About the Episode
Welcome to Part 2 of our Pulse Check series on mergers and acquisitions (M&A) in higher education, where we dive into the fascinating world of institutional partnerships and consolidations. In today's episode, host Kin Sejpal is joined by Kanahoma CEO Seth Odell.
In today's episode, listeners can:
- Learn how to navigate the uncharted territory of M&A as higher ed marketers
- Establish their voice and know what marketers should bring to an M&A process - both on the acquiring and acquired sides.
- Understand the importance of marketing audit (i.e., diligence) and what it entails.
- Leverage marketing data and their own expertise to develop a sound transition strategy
Key Takeaways
- Marketers Are Strategic Drivers in M&A
Marketers offer essential insights into enrollment trends, program demand, and brand equity, making them critical players in the M&A process. - Build a Comprehensive Marketing Diligence Report
A detailed analysis of enrollment trends, program performance, and market demand helps leadership make informed decisions. - Phase Branding for Smooth Integration
Adopting a phased approach to branding ensures equity retention, avoids confusion, and allows for a gradual transition to unified brand identity. - Seize Opportunities to Advocate for Resources
M&A processes often come with additional funding for growth, making it the perfect time for marketers to push for investments in tools, staffing, and campaigns.
Why Should Marketers Care About M&A in Higher Ed?
Higher education is experiencing increased consolidation due to declining enrollment, rising costs, and a shrinking student demographic. In M&A scenarios, marketers are pivotal in maintaining or growing enrollment, ensuring successful integrations, and safeguarding brand equity.
What Is the Role of Marketing in M&A?
Marketing’s role in M&A extends beyond promotion. Responsibilities include:
- Conducting in-depth audits of enrollment trends and program performance.
- Evaluating institutional brand equity and positioning.
- Advising leadership on market demand and strategic opportunities.
How Can Marketers Conduct Effective M&A Diligence?
Seth recommends creating a Marketing and Enrollment Diligence Report with the following components:
- State of the Institution: Analyze enrollment trends, market demand, and operational performance.
- Brand and Web Audit: Assess the institution’s identity, online presence, and marketing effectiveness.
- Key Considerations: Offer subjective insights on risks and opportunities, highlighting actionable steps for growth.
How Should Brand Strategy Be Approached in M&A?
- Phase One: Maintain the acquired institution’s brand identity while establishing the partnership publicly.
- Phase Two: Gradually align brand visuals (e.g., introducing shared colors) and naming conventions.
- Phase Three: Transition to a unified identity while respecting legacy equity.
What Should Marketers on the Acquired Side Focus On?
- Organize Key Assets: Prepare marketing collateral, contracts, and enrollment data for due diligence.
- Share a Wishlist: Outline critical resources (e.g., CRM upgrades, website redesign) needed to improve performance post-merger.
- Build Collaborative Relationships: Establish trust with the acquiring institution to ensure a smooth transition.
Strategic Marketing in Higher Ed M&A: Insights and Tips
Why a Seat at the Table Matters
Marketers should proactively request a seat at the table during M&A discussions. By providing data-driven insights and strategic counsel, they can shape decisions that align institutional goals with market realities.
Branding: Balancing Legacy and Evolution
Successful branding in M&A requires sensitivity to both institutional legacy and future goals. A phased approach minimizes disruption while building long-term brand cohesion. Strategies such as maintaining legacy names alongside the acquiring institution’s name or co-branding during the transition period can help preserve alumni and community trust.
Unlocking Growth Opportunities
M&A processes often include funding for integration. Marketers can leverage this moment to advocate for strategic investments, such as:
- Modernizing digital infrastructure.
- Enhancing automated marketing capabilities.
- Scaling creative resources.
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