasing importance of digital marketing in reaching prospective students.

They will develop data-driven marketing strategies tailored to your institution’s specific needs, whether you’re looking to increase enrollment, improve brand awareness, or engage alumni and donors. Their approach will likely focus on integrating traditional marketing efforts with digital channels, ensuring a holistic strategy that leverages SEO, social media, and content marketing while understanding the power of storytelling and branding in the education sector.

You should expect your Fractional CMO to be proactive, not just executing tasks but guiding overall marketing direction, prioritizing efforts that align with the institution’s goals, and working closely with your internal teams. They will manage campaigns, measure ROI, and consistently adjust strategies based on performance metrics.

Furthermore, they will likely emphasize the importance of building long-term relationships within the education community, both with prospective students and alumni, fostering a sense of belonging and loyalty to the institution. Their work should be transparent, with regular updates and open communication, allowing you to track the impact of their efforts and adjust priorities as needed. Their ability to work flexibly within budget constraints, while delivering measurable results, will make them an essential asset in achieving your institution’s marketing goals.

What should you expect from your Fractional CMO For Higher Ed

Here’s some feedback from someone who has worked with Ross

Jacob Y.

Working with a Fractional CMO for Higher Ed has been a game changer for our institution. They brought a wealth of knowledge and experience to the table, helping us navigate the unique challenges of the education sector. Their data-driven approach has significantly improved our marketing strategies, especially in terms of increasing student enrollment and strengthening our online presence. We appreciated their ability to seamlessly integrate with our team and offer tailored solutions that fit our needs and budget. Their expertise in digital marketing, paired with a strong understanding of the higher ed landscape, made a noticeable impact on our overall marketing efforts.

Thomas P.

The Fractional CMO we hired for our university has exceeded our expectations in every way. From the start, they understood the nuances of the higher ed market, and they quickly developed strategies that helped boost both enrollment and engagement with prospective students. Their emphasis on using digital channels like SEO and social media, while also leveraging traditional marketing, provided a balanced approach that delivered measurable results. We especially valued their transparency and consistent communication, which allowed us to stay aligned with our goals throughout the partnership. Their leadership and insights have become a crucial asset to our marketing department.

Amelia O.

Our experience with a Fractional CMO for Higher Education was incredibly positive. They demonstrated a deep understanding of the higher ed space and were able to quickly assess our institution’s specific marketing needs. They introduced strategies that not only increased our student enrollment but also significantly enhanced our brand’s online visibility. What stood out most was their hands-on approach and ability to collaborate closely with our internal marketing team. Their guidance was instrumental in streamlining our efforts and focusing on high-impact initiatives. Overall, they delivered excellent results while being flexible and mindful of our budget.

Objective and Unbiased Analysis

The core value of a digital marketing expert witness lies in their ability to provide objective and unbiased analysis for legal cases. This impartiality is essential for the integrity of the legal process, as it ensures that their testimony is credible and reliable. Objective analysis means that the expert witness examines all relevant data, facts, and evidence without allowing personal opinions or external pressures to influence their findings.

An unbiased expert witness offers a clear, fact-based perspective on complex digital marketing issues, which is invaluable in a courtroom setting. Their role involves scrutinizing digital marketing practices, campaigns, and analytics to determine compliance with industry standards and legal regulations.

Commitment to Professionalism and Ethical Integrity

Ethical integrity involves adhering to strict ethical guidelines and principles. This includes avoiding any conflicts of interest, ensuring that their findings and opinions are based solely on factual evidence and sound analysis. An expert witness must remain impartial, providing testimony that is free from personal or financial bias. Their role is to assist the court in understanding complex digital marketing issues, not to advocate for either party.

A digital marketing expert witness’s commitment to these principles is crucial, as their testimony can significantly impact the outcome of a case. By maintaining high standards of professionalism and ethical integrity, they contribute to a fair and just legal process, ensuring that their insights and opinions are respected and valued.

Topics that I can cover:

Search Marketing

Paid Search

Email Marketing

SMM Marketing

Fractional CMO

Just SEO?

Absolutely not, although i started in SEO, when I am a full stack marketer i realized that a good SEO strategy without a holistic understanding of marketing. Is like a funnel with holes in it. No matter how much traffic you drive through the funnel you will be leaking leads and wasting your resources.

I have garnered a solid understanding of digital marketing and how to juggle the many disciplines and allow them to fit and work together. I also have managed teams of freelancers and employees in the double digits. I love to help people manage their teams more efficiently.

FAQs

What is a Fractional CMO, and how does this role apply to higher education institutions?

A Fractional Chief Marketing Officer (CMO) is a senior-level marketing expert who provides strategic marketing leadership on a part-time or project basis, rather than as a full-time employee. This flexible role is particularly well-suited for higher education institutions, which often have unique challenges in terms of marketing and recruitment. The higher education landscape is evolving rapidly, with increased competition for students, heightened expectations for digital engagement, and pressure to maintain or improve reputation and rankings. A fractional CMO offers the expertise of a full-time CMO but with the flexibility to meet the institution’s specific needs without the financial commitment of a full-time executive hire.

In the context of higher education, a fractional CMO is responsible for developing and executing marketing strategies that help universities, colleges, or educational institutions achieve their enrollment goals, build a strong brand identity, and enhance engagement with students, alumni, donors, and other key stakeholders. A fractional CMO brings deep expertise in branding, digital marketing, student recruitment, and communications, all of which are critical to the success of a modern higher education institution.

The role of a fractional CMO in higher education typically begins with a comprehensive assessment of the institution’s current marketing efforts. This involves reviewing the institution’s brand positioning, website performance, digital presence, social media engagement, and recruitment strategies. Based on this analysis, the fractional CMO creates a tailored marketing plan that aligns with the institution’s goals, whether they are focused on increasing student enrollment, boosting engagement with alumni, or improving the institution’s visibility and reputation.

Higher education institutions face unique marketing challenges, particularly in terms of attracting and retaining students. The fractional CMO plays a critical role in developing student recruitment strategies that effectively target prospective students, both domestically and internationally. This involves crafting messaging that resonates with students and their families, highlighting the institution’s unique strengths, such as academic programs, campus culture, or extracurricular opportunities. The fractional CMO ensures that the institution’s value proposition is clearly communicated across all marketing channels, from the website and social media platforms to print materials and email campaigns.

In the digital age, a strong online presence is essential for any higher education institution. A fractional CMO focuses on optimizing the institution’s website, ensuring that it is user-friendly, visually appealing, and designed to convert visitors into applicants. This often involves improving search engine optimization (SEO) to ensure that the institution ranks highly when prospective students search for educational programs. The CMO also works on enhancing the website’s content to ensure that it provides clear, compelling information about academic programs, admissions processes, financial aid, and campus life.

Digital marketing plays a critical role in modern student recruitment, and a fractional CMO helps higher education institutions leverage digital channels to attract students. This includes developing and managing targeted digital advertising campaigns on platforms such as Google, Facebook, Instagram, and LinkedIn. These campaigns are designed to reach prospective students based on factors such as location, academic interests, and behaviors. The fractional CMO ensures that the institution’s digital marketing efforts are optimized for lead generation, helping to drive traffic to the website and increase the number of inquiries from prospective students.

Social media is another key component of a successful marketing strategy in higher education. Students and their families frequently engage with educational institutions on platforms such as Instagram, Twitter, Facebook, and TikTok. A fractional CMO works to build a strong social media presence for the institution, creating engaging content that showcases campus life, highlights student success stories, and promotes key events and initiatives. The CMO also ensures that the institution is actively engaging with its audience, responding to comments and questions, and fostering a sense of community online.

In addition to student recruitment, higher education institutions must also focus on engagement with alumni and donors. A fractional CMO helps institutions develop and implement strategies for building and maintaining strong relationships with alumni and supporters. This might involve creating personalized email campaigns, organizing events, or developing content that highlights the impact of alumni donations on scholarships, research, and campus improvements. By fostering ongoing engagement with alumni and donors, the CMO helps institutions secure long-term support and financial contributions.

Brand management is another critical aspect of a fractional CMO’s role in higher education. In a competitive marketplace, institutions need to stand out and differentiate themselves from other colleges and universities. A fractional CMO helps develop and refine the institution’s brand identity, ensuring that it reflects the institution’s values, strengths, and unique attributes. This might involve updating the institution’s logo, refining its messaging, or creating a consistent visual identity across all marketing materials. By building a strong, recognizable brand, the CMO helps improve the institution’s visibility and reputation, both locally and globally.

In higher education, reputation management is closely tied to rankings, accreditation, and public perception. A fractional CMO helps institutions manage their reputations by ensuring that they are actively promoting their successes and achievements, such as faculty research, student outcomes, or community impact. This may involve developing public relations campaigns, securing media coverage, or creating content that highlights the institution’s accomplishments. The CMO also works to address any negative perceptions or challenges that may impact the institution’s reputation, such as declining enrollment or controversies, by developing crisis communication strategies that protect and enhance the institution’s image.

Data-driven decision-making is central to the role of a fractional CMO in higher education. The CMO tracks key performance indicators (KPIs) such as website traffic, student inquiries, application conversion rates, and engagement on social media platforms. By analyzing this data, the CMO can identify trends and opportunities for improvement, ensuring that marketing strategies are continuously optimized for better performance. This data-driven approach allows institutions to make informed decisions about their marketing investments, ensuring that they are getting the best return on their marketing spend.

Another important responsibility of a fractional CMO is overseeing the institution’s communications strategy. Higher education institutions must communicate effectively with a wide range of stakeholders, including students, faculty, staff, alumni, donors, and the media. A fractional CMO ensures that all communications are aligned with the institution’s brand and messaging and that they effectively reach the intended audience. This might involve creating a content calendar, developing key messages, and ensuring that all marketing materials, from emails to brochures, are consistent in tone and message.

Enrollment management is a key challenge for higher education institutions, and a fractional CMO plays a critical role in supporting enrollment goals. This involves working closely with admissions teams to develop marketing campaigns that drive inquiries and applications. The CMO helps ensure that prospective students are guided smoothly through the admissions funnel, from initial awareness to application submission. This might involve creating lead nurturing campaigns, developing virtual tours or webinars, or implementing marketing automation tools that keep prospective students engaged throughout the admissions process.

In addition to enrollment, a fractional CMO also helps institutions address challenges related to student retention. Retaining students is just as important as recruiting new ones, and a CMO helps develop strategies to keep current students engaged and supported. This might involve creating communication campaigns that provide students with information about academic resources, extracurricular activities, or career services. The CMO ensures that students feel connected to the institution, which can improve retention rates and student satisfaction.

Crisis communication is another critical area where a fractional CMO can provide support. Higher education institutions may face unexpected challenges, such as controversies, natural disasters, or public health crises. A fractional CMO helps institutions develop crisis communication plans that ensure clear and effective communication during difficult times. This includes developing messaging that is transparent, empathetic, and aligned with the institution’s values. By managing communication during a crisis, the CMO helps protect the institution’s reputation and maintain trust with students, parents, faculty, and the community.

Higher education institutions also face challenges related to competition and market differentiation. With so many options available to students, it can be difficult for institutions to stand out in a crowded marketplace. A fractional CMO helps institutions differentiate themselves by identifying and promoting their unique strengths, whether it’s a particular academic program, campus culture, or innovative research. The CMO develops marketing strategies that highlight what sets the institution apart from its competitors, helping to attract students who are a good fit for the institution’s offerings.

Another challenge facing higher education institutions is managing the increasing demand for online and hybrid learning options. The COVID-19 pandemic accelerated the shift toward online education, and many institutions are now grappling with how to effectively market and deliver online programs. A fractional CMO helps institutions develop marketing strategies that promote their online and hybrid learning options, ensuring that these programs are positioned as high-quality alternatives to traditional in-person learning. This might involve creating targeted digital advertising campaigns, developing virtual campus tours, or promoting faculty expertise in online teaching.

Diversity, equity, and inclusion (DEI) are also important considerations for higher education institutions, and a fractional CMO helps ensure that marketing efforts reflect the institution’s commitment to DEI. This might involve creating marketing materials that highlight the institution’s diverse student body, faculty, and staff or promoting initiatives that support underrepresented groups. The CMO ensures that DEI is integrated into all aspects of the institution’s marketing strategy, helping to attract a diverse student population and foster an inclusive campus environment.

Fundraising and development are critical to the long-term success of higher education institutions, and a fractional CMO plays a key role in supporting these efforts. The CMO helps develop and execute marketing strategies that engage alumni, donors, and other supporters, encouraging them to contribute to the institution’s fundraising goals. This might involve creating personalized donor campaigns, organizing fundraising events, or developing content that demonstrates the impact of donations on the institution’s mission and goals. By building strong relationships with donors, the CMO helps secure the financial resources needed to support scholarships, research, and campus improvements.

In addition to traditional marketing and communications efforts, a fractional CMO in higher education is also responsible for exploring new opportunities for innovation and growth. This might involve identifying new markets for recruitment, such as international students or non-traditional learners, or developing partnerships with businesses, government agencies, or other educational institutions. The CMO helps institutions stay competitive by identifying emerging trends and adapting marketing strategies to meet the changing needs of students and stakeholders.

Finally, a fractional CMO helps higher education institutions navigate the complexities of internal communication and collaboration. Universities and colleges are large, decentralized organizations, with many departments and stakeholders involved in decision-making. A fractional CMO works to ensure that marketing efforts are aligned with the institution’s overall goals and that all departments are working together to achieve those goals. This might involve coordinating with admissions, academic departments, student services, and alumni relations to ensure that all marketing and communication efforts are consistent and effective.

In conclusion, a Fractional Chief Marketing Officer for higher education institutions provides the strategic leadership needed to develop and execute marketing strategies that drive enrollment, build brand awareness, and enhance engagement with students, alumni, donors, and other stakeholders. With expertise in digital marketing, student recruitment, brand management, and communications, the CMO helps institutions navigate the unique challenges of the higher education sector while staying competitive in an increasingly digital and global marketplace. Their flexible, part-time approach allows institutions to access senior-level marketing expertise without the cost of a full-time executive, ensuring that marketing efforts are both effective and aligned with the institution’s goals. Through a combination of data-driven insights, creative strategies, and industry knowledge, a fractional CMO helps higher education institutions achieve long-term success and growth.

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