Making the Case for Your Higher Ed Marketing Budget
Red cans. White cursive. Polar bears. Are you craving a Coke yet? The leading nonalcoholic beverage company in the world, Coca-Cola’s brand popularity is directly correlated to the company’s commitment to marketing. They’ve made a massive investment in becoming a household name. Schools don’t have $4 billion annually to spend on advertising like Coca-Cola does. But every college and university has a chance—an imperative—to make a sizable marketing investment that increases the school’s familiarity with its target markets.
Our time-tested experience in brand strategy with dozens of colleges and universities has repeatedly revealed that increasing a school’s marketing budget to 3.5-5% of the institution’s operating budget creates demonstrable positive effects. When the school becomes more familiar, it becomes more preferred. Just like the sight of a polar bear may have you ready to pop open a Coke.
Let’s take a look at three ways marketers can advocate for increased budgets and bold campaigns, inviting school administrators and other key stakeholders to catch the vision for making their school known and preferred.
Find New Markets
Particularly for small, enrollment-driven institutions, increasing student population can be a hard nut to crack. How do you turn an enrollment of 3,400 students into 12,000 students? At Campbellsville University, the answer was to become a leader in markets they hadn’t focused on in the past. They paired a clear vision for building on their existing values with an innovative mindset and set out to grow the school population and presence through educational programs that reach students who aren’t always found at a four-year university.
For example, Campbellsville has developed professional and certificate programs in fields like allied health, cosmetology, barbering, and welding. As of fall 2022, they were the largest dual credit provider among private Kentucky universities, with nearly 3,700 high school students enrolled and more than 170 high school dual credit instructors. In addition to its main campus, Campbellsville also has 12 instructional sites and education centers—eight across Kentucky; one in Los Angeles, California; and three internationally—each of which has its own area of focus. By building on its foundational goals and existing programs, Campbellsville has increased its familiarity and become a preferred school.
Lean in on What’s Working
Perhaps the answer for your school isn’t completely new programs, but a renewed focus on your already successful academic or athletic offerings. Maybe your liberal arts college regularly has subject-matter experts speak at events, but the only invitation goes out through internal communications and the occasional Instagram post. The faculty members in your psychology department are performing cutting-edge mental health research, but unless you’re on the department listserv or picking up a scholarly journal, you wouldn’t know.
These types of communication gaps are great examples to bring to boards and budgeters who may not initially see the need to increase marketing spend. Marketers can explain that the product already exists: excellent scholarly work that will appeal to people interested in the field. What needs to happen now is not the creation of a product, but the development of a marketing strategy—and resources to execute it—to highlight what is already happening.
As you better spread the word about the unique opportunities that are already happening, the community will begin to associate your school with specific topics—increasing familiarity that will, in all likelihood, increase preference as well.
For example, about ten years ago, Dallas Baptist University went all in on baseball. Though they had played Division I baseball since 2004 (while all their other sports play in Division II), their newly increased commitment improved and leveraged DBU’s baseball program as a core component of their school’s culture—one that stands out amidst other schools that highly prioritize sports.
“If you want all the other stuff, like football games, tailgaters, frats and that stuff, this isn't your place,” head coach Dan Heefner told NBC. “It's just focused on baseball, your faith, your character and your education … We have an oasis here for creating an environment where you can truly develop as a total person."
DBU became widely known as a David that slayed its baseball-wielding Goliaths over and over again. They’re now familiar to the cultural imagination for something concrete and exciting, which makes them preferred.
Optimize Owned Channels
How you tell your institution’s stories matters more than ever. In our digital world, expectations are high, as your school is seen alongside big brands like Coke. Sixty percent of Gen Z-ers say that online presentation is more important than in-person presentation, making it a great place to start for schools that feel like a “diamond in the rough” or a “hidden jewel.”
Devote the time and resources to getting the channels you own in their best fighting shape technically and visually, but also as your most visible representation of your brand. The answer isn’t necessarily to become more flashy. It’s to hone in on what makes your school special and feature those unique value propositions in aesthetically pleasing, memorable ways.
For example, Purdue University’s website, for a time, made a serious statement about the school’s priorities with just five words: “12 years of frozen tuition.” Spend about 15 more seconds on the site and you’ll start to associate the words “persistence” and “innovation” with the school. The design isn’t loud or trying to scream “something for everyone!” Instead, it’s intentional with its brand voice.
Unveil Your Gem
Yes, higher education is more competitive than ever. A strong budget and clear branding strategy can increase the public’s awareness of the unique, compelling mission your school offers. After all, your school is doing great things—you just need the blueprint and budget to promote them!
Whether your institution needs help with branding, digital, or enrollment marketing, 5° Branding can help. Let's talk!
