By Brad Miller, CMO – Studio Enterprise
As universities and colleges face growing competition for student enrollment, developing a distinct and memorable brand is critical for standing out. Educational institutions must differentiate themselves in a saturated market where potential students have countless choices. As the CMO of Studio Enterprise, an Education Services Provider (ESP) dedicated to helping higher education institutions thrive, I’ve seen firsthand the impact a well-crafted brand can have on student engagement, retention, and overall success.
In this article, I’ll walk you through marketing strategies that work, with actionable steps that even non-experts can implement to build stronger educational brands.
1. Define Your Brand Identity
Your brand is more than just your logo or tagline—it’s the essence of who you are as an institution. Defining your brand identity is the first and most crucial step in building a robust educational brand.
Actionable Steps:
- Clarify Your Mission and Vision: Every institution should have a clear mission and vision. Ask yourself, what is your institution’s core purpose, and what makes it unique to other institutions? What values do you stand by? Write these down and ensure they resonate with your audience.
- Understand Your Audience: Identify who your students are. What are their motivations, challenges, and goals? Tailor your messaging to speak directly to them.
- Audit Your Current Branding: Review your website, brochures, and even social media accounts. Is there consistency in tone, style, and message? Make sure everything aligns with your defined brand identity.
2. Leverage Storytelling to Humanize Your Brand
People connect with stories. A great way to stand out is by telling your institution’s unique story—whether it’s a student’s journey, a faculty success story, or your institution’s history. Storytelling humanizes your brand, making it more relatable to potential students.
Actionable Steps:
- Feature Real Student Experiences: Interview current students or alumni and share their stories through blog posts, videos, or social media. Highlight how your institution helped them reach their goals.
- Create a Narrative: Use your institution’s history or mission to create a compelling narrative. For instance, if your institution focuses on inclusivity, tell stories about how it has changed lives.
- Use Multiple Platforms: Share these stories on your website, in newsletters, and across social media channels to reach a broader audience.
- Get alumni involved: Your graduates are your greatest assets, and the most relatable way for a prospective student to see the connection between their life today and a graduate in a career they love. Highlight success stories of graduates and get your alumni base generating word-of-mouth referral to your institution.
3. Develop a Strong Digital Presence
In 2024, most prospective students will begin their college search online. Therefore, it’s vital to have a strong digital presence that clearly communicates your brand and offerings. A well-designed website is only the beginning—your online presence should extend across multiple platforms.
Actionable Steps:
- Optimize Your Website: Ensure your website is fast, mobile-friendly, and easy to navigate. Information about your programs should be readily accessible, and the overall experience should be seamless.
- Utilize SEO Best Practices: Use relevant keywords (like “best healthcare degrees” or “affordable online MBAs”) on your website to ensure it ranks well on search engines. Regularly update your content to keep it fresh and engaging.
- Engage on Social Media: Platforms like Instagram, LinkedIn, and even TikTok are powerful tools for reaching potential students. Use these platforms to share your stories, promote events, and engage with students in real-time.
4. Focus on Content Marketing
Content marketing is one of the most effective ways to build your educational brand. By providing valuable, relevant content, you position your institution as a thought leader and trusted resource for prospective students.
Actionable Steps:
- Create Blog Posts: Start a blog that answers common questions potential students may have. For example, write about how to choose the right program or the benefits of online learning. Be sure to include keywords to enhance SEO.
- Develop Video Content: Videos are highly engaging, especially for younger audiences. Create virtual campus tours, program overviews, or student testimonials. Ensure videos are short, informative, and visually appealing.
- Offer Free Resources: E-books, webinars, and white papers on topics relevant to your audience (like career advice or study tips) can help build trust and authority.
5. Use Data-Driven Marketing
Building a brand isn’t just about creativity; it’s also about making data-driven decisions. By analyzing data on student preferences, behavior, and engagement, institutions can tailor their marketing strategies for maximum impact.
Actionable Steps:
- Use Analytics: Track metrics such as website traffic, bounce rates, and conversion rates to see what’s working and what’s not. Tools like Google Analytics can offer valuable insights.
- A/B Test Campaigns: Try different variations of your email campaigns, social media ads, or website landing pages to see which performs best. This can help you fine-tune your messaging for greater engagement.
- Personalize Communications: Use data to segment your audience based on interests, location, or program preferences. Personalize your communications to better meet their needs and increase the likelihood of conversion.
6. Build Partnerships for Greater Reach
Collaborating with influencers, companies, or even local organizations can help amplify your brand’s message and reach a broader audience. Partnerships can take many forms, from co-hosting events to creating joint content.
Actionable Steps:
- Partner with Local Businesses: Create partnerships with businesses in your area to offer your students discounts, internships, or career opportunities. Highlight these relationships in your marketing materials.
- Collaborate with Influencers: Consider working with education influencers, such as popular YouTubers or bloggers in the academic space. Their endorsement can significantly increase your brand visibility.
- Join Industry Networks: Participate in local or national higher education networks to exchange best practices and build credibility within the field.
- Leverage Faculty: Get Deans and faculty out in the public and in front of your partners to put a face to your school. Build the brands of these stakeholders through cooperative partnerships.
7. Invest in Paid Advertising
While organic growth is important, investing in paid advertising can give your brand a significant boost. Targeted advertising on platforms like Google and social media can help you reach prospective students who are actively searching for educational opportunities.
Actionable Steps:
- Run Google Ads: Use Google’s keyword planner to identify high-traffic terms related to your programs, and create ads that target students searching for these keywords. For example, an ad for an “online nursing program” can appear when someone searches for exactly that.
- Use Social Media Ads: Platforms like Facebook, Instagram, and LinkedIn allow you to target specific demographics, making it easier to reach potential students who meet your criteria.
- Place Other Media: Utilize other placements, very carefully. They can be costly and most don’t work. But a strategic investment in outdoor, TV and radio can make a big impact on a campus’ student recruiting efforts.
- Measure ROI: Regularly assess the performance of your paid ads to ensure you’re getting a good return on investment. Adjust your strategy as needed to maximize results.
8. Encourage Student and Alumni Advocacy
Your current students and alumni are some of your best brand ambassadors. Positive word-of-mouth, especially testimonials and reviews, can significantly impact a prospective student’s decision to enroll.
Actionable Steps:
- Create an Ambassador Program: Invite students and alumni to become ambassadors for your institution. Encourage them to share their experiences on social media or participate in virtual open houses.
- Leverage Testimonials: Ask current students and alumni to leave reviews on Google, LinkedIn, or your website. Display these testimonials prominently on your website and marketing materials.
- Host Alumni Events: Strengthen your relationship with alumni by hosting regular events, both virtual and in-person. Alumni who feel connected to their alma mater are more likely to promote your institution.
Conclusion
Building a strong educational brand requires a combination of strategy, consistency, and creativity. By defining your brand identity, leveraging storytelling, focusing on digital presence, and using data-driven marketing, you can set your institution apart from the competition. Additionally, partnerships, paid advertising, and student advocacy can amplify your efforts, ensuring that your message reaches the right audience.
The higher education space is evolving, and so should your marketing strategies. Implementing these actionable steps can help you not only build a strong educational brand but also foster lasting connections with students. As the original Education Services Platform, Studio Enterprise has seen these strategies drive real results, and we’re excited to help more institutions build the brands they deserve.
About Brad Miller
Brad Miller is the passionate Chief Marketing Officer (CMO) of Studio Enterprise, an education services platform (ESP) and leading provider of specialized education services to colleges and universities. Since joining the company in January 2019, Brad has been instrumental in developing and executing marketing strategies that drive growth and enhance brand presence. With over 25 years of marketing experience, Brad has consistently delivered exceptional results, positioning Studio Enterprise and its partner institutions for sustainable success.