Help! My Program Director Insists on Spending Their Limited Budget on Billboards

Dear Jaime is Volt’s regular advice column. The questions in today’s post are samples of the kinds of questions that Jaime Hunt, our columnist and a higher ed marketing pro, gets in her inbox. To send her a question you’d like answered (anonymous or signed, you decide!), you can submit your question here or send an email to dearjaime@voltedu.com.

Dear Jamie:

A program director for one of our graduate programs wants to spend most of their very limited budget on billboards. How can I help them understand this isn’t a strategic approach to marketing? — Please No Billboards

Dear Billboards,

Oh boy. If I had a dime for every time I got asked to do a billboard by a program director, I’d be able to retire. 

Non-marketers often jump straight to billboards because they are a tactic they see every day. They are large, prominent and often strategically placed in high-traffic areas. This visibility creates the perception that they are reaching a vast audience, making it seem like a significant way to get a message across. People are used to seeing them and often associate them with major brands and successful campaigns. They can be a great component of an overall marketing campaign – if budget allows – but I struggle to think of a scenario where billboards as a sole or majority tactic are a good idea.

So how do you change their minds?

Begin by acknowledging their perspective. Billboards have been a staple of traditional advertising and can be effective for certain objectives, such as brand awareness. However, the landscape of marketing has evolved, and our strategies need to reflect that.

Present data and insights to support your argument. Share analytics and case studies showing how digital marketing channels can offer more targeted, measurable, and cost-effective results. Highlight how digital campaigns allow for precise audience targeting, real-time adjustments, and detailed performance tracking, ensuring a higher return on investment.

Explain the importance of a multi-channel approach. Emphasize that effective marketing today requires a mix of strategies tailored to our specific audiences and goals. Illustrate the potential pitfalls of relying solely on billboards. Point out that while they may capture a broad audience, they lack the ability to engage potential customers directly or provide detailed performance metrics. This makes it challenging to gauge effectiveness and justify the expenditure.

Finally, propose a balanced approach. If the budget allows, you might suggest allocating a small portion of the budget to billboards to maintain their benefits while investing the remaining funds in digital strategies that offer higher engagement and better tracking. This compromise can help ease the transition and demonstrate your willingness to meet leadership halfway while still advocating for a more strategic approach.

Dear Jaime,

How can I talk to my supervisor about getting more experience in areas that will help me advance my career? —Striving for Experience

Dear Striving,

As a supervisor, I was always excited to hear from employees who wanted to grow professionally. I felt that a big part of my job was helping others achieve their career goals; I think many supervisors feel the same.

That said, I know it can be anxiety-inducing to think about approaching your supervisor about career growth. I remember shaking like a leaf when I met with my boss about wanting to adjust my title to reflect some of the additional responsibilities I had undertaken — and to suggest adding something new to my portfolio of oversight. But I knew even then that the answer is always “no” if you don’t ask. 

Before you even set up a time to meet with your supervisor, really think through your request. What are your career goals and what specific skills or experiences do you need to achieve them? Take the time to identify areas within your current role or department where you can gain that experience. Tailor your request to align with the university’s goals, demonstrating how your growth can contribute to the team’s overall success.

When you schedule the meeting, come prepared with concrete examples of what you want to learn and how it can benefit the team. For instance, if you want to develop project management skills, propose taking the lead on a small project or assisting a current project manager. 

During the discussion, frame your request positively. Express your enthusiasm for contributing more and your commitment to the department’s success. Highlight your achievements to date and show that you’re ready for additional responsibilities.

Be open to feedback and suggestions from your supervisor. They might have insights into opportunities you haven’t considered. Collaboratively developing a plan shows your willingness to grow and adapt.

Finally, follow up after the meeting to reiterate your appreciation for their support and to outline the agreed-upon steps. This demonstrates your dedication and keeps the momentum going.

By approaching the conversation thoughtfully, you can effectively advocate for your professional development and show your supervisor that you are proactive about your career growth.