Driving Value in the Student Experience

This week, I attended the Association of University Administrators (AUA) in Nottingham, UK. There were several outstanding keynotes and sessions; the AUA members were excellent hosts and Mike Reilly, Executive Director of AACRAO, and I enjoyed meeting and speaking with our colleagues.

I delivered a working session on the pressures facing HE today and how marketing can help communicate an institution's value proposition to its current and prospective students, parents, guidance personnel and others. As costs rise, accountability increases and markets shift, creating and communicating a clear value proposition for higher education is imperative. With tight budgets, heavy competition and a myriad of communication options/channels, colleges and universities cannot afford unclear messages and unfocused communications and marketing.