In higher ed, reputation is an institution’s number one priority. The problem is, it’s not totally in your hands. Public perception is reality and anyone who has an opinion can share it online for the world to see. There’s a trust problem in our country, especially in higher education.
“Two ears. One mouth.”
It’s a sentiment that’s been attributed to everyone from Epictetus to the Discovery Channel’s Mike Rowe, but the idea that we must listen more than we speak is one that rings true no matter the source. In higher education marketing, listening to our external and internal audiences is critical to developing communications and strategies that drive meaningful change—whether that’s growing enrollment, protecting and growing the university brand, or telling our stories in a way that connects with audiences on an emotional level. At the same time, as marketers, we’re challenged with attracting prospective students in a crowded marketplace where these students may be questioning if college is even worth it.
So you’ve got a new program to market. But instead of a message, you receive directives about where to spend advertising dollars. When you don’t receive the data you need, here’s how to find it yourself so your marketing aligns with your brand strategy.
Late in February, with the college basketball season hitting its home stretch, the sport’s biggest rivalry returned to the biggest stage, with the eighth-ranked North Carolina Tar Heels visiting the top-ranked Duke Blue Devils.
If we asked you to define your brand right now, could you? Would your response be based on your gut or tangible evidence? If you can't, did you just panic a little bit? Don't worry; you're certainly not alone.
An institution’s online conversation volume is an indication of how many people are talking about it. Once you know the conversation volume for your institution, you can segment it to see who is talking about you, what they’re talking about, and where they’re talking. All of this helps you better understand the conversation about your institutional brand and create a strategy that resonates with your audiences.