We’ve been reviewing websites and other materials for smaller universities and colleges outside major population centers. A typical formula for describing location is something like this: “Beautiful_____(name your town) is just ___(so many miles) from_____(name a medium-to-large city). It combines the history and charm of a small town with easy access to metropolitan resources.”
What’s limiting about this framing? For starters, the construction implies a liability: as a student you’ll be here, but not to worry because you can easily get to there.
Developing valuable content that can work to generate brand awareness, demonstrate thought leadership, provide relevant information and produce leads for higher education programs can be an integral part of a marketing communications campaign. We’ve outlined some key steps in how to best leverage your content to work to achieve your recruitment goals.
For anyone beginning a career in university marketing, Fareed Zakaria’s In Defense of a Liberal Education (Norton 2015) serves as an excellent, brief introduction to issues facing American universities and colleges today. Zakaria, the Emmy-nominated host of CNN’s Fareed Zakaria GPS, is a careful observer of developments in a number of critical cultural fields.
The book had its origins in an address to his daughter’s college class and has the flavor of zealous boosterism for the values of a college education. Which isn’t all bad if you find yourself forgetting the big picture, feeling overwhelmed in the trenches of enrollment management, or facing pressure from competing institutions. Read more
The “non-traditional” student shouldn’t be called non-traditional anymore. In fact, they are becoming a new norm. Almost three-fourths of today’s college students are considered non-traditional with large percentages that are working full-time and taking classes part-time.
Since these students make up the majority, why are most institutions marketed mainly towards high school seniors? Here is what institutions need to do to capture this evolved target audience: Read more