Higher education is in our blood.
That’s why it pains us to say colleges and universities don’t do a great job of branding. And with declining enrollments, increasing tuitions, pressures on federal support, and even the closing of many institutions, there’s never been a more important time for schools to look in the mirror and make some changes.
Here are three things colleges and universities can do to better market themselves.
Research. Every college does it, but when it comes to their own brands, they tend to ask the same, basic questions. The same ones they’ve been asking for years.
Traditionally, colleges use research to ask their prospects what they want. And, no surprise, they all get the same answers from the same people. That’s why so much college marketing looks and sounds the same.
Branding is all about differentiation, but colleges won’t learn anything new about their brands unless they begin asking different and more intriguing questions and using the answers to inspire truly differentiating brand messages.
Rather than simply asking “What do you want?” colleges need to look inside and ask tougher questions like, “What is it about our school that is authentic, ownable and relevant?” “What truly sets us apart from other schools?” and, “How can we use that difference to deliver on the needs of our audiences in unique and compelling ways?”
Answering tough questions like these will reveal what makes your college truly special, leading to a differentiating and defendable brand position.
In our work with colleges and universities, from local community colleges to universities like Harvard, MIT and Tecnológico de Monterrey, our research focuses on shifting the conversation from prospective students’ wants to the deeper questions about what alumni, donors, educators and staff believe makes the institutions unique and powerful. The process unearths hidden truths that provide fertile ground for more insightful and effective marketing strategies.
Right now, colleges and universities desperately need different answers. The only way to do that is by asking more interesting questions.
The feedback generated from tougher questions may give colleges pause.
Embrace it. Trust it. And champion it.
Colleges that lean into what makes them different, and in turn, attractive to their audience, have a way of standing out. But they must do so boldly.
Virginia Commonwealth University did just that.
In a state filled with wonderful ivy-covered colleges and universities – from the University of Virginia and William & Mary to Longwood and Radford – VCU stands out in that it’s a completely different experience. The urban school in the heart of Virginia’s capital attracts a broad spectrum of students: tomorrow’s graphic designers, fashionistas, psychologists, nurses and business leaders.
Rather than trying to fit in with the other schools, VCU embraced its difference. And it explained how being unlike other schools made for a great and unique college experience. The “un” university campaign showcased how VCU was completely different and that it was proud of that distinction. The campaign has been an extraordinary success.
The school took a chance, and it’s been better off because of it.
Who are the most powerful influencers who can tell the world about your school and why it matters?
Those who know you best and have a vested interest in your brand.
Your faculty and staff. Your board of directors. Your donors. Your current students, their parents and families. And most importantly, your alumni. Universities have well-oiled and important development efforts targeting these groups, but too often, leave them out of their branding efforts.
When MIT went to market its open learning platform, it turned first to its faculty and staff for input that was vital in promoting the platform to a wider audience. At Tec de Monterrey, one of Mexico’s leading universities, it has been planning on delivering lifelong learning through an innovative and pioneering hybrid approach. Rather than pushing quickly to new audiences, it began by rallying its troops, its hundreds of thousands of alumni, faculty and staff.
Colleges and universities are facing pressure from all sides. The lesser-known and least differentiated schools are most at risk. By asking better questions, embracing what truly makes them different, and compellingly communicating that difference, great schools can become strong brands.
And strong brands survive.
Want to see more? Check out our latest Beers & Brands where this Viewpoint comes to life.
Kelly O’Keefe is a respected brand strategist known for his leadership in corporate brand strategy. He is formerly a professor and chair of the creative brand management program at the VCU Brandcenter — a master's program for advertising, branding and creative problem-solving at Virginia Commonwealth University's School of Business.
Prior to joining Brand Federation in 2019, Matt Williams was CEO of The Martin Agency, one of the world’s most creatively recognized advertising agencies. Over his 26-year career at Martin, he helped the agency become the 25th-largest in the US and managed brand strategy development for world-class brands like GEICO, OREO, UPS, Discover Financial, Walmart, and Benjamin Moore.
