In Matt Sutherland’s blog post, “The Higher Ed Swear Jar,” Sutherland discusses the propensity of higher ed marketers to use buzzwords, words that are repeated so frequently among various institutions that they no longer differentiate schools to the degree they are intended to. Sutherland creates a tongue-in-cheek game called “Higher Ed Buzzword Bingo,” featuring a bingo board full of overused higher ed brand terms like “innovative,” “experiential learning,” “small classes,” and more.
I’m sure we’ve all been guilty of using these terms as part of our ongoing marketing efforts – they are commonly used in viewbooks, websites, as part of your campus tour, and even across social media. Although it may be unrealistic to go buzzword-free in your next communication, push yourself to move past the cliché and try to redefine terms in a way that truly differentiates and stands out from the pack. To do so, it’s helpful to remember these tips:
- Don’t assume prospects understand what makes you special. Internal audiences, particularly alumni, have spent years at your institution, so when you use buzzwords, they understand what you’re talking about. But prospects see schools using terms like “social justice” and don’t understand what that means at your institution. They see the buzzword and don’t understand the depth behind it.
- Provide examples. What does experiential learning mean at your school? Is it internships at local businesses? A hands-on lab experience for undergraduates? Whatever it is, don’t just tell people, show them. Provide detailed examples with visuals that will help prospects get an accurate sense of what their experience at your school will be like and how it will be different from what they would get at other schools.
- Don’t be afraid to be different. Do you know how many schools offer study abroad and internship opportunities? A lot. But how many offer internship opportunities in a student’s major while the student studies abroad in a non-traditional location? If this is what you offer, let the world know! Don’t hide behind a buzzword or two because that’s what your competitors and peers are doing. Let prospects know about the unique opportunities offered to them.
