The marketing budget and resource base should be agreed at this stage and appointment of key staff commenced. The new campus is effectively a start-up business in an unfamiliar market context. Budgets and staffing should reflect the fact that, however well-known the institution is at home, awareness is likely to be low in the host country. Profile-raising and marketing cannot be done from a distance or squeezed into existing staff workloads.
This is the final pre-launch stage and the ground should be prepared via relationship-building and ‘soft marketing’. Involve a range of well-prepared staff in engaging key stakeholders to build reputation, raise profile - and gather market intelligence.