Higher ed marketing isn’t synonymous with pushing boundaries, but some CMOs are trying to change that. We sat down with Jenny Petty, University of Montana, and Gabriel Welsch, Duquesne University, to pick their brains on the importance of boundary pushing in higher ed marketing.
Brain Waves Blog
With public perception of higher education in decline, communicators have a particularly important role to play. But that role requires rethinking what we do and how we measure it.
Harvard and Yale. Ohio State and Michigan. UNC and Duke. Competition within higher ed exists on several different playing fields. Some campuses compete for a coveted top spot in academic rankings. Others exist in close geographical proximity, competing with each other for local and regional students. Others compete primarily on the turf or hardwood, but substantially differ academically.
The average number of institutions a student applies to has been steadily increasing, and your prospective students evaluate your campus against many others. To help your institution stand out, one of the best uses of time and resources is building competitive intelligence—the process of gathering and analyzing information about peer institutions to inform your own positioning.
It wasn’t entirely unexpected, but the anger arose faster and more intensely than anticipated when I referred to prospective students as customers in a conversation about recruitment.
The Oh sh*t moment.
You know it.
You’re thinking of it right now, because you know exactly what I mean.