The document discusses 5 truths about higher education branding that were learned over time. The truths are: 1) An authentic brand balances past, present and future. 2) Authenticity is essential to being believed. 3) Stories are needed to show information to different learning styles. 4) Complex organizations require simple stories. 5) A brand starts with a big idea. Additionally, internal launch is important so branding is more than just a campaign.
3. ACT 1: A MAD, MAD WORLD
Today’s higher ed landscape
ACT 2: STRANGE BEDFELLOWS
Communications? Marketing? Branding?
ACT 3: THE FIVE TRUTHS
Things we’ve learned along the way
The Agenda
6. THE ENROLLMENT
LANDSCAPE
• A BUYER’S MARKET
Fewer students, with more choices
• FINANCIAL FATIGUE
Tuition, debt, and ROI
External Environment
7. THE ENROLLMENT
LANDSCAPE
• A BUYER’S MARKET
Fewer students, with more choices
• FINANCIAL FATIGUE
Tuition, debt, and ROI
• UNDIFFERENTIATED
Everyone looks and sounds the same
External Environment
8. THE ENROLLMENT
LANDSCAPE
• A BUYER’S MARKET
Fewer students, with more choices
• FINANCIAL FATIGUE
Tuition, debt, and ROI
• UNDIFFERENTIATED
Everyone looks and sounds the same
• HYPERCOMPETITIVE
Regionally, nationally and even globally
External Environment
15. External Environment
THE ADVANCEMENT
LANDSCAPE
• GENERATIONS OF ALUMNI
Engagement is a challenge
• BEYOND ATHLETICS
Converting fans to supporters
• COMPETING FOR ATTENTION
So many good causes, so little time
16. External Environment
THE ADVANCEMENT
LANDSCAPE
• GENERATIONS OF ALUMNI
Engagement is a challenge
• BEYOND ATHLETICS
Converting fans to supporters
• COMPETING FOR ATTENTION
So many good causes, so little time
• DONOR FATIGUE
Annual funds, capital campaigns, and everything in between
19. Internal Environment
MEANWHILE, BACK
ON CAMPUS...
• STEM VS. LIBERAL ARTS
The debate rages on
• PRODUCT VS. PURPOSE
Should schools be run like a business?
• THE QUEST FOR DIVERSITY
Higher ed’s Holy Grail
20. Internal Environment
MEANWHILE, BACK
ON CAMPUS...
• STEM VS. LIBERAL ARTS
The debate rages on
• PRODUCT VS. PURPOSE
Should schools be run like a business?
• THE QUEST FOR DIVERSITY
Higher ed’s Holy Grail
• HAVES AND HAVE NOTS
When supply exceeds demand
23. BREAKING DOWN THE SILOS
(or at least finding kindred spirits)
Advancement
24. BREAKING DOWN THE SILOS
(or at least finding kindred spirits)
Advancement Enrollment
25. BREAKING DOWN THE SILOS
(or at least finding kindred spirits)
Advancement Outreach Enrollment
26. BREAKING DOWN THE SILOS
(or at least finding kindred spirits)
Communications
Advancement Outreach Enrollment
27. BREAKING DOWN THE SILOS
(or at least finding kindred spirits)
Communications Communications
Advancement Outreach Enrollment
28. BREAKING DOWN THE SILOS
(or at least finding kindred spirits)
Communications Communications Communications
Advancement Outreach Enrollment
29. BREAKING DOWN THE SILOS
(or at least finding kindred spirits)
Communications Communications Communications
Advancement Outreach Enrollment
Centralized Marketing
(CMO)
37. EXPERIENCE
It’s the total
we promise
to deliver
to our
stakeholders
via... PEOPLEPLACEPRODUCT
IDENTITY INSPIRATION INFORMATION
38. EXPERIENCE
Managing the brand
in higher
ed requires
breaking down
the silos...
PEOPLEPLACEPRODUCT
IDENTITY INSPIRATION INFORMATION
39. Turning brand ambassadors into storytellers
is one of the most effective ways to share the
experience to engage people to...
STORY.
...and telling a unified
APPLY
GIVE
ENROLL
CARE
40. THE BOTTOM LINE:
While an inclusive process can be painful at times,
the brand benefits from greater alignment.
PEOPLE SUPPORT
WHAT THEY HELP
CREATE.
50. Gen Z
We communicate
constantly.
Social media is the #1 reason
we use the Internet, and we
send more than 100 texts a day.
Our digital world
is noisy.
Our attention span is
8 seconds, and we multi-
task across five screens.
51.
52.
53.
54. No one really cares how you are
organized.
COMPLEX
ORGANIZATIONS
REQUIRE SIMPLE
STORIES.
4
55.
56.
57.
58. What’s the one thing at the top of
your pyramid?
IT STARTS WITH
A BIG IDEA.
5