Advancing the brand: university marketing pros give tips on how to build a brand strategy

University Business, Feb, 2007 by Robert A. Sevier

Fisher says York's brand strategy is to convince target audiences that York is a different kind of university. "Our interdisciplinary approach, which was built into our structure since day one, is the primary driver. The result is teaching and research that is more connected to the real world because we examine issues from multiple perspectives, as opposed to one narrow specialization. The end benefit is education--research, teaching--that provides 360-degree insight into complex issues. This approach to education is neatly summed up by York's tagline: Redefine the possible."

Fisher notes that the one thing York would do differently, if given the chance, would be to have a more dearly articulated rollout process so everyone knew where they stood. "I would then have backed it up sooner with policy and procedures to eliminate horse trading!" he says.

As noted earlier, seasoned practitioners depend on research to guide the process and to evaluate results. "At York," says Fisher, "independent research has seen a growth in our reputation among incoming students. Alumni involvement and fundraising dollars are up. So, too, is the number and quality of applications." Like other marketing professionals, however, Fisher cautions that it is dangerous to draw a direct line between marketing and the data because the brand work has been accompanied by a general upgrading of these functions across the university.

Fisher's last piece of advice he would give to a college or university considering the creation of a brand strategy? "Use an external consultant initially, as the community will be far more receptive to third-party objective counsel. I would also urge you to make sure the effort is reality-based, that it is honest about the university's shortcomings. After all, if there's no problem, you don't need a solution."

(See one of York's video spots and hear a radio advertisement online at www.universitybusiness.com/media).

The University of Pittsburgh at Bradford

The University of Pittsburgh at Bradford is a regional public located in northwestern Pennsylvania. During strategic-planning deliberations, it became apparent that the university had not established a discernible presence in the minds of its public beyond a limited geographic area, says Pat Frantz Cercone, director of Communications and Marketing. To establish that presence, administrators knew they needed an integrated approach to marketing that centered on a consistent, clear message.

Like other schools, Pitt-Bradford, as it is called, faced obstacles. "The most salient were limited financial resources and low institutional self-esteem," Cercone says. "Our internal constituents had to be convinced that the necessary financial resources would materialize, even though they were not available during the planning process. In addition, after many years of failing to reach enrollment targets, many of our internal constituents were convinced that because of our rural isolation, we were destined to be a small, fledgling institution."