Building strong
brands in higher
education.

Conduct market research to identify the needs, preferences, and motivations of students and other important stakeholders. This knowledge will enable you to develop tailored marketing strategies and messages that resonate with your desired student population.

Emphasize the importance of developing a strong brand that sets your institution apart from others. Identify and communicate the unique value proposition of your institution—what makes it distinct and appealing to students, donors, and other constituents. A well-defined brand helps create a positive perception, attracts prospective students, and fosters long-term loyalty.

Showcase the unique stories and experiences of students, faculty, and alumni to create an emotional connection with prospective students. Authenticity is key, as students and donors appreciate genuine narratives that provide insight into the real experiences and outcomes associated with attending your institution.

Your marketing message should be clear, concise, and memorable. It should convey the college or university’s focus and mission. Make sure your message is consistent across all channels and communications. Adjust and nuance your message for the different audiences you serve.

It’s not just about being first to market, it’s about timing. Make informed decisions quickly, involve stakeholder engagement at the right time, and know when to go into an all-out sprint. Timely delivery will yield better results than a project that is late. It will also increase throughput, boost morale, and instill confidence in your team.

Utilize analytics tools and gather data on audience demographics, behaviors, and preferences. This data can inform targeted marketing campaigns, personalize communications, and assess the effectiveness of marketing initiatives. Foster a culture of continuous improvement, where data is regularly analyzed to optimize marketing efforts.

Thriving institutions view marketing as an investment not a cost. They make an ongoing investment in people, resources, strategy, and execution. More than anything, marketing is an exercise in playing the long game.

Foster collaboration between the marketing department and other departments within the institution. Marketing should work closely with admissions, academic departments, student affairs, advancement, and alumni relations to ensure a seamless audience journey and consistent messaging across all interactions.

If data is the new currency, having your own is a must. Create a dashboard to assess KPI’s, analyze perceptions, and inform where to invest marketing dollars. By developing clear benchmarks over time, you’ll be better positioned to learn from the losses and celebrate the wins.

Marketing is constantly evolving, so be prepared to adapt and change your strategies as needed. Stay up-to-date on the latest trends and technologies, and be willing to experiment and take risks.