The Logical Flow of the Apiarion Hexagon: Building from the Inside Out

In the world of higher education marketing, having a comprehensive framework to guide your efforts is crucial. At Apiarion, we've developed the Apiarion Hexagon (or Honeycomb, if you prefer a more whimsical approach) to address the key areas of marketing strategy and execution. But have you ever wondered why we present these components in a specific order? Today, we're diving into the logic behind the sequence of our 6 Ps (or Bs, in our bee-themed version).

Let's explore how this order tells a story of building from the inside out: starting with your team, defining your focus, establishing how you'll work, setting rules for engagement, actively promoting your institution, and finally measuring and improving your efforts.

1. People (Bees): The Foundation of Your Marketing Hive

We start with People because they are the heart of any marketing effort. Before you can plan or execute any strategy, you need to understand the strengths, skills, and capacity of your team. Who are the worker bees in your marketing hive? What unique talents do they bring to the table? By starting here, you ensure that all subsequent decisions are grounded in the reality of your human resources.

2. Priorities (Bearings): Charting Your Course

Once you know your team, the next step is to set clear priorities. This is where you align your marketing efforts with your institution's broader goals. Think of it as setting the bearings for your marketing flight path. What are the most important objectives for your institution right now? Where should your team focus their efforts for maximum impact? Clear priorities provide direction and purpose to all your subsequent activities.

3. Processes (Beelines): Turning Plans into Action

With your team identified and priorities set, it's time to establish how you'll actually get things done. Processes are the beelines that connect your priorities to tangible outcomes. They define the workflows, methodologies, and systems your team will use to turn strategy into reality. Efficient processes ensure that your busy bees can work together harmoniously and productively.

4. Policies (Boundaries): Setting the Rules of Engagement

Policies come next because they establish the boundaries within which your team operates. They signal to both internal and external stakeholders what your priorities are and how you go about your work. Think of policies as the walls of your beehive - they provide structure, ensure consistency, and protect the integrity of your marketing efforts. Good policies allow for flexibility within a framework of compliance and best practices.

5. Promotion (Buzz): Creating a Swarm of Interest

With your internal house in order, it's time to focus on external engagement. Promotion is where you actively create buzz around your institution. This is the exciting part where you put all your preparation into practice, reaching out to prospective students, alumni, donors, and other key stakeholders. Your promotional efforts are now informed by a clear understanding of your team's capabilities, aligned with institutional priorities, executed through efficient processes, and guided by well-defined policies.

6. Performance (Bloom): Measuring Your Success

We end with Performance because it's the ultimate test of all your efforts. Like checking how well your garden has bloomed, this is where you measure the outcomes of your marketing initiatives. Performance metrics provide the critical feedback loop that allows you to refine and improve each of the preceding elements. Are your efforts bearing fruit? Where can you optimize? The insights gained here will inform future decisions about your team, priorities, processes, policies, and promotional strategies.

The Power of Building from the Inside Out

This order - from People to Performance - creates a logical progression that builds from the inside out. It ensures that your external marketing efforts are built on a solid foundation of internal clarity and organization. By following this sequence, you create a marketing approach that is:

• Grounded in the realities of your team's capabilities

• Focused on your most important institutional goals

• Executed through efficient and effective processes

• Guided by clear and consistent policies

• Actively engaging with your target audiences

• Continuously improving based on measurable results

Remember, while this order provides a helpful framework, marketing is often an iterative process. Insights gained from Performance might lead you to reassess your People or refine your Priorities. The key is to approach each component with intentionality, always keeping in mind how it relates to the others.

By thoughtfully addressing each of these areas in turn, you can create a marketing strategy that is both comprehensive and coherent. So, are you ready to build your marketing efforts from the inside out? Embrace the Apiarion Hexagon, and watch your institution's marketing really start to buzz!