Imagine a bustling university campus, where students from diverse backgrounds and interests come together, united by a shared sense of purpose and identity. This vibrant community didn’t come together by accident; it was the result of strategic efforts to build and promote a compelling university brand.
In today’s fiercely competitive higher education landscape, creating a strong, distinctive brand is not just an option—it’s a necessity. Universities that excel in branding and marketing are the ones that stand out, attract top talent, and foster a loyal community of students, alumni, and faculty.
Why Is University Branding Important?
In a landscape crowded with thousands of institutions vying for attention, university branding is key to attracting prospective students. A strong brand strategy allows a university to shape how prospective students, current students, alumni, and other stakeholders perceive the organization.
What’s more, strong brands inspire action. Compelling university branding encourages prospective students to want to be a part of a university, and it fosters a sense of belonging and pride among current students and alumni, creating lifelong connections.
So what does it take to build a strong university brand like this? Before a university can roll out a new tagline or logo, they must develop a strategy for the brand. But more on that later.
Why Is University Marketing Important?
Marketing plays a vital role in bringing a university’s brand to life. Effective higher education marketing strategies ensure that the right message reaches the right audience, at the right time, through the right channels. Effective marketing campaigns not only increase awareness, making it easier for prospects to discover and explore what you have to offer, but also help move people through an engagement funnel. Awareness is crucial, but in a competitive higher education landscape, it’s also critical to deliver messages that are specifically designed to resonate with target audiences so they engage with the brand further.
The most influential higher education marketing strategies are designed to engage various stakeholders, from prospective students and their parents to alumni and donors, in a segmented way. Identifying specific prospective student segments to target, based on a mixture of demographic, attitudinal, and behavioral characteristics, can significantly impact enrollment numbers by ensuring your university is messaging to those who will be most receptive to its brand. A targeted marketing strategy can also support fundraising by allowing you to highlight the university’s needs and successes to the most likely potential donors and sponsors.
Key Questions for University Branding
Campos routinely partners with higher education institutions that are planning to refresh their brand strategy. The clients we work with want their new brand strategy to be informed by research, and we partner with them to develop an approach that suits their needs, timeline, and budget. But generally, every university branding or rebranding project should gather insights that will allow us to answer the following questions:
- Who are we as an organization? Any brand strategy we develop will need to be authentic to the university, so it’s critical we understand who the university is, at its core, and what the vision is for its future. We typically engage internal stakeholders, from leaders to students to alumni, to answer this question.
- Who are we targeting for growth? Brands need to drive growth, so it’s critical to understand who your target prospective students are, what’s motivating them to pursue higher education, what factors matter most to them in a higher education institution, and how they want to feel about the school they ultimately enroll in. As such, insights from prospective students are key to our branding projects.
- Who are we competing with? How? Your brand strategy also needs to speak to what makes you different or better than the other institutions prospective students are applying to. Our branding projects always include some level of competitive analysis to ensure the resulting strategy is sets the university apart from peers.
We weave together these and other insights to develop a research-backed brand strategy, often summarized in a brand house or brand playbook that clients and their agencies then use to update their website, logo, advertising collateral, and other brand assets. You can read more about this process here.
Key Questions for Higher Education Marketing Plans
Developing a comprehensive marketing plan is essential for any university looking to strengthen its brand and achieve its goals. Here are some questions to consider when creating your higher education marketing plan:
- What are our goals and objectives? Define clear, measurable goals, such as increasing applications, improving retention rates, or boosting alumni engagement.
- Who’s our target audience? Tailor marketing messages and strategies to primary and secondary audiences.
- What are our differentiators or unique selling points? Identify and highlight the unique aspects of your university that differentiate it from competitors. Focus on those that are most compelling to target students.
- Which channels will we use? Determine the most effective channels for reaching your target audience, including social media, email, events, and traditional media.
- How will we measure success? Establish metrics and KPIs to track the performance of your marketing campaigns and adjust strategies as needed.
Many of these questions necessitate research as well. Campos often partners with higher education institutions to identify target audiences, explore their needs and preferences, develop and test messaging, and ascertain how best to reach them.
The Role of Market Research in Higher Education Branding & Marketing
Without the guidance of market research, catching potential student’s attention is like trying to navigate a maze blindfolded. Market research is the compass that brings clarity to university branding and marketing. So, how should you go about it?
Given the vast array of research avenues and university branding and marketing tactics available, it can be challenging to determine what to prioritize and why. That’s where a partner like Campos makes a difference. Every project Campos undertakes is custom-built based on a university’s objectives, timeline, and budget. There’s no one-size-fits-all approach, but we typically use one or a combination of the following research methodologies:
- Surveys: Quantitative research, including survey research, is essential for many university brand projects. This allows us to gather input and feedback at scale, with statistical validity. This data validates hypotheses and enables advanced analytics, like segmentation and driver analyses.
- Focus Groups: Qualitative research, including focus groups, in-depth interviews, and dyads or triads, allows deeper conversations with students, faculty, and other stakeholders, either in person or virtually. A trained moderator conducts these sessions using a discussion guide to explore the “why” behind behaviors and perceptions without directly asking why. The choice of methodology depends on whether feedback requires respondents to interact and build on each other’s ideas.
- Virtual Discussion Boards: Virtual discussion boards offer a way to learn about stakeholder behavior and interaction with your university brand. These asynchronous engagements combine qualitative and quantitative elements and are moderated by a professional researcher who can probe for deeper insights as needed.
- Ethnographic Research: By observing people in natural environments (e.g., their home, campus, or local community), we learn about their everyday lives and experiences and how these intersect with your university brand.
Partnering with Campos for Your Higher Education Marketing Strategy
Campos collaborates with your institution to understand the current state of your brand and goals—whether it’s refreshing a brand, testing new marketing campaigns, gauging student and alumni perceptions, or exploring innovative academic programs. We’ll guide you in selecting the most influential research methodologies and clearly communicate the actionable insights you’ll gain. This ensures you can make informed decisions that drive your university’s success.
Ready to explore the possibilities? Reach out to us here.
