4 Milestones Then Get A Job

First Milestone: Create Your resume

Because there's so much you could do to find your next job, it's all the more important to decide what you should do, where you would like to apply and how to sell your image. Today I've created a handy plan-of-action you can use to document your notes and needs so they're all organized and in one place. This is a document I recommend that you fill out and keep with you in case you are looking to improve your job's profile and get calls about a job you would like to apply for. Let's walk through this document and I would assure you it will work for finding the job you would like to nab!

My one-sentence objective for this job search is, "My context before content then my content to get calls from recruiters. Remember, this is the vision statement that you want to refer to as you continue through your job search. The next thing I want you to consider is taking a survey of your current job-hunting materials.

So go ahead and find your resume, find your cover letter templates, locate those letters of recommendation you may have from a few jobs ago, and then in each of these boxes I want you to check, is this something I have, is it something that needs to be redone completely, maybe it's okay but it needs a few updates, maybe just a few minor tweaks. Maybe you have documents that are pretty much ready to send out. So note the state each of these materials are in in these columns. 

So let's say that you know that you don't have any letters of recommendation, therefore I want you to put that as a priority to gather those materials and give yourself a due date so that you have that goal to work toward. Also, jot down the time you want to spend per week on this, just to give yourself a rough framework of how much effort you are willing to expend in this area. This is something that's really up to you, you might choose to spend an hour to two per week if it's a case where you need to create your resume, your cover letter, you need to get those letters of recommendation, or if you're in pretty good shape here, you may not need to spend much time at all. 

Second Milestone: Prepare Your Fishing Hock

Looking for a job from my perspective is a two-way street, it's about growing your network and it's about giving in both directions. Ideally, you're getting a job out of the equation, but you're also giving to your growing network as you do so, so that you're creating value for everyone as you go through your job search.

So ask yourself some hard questions about your current network, how many people are in it? Do you have strategic connections across industries? Do you know people who are at different stages in their careers? For example, if you're just starting out as a student, let's say, it would be great if you had a variety of folks you could turn to in your network who are at different stages in their careers. They might be in a position to give you much different advice, based on their unique experiences. Have you helped refer at least two people in your network to jobs in the past year? This is a really important one to me because I believe that in order to get a job, you also want to be that person who's opening up connections for other people.

For Instance, LinkedIn is the most popular social network for professionals and one of the top social networks overall, building connections starts with people seeing all you have to offer.  Members with complete profiles are 40x more likely to receive opportunities through LinkedIn.

Now you have the pool and you have bait, so it is time to start hunting! Pool is your LinkedIn; bait is your resume, recommendations and networks.

Third Milestone: Educate Content

You’ll likely hear a lot of people talking about how content can organically acquire links or build awareness for your profile. If you set out with the primary goal of creating content that educates your prospects or audiences about your services and experience then the links and awareness will naturally follow suit.

When creating content with the specific aim of educating people, you need to remember a couple of really important points.

1.Try to write the one article in a month in LinkedIn or Blog, when the reader from your industry or similar to your field feels like they’re the only one reading the content, you begin to create a strong relationship with that person, group and that will increase the likelihood they’ll become followers of your content and would like to hear more.

2.Never forget that your objective for creating this type of content is to give your audience the answers to THEIR problems.  Example: How You Know it’s Time To Think Different! It was one of my articles in LinkedIn and on my Blog. I was trying to tell my followers “how to improve your business in Canada” by creating a website for your business and start knowing your personas in a form which can impact your business positively.

3.Give some thought to LinkedIn groups and companies pages. Make it a goal to participate in LinkedIn Groups you joined and check back regularly on companies' pages in LinkedIn as well, just seeing what jobs are available, noting what direction the company seems to be moving in and making a note of what is newsworthy, what is this company up to and why?

Final Milestone: Knock the Door

Now that you've generated that awesome new resume, educate content on LinkedIn's Platform, So you can knock other door by using LinkedIn Jobs -- to help you land an awesome new position.

LinkedIn allows you to search for jobs by keyword, title, industry, location, company, function, experience level, and more. It even suggests jobs you might be interested in based on a brief survey that gauges your job preferences relating to location, company size, and industry.

I would say, your profile and educate content are the key elements for getting job and build relationships with recruiters agents, and make the employers chose your profile among tons. I want you to stop and reflect on whether you're seeing effort from each step and whether they're significant enough or maybe it's time to do a little bit of re-balancing.

Cheers!

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Nobody Would Want To Pay Twice! My Advice For Websites Revenue

There are a lot of articles on the internet right now that showcase predictions for the next year and the trends that will dominate web marketing.  I would say websites have increasingly become the primary channel for sales of goods and services. Many small and medium enterprises (SME) rely heavily on their websites for their revenue. However, it is surprising how little attention is paid to analysis and measurement of this vital sales channel.

In my previous articles, I have discussed the role of content and keywords as a tool to promote the service or product you offer in your website and then the way of evaluating a website performance based on many factors. Online advertising is one of these factors that could help to let people interact with your site and increase engagement, but at the end you should learn to hammer the nails, and if what you build is sturdy and serviceable, take satisfaction in its plain strength.

Therefore, without tracking your profits on any Ads you spend, that means you don’t know if you’re making money or not, this in turn will lead to only one fact; you’re not going to be in business very long!

In this article I’ll give you simple formulas to calculate your ROI and show you how to measure KPI’s for the top three advertising goals.

Measuring your Return on Investment (ROI)

For instance, when you have a small business, I believe you likely don’t have a big accounting department to track and analyze your ad budget spends. Which is true!

But as I mentioned above you still need to learn how to hammer the nails. Perhaps this still seems like a paradox. How can you think carefully about not losing your customers and still be carefree about their options? I assure you that they are separate process. 

It is too simple when you adopt the ROI technique, if you’re spending money and you’re not getting back more money than you’re spending - you’re wasting your hard earned cash and means you are losing customers (Audiences).  You’ve got to stop the leak. You also should know if one Ad is generating more profits than another - so you can put more money into the profitable one.

Measuring your ROI doesn’t have to be overly complicated. You do need to do a bit of math, but, hey, that’s part of business. Let’s take a look at how to calculate your ROI.

A Simple Calculation for your website ROI 

As you likely know, your Return on Investment is basically a ratio of your net profit over the costs you spend to get the profit.  To put it in an equation, your ROI looks something like this:

Your ROI is your revenue less your cost of the thing you sold divided by the cost of the goods sold.

So, for example, let’s say you sell necklace. The cost to produce one necklace is $10, and you sell them for $20. You sell 100 of them from advertising them for example on Google. Your revenue (as you can see) is $2,000. Your cost to produce them was $1,000. And you spent, let’s say, $500 in advertising.

Your ROI is:  2,000 - (1,000 + 500)/ (1,000 + 500).

Do the math. Your ROI ratio is .33, which is 33%.

Measuring your Key Performance Indicator (KPI)

Key performance indicators (or KPI) are metrics that measure the performance of a task against the objective that it was set out to do. In other words, it is finding out how you are doing to attain your business objectives. While KPIs can be applied in just about any working environment, in can be an effective method to measure the performance of your online business.

What I would like to say, you will never make your mark in your online business, unless you develop a respect for your content and quality of the service you offer. This is what I have pointed out in my previous articles

 

So, metrics can either be represented as a ratio or a number to measure certain tasks in relation to the objectives of your business. In the SEO field, Revenue, Visits and Page Views are measured through numbers while Conversion Rate, Bounce Rate and Average Sales are measured by ratios. These two forms of metric generally make up KPIs.

To find an effective KPI, you must first understand the objectives of your online business very well because this will be the basis for setting up your KPI. Outline your objectives into specific measurable goals. Then select a Key Performance Indicator for each goal.

To set an example as I gave you for ROI, let’s define a conversion as a completed sales transaction. To calculate a conversion, the basic formula can be: 

Conversion Rate= (Total Transactions/Total Number of Visits) * 100.

That is (6 transactions/50 visits) * 100 = 12% Conversion Rate. And so 12% is your Key Performance Indicator for your Sales Conversion Rate. In this example, it is obvious that having a score of 12% is below the expected performance of your goal for sales conversion. Having this sort of information will allow you to target which area to focus on as you try to improve the performance of your conversion rate. In this case you can try to optimize the functionality of your website.

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How to Improve Your Next Business Engagement in 8 Steps

Nowadays, when people talk about social media, they are talking about all the ways using social media can increase their networks, reputation and the way of selling their image! On the other hand we can see most marketers are trying to use social media to increase a company's bottom line. At the end and as final outcome if we used it properly we can say social media has changed the world.
From my perspective, It’s not just about using platforms and tools for the new look and feel design of it, I think it’s important to remember how crucial the old fashioned relationship and business communications are.

In this article I would like to raise one of the most important elements which considered a key success factors in social media “Engagement”

But what does engagement actually mean? And are social media follower counts really important?

Engagement in a product or services business refers to how much people interact with a brand's social media and website. For instance, if you are selling chocolate cinnamon cake, I would say it may be tough to convince your clients or customers to share your secret chocolate sauce, a new dark chocolate product, or even a bad chocolate taste story with customers.

But, openness can go a long way in social media. Your community will feel involved in your company and appreciate the trust you show toward them. They may become interested in your story, want to get involved in your product trials, or stay in touch with updates. That hook may be what you need to generate new, long-term customers.

When I did my research via different online sources I found there are over 1.82 billion social network users worldwide; do you believe that?? That number is expected to increase to approximately 2.33 by 2017. Needless to say, being active on social media is an essential part of your marketing plan.

But active without followers like bird without wings. If you have followers on your social media channels who are engaged by your updates and realize tangible value from them your marketing efforts will be better rewarded.

I believe you have a question now and ask; how do you get followers and reach your audience over the internet? The answer is by providing them with real value and having a two-way conversation. People enjoy reading posts that offer advice, tips and tricks, but if they can then engage with the author of those posts or the company behind them, it takes their experience to the next level. Below are the most active steps that let your business, services, blog, website get more followers and engaged.

Tell a story

Perhaps the story is something as simple as how the new application that you developed on Android phones solved a memory size issue. Whatever the case, the power of a good story can’t be denied. It’s the follow-up to a story that was shared, including absorbing and responding to the reactions. It’s the action of connecting with someone that was affected by your story in one way or another and nurturing the beginning of a relationship with that person. Because of this, engagement can often unearth new stories or add to old ones, providing you with even more content.

Build trust

Building trust within your social community is considered an essential part and critical in online discussions. Building trust via social media channels is one way to build this credibility.

Respond to positive feedback

Positive feedback is your gate to pass the quiz in engagement session! It offers your brand a chance to turn casual fans and admirers into full-blown fanatics — the people we refer to as brand evangelists.

Respond to negative feedback

By listening carefully to your online community, you’ll easily spot customer complaints as they arise and quickly defuse find out a proper way to fix those situations.

 

Show your personality

Always keep in mind; you’re having a conversation, not publishing a press release. The simple act of responding like a human being will delight your community. If your brand was a person, what would you want people to say about him or her? How does your online presence reflect your answer?

Go beyond Facebook and Twitter

Though Twitter, Facebook, and LinkedIn are still among the most popular, marketers can benefit from using social networks beyond these three.

Find, create, and share content

Producing and sharing your own content is a great way to add your voice to the conversations about your industry.

Follow back

Remember, not only is following those that follow you a kind gesture, but it will also help grow your overall following by showing potential new followers that you’re the type of brand who engages, not only broadcasts

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Let the Content and Keywords Enhance Your Business and Driving Profit!

Pull Up People to Your Website

People usually looking for a content that answers questions or provides information related to your products or services etc.. may not looking for what you offer at that moment. Do the best job you can to unobtrusively let people know what you offer as they look at this type of content on your website. 

For instance, your website is considers step one that makes it easy for people to see what you what offer. You can also make people aware of your products or services your offer with messages in your or reviews and testimonials in your website.  It can be a key content element because they are unbiased comments that prompt visitors to buy.  Here’s another example of providing related information on a website. 

I was planning to do some research about stocks market, and dig deeply to find out the best tools we should focus on as investors when using fundamental analysis and technical analysis specially after the shares fall in global market! . I searched on these tools and strategy requirement to keep shares in safe and get a clear picture about what investors should do when they face such as this unexpected scenarios, and found a very good website to use database with different tools and solutions such as charting, fundamentals, indicators and training. While investors use that database, they are also understand core concepts of the stocks market, and enable them to always make informed decisions about where their money will go. 

I’ll bet in their keyword research they saw people and investors searching for shares analysis and tools requirements and that prompted them to create this database on their website.

Content About Related Information

In the same time, I would like to raise most important point about attract people in the way that makes them like what you publish or write in your website. You can answer some of the questions you see being asked in your keyword research with relevant articles.  If manage a university website, for example, and see people or students are asking various questions about university graduate programs and courses duration, you might write an article that answers the questions. You can link to the article from appropriate product category pages and announce it via your social venues.  Article marketing can be a keystone to a content strategy for many markets. You can host some of your articles on your website while marketing some articles to other web venues.

Sell Your Image On These Pages

One of my friends who provides services have websites that provide only general information about the services that his company offers. When I sat with his marketers team to find out what is the best solution to let people find his website and start interact with the services he offer, I asked them we should we should check the perform keyword research, and then find out if people in the industries and markets our clients’ serve are searching on phrases related to their specific markets.  I found there are many searches being performed for their service within the industries they serve. However, nowhere on his company site did they talk about any of these industries.  So we decided to start rolling out pages of content focused on each of the industries they serve. First, we examine a massive of keywords in a PPC campaign to learn which keywords to focus on. Then I recommended to create a new webpage to focus on that industry.  After that I asked them to build useful articles that relates with these industry in sections, maybe helpful guides and resources, case studies, testimonials, videos etc. This content should not only help their organic visibility, but should help increase conversions to leads at the same time.  In addition, much of this content can be used or promoted on other web venues such as the social sites with which they participate.

Nab The Search Engine

On the other hand, we need to tell search engines where our business is. We can do this by submitting our company site details to search engines. This doesn’t guarantee a better position in the results, but it certainly helps. Google, Yahoo, and Microsoft all have a facility to submit a list of all the pages in your site.

Improve Your SEO

Discoverability means telling the world about your site. Get your website out there; communicate with the online world and your users. And finally, crawlability means making the site accessible and easily navigating to every one of your webpages, without encountering an unexpected dead-end. Help the search engine crawlers find every page on your site and make sure they can understand what they’re seeing.

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How To Drive Your Website to Achieve Your Business Goals

One of my friends (Heather) is working real estate managing director in Canada. She had worked with a team to redesign company project. The website launched with lovely look and whistles that created by a company graphics designer – but his call was relating with an issue that impact company’s website and was calling me to help with a problem. !!

The problem is - Her beautiful new website wasn’t getting many visitors!  - Please Yasser we need your suggestion.

“Why don’t people want to visit our lovely website and check the properties list and other promotions we have there?” Heather wailed, genuinely puzzled that the results of her intensive efforts weren’t as rosy as she had expected when the redesigned the website.

From the first glance I knew what the problem is, but I couldn't point out where is the defect and I had to soften the impact, and gently explain what went wrong.

Together, we quickly checked the site’s ranking on Google for her top 50 keywords.  They weren’t anywhere in the top 10 results. Or even 20.  You see, the not-so-apparent reason for the ‘failed’ website was the lack of something essential for both higher search engine rankings, and to enhance the visitor experience which can convert a prospect into a customer.  What’s that, you ask? 

Heather’s company new website, though visually appealing and technology-rich, was sorely lacking in a well-planned information architecture and website structure.  But you will ask what “information architecture” is? And how does “website structure” differ from design? 

I would define “information architecture” The art and way of organizing and labeling websites, intranets, online communities, and web plugins to support usability and fundability.”

To understand this better, imagine you strip the website from of all its clothes and look at it as skeleton, shorn of flesh and skin. Focus on the basic fundamentals of building the page from shapes and strengthens it.

In computer engineering school, trainees begin by learning about computer hardware. Knowing what makes up the computer works (and later treat) hardware-software integration that not only focuses on how computer systems themselves work, but also how they integrate into the larger picture.

 

Think of your website like a cake your links, paid search, and social media acts as the icing, but your content, information architecture, content management system, and infrastructure act as the sugar and makes the cake. Without it, your cake is tasteless, boring, and gets thrown in the trash.

At the heart of understanding website structure, and planning your strategy for information architecture, lies a need to know about terms like semantic search, latent semantic indexing and SEO automation.

Semantic search is an attempt to improve search accuracy by predicting the intent of a searcher. The shift from blindly matching keywords typed into a search box against a massive database, to a more “intelligent” form of search that attempts to understand what those words actually mean to the user, has serious implications on strategic SEO for many business owners.

Latent Semantic Indexing is an indexing and retrieval method that was designed to identify patterns in the relationship between terms and concepts within any text.

By providing unique context for each search term or phrase, it ensures that a search for ‘Apple’ computers will retrieve pages with iMac or iPad on it, while a search for ‘Apple’ fruit will pull a different set of results on gardening and growing apples.

I would say, your information architecture must be based on the best ways to serve your visitor, based on an intimate understanding of ‘user logic’. For instance, good SEO begins with good keyword research. After all, if you don’t know the ways people are seeking your content, it’s pretty hard to ensure that your content “speaks” to them using the words they search for.

So for this company’s website, the primary way of organizing information was by target part of segment not by audience and by type. Because of this, I asked Heather (my friend) to modify the primary navigation and relevant page interlinking on the website. I did not discount the keyword research data. I just used the keywords in the right context.

I explained to her and to the team, that search engine optimization is optimizing a website for people who use search engines. Understanding searchers, their contexts and environments, behaviors, and intentions is just as important as understanding how search engines work.

In my opinion, if SEOs are optimizing websites without considering query classification and searcher personas, then they are optimizing more for search engines than for searchers (technology-centered optimization). Keyword classification is crucial for long-term search engine visibility and conversions.

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Direct Your Content Marketing To Be Authentic .. It is Time Now!

Last week I was lucky enough to be on of attendees in a session that hosted by Meetup group E-Business to discuss the fundamentals in the field of digital marketing and its effect in and business. And while the entire talk was informative and entertaining, one bit really stood out. He asked a good question about social media “Whether or not it’s a good idea to outsource social media”. One of the participants unequivocally said no, and pushed the need to be authentic. That idea of authenticity struck me. That word used to mean something and it seems has real impact on business. He mentioned the authenticity is still vital for a successful social media campaign, and anyone worth their salt should be striving to present an authentic voice through their social channels.

Content is a king and acceleration for the business growth!

I opened this piece with a story for a reason. I believe you will ask why Yasser Al Mimar needs to go through this part of story to open the subject. I would say, readers like to be able to connect with content, and content is still one of the best ways to keep your online marketing authentic. After all, you are producing and creating the fodder for this form of marketing, so you imbue your content with your personality and voice. It’s as close as your audience can get to talking to you, without really talking to you. That is why I believe that content is still the primary focus for social marketers.  Simply put, content is what your customers are looking for. Specifically, people want detailed and in-depth information that supports their decision to buy something from you. If you can provide this, then you have your foot in the door. Or you’ve got their feet in yours, however way you look at it.

A survey by Social Media Examiner found that 58% of marketers still rank content as their most valuable social marketing tool. Yes, there are SEO benefits to content marketing, but it trumps visuals, audio, and curated posts for reasons beyond search engine ranking – it’s an authentic representation of your voice, and a good reminder for your audience that a living, breathing, thinking person is behind the profiles that they follow.

It can be hard for any business to cultivate its voice. After all, your company isn’t a celebrity and sitting on the throne of stardom in the market place! But your brand does have a voice. And it is that voice that sets you apart from your competitors. People will follow you through your various social channels because they like that voice. So you need to work to cultivate it, and keep your presence authentic.

Good content, quick responses and an actual person to monitor and interact through your feeds will do wonders for your social marketing campaign. Authenticity isn’t just a pointless corporate buzzword– it’s the very keystone to your company’s social success.

In that day, I had discussion with one of keynote speakers and other participants. I had clarified very important point that relates with my work and business.  As webmaster and digital marketing experience, I mentioned: “Content is King.” And everyone in web marketing knows that. A website's content, even more so than its products, is what attracts visitors. People are coming to your website need to have the sign kind of interest to get wherever you are giving and delivering. 

There are two important aspects of web content. For simplicity's sake, I'll call them Quantity and Quality.

Quality means that the content should be well written and be free from those embarrassing typos that make visitors wonder if your website really knows what it's talking about. For our purposes, however, it also means that content should be rich in keywords, informative and interesting, so that the visitor feels they've learned something. Such is the power of Quality content.

Quantity, on the other hand, means that your website should be updated regularly with new content added. A visitor may return to an informational article once, or even two or three times, but if your website's content never changes, eventually, there will be no reason for him to return.

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Business Positioning And Winning Customers in Highly Competitive Markets

You know that your business is offering a great service or product, and you believe that you and your company are special, but your potential customers won't know unless you tell them, Think about it? And they won't care unless they can see how your special angle directly makes their lives easier. In the same time, you need to make sure you know how your product or service works to get customer satisfaction.

It's more than just showing the features of your products or services; you've got to explain the benefits, for instance, if your business is in the educational sector or in the technology services it’s best to slice out specific benefits that will distinguish your products or services in the market.

Therefore, a brand's "position" is where it stands relative to its competitors in the minds of customers. An important aspects of a brand's position in a products or service category is how similar or different the brand is perceived to be in comparison with other brands in the product category.

Positioning has long been acknowledged as a core branding activity (DiMingo, 1988). Positioning is the act of designing an organization's offering and image to occupy a distinctive place in the target market's mind (Kotler, 2000). For example, Samsung is positioned as the industry leader in technology. Panadol is positioned as the painkiller medicine. Walmart is positioned as lowest possible prices for retailing. Each of these brands holds a distinct position in its product category and the organization's product, promotion, distribution and pricing strategies are designed to communicate and support the brand's unique position.

I would consider the positioning decision as crucial strategic decision for a company or a brand because the position can be central to customers' perception and choice decisions. Further, since all the elements of the marketing program can potentially affect the position, it is usually necessary to apply the positioning strategy as a focus for development of the marketing program. A clear positioning strategy can ensure that the elements of the marketing program are consistent and supportive.

I have a good experience in educational sector, and for this reason I would like to input my example at the level of the higher education to clarify the role of positioning in this business.

A university that has a distinct position is able to convey to prospective students what it is and what it stands for (Lowry & Owens, 2001). By directing all of its marketing efforts towards a desired position, a university maintains a coherence and unity in its activities and establishes a specific image (Lowry & Owens, 2001). Effective positioning focuses in what the target market perceives is important and not necessarily what university administrators believe is significant (Lowry & Owens, 2001).

For instance, AUS (American University of Shariah) is one of the organizations in Middle East that offers services which is not intended to make a monetary profit. AUS one of the top universities ranking in the region and it jumps to 390 in world university rankings.

Positioning results from the specific way in which the four key marketing variables of product, price, promotion, and place (referred to as the 4 Ps) are managed (Lowry & Owens, 2001). In a collegiate environment, product becomes academic programs and services, price is tuition and financial aid, promotion is the communications program, and place refers to the delivery system for academic programs (Lowry & Owens, 2001). The size of a school, class sizes, and the student faculty ratio are important elements of the academic delivery system (Lowry & Owens, 2001). The advertising, public relations, admissions materials, and other promotions of the institution should be coordinated to make a unified positioning statement (Lowry & Owens, 2001).

Based on that, the university works to create its position in terms of student’s quality, community, faculty and staff qualification and skills, program, service and facilities. I have sketched out below a diagram with positioning map that has three categories (competitors, attributes and segments)

The most frequently used positioning base is associating the brand with a particular attribute, product feature, or user benefit. For example, Columbia College of Chicago positions itself on the attribute of innovation in the arts with its positioning slogan "create ... change"

Organizations are often tempted to position themselves along multiple attributes. However, positioning strategies that involve a number of attributes can lead to a diluted brand position and confusion in the minds of consumers.

In the positioning map I drew for example, 

GS Style layers are always looking for excellent benefit which includes “Academic Program and Services “. Parents or Guardians of students don’t focus on the price (tuition and fees) versus quality and services; also they prefer safe place with sustain environment to enhance their children for optimal use of energy and learn how to live healthy and sustainable. In the contrast we see UOWD also contain GS segment because some parents are usually seeking for moderate tuition and fees and moderate quality of education

One more important thing which is considered a key element in positioning your business in the market place, it is to monitor the organization's position over time and make adjustments to the marketing strategy as may become necessary. In some instances, companies find it necessary to reposition their brands when either the company fails to achieve the desired position in consumers' minds or when the positioning base is no longer important to consumers. From my perspective American University of Shariah needs more work to market its product or service to its customers or clients. In positioning, the marketing department creates an image for the product based on its intended audience, and this is what AUS should do to enhance its position in the educational market place and differentiate from its competitors 

To sum up, I would strongly say if a university is able to establish a distinctive position relative to its competitors, it enhances its ability to maintain or increase enrollments.

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