In a recent Volt Article, our partner, Shane Baglini, senior director of marketing and recruitment of graduate and continuing education at Muhlenberg College gets into the age-old higher ed question: Do we continue doing things ‘the way they’ve always been done?’ or do we embrace change, especially when it comes to our marketing strategies.

We often find ourselves stuck with tools that no longer serve us, fearing what change may bring. But as Shane points out, change is not just necessary; it's liberating. Higher ed marketing tech is evolving, and so should we. Let's dive into the key considerations that will ensure your transition is not just smooth, but transformative.

Determine Your Needs and Resources

Selecting the right product starts with a strategic evaluation. Establishing the criteria and assembling a committee that digs into the must-have and nice-to-have features, budget constraints, and potential impacts on human resources. 

Once criteria has been established, creating a standardized evaluation process with a scoring rubric is a great way to get unbiased results and feedback from your team. This can also set the stage for a decision that aligns seamlessly with your institution's vision.

Get Buy-In From Around Campus

As many of us know, change on campuses can be hard and rarely happen in silos. But seeking input from all the impacted areas — IT, enrollment management, faculty, marketing, and more — is crucial. 

Shane shares firsthand experience of how transitioning to a new CRM meant engaging colleagues across campus. He set priority to the offices based on immediate impact and embarked on a campaign across campus to address concerns early to get the true buy-in of the change. 

Involving representatives from the most affected offices on your search committee can help to create a united front for change. 

Hold Trainings and Empower Your Team

Shane discusses how training is the cornerstone of a successful transition. Beyond vendor-led sessions, take ownership of the learning process and offer regular training sessions on the new platform or tech. 

As Shane puts it, sometimes it’s necessary to embrace the opportunity, (or even fear) of change to truly bring a school’s marketing strategies and tech to new heights.