The national and international debate over colleges and universities costs has included extensive research and analysis on the topic of “Why prices have increased faster than incomes, inflation, and other measures?”
There’s no single answer to this question. The factors associated with rising costs are complex and so are the solutions as to how to control them. One method being explored more than ever is outsourcing; this development is mostly due to COVID-19 and can be seen in every sector, from educational advertising to traditional marketing.
Outsourcing is a form of privatization, which refers to the decision made by higher education institutions to contact an external organization (usually advertising agencies or private content creators) regarding traditional campus services and functions. The group is then paid according to the tasks given to them. The contract is temporary and mostly semester or campaign based.
“The other part of outsourcing is this:
Alphonso Jackson
it simply says where the work can be done outside better than it can be done inside, we should do it.”
Why Outsource?
Institutions like non-profit and public colleges have been outsourcing things such as dining and bookstores for a while now. Today, they are paying billions of dollars to for-profit organizations to create and operate online courses, enroll and tutor students, manage IT infrastructure, dorms, and classrooms.
The process is now extending to marketing too as educational institutions want students to know about the quality education they offer. They believe that outsourcing is saving them money because the process is more efficient and nimble. Moreover, they are getting access to quality educations in subjects they themselves don’t have the expertise for. The trade-off is fair, and the cost is still low. In fact, many that are new to outsourcing are easily amazed at the increase in quantity and quality of creative projects they are able to achieve for less than the cost of one full-time employee with benefits. While many university communications offices have mostly leadership from communications or journalism backgrounds, it's very easy to forget that expertise in marketing is necessary to be competitive with campaigns involving fundraising, events and general recruitment. It can be especially helpful to be able to outsource for creative needs to suplement any deficiencies in inner-office marketing/design staffing expertise.
How Outsource Marketing Works
Below are a couple of things colleges and universities need to consider when outsourcing marketing services:
// 1. Choose a Vendor Based on Your Needs
A freelancer will work well for small marketing campaigns, like designing a brochure for the new semester or creating the college’s catalog. On the other hand, if it’s a project that involves revamping the college’s image, a full-service agency will be a better fit. The group of experienced professionals will work efficiently to help you meet your objectives in the short and long term.
// 2. Outsource the Weakness
Let’s say that you have a strong content writing team, but they are not good at distribution. Or maybe you can only afford junior graphic designers that may lack art direction or project management skills. In this case, you should hire digital marketing specialists instead of new content writers or more in-office designers. They will help you spread your content on the right platforms for maximum impact and get better quality design work. You'll also be able to take that duty or need off the "worry list" once you've vetted the right service provider.
// 3. Expect Efficiency
Choose a vendor you can trust. You are entrusting someone with your brand; therefore, they should align with your mission and vision. Your leadership skills will still be required to make sure that the project stays on the right track. It's a "time/value" proposition for you. You can hire a single employee that optimally can only handle a finite amount of projects at one time that may, or may not, meet your expectations for the type of visual quality that's necessary to fully engage, define and uplift your institution's brand. What is the time you will need to spend on potentially having to train specific creative staff members and what is the value they bring you if you find they need more training in the first place with already diminished budgetary resources?
// 4. Learn from Your Vendor
Your outsourced marketing team has a lot to teach you. Follow point number two, and instead of handing over the controls to them, work with them to learn what they are doing and how they are doing it. Outsourcing doesn't necessarily always have to be a permanent solution. Once you are comfortable with and outsourced service or product, you'll be able to decide your comfortability in hiring for a permanent solution once you know what to look for.
// 5. Stick to What You Know!
Many colleges and universities outside the Power5 conferences aren't able to fully staff their communications and marketing offices with a full suite of highly experienced creative staff with a background in marketing. Let's be honest... many managers from those conferences have an entire building dedicated to housing a robust amount of marketing support staff while those in smaller markets may at best, share a floor in a building on campus. Many have to hire newcomers and most probably end up hiring from their own student population. While this can work out great if you have a very proactive personnel that is comfortable in being in the underdog position, it usually comes down to a toss-up. While its easier to vet talent when you actually come from the background in which you're hiring for, it can be disastrous to hire the wrong person based off a person being a good interviewer, but low skilled in producing quality content. Sticking to what you know frees up more time to develop based on your strengths and allows for more comfortability when in a management position. Through outsourcing, you're able to "try out" talent without the commitment of a full hire. It also provides a supplemental workforce for you that costs less in the long run and able to produce more than a single employee. It can provide long-term or short-term solutions when minimal budgets are a reality.
Outsource marketing is the best way to boost your brand’s image professionally without compromising the name you have already built. Outsourcing creative services can be an powerful tool that can be leveraged when your budget for creative personnel is limited or your expertise in marketing and advertising may not be sufficient to truly compete in your target market. There is a reason that the majority of the largest fully funded companies and brands still outsource their visual design needs to professionals. They know that the less time they spend on trying to overcompensate for a deficiency in developing, enhancing and propelling their brand, the more time they can spend on their core competency. If you are looking for such a service, visit the website www.azure77.com. We offer various services, like Graphic Design, Creative Consulting and Training, Publication Design, Website Design, Motion Graphics, Photography, Digital Content Creation, and more. To get in touch with us, click HERE.