How can you create a compelling brand message for your institution's admissions marketing?

I think when we are discussing schools we need to be careful about the intention of our marketing. Are we attempting to introduce and connect new families to our community or are we only interested in boosting our numbers? School identity is so important and a strong understanding of that identity outside of the leaders office will create its own value to the marketing needs. Be clear on your identity and the rest is easy. Give your community something clear to connect to.

Brand Identity should not be quantified. For example: best, number 1, place to be etc. Brand Identity should reflect the soft and critical traits of value add you as an institution want to give to society. It's different from your vision mission statement however it is the real reason users and partners feel that urge to be associated with you. Brand Identity should be created for institutions as an autonomous body not attached to who is promoting and serving that institution. Once you have the above clear and your delivery and marketing team is on the same page, you are ready to define your actions and expected outcomes from all activities.

A compelling brand message for an institution's admissions marketing should have a unique value proposition such as academic excellence, innovative programs, state-of-the-art facilities, or a supportive community. Secondly, the focus should be to connect with your audience on an emotional level. Highlighting the life-changing experiences, personal growth and more. Thirdly, authenticity and consistency are crucial. Ensure your brand message reflects your institution's values, mission, and culture. Consistency across all marketing channels helps build trust and credibility, two of the most important factors that looked at while applying for an institution.

I agree, your brand voice and brand identity are key differentiators that will set you apart and make you instantly recognizable to your audience. Your brand voice and brand identity should therefore be established prior to carving out your messaging strategy.

Uma das informa??es indispensáveis para atrair mais estudantes para a sua institui??o é a identifica??o do público-alvo do seu negócio. O público-alvo é a parcela de consumidores para o qual a sua institui??o de ensino direciona seus servi?os, produtos e consequentemente as suas estratégias de marketing. A aplica??o da inteligência de mercado para a identifica??o do público-alvo é importante no planejamento por possibilitar a cria??o de a??es mais eficientes. Isso porque elas s?o pensadas a partir das características e interesse de um grupo de consumidores. Entre as características mapeadas est?o a localiza??o, escolaridade, gênero, renda, idade, classe social e comportamento de consumo.

Don't underestimate the ears of your frontline admissions staff. They hear direct feedback from prospective students and families in visit and fair settings all the time. Encourage your staff to share what they hear, or overhear, from students about institutional messaging. You'd be surprised how much can be learned by listening to students casually talk about colleges during a lunchroom visit. The same goes for social listening and being aware of what students are saying about your brand on social media channels.

This is key, as well as ensuring that the brand message is authentically incorporated in reality. That the values in the vision & mission also translate to real life, and a human centered and ethical approach is taken. Over time, this would serve as a testament to the institution itself.

When you have the clarity about your Employee Branding, regarding the image of the organization in general, and Employee Experience, the experience of new students in the talent aquisition processes, then you have done the basics to get started. The Branding roadmap success is ready.

So I recently created a content strategy for a leading University in India. While the earlier messaging focussed on positioning it as a diverse institute with students from across the globe, it didn't quite address some of the key concerns of potential students and their parents. You see, students have a variety of expectations from their higher education institution. These range from college fees and/or admission process to social acceptance to student well-being (mental & physical) to career opportunities and finally the ability to find their tribe. Once an institution is able to segment its audience based on their key concerns, content creation becomes far more streamlined and rewarding. UGC can play a big part in content execution.

Another consideration is 'Adaptive Brand Messaging for Diverse Generational Appeal,' which is vital for successful institution admissions marketing. Begin by articulating your core values, forming the foundation of your identity. Then, tailor your messaging to resonate across generations, balancing tradition with change. Engaging with your audience to understand their needs allows you to use insights to refine your approach. Emphasize your institution’s unique attributes in a manner that personally connects with prospects. This strategy ensures a broad reach and deep engagement, highlighting the community and value your institution offers.