Sunshine, golf courses, mid-century homes, and furniture and streets named for luminaries of yesteryear like Bob Hope, Dinah Shore, Gerald Ford, and Frank Sinatra (names that the near Gen Z’er in my house had never heard). Perhaps there’s no better place to talk about what’s “New and Next” in higher education marketing than Palm Springs? Our friends at Converge Consulting recently hosted their terrific biennial event that brings together big speakers and big ideas. We thank them for the chance to speak and, more importantly, to soak in knowledge from the sessions.
Along with detailed presentations on content strategy, effective search marketing, digital advertising, and inbound ideas galore, an interesting discussion emerged on the role of brand in the modern higher ed landscape. Should you spend money and vital institutional energy on branding efforts at a time when so many colleges and universities are fighting to build enrollments in programs or degrees, and when the profile of the prospective students is shifting so dramatically away from traditional 18-year-old undergraduates to a much more varied audience of nontraditional, working, part-time students?
It’s a complicated but completely reasonable question. And smart, experienced professionals and practitioners will offer differing perspectives on the right way to go. My assertion is that it’s not an either/or choice.
At SimpsonScarborough, we believe that brand strategy is linked by three key elements:
- Fundamentals: what the institution stands for, who it serves, its values, and its reputation
- Function: what are the points of excellence and distinction that the institution delivers better—not necessarily differently—than its key competitors
- Fit: how do people experience, feel, or intuit the institution, and how does the support and service they receive match their needs
Most higher ed marketing work we see today focuses primarily on the fundamentals and fit of the institution. It highlights rankings, reputation, and notable individuals’ stories. It captures the innate feelings of pride and passion that those closest to the university feel. It’s moved from the “three and a tree” shot of diverse students to the now ubiquitous drone footage with music and fast-paced editing and clever, engaging social media strategies. But it’s leaving a big part out.
Where institutions aren’t as successful is in identifying the “functions” that distinguish their brands. What’s that mean specifically? Don’t forget your products as an integral part of your brand marketing. While it’s easy for a luxury auto brand to not focus on functional product benefits like a back-up camera or 4-wheel drive, a university brand must ensure that your audience quickly understands the majors, courses, certificate programs, etc., that you offer to meet their needs and interests. That’s your product.
Then, more importantly, what are your product distinctions? Is it simply cost? Are you offering a program or curriculum that your competitors don’t have? Do your courses meet specific needs of the job market in your region? Are people hungry to major in those areas? Are you naming those programs and courses correctly? And are these distinctive offerings associated with your institution by prospective students and influencers?
For many higher ed marketers, this is often a sore spot, as we don’t get much input into the development of the “product.” But the reality is that marketers do have control over the stories and narratives that put a spotlight on these areas. Choosing to focus only on brand “fundamentals” in your strategy may leave your institution feeling like everyone else—even if you’re doing it with a better creative veneer.
And, then, what is the fit or experience when a student starts taking those classes? Basically, what’s under the hood? For example, if I’m a working professional, knowing that your institution’s courses are taught at times that are convenient for my family life and job schedule is a key consideration. Perhaps it’s knowing that instructors are actual practitioners in those fields that’s important. Maybe it’s as simple as making it really easy to register or just having web pages load quickly on mobile.
A contemporary higher ed brand should strike the right balance in bringing together these three elements. The right mix and emphasis will depend on your institutional goals and marketing objectives. But don’t sell your marketing strategy short by focusing on fundamentals over fit. Or brand over product.
