Brain Waves Blog

Looking back on conversation topics and trends we’ve seen in our five+ years of industry research, we see lessons and insights you can use moving forward to make the most of yield season (or the recruitment process at large) and build a robust incoming class. 

I had the pleasure of presenting a workshop at the 2022 AMA on “Combining Marketing and Communication for Long-Lasting Brand Impact” with all-star higher ed leaders Jenny Petty (University of Montana), Binti Harvey (Scripps College), and Teresa Valerio Parrot (TVP Communications). We showed campuses how they need both marketing and communications professionals to collaborate to achieve institutional goals. 

Brand fragmentation is a consistent theme we see in our industry and client research. There are lots of reasons for this, but mainly the folx charged with “managing the brand” are thinking about “the flagship.” When you embrace the adage that “brands aren’t what you say they are, they’re what they [your audience] says they are,” the fragmentation is obvious. 

“Starting social media accounts is the puppy adoption of higher ed” is a Darron Bunt quote that we repeat often. Does your campus have hundreds of campus accounts creating confusion for your audience? Research shows that your prospective and admitted students often turn to Instagram to get an insider’s view on campus life. If their search terms return a handful of inactive accounts before the official, well-managed accounts, it impacts their perception of your campus.

Your campus is working to tell a cohesive, compelling brand story, but if you’re not working with a collaborative shared strategy, your message is being drowned out by conversation from accounts managed within departments, colleges and units, research centers, and other disparate areas of campus telling a different story in a different way in hopes of meeting very different goals. Let’s count the ways your brand is fragmented.

Ongoing social listening analysis allows you to better understand your baseline conversation and create personal benchmarks, track seasonal changes, evaluate the effects of crises, and measure the impact of new campaigns.