Why higher education institutions need a clear position

This is a post by Mary Grondahl about 3E Modern Positioning.

It doesn’t matter how many plans, budgets, or initiatives are rolled out if they aren’t anchored in a clear, intentional, strategic market position. An institution’s position is the north star—the guiding force behind every decision, big and small.

Not a buzzword

Strategic market positioning isn’t a fancy buzz phrase for the marketing team or admissions office to manage. A position is owned by everyone across the institution—from the president’s office to the professors in the classroom. It's not a statement on a website or a tagline in a brochure, it’s a core belief that informs everything from academic offerings and campus culture to recruitment efforts and alumni engagement.

Why is this so important? Because in a competitive landscape, positioning is what differentiates. This is what people say about your institution when you are not in the room. It can be what Google says about your institution when newly aware people search for it. It’s what sets institutions apart, defines value, and helps attract the right students, faculty, and partners.

Inform decisions

A clear strategic market position guides aspirational planning, helps your institution look ahead and stay aligned with core values, mission, and vision, informs every decision—from admissions strategy to resource allocation to program development—and inspires unity. When everyone understands the institution’s position, a shared sense of purpose propels the community forward. If everyone knows where things are going, they can better plan their route.

Ask yourself and your colleagues: What’s your institution’s North Star? And how do you make sure everyone is aligned with it?

Mary Grondahl is Vice President of Modern Strategy and Institutional Positioning at 3 Enrollment Marketing, Inc. If you want to advance your position, talk to Mary Grondahl or contact us.