The Source: In A Crowded Marketplace, Education Too Needs Branding
The way people select which university they go to has changed. Schools, in fact, are discovering the race to bring in the best and brightest has become increasingly competitive. Consequently colleges and universities are learning to adapt, and one of the ways they are doing that is marketing themselves and connecting with potential students.
Branding has become an increasingly important role in the crowded higher education marketplace in the United States and abroad. 30 percent of private U.S. universities increased their marketing budgets in 2013-2014, according to a study by one higher education consulting group.
They were once believed to be insulated from marketplace pressures, but now, legacy institutions are out there in key, demographic-tested, markets angling to get you to enroll.
Questions of resource management, opposition from faculty and issues with getting the message right are all front and center as universities navigate a growing demand from students who want to make informed choices.
- Lee Gardner, senior reporter at The Chronicle of Higher Education (@_lee_g)
- Michelle Bartonico, director of marketing communications at Trinity University
- Chuck White, vice president for information resources, marketing and communications at Trinity University