Concluding Takeaways: Higher Ed Marketing Truths
Cheers! You’ve made it through all 10 Higher Ed Marketing Truths, and you’re ready for multi-dimensional action. Let’s review what we’ve learned together through this blog series and make sure you’re wrapping up with some great takeaways.
TRUTH 1: Know Your People
The good news: Your college or university is already doing great work for current students, which can be the very thing that recruits more students who will thrive at your school.
Market research is foundational to identifying the needs, preferences, and motivations of students and other important stakeholders. This knowledge equips you to develop tailored marketing strategies and messages that resonate with your desired student population.
Let’s reflect:
Are we wasting time and money recruiting students who are never going to enroll here?
How do we let students—and parents—know they belong here?
What’s one step you can take today to better Know Your People?
TRUTH 2: Define & Differentiate
The great news: When you differentiate your marketing efforts, your school will shine.
A strong brand sets your institution apart. By identifying and communicating the unique value proposition of your school, you’ll create a positive perception, attract prospective students, and foster long-term loyalty.
Let’s reflect:
Do we have a positioning strategy that encapsulates our story and takes the guesswork out of team efforts?
Do we have any uncommon academic or extracurricular programs?
What’s one step you can take today to begin to Define & Differentiate?
TRUTH 3: Tell Your Authentic Story
The good news: Students and alumni of your institution are experiencing positive outcomes every day. You just have to capture them.
Showcasing unique stories creates an emotional connection with prospective students. Through genuine narratives, you offer insight into the real experiences and outcomes of attending your school.
Let’s reflect:
Do we have at least one meaningful personal story for each program?
What tone do we hope to strike in all communication with prospective families?
What’s one step you can take today to Tell Your Authentic Story?
TRUTH 4: Create a Clear Message
The great news: By creating a clear message, you can cut through the clutter!
An effective message is clear, concise, and memorable, conveying the school’s focus. Consistently presenting this message gets the attention of your intended audiences.
Let’s reflect:
Do we have a clear, concise elevator speech?
Are we making our story real for prospective students by showcasing relationships?
What’s one step you can take today to Create a Clear Message?
TRUTH 5: Speed Wins
The good news: By honing your message and streamlining your approval processes, your college or university can reach your audience at the right moment.
Speed is not just about being first to market, it’s about timing. Making informed, timely decisions increases throughput, boosts morale, and instills confidence in your team.
Let’s reflect:
How can we collaborate with other offices to streamline processes?
What barriers do we encounter in turning ideas into action?
What’s one step you can take today to implement a Speed Wins approach?
TRUTH 6: Use Data to Inform Decisions
The great news: The technology and support you need is a click (or tap) away.
Data can inform targeted marketing campaigns, personalize communications, and assess the effectiveness of marketing initiatives. By utilizing the right tools on audience demographics, behaviors, and preferences, you optimize marketing efforts.
Let’s reflect:
How can we gather quick feedback to inform immediate marketing decisions?
Are we making use of the data already available through existing tools?
What’s one step you can take today to Use Data to Inform Decisions?
TRUTH 7: Investment Is Ongoing
The good news: By shifting your approach and utilizing industry benchmarks, you can refresh your marketing strategy and experience new returns.
Thriving institutions view marketing as an investment, not a cost. By investing in people, resources, strategy, and execution, you’re playing the long game.
Let’s reflect:
How can I help other administrators view marketing as an investment rather than an expense?
Does our marketing spend fluctuate greatly when times are bleak or booming?
What’s one step you can take today to practice the truth that Investment Is Ongoing?
TRUTH 8: Build Bridges, Tear Down Silos
The good news: Sharing information and inspiration can generate collaboration and strengthen marketing campaigns.
Working closely with admissions and other departments on campus helps to ensure a seamless audience journey and consistent messaging. As a marketing leader, you are positioned to initiate this collaboration.
Let’s reflect:
Do we have a systematic way to gather student, departmental, and alumni success stories?
How can we share good news among university employees to keep them informed and inspired?
What’s one step you can take today to Build Bridges, Tear Down Silos?
TRUTH 9: Measure Your Effectiveness
The great news: An easy-to-use dashboard tool can empower the marketing, academic, and administrative leaders at your institution with data that drives success.
Data is the new currency. When you create a dashboard to assess KPIs, analyze perceptions, and inform marketing spend, you’ll develop clear benchmarks over time.
Let’s reflect:
Are we consciously or unconsciously avoiding perception feedback?
What metrics are most important to keep front-of-mind on our marketing dashboard?
What’s one step you can take today to Measure Your Effectiveness?
TRUTH 10: Stay Agile
The great news: There are more people who need what you have to offer. With a spirit of experimentation and adaptability, you’ll be ready to reach them.
Marketing is constantly evolving. By staying up-to-date on the latest trends and being willing to experiment and take risks, you’ll be prepared to adapt your strategies as needed. Staying agile is the principle that empowers you to practice all the other marketing truths.
Let’s reflect:
Does our office welcome and encourage experimentation?
What technology can we employ for day-to-day efficiency and marketing innovation?
What’s one step you can take today to Stay Agile?
As you practice the 10 Higher Ed Marketing Truths, you take the mystery out of marketing and unlock the power to tell your school’s story.
Interested in bringing the Truths to your campus? Learn more.
Let’s make these truths part of your institution’s unique marketing strategies. Contact us to talk about how 5° Branding can partner with your team.
This is the closing blog in our Higher Ed Marketing Truths series with 5° Senior Vice President Ryan Morabito, a veteran brand strategist who has worked with over 100 schools. These blogs are based on Ryan’s LinkedIn posts, which regularly inspire high engagement among education leaders and marketers.
