# Watch: Inside the Market Potential Analysis

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**Author:** Archer Education
**Published:** September 22, 2026
**Updated:** September 23, 2026

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## Inside the Market Potential Analysis 
  
 Enrollment goals, marketing budgets, and new program decisions are easier to defend when you know what the market can support.

In this 30-minute workshop, Archer’s Brian Messer and Alex Cole, Executive Director of Graduate and Professional Education at Bryant University, walk through the Market Potential Analysis and how Bryant has used it to make decisions about where and how to grow.

Bryant’s initial analysis identified **15% growth potential across its portfolio without increasing its overall marketing budget** . The data helped the university rethink where it invested, better account for the strength of its brand, and identify different growth strategies for individual programs. 
  
 ## **You'll learn:**  
    
- Prioritize new programs and build a sequence for growth based on data    
- Evaluate growth potential based on brand strength, market demand, enrollment performance, and competitive data    
- Compare programs by projected enrollment and cost per enrollment    
- Decide where paid media makes sense and where organic recruitment may be a better fit    
- Model how changes in budget or inquiry-to-enrollment conversion affect enrollment forecasts   
  
 
 ## Watch on-demand, anytime: