October 21 2010

When I first meet college and university leaders I’m often asked what the benefit of good marketing and branding is for a college or university. I could spend a lot of time describing all the reasons having and executing a good marketing and branding plan is beneficial; however, to be quick and direct a few are worth specifically pointing out.
  1. Focus on Mission A good brand plan allows an institution and all of its constituencies to focus on the institution’s mission.  Research used in developing a marketing and brand plan uncovers the brand as it is perceived in the marketplace allowing an institution and its leadership team to assess perception, adjust communication as appropriate, and reaffirm the institution’s mission.
  2. Consistent Institutional Communication Focus on mission and knowing how an institution is perceived allows for the creation of consistent messaging across all campus silos.  All audiences are presented clear information about the institution that resonates with each specific demographic and is consistent in telling the institution’s unique story.
  3. Institutional Pride for All Constituents Faculty and staff at client colleges and universities routinely tell me how proud they are of new, consistent and accurate marketing communications at their institutions.  These dedicated individuals have known all along how great their college or university was, but now other people – those target audiences - are learning about how great the college or university and its people are and it fosters institutional pride.
  4. Recruitment of Best-fit Students Every college and university is interested in recruiting new students.  The best know it’s important to recruit not just any student, but best-fit students.  These are the prospective students who believe in the mission of the institution and the educational experience it offers.  Good marketing and branding helps to better communicate with these prospective students by delivering the right, authentic and consistent message that results in turning inquiries into students.
  5. Better Retention When a college or university delivers an authentic recruiting message to the best-fit prospective students, those students apply, make deposits, attend and return the following year.  The end result – improved retention.

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