Does the promise of higher ed marketing sometimes fall short?
Does the promise of university marketing sometimes fall short?
According to a recent study by psLondon, 37% of prospective students and 40% of current students have second thoughts about their degree.
😳
There’s a gap between what students are sold and the reality of their education.
Also shared - the most common negative words used to describe higher ed marketing:
Unappealing
Not diverse
Desperate
Boring
Spam
How can we improve perception and reduce the chance of second thoughts?
One way: Reflecting student values in our messaging.
It’s not uncommon to see quality teaching, employability or global reputation cited as USPs. But they’re not really unique, are they?
USPs should be remarkable and memorable.
Values can add a much-needed layer of distinction.
In psLondon’s research with over 133 universities, 19 overarching student values have been identified.
But what’s interesting is how WILDLY those values differ, depending on the institution a student attends…
On this episode of the Education Marketer Podcast, I interview Kendra Rogers and Alex Causton MCIM about how universities can create messaging that strikes a chord with their audience.
We touch on decentralised brand strategy, how creators impact the way universities should speak with their students and why brand strategy is no longer about command and control.
