Chasing

Mission Fit

A Marketing Guide To Fill Your Institution With Students Who Will Succeed
Attract Mission-Fit Students
Elevate Your Brand
Drive Enrollment

The Essential Marketing Book Every Higher Education Institution Needs

If you are a higher education marketing professional seeking a fail-safe plan to make your institution stand out, “Chasing Mission Fit” is your guide.

Discover how to:

    • Precisely target your ideal student
    • Craft a compelling brand for your institution
    • Implement a proven marketing strategy from 30 years of expertise

So you can empower your institution with audience-focused marketing strategies, and attract mission-fit students who will flourish in your unique academic environment.

Ready to transform your institution’s marketing approach?

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Chasing Mission Fit is steeped in practical wisdom, reassures higher ed marketers that impactful marketing is not solely the domain of those with lavish budgets or extensive resources.

Jaime Hunt

VP and CMO at Old Dominion & Host of Confessions of a Higher Ed CMO Podcast

What You’ll Get In The Book

Your institution deserves to get noticed, get the proven strategies you need!

How to find and attract your mission-fit student
The three essential pillars of higher education marketing
Tips to move from reactive to proactive marketing
Strategies to stand out among hundreds of other institutions
Strategies to establish your institutions unique brand
How to market on a shoestring budget
Insights from a seasoned marketer with firsthand higher education experience
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Meet Bart Caylor

With a career spanning nearly 35 years, Bart leverages his vast experience for his clients. Recognized as the producer of one of the top 30 educational blogs on the Internet and sought by SchniederB Media, ImageSeven, and InspiredSM for his opinion on education marketing, Bart is one of the premier education marketing experts in the nation.

Bart regularly leads seminars, training and webinars for organizations such as the Independent Colleges of Indiana (ICI), Association of Biblical Higher Education (ABHE), Hannon Hill, Council for Advancement and Support of Education (CASE), North American Coalition of Christian Admissions Professionals (NACCAP), and the Council for Christian Colleges and Universities (CCCU). Bart partners with Credo Higher Education, another leading higher education firm in the U.S. His work has garnered acclaim in The Chronicle of Higher Education and U.S. News & World Report, as well as earning several awards, including a National Circle of Excellence Award through CASE, and a Webby.

Prior to founding Caylor Solutions, The Higher Ed Marketer, and The Higher Ed Marketer Podcast, Bart served as part owner of one of the largest digital design and branding firms in Indianapolis. He was responsible for fourteen higher education accounts, as well as new media initiatives for clients such as American Bible Society, Motorola, Ingersoll Rand, Roche Diagnostics, Community Health Network, RCA, Schlage, and Lexmark.

Bart graduated magna cum laude from Anderson University. His wife and four children bring joy to his life each and every day.

If you would like to book Bart for a speaking engagement or invite him onto your podcast, you can here!

Praise for Chasing Mission Fit

This book is a call to action for marketers in higher education, a valuable resource for both seasoned professionals and newcomers. It's a comprehensive toolkit, essential for enhancing marketing skills and effectiveness in the rapidly evolving world of higher education.
Dena Cambra
Vice President for Marketing and Communications, Clarks Summit University
In essence, "Chasing Mission Fit" isn't just a book. It's a roadmap for small institutions to make a big impact, to find their voice in a noisy world. It's about making every word, every campaign count. For anyone in higher education marketing, this book is not just a read; it's a must-have.
Ardis Kadiu
Founder & CEO, Element451
Higher education has been Chasing Mission Fit for years. And the challenge for admissions professionals to find best fit students has never been greater. Bart Caylor astutely describes modern enrollment challenges and offers practical insight into how institutions of all types can tell their unique story. The most compelling aspect of Caylor's work is his emphasis on mission and its impact on prospective students. Every college and university would benefit from this useful and informative resource.
Phil Cook, PhD
President, North American Coalition for Christian Admissions Professionals (NACCAP)
This book should be essential reading for any higher education marketer. Bart has collected a wealth of insights from a variety of experts in their fields and added his own experience and knowledge. Higher education is facing numerous challenges, from the demographic cliff to the public perception of the value of higher education degrees. Adopting the audience-first strategy outlined in ‘Chasing Mission Fit’ will help institutions succeed.
Brian Piper
Director of Content Strategy and Assessment, University of Rochester

The title rightfully earns its place not on the bookshelf but on the busy desk of every professional in higher education seeking to elevate their student recruitment efforts. Bart Caylor deserves applause for delivering a book that not only meets but exceeds the expectations of its readers. "Chasing Mission Fit" is a must-read for anyone pursuing excellence in higher education marketing.

Marc C. Whitt
Higher Ed & Nonprofit PR Strategist, Relationship Builder, and Author
"Chasing Mission Fit" emerges as essential reading for leaders within Christian higher education. Bart Caylor, a seasoned expert in marketing and recruitment, draws upon a wealth of lifetime experiences to offer valuable insights. This book adeptly navigates the intricacies of identifying challenges and presents thoughtful solutions to address the significant complexities facing marketing and recruitment leaders in Christian higher education.
Philip E. Dearborn
Philip E. Dearborn, President, Association for Biblical Higher Education

Let Me Give You Some Background

Bart introduces a few key concepts from the book and why he wrote it.

Why This Book Is Essential For Higher Education Marketers

You’ll get answers to questions like:

  • How do I identify what makes my institution unique?
  • How can I effectively market on a tight budget?
  • How do I identify my mission-fit student?
  • What do I need to do to attract my mission-fit students?
  • How do I build an enrollment focused website?
  • How do I use lead generation to my advantage?
  • What content do I need to stand out in the digital world?
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Many higher education marketing professionals are grappling with restrictive budgets, understaffed teams, and the pervasive misunderstanding of marketing as a luxury, not a necessity.

Not to mention, prospective students have so many higher education choices they likely don’t even know all of the schools available to them!

And with all of these challenges, it’s easy to fall into the trap of believing that a large budget and a bigger team are keys to effective marketing.

But that’s not true.

Every student is looking for the right institution who speaks to their values, their needs, and provides the specific type of education they want. But they can’t find you if you don’t stand out.

With the right strategies you can define what makes you unique and attract mission-fit students who will succeed.

This book, stemming from my heart and a synthesis of my years in marketing, has been my way of helping you—the gatekeepers of these institutions—find your voice and ensure that the right students find their way to you.

This is absolutely the best book on enrollment marketing for Christian colleges I’ve seen in over 30 years of leadership in Christian higher education.

David Medders

Executive VP at Association for Biblical Higher Education

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Inside Chasing Mission Fit

I believe that every institution has a unique story that deserves to be told.

And through this book I offer you key insights and strategies to tell your institution’s story effectively. Your mission-fit students are out there, searching for an institution that genuinely fills them up and makes them feel connected.

The magic lies in understanding what you have to offer, positioning your institution as the undeniable answer, and removing the friction it takes to become a student on your campus.

    Chapters

    Pages

    Chapter 1: The Enrollment Cliff Is Real
    Chapter 2: Money Does Not Equal Better Marketing
    Chapter 3: Marketing On A Shoestring Budget
    Chapter 4: Brand Awareness Vs. Lead Generation
    Chapter 5: Don’t Be A Short Order Cook
    Chapter 6: Pillar 1 – Enrollment Driven Websites
    Chapter 7: Pillar 2.1 – Content Creation
    Chapter 8: Pillar 2.2 – Content Marketing
    Chapter 9: Pillar 3 – Lead Generation
    Chapter 10: Advancement Marketing
    Chapter 11: Create Waves, Think Differently
    Chapter 12: You Can Do This, Here’s A Roadmap

    Additional Resources

    The Higher Ed Marketer
    Caylor Solutions
    The Higher Ed Marketer Podcast

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    THE ESSENTIAL MARKETING BOOK EVERY HIGHER EDUCATION INSTITUTION NEEDS

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