So, begin with the end in mind. You can’t get where you’re going unless you know where you wanna end up. By identifying these goals, you can really structure your marketing campaign to help you achieve them. What are you trying to accomplish? Is it to promote a specific program, or simply increase your school’s brand visibility, setting goals is the first step of any successful paid ad campaign. Of course the ultimate goal is to increase your enrollment. Before you even begin any of the work on your campaign you need to set out and define your goals. Identifying your key performance indicators and measurable metrics is essential. Looking at different metrics to measure is critical, and you should balance the direct metrics such as leads and landing page traffic with indirect ones such as social shares, overall website traffic and share of voice for mentions of your campaign online. That’s how you can structure your marketing campaign. This is also a great opportunity to do a SWOT analysis on your Institution. S - Strength W - Weaknesses O - Opportunities T - Threats Identify what those are and find out if there’s a way that this new marketing campaign is able to help you overcome those. Do you have your Institution’s strength that you really wanna promote? Is there a weakness that your Institution can help to work past? Is there a threat to your Institution that you need to focus on? And what opportunities do you have to really generate some success? What is your goal for this campaign?