Where’s the Money? Securing the Funds You Need for 3 Types of Branding
By Ryan Morabito, Brand Strategist at 5°
In today’s energetic realm of higher ed marketing, you’re likely not short on ideas for what you’d like to implement in your school’s branding. But how do you ask your leadership for the money you need to match your vision?
A Case for Marketing Investment
In my extensive consulting with colleges and universities across the country, I’ve found that marketing departments are typically under-resourced for accomplishing all that needs to be done in today’s dynamic, highly competitive context.
I recommend that institutions invest three to five percent of their total budget in marketing, including staff, website, promotional materials, and other initiatives. Most schools, though, fall short of this ideal. At the same time, expectations on the marketing department continue to increase.
Our Global Perception Survey (GPS) evaluates the perceptions of administration, faculty, and staff concerning their institution’s marketing strategy and execution. Results continually show our campuses are falling short in adequate marketing investments.
For example, when asked what their institution could do to improve their overall image and reputation, one recent participant answered straightforwardly, “have a larger marketing budget.”
The good news, however, is that institutional leaders typically will invest more money when they are convinced of a return on the investment. As your school’s brand champion, it’s up to you to clearly show why the school should spend more money on branding.
Three Types of Branding
Before budgeting for new projects, it’s critical to understand where your money is currently going and how the breakdown aligns with your big-picture objectives. I recommend establishing a framework for your investments, with dashboard indicators allocating budgets in three categories—what I describe as three types of branding.
The three branding categories are distinguished by their purpose—the reason you’re doing what you do. Each category can include long-term and short-term goals. You’ll need to be able to track the allocations for each category.
Branding That Drives Revenue
Your institution’s financial health is vital to sustaining your mission into the future. Short-term revenue-generating projects are built around clear, measurable goals. Depending on current priorities at your school, these might include:
Increased undergraduate enrollment
Growth of non-traditional programs
Expansion of graduate tracks
Fundraising
Implementation of branding that drives revenue is generally direct and immediate. Components may include printed enrollment materials, website enhancements, updated email campaigns, and special events.
Here’s how Carson-Newman University achieved remarkable results with their stand-out marketing campaign: One Story of Record Enrollment.
In your project planning for this type of branding, be prepared to answer: How effectively will these action steps contribute to meeting the stated revenue goals?
2. Branding That Generates Awareness
It’s easy to get stuck in short-term, easy-to-measure initiatives and lose sight of the longer-term picture. While revenue is essential, it is also vital to build your brand influence over time. Familiarity drives preference, so awareness-generating activities will—in the long run—contribute to measurable results.
One example of this type of branding is the airport advertising that has become prevalent across the country. While an electronic banner welcoming visitors to your city may not result in a noticeable uptick in enrollment applications, it creates a compelling brand presence. After multiple impressions, people develop a positive sense of who you are.
Similarly, a holiday event open to the public shows off your sense of hospitality and campus life in a direct and personal way. This is also a great way to contribute to enriching your local community.
Other applications of awareness-generating branding include visual identity overhauls, comprehensive website redesign, and billboard advertising.
Carroll College in Helena, Montana, had a distinct awareness-generating opportunity with the release of “Father Stu,” a film based on the true story of the Rev. Stuart Long, a boxer-turned-priest who attended Carroll.
A-list celebrity Mark Wahlberg, who portrayed Father Stu in the movie, made a scheduled appearance on campus and gave a special introduction to the movie just for Carroll students. The Helena/Carroll community coordinated a press event on campus and successfully promoted the event on social media.
As you strategize concerning this type of branding, be ready to answer: How will these approaches support our ongoing commitment to building our brand?
3. Branding That’s the Right Thing to Do
Your institution wasn’t started with the end goal of earning a profit or making a name for itself, and it’s not wealth or fame that has kept it alive. Underlying the zeal of your branding is your school’s greater purpose. That’s why we all love higher ed. Sometimes, your branding initiatives are simply because of who you are.
Branding for a purpose beyond yourself positions your school intentionally. For example, if you sponsor an event commemorating the anniversary of 9/11, you are honoring your core values without expecting financial return or notoriety.
A specific application of this type of branding for colleges and universities is often related to the school’s unique community service initiatives and networks. This may take the form of partnerships with local non-profit organizations for events or special projects. The associations you make will demonstrate what is most important to your school.
Avila University reflects their Catholic values of service through an annual “Dear Neighbor” event. The Avila community of faculty, staff, alumni, students, and friends comes together to serve Kansas City, joining with organizations and sites across the city and devoting more than 500 hours of community service work. This is one way the University is living out what they believe.
Another way schools show “the right thing to do” is through on-campus events that align with the school’s mission.
For more than 80 years, the University of Mary Hardin-Baylor has produced an annual campus Easter Pageant, welcoming the entire community of Belton, Texas. Their commitment to this event is grounded in the Christ-centered purpose of the university, not recognition. The event generates tremendous local enthusiasm, though—making UMHB known for what really matters most to them.
(Though the motivation for these initiatives is not about branding awareness, that is likely to come as a benefit, too!)
In your decision-making for this type of branding, consider: How well are these initiatives aligned with our mission?
Bringing It All Together
The three types of branding may often run on parallel tracks. As a branding visionary for your institution, you are continually thinking about today, next year, and the broader future all at the same time.
Once you have been able to show a breakdown of your three types of branding, you can quantify your investment in each category. It will be important to regularly revisit what’s the right balance for your school. With the scorecard tallied and your leadership in full agreement of what success looks like, you’ve established a grid for keeping plans on track.
Integrating piece by piece, you are laying the foundation for long-term success. And now you’re set to confidently ask, “Where’s the money?”
To schedule a no-fee consultation with Ryan Morabito and learn more about our Global Perception Survey, contact us today.
