Brain Waves Blog

Last academic year ended tumultuously for many campuses with protests and graduation converging at the end of the semester. We’ve spent some time thinking about how campuses can reimagine, reframe, and rebuild their place in communities and society—and the public’s trust—amidst the current state of unrest in the Middle East and on many campuses. A key concern is understanding how to center our audiences and their needs when we know they’re far from homogenous.

Alumni are a valuable asset and nurturing relationships with them contributes to the future success of your campus. Proud alumni share their experience with others to potentially sway an undecided student or make a gift to help current and future students shine even brighter on campus. Their authentic campus outcomes stories strengthen audience connections and generate positive affinity for your brand. 

It’s no secret by now that the redesign and relaunch of the FAFSA form at the federal level has caused stress and confusion for higher ed leaders and college-going families alike. Staff and administrators are navigating frequent updates and shifting processes and timelines; and further uncertainty about aid and finances has added to the worries prospective students already feel about affording a degree. (Our national industry listening continues to reveal scholarships and financial aid as top topics discussed online in terms of the college decision-making process.)

“We report quarterly, but no one really gives feedback.” “Our information goes into an annual board report, and we’re not sure if anyone even reads it.” “We work hard, but don’t always feel seen.” “We have a new leader coming in and want to position our team’s value effectively.” We hear comments like these all the time, and campus communicators are genuinely concerned their efforts are lost in the sea of competing priorities.