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.
Brain Waves Blog
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.
In higher ed (like every other industry), brand management is one of a campus’s top priorities. With social media molding the public’s perception of your brand, it’s your job to stay on top of your reputation—creating content that contributes to the conversation and aligns with your strategic goals.
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.
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.