By Brian Muys
Online Career Tips Contributor
If you work in marketing in today’s increasingly competitive higher education marketplace, the odds are, your school is facing the proverbial perfect storm. Colleges and universities face challenges every day in driving awareness with prospective students and faculty, let alone with existing students and alumni. And those challenges don’t stop at the enrollment, hiring or fundraising stage.
Many higher ed marketers often naively assume that once a new program is introduced or student registered, the hard part is over. Nothing could be farther from the truth. The fact is, no matter how well-regarded your program or institution is, it won’t sell itself. Your biggest challenge is finding the proper balance of traditional “outbound” marketing communications tactics like advertising, direct mail and earned and social media with more referral-based, “word-of-mouth” initiatives based on your school’s academic reputation and student satisfaction. With this balance achieved, there are several considerations you should take into account to most effectively position your school to key target audiences.
1. Keep it simple, but impactful
At a time when more recruitment pitches than ever before bombard prospective students, your school can risk becoming lost in the clutter. Make a point to simplify your messaging so it is easily understood, while retaining a compelling “call to action,” re: the ease and benefits of enrollment. Aspiring students want to be able to quickly distinguish what they want from the blizzard of schools competing for their attention, and tuition.
2. Know your audience
Your biggest mistake is to assume that everyone wants to attend your school. No matter how good your programs or faculty, however, know that it’s not for everyone. To rise above the noise, deliver messages to the market that will most effectively resonate with prospective students, if not ones contemplating returning for a second bachelor’s or graduate degree. That means clearly aligning your school to specific benefits that resonate with both current and prospective students, i.e, academic quality, affordability and flexibility, among others.
3. Differentiate your quality and value proposition
Again, the common theme here is to stand out from the crowd. But many schools tend to directly or indirectly associate themselves with competing institutions, rather than truly define what sets them apart. While this approach may be effective for validating the comparable depth and breadth of your curriculum, for example, it’s less so when you’re seeking to distinguish your school’s key advantages. Clearly demonstrate, if not quantify, how and why your programs and instructors are different, i.e. academic rigor and faculty credentials and scholarship.
When properly considered, these three core marketing guideposts can help amplify the impact of your efforts to attract prospective students, and retain existing ones. Identify and effectively articulate your unique selling proposition to these key target audiences to help ensure they are most receptive to the benefits of the academic experience at your school. Make a point to also regularly communicate with them to ensure they are aware of your school’s ongoing accomplishments and industry recognition.
About the Author:
Brian Muys is associate vice president of public relations for American Public University System. He has nearly 30 years of experience in developing and implementing earned/social media relations, corporate and internal communications programs for public and private organizations. He received an English degree from Dickinson College and an MS in Communications from the American University Kogod School of Business.
Comments are closed.