Building While Flying: Launching 2 DEI Focused Certificates Against The Odds
Situation: The EShip Center at UNC and OHUB, in partnership with 100 Black Angels & Allies, embarked on a groundbreaking initiative to offer two certificate programs focused on Diversity, Equity & Inclusion Solutions (DEIS) and Black Technology Ecosystem Investment (BTEI). These programs were the first of their kind in the UNC system. As a specialist consultant, I was brought in to revamp the marketing strategy, develop high-performing websites, create a comprehensive marketing plan, and execute it within a tight timeline and with limited resources. However, we faced challenges due to the limited timeframe, the need for partner development, and navigating multiple stakeholders who had not worked together before.
Task: My task was to successfully launch these two certificate programs in collaboration with UNC and OHUB. With limited resources, a small but talented team and a tight timeline, I needed to build two high-performing websites, develop a comprehensive marketing plan, bring on additional talent and lead the execution of all aspects of the plan. I also had to navigate the direct involvement of multiple high level stakeholders, including the Executive Directors of the EShip Center and OHUB.
Action:
Marketing Strategy: Analyzed the landscape and conducted a SWOT analysis of OHUB and UNC EShip Center to identify strengths, weaknesses, opportunities, and threats. Developed strategies to buy time and play to our strengths, including leveraging the UNC Kenan-Flagler relationship for credibility and showcasing OHUB's deep subject matter expertise.
Website Development: Built two dedicated websites for each certificate program to effectively market and provide all necessary information about the programs, using quality analytics to track performance.
Partner Development: Identified local and national organizations supporting DEIS and Black technology ecosystems, and engaged them for partnership opportunities. Developed partner outreach materials and negotiated promotional initiatives, such as event collaborations, email and social media promotion.
Marketing Plan Execution: Executed the marketing plan in phases, focusing on awareness, nurturing, and bottom-funnel remarketing. Implemented paid campaigns on Google and LinkedIn, developed social media and email content for lead nurturing, and ran targeted promotions for events and course information sessions.
Results: Despite overwhelming odds, we effectively built launched and marketed both programs, successfully recruiting over 100 students and generating over $100,000 in revenue for the partnered organizations. Although we didn't reach the ambitious stated goal of $350,000, the programs gained significant traction and generated significant profit. Our small team’s collective efforts and commitment to the cause enabled us to accomplish the seemingly impossible within the constraints of limited resources, tight timelines and a high level stakeholder resignation.
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