Brand Management for Enrollment Leaders
Your Best Bet for Fighting Higher Education’s Image Problem
Colleges and universities looking to win over prospective students have never faced a tougher environment, with strident critiques of higher ed having become commonplace in the media. Social channels, in particular, by giving anyone and everyone—including our detractors—a megaphone, amplify their messages like never before.
In this context, brand management—historically an afterthought for many institutions—takes on new and grave importance. A strong reputation in the market, painstakingly built up through your efforts, is the only force able to prevail in the face of profound and widespread skepticism regarding higher education, including doubts regarding the value of a degree from your institution.
Our report walks you through the fundamentals of branding and brand management, addressing topics such as:
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- Securing the necessary resources
- Steps to follow in developing a brand strategy
- Articulating a differentiated value proposition
- Key stakeholders in the process and how to engage them
- Division of labor between enrollment and marketing leadership
- Activating your brand in the marketplace
- Gauging the impact of your brand work
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