Dive Brief:
- Developing personalized stories about the institution and using them in targeted brand marketing campaigns is key for colleges and universities looking to reach prospective students.
- Marketing Land outlines the process, beginning with figuring out the unique traits of an institution and then moving into the content creation process, where every piece of content should create value, desire, and trust.
- Once the content is ready, getting it into the hands of students could include having a responsive website that can be effectively accessed from any device, posting to social media sites and blogs, and running dedicated applications.
Dive Insight:
Following up on recent surveys and polling, Gallup recently created a how-to for colleges and universities interested in better reaching students. It found mission and vision statements are often generic, doing nothing to separate one institution from another or provide a starting point for unique brand marketing. Outcomes-focused values are the key, according to Gallup. They give colleges and universities a platform for outreach and a central belief system to keep coming back to.