Online Strategy

Every institution should have a comprehensive online strategy and understanding of growth opportunities. Technology now enables institutions to engage a broader set of students, to place less demand on physical space, and to scale – providing education to more for less. Asynchronous vs. Synchronous? Fully online vs. Hybrid? Outsource vs. Build? K&Co’s online strategy services will help answer these questions – because what is right for an institution – and specific schools, programs, and course offerings within that institution – varies widely.

OUR APPROACH:

For each of our clients, we assess the current online strategy and consider options including the development of a customized model that helps a division or unit understand its potential revenue. Specific services, such as instructional design and digital advertising, play a key role in unit success and our work aims to help you understand the proper level of investment in these areas. We identify key considerations for successful online strategy including the internal capacity for the division, gaps in services in the current state, and growth potential. We provide a roadmap for hiring or partnering in order to achieve the institution’s goals in the online space.

OUR WORK IN THIS AREA INCLUDES:

  • Market Research & Segmentation
  • Competitive Analysis
  • Business Plan Creation & Financial Sustainability Analysis for Accreditation Support
  • Outsourcing Strategy and Assessment
  • RFP Creation, Vendor Assessment, Negotiation Support, & Contract Management for Online Program Management Vendors
  • Strategy & Implementation Support for Building the In-House Online Enterprise
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“Colleges “definitely will be concerned and do have a right to be, but it’s a great opportunity to review the current contract they’re operating,” Snow said. She suggested potentially negotiating a contract for a shorter time frame, as well as including an exit clause or a set of terms that could end an agreement without breaking the contract. She also believes more universities may want to see an increase in transparency, particular in marketing materials.

“When you’re an institution, it’s on your behalf, but you don’t see the day to day of what they’re spending and how they’re spending it,” she said. “You can be in the dark of how you’re being marketed. And in the beginning, it didn’t matter as long as the enrollment came, but now it behooves them.”

Read the full story from Inside Higher Ed here.

Inside Higher Ed
Kennedy & Company: Innovative Strategies for Higher Education

Stacy Snow Featured in Inside Higher Ed​
Principal​

Our Work, Your Success

Build vs Buy Online Strategy
Lousiana State University System
Kennedy & Company provided the four campuses within the Louisiana State University System (LSU System) with strategies to transition its online education offerings away from third-party management and towards a fully in-house offering.

The LSU System had outsourced their online educational offerings for five years and were paying a substantial premium for the online students who came in via the provider’s network. Kennedy & Company advised the LSU System during its contract negotiations when the outside firm wanted to extend the contract for another five years. Our work helped the LSU System to instead secure a short-term contract, which provides the LSU
organization with an opportunity to maximize its net tuition revenue in the online space much more quickly. The LSU System is currently building up its online education capabilities with the goal of offering plan all of the necessary services in-house at the conclusion of the third-party contract.

Relevant Services: Build vs Buy Online Strategy, Academic Portfolio Strategy, Financial Sustainability

Online Program Strategy & Launch
Spelman College
Kennedy & Company worked with Spelman College leadership and its Board’s Alternative Revenue Committee to develop a 10-year strategic initiative focused on developing new online programs to serve as alternative revenue sources for the institution. Central to the development of the new plan was a thorough understanding of the market and competition for Spelman’s potential online offerings, as well as primary research on the most promising potential programs. Kennedy & Company produced a full strategic initiative plan for the Board, complete with a 10-year financial and operational prospectus.

Since ratification by the Board, Kennedy & Company has continued its work with Spelman, helping it to form new public-private partnerships as well as to manage those relationships for the school, in several cases. The launch of Spelman’s online enterprise, eSpelman, and its inaugural program began last year with assistance from Kennedy & Company. The K&Co team continues to partner with Spelman to ensure the continued success of eSpelman through ongoing project management and strategic planning work, CRM support, and marketing strategy management.

Relevant Services: Online Program Strategy, Organizational & Operational Planning

Past & Current Online Strategy Clients Include

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