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How can you develop effective marketing and branding strategies in higher education?

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Higher education is a competitive and dynamic sector that requires effective marketing and branding strategies to attract and retain students, faculty, staff, alumni, donors, and partners. Marketing and branding are not just about creating logos, slogans, or brochures, but about communicating the value, identity, and reputation of your institution to your target audiences. In this article, you will learn how to develop effective marketing and branding strategies in higher education by following these six steps:

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1 Define your goals

Before you start developing your marketing and branding strategies, you need to define your goals and objectives. What are you trying to achieve? Who are you trying to reach? How will you measure your success? Your goals should be SMART: specific, measurable, achievable, relevant, and time-bound. For example, you may want to increase your enrollment rate by 10% in the next academic year, or improve your ranking in a certain category by 5 points in the next three years.

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Carlos Eduardo

Sócio-consultor na Segunda Opini?o
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1 - Entenda seu ambiente interno (principalmente os 4 P's, RH e budget). 2 - Pesquise / conhe?a seu mercado (conhe?a bem seus concorrentes e seus consumidores). 3 - Analise os dados e informa??es coletadas (SWOT, por exemplo). 4 - Em fun??o das análises estabele?a seu público-alvo e seus objetivos. 5 - Levando em conta seu público-alvo e seus objetivos, defina suas estratégias (o que você precisa alterar no seus P's para atingir seus objetivos). 6 - Estabele?a os indicadores de performance. 7 - Implemente e monitore as estratégias definidas.

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Barbara Vokatis, Ph.D.

International Expert & Innovator in Animal-Assisted Education| Professor at SUNY Oneonta| Literacy Programs and Clinic Coordinator| Award-winning Author| Keynote Speaker| Parent of neurodivergent teen
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It’s really important to understand whom we want to attract. Therefore, different recruitment strategies will need to be employed for residential undergraduate students and remote graduate students. Each of these populations has different needs.

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2 Research your market

The next step is to research your market and understand your target audiences. You need to know who they are, what they want, what they need, what they value, and how they perceive your institution. You can use various methods to gather this information, such as surveys, interviews, focus groups, online reviews, social media analytics, or competitor analysis. You should also segment your market into different groups based on their characteristics, needs, preferences, and behaviors. For example, you may segment your prospective students by academic level, program of interest, geographic location, or financial status.

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Brian Tinker

Visual Communicator / Instructional Designer
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When marketing higher education offerings it is important recognize, that there are typically four very different audiences: prospective students, parents, donors, and potential community partners. The marketing efforts that are effective with one audience, might not be as effective with another. But higher education marketing budgets are famously lean, so you'll rarely have the luxury of marketing to each market segment individually.

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3 Develop your positioning

Based on your research, you need to develop your positioning statement, which is a concise and compelling statement that summarizes how you want your target audiences to perceive your institution. Your positioning statement should highlight your unique value proposition, which is the main benefit or advantage that you offer to your market. Your positioning statement should also differentiate you from your competitors and align with your goals and vision. For example, your positioning statement may be: "We are the leading institution for innovation and entrepreneurship in the region, providing our students with cutting-edge education, hands-on experience, and global opportunities."

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4 Create your brand identity

Your brand identity is the visual and verbal expression of your positioning statement. It includes your name, logo, tagline, colors, fonts, images, tone of voice, and other elements that convey your personality and values. Your brand identity should be consistent, coherent, and recognizable across all your communication channels and touchpoints. You should also create a brand guideline that documents your brand identity and provides rules and examples for its application. For example, your brand guideline may specify the size, color, and placement of your logo, the fonts and colors for your headings and texts, and the tone and style for your messages.

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Alicia Alvarez, PhD

Director of Clinical and Research Services at UTCCB
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First thing first, in my opinion you should start by clarifying your institution's mission, values, and key differentiators. Identify what sets your institution apart from others and what values you want to communicate to your target audience. Then I agree, the basic steps are: - Establish your institution's unique personality, values, and voice. - Identify key attributes that differentiate your institution from others. - Craft a compelling brand narrative that resonates with your target audience. - Develop visual elements such as logos, colors, and typography that reflect your brand identity. - Ensure consistency in messaging and visual representation across all communication channels.

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5 Implement your marketing mix

Your marketing mix is the combination of tools and tactics that you use to communicate your brand identity and positioning to your target audiences. It includes four main elements: product, price, place, and promotion. Product refers to the programs, services, and experiences that you offer to your market. Price refers to the tuition fees, scholarships, and financial aid that you charge or provide to your market. Place refers to the locations, channels, and platforms where you deliver or distribute your product. Promotion refers to the activities and materials that you use to inform, persuade, or remind your market about your product. You should choose and optimize your marketing mix based on your goals, market research, and budget.

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6 Evaluate and adjust your strategies

The last step is to evaluate and adjust your marketing and branding strategies based on your performance and feedback. You should monitor and measure your results using various indicators, such as enrollment rates, retention rates, graduation rates, satisfaction rates, ranking scores, reputation scores, or return on investment. You should also collect and analyze feedback from your target audiences using various methods, such as surveys, interviews, focus groups, online reviews, social media comments, or testimonials. You should use your results and feedback to identify your strengths, weaknesses, opportunities, and threats, and to make improvements or changes to your strategies as needed.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you develop effective marketing and branding strategies in higher education?

1

2

3

4

5

6

7

1 Define your goals

2 Research your market

3 Develop your positioning

4 Create your brand identity

5 Implement your marketing mix

6 Evaluate and adjust your strategies

7 Here’s what else to consider

Higher Education

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How can you develop effective marketing and branding strategies in higher education?

1

2

3

4

5

6

7

1 Define your goals

2 Research your market

3 Develop your positioning

4 Create your brand identity

5 Implement your marketing mix

6 Evaluate and adjust your strategies

7 Here’s what else to consider

Higher Education

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