Guarding the Goal: Three Strategies for Protecting Your Institution in Uncertain Times
One of our team members recently took a trip to Argentina, where he watched a friend in her role as goalkeeper in a soccer league. In the match, the shots on goal were relentless. For many in higher education, especially chief marketing officers and public relations leads, the last few months have felt like a similar battle, trying to defend shots from all directions.
There have been so many changes, proposed changes, or anticipated changes, that it is hard to find solid ground for institutions to plant their feet and market confidently to their audiences. At the same time, marketing and communications offices have had to be ready to handle a crisis at any moment, from a number of possible threats. At this moment, many an executive council is running possible scenarios for changes, to which their marketing teams would need to respond.
It's a high-pressure and difficult situation. After all, one small body cannot cover a whole big net. So what is the best way to respond to an unpredictable, vague sense of crisis? As higher ed communicators defend our institutional “net,” let’s draw some lessons from our goalkeeper friends who defend the goal against countless shots.
Get Out in Front
One tactic goalkeepers use to control the risk is to aggressively leave the net and even the goalie box to get to the ball before any opponents could get close. This can be a risky move. If the keeper misjudges her speed or skill, the ball, or other players, someone could get past them for an unguarded shot on goal. However, this tactic often works. Keepers often are able to get to the ball and “disarm it” well before it becomes a one-on-one situation, which would put the goalie at the disadvantage.
In the marketing world, the equivalent might be trying to anticipate the general direction of public sentiment and regulatory changes and get out in front of them. We have seen this in response to changes around DEI, with institutions carefully combing their websites to anticipate what words and phrases might be likely to draw additional attention.
In soccer, the key to getting out in front is to be able to predict the movement of the ball and the flow of play. For colleges and universities, simply reacting to changes in policies or shifts in the landscape can put them behind on recruitment efforts or serving students effectively. If, for example, it is clear that federal support for higher education is likely to shrink, they should consider auditing every area of the institution that the federal government touches and prepared to pivot.
For example, what adjustment would need to be made if the proposed changes to financial aid take place? Marketing and crisis management teams can work together to continually assess the “top five most likely vulnerabilities” and have the talking points ready for each one to hand off at a moment’s notice.
Let the Ball Clear
Another, almost opposite, tactic that goalkeepers utilize is to be patient and let the play unfold to increase predictability. Many times, if the goalie waits, one of the defenders is able to steal or redirect the ball and clear the danger. In this strategy, the team can carefully monitor everything that is happening but not commit major time and energy to any particular effort until it is clear that it will become a reality. In this way, the team can avoid wasting resources on concerns that never materialize.
A good example of this is the recent rescinding of visas for international students. One day they were happening and institutions were writing off all international enrollment as too risky. But from one day to another the landscape changed. While many institutions still have healthy skepticism about their international enrollments for the fall, hopefully they did not completely divest from this market or stop marketing to their international applicant pools.
The trick to this tactic is to bring the rest of your community along with you. In environments of uncertainty, people are easily ruled by fear, and they feel better when others are fearful, too. They can even get angry or offended when others refuse to panic or justify their fear. This is when a level head and a calm approach is the most necessary. Resist the push to chase every phantom, and help others deal with their fear, as well.
Play as a Unit
Another strategy goalkeepers use is directing other players as if they were chess pieces. One-on-one, the goalie is at the disadvantage. This is why penalty kicks can be so devastating. The attacker always has the element of surprise. To avoid this, the goalie must utilize the other players on the team to avoid one-on-one situations. This means sizing up the opponent’s players and matching defenders with them. It means clearly communicating with the team which of the above tactics – aggressively anticipating the ball or waiting for the play to develop – the goalie will use. It is involves giving frequent audible commands to other players and trusting that they will be followed.
This strategy is focused on team play rather than individual performance. This tactic has been used successfully not only within institutional teams but also among colleges and universities nationally. Over the past few months, institutions have worked together to confront common challenges, with many pursuing all of their lobbying through professional associations and state groups. Institutions who have had to stand on their own have taken the most hits. One-on-one, you are always at a disadvantage, but communicating as a team can help to even the odds without incurring high risk.
Keeping Guard in Uncertain Times
Higher education is taking a lot of shots right now, with institutions doing their best to “protect the net” and move into a more secure future. Marketing has a key role to play in helping our colleges navigate and respond to the sudden shifts that schools are likely to experience as the market changes around us. Like a goalie, communications and marketing teams can use tactics like getting out in front, letting the issue clear, and playing as a unit to help get their institutions through the game safely.
At 5° Branding, we believe strongly in the power of independent higher education as a force for good in the world. If you’re looking for a strategic partner, let’s talk!
