A Parker-based company is using its expertise to bring some much-needed exposure to colleges and nonprofit institutions worldwide.
Higher education enrollment has decreased and donations are down because of the struggling economy.
That’s where public relations veterans Bob and Marlene Brock come in. Educational Marketing Group, founded and helmed by the Parker couple, is behind the recent success of various campaigns to raise money and, perhaps more importantly, improve brand awareness.
Colorado State University is one of the latest beneficiaries of the company’s services, increasing its profile not only statewide but nationwide. Virginia Tech, a longtime client of Educational Marketing Group, just wrapped up a fundraising push that brought in $1 billion.
“We developed the messaging, the framework and the strategies for doing that,” said Bob Brock, whose office is next door to the Parker Fieldhouse at Dransfeldt Road and Plaza Drive.
The company also has satellite offices in Pittsburgh and Albuquerque.
Private colleges, in desperate need of effective recruitment tools, have used EMG’s knowledge to increase the numbers of incoming students. For institutions that charge $20,000 to $40,000 in annual tuition, the “return on investment is stunning,” Brock said.
EMG, which moved to Parker from Aurora three years ago, performs a thorough analysis of needs and goals, then conduct surveys and qualitative research. Finally, it creates a “branding starter kit” that is implemented by each client’s marketing team.
Ongoing consulting work ensures that the plan is well executed. Over the last 15 years, the firm has been enlisted by more than 150 institutions for brand development.
Some universities and private companies are just now reviving marketing programs that were cut during budget reductions a few years ago.
“After the 2008 decline, people stopped marketing which is a terrible mistake in a downturn,” said Brock, who said his company took the opportunity to raise its profile during that time.