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Posts from the ‘Brand Strategy’ Category

Marketing “Small-Town” Colleges and Universities: Four Questions.

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.

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Time to Re-Position “College”?

This sounds like a dramatic thought for a time-honored brand: College. But it may be the right time. The trigger for change is to acknowledge the plight of many college graduates and realize the promise of a college degree has not been met.

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The Search for Higher Order Connection in Higher Education Marketing

Building enduring brands that drive affinity and loyalty with their target audiences can be an elusive challenge, but is always the sought-after goal. This goal is mighty but the same for brands in any category. It is to identify an emotional connection that is simple and will ring true about how your target will feel about your brand before, during and after engagement. Read more

The Role of President as Brand Builder

In the world of enhancing the brand of your higher education institution, an important consideration is what is the role of your most senior leader?  Most higher education Presidents or CEOs don’t consider themselves brand builders or communicators – they have a staff for that after all. But the way they are engaged throughout the process can make or break even the best laid strategies or plans. Read more

Finding Meaningful Points of Difference

5 steps to stand out in a crowded marketplace

There is so much clutter, noise and frankly sameness in the higher education marketplace. In addition, the value of education is under scrutiny with skyrocketing costs, after-graduation debt and a difficult job market. So, at a time when the idea of college itself is being questioned, it’s critical to define your institution with precision and communicate clearly to your various publics.

It’s not enough to just tout the usual list of offerings associated with your institution. These need to be translated into meaningful benefits that leverage uniqueness, focus and differentiation. While there are a number of ways to find meaningful points of difference, here are 5 steps that we employ that have worked for our higher education clients: Read more

Understanding Student Motivations

With the abundance of education opportunities today, understanding the key differentiators student prospects are looking for is crucial to best targeting potential prospects for specific programs. And with the flood of communications on various programs, from online, to weekend, to part time, understanding your target is key to creating a message that will resonate with them and uniquely identify that program’s benefits.

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Social Media Influence in Higher Education

What does being influential on social media mean? It means that people actually care and pay attention. They will respond to your posts, retweet, share, favorite and like them. In order to maximize their influence, higher education institutions must have personality, consistency and engagement.

Collegeatlas.org ranks colleges in different categories based on their social media presence. What makes these colleges stand out above the rest? We decided to take one of the top players in four “most influential” categories and check out how they are crushing the competition.

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