How Can Colleges Build Their Brands?
Students want the best higher education to succeed in life. Every student thinking about college or university wants to earn a degree, spread their wings, and start their adult lives on the right foot. Luckily for them, their choices aren’t limited.
Of course, the Big 10 and Ivy League schools are the coveted prizes students aim for; it’s easy to see why. The elite schools have an iconic brand, they select only the best students, and are renowned for their academic excellence. Unfortunately, the Ivy League can be very selective; private colleges and state universities, however, want to attract more students.
Schools outside the Ivy League have a tough time on their hands because they’re all competing for the same students. If a college or university doesn’t have a great brand, it will fade into the background while its competitors excel. So, how can a college or university build a brand to attract students?
Find and Develop a Niche
Students want to be wowed. They don’t want to see a run-of-the-mill college that offers the same as every other school; they want something different.
Schools must find their slot within the educational system and that begins with a niche. They also need to promote that niche. For example, a university that offers complementary services is known for that trait. It’s a niche that has developed into their brand. Students will appreciate those free courses and may even continue their higher education at that school. It’s a great way to create a brand and attract students for all the right reasons.
Use Cross-Platform Marketing
Marketing used to be very static, and universities were limited to a printed brochure and prospectus sent out to the student. Those were the days before universities started to take advantage of the internet and potential students only saw a glimpse of college life. Today, however, there are better-marketing outlets to consider.
Universities create a consistent and easily recognized brand and utilize different platforms, such as social media, create a website, and share videos online.
The Authentic Brand
Universities need to be smart when it comes to branding. Virtual tours and fancy logos are great, but they also must be authentic. For instance, if you promote excellent stewardship then set a good example. It’s the only way to create a successful university brand.
Universities also need faculty who get behind the brand because it all starts with the educators.
Build the Brand
Creating a brand takes time, money, and a lot of effort; however, with a little cooperation from staff and faculty members, it’s easier.