You know your institution is special. It has a mission, a vision, a purpose and personality all its own. It shapes students’ worldviews and skills in a way that is unique. But while your school’s one-of-a-kind nature may be very clear to you, it won’t help attract many new students unless that uniqueness is clear to them as well.
In an increasingly global and competitive higher ed climate, understanding how current high school students are researching and choosing an institution is vital – because it has major implications for your marketing efforts. These young men and women of “Generation Z” know exactly what they want. Here are some things you must do if you want them to consider attending your institution.
Okay, so we all know the difference between a positioning statement and a tagline, right? A positioning statement is intended to set an internal direction, usually for several years and is the foundation for your messaging. And a tagline? Well, a tagline is typically campaign-specific, externally-focused and is usually more short-term in nature, directed towards the needs of your customer.
There are many things that make your institution extraordinary or exemplary. But if your logo doesn’t reflect those attributes, it’s time to take a closer look. Clearly, your logo is more than just a graphic or mark but a distillation of your brand value and values.
Whether your institution is two-year or four-year, for-profit or non-profit, you must find a way to stand out from the 5,299 other colleges in the U.S. Because every year, you and your competitors market to the same audience of soul-searching seventeen-year-olds struggling to find themselves and to find the right college.