Uncompromising positions: re-imaging your school? First, find your position in the higher ed market. Then forge your image - Marketing

University Business, July-August, 2002 by Robert A. Sevier

After the survey was completed, we discovered that the top seven words and phrases most often used by people who completed the survey were the following:

* not well-known

* athletics

* far away

* party school

* big

* football

While the results of the survey were very helpful, what made the exercise even more insightful was how this list of words and phrases compared to the words and phrases chosen by the senior administrators of the college, to describe their brand. The administrators used words and phrases such as:

* academic quality

* research university

At this point, the administrators realized they had a major disconnect on their hands. They were describing the institution one way, and some of their most important external target audiences were describing it another way.

There are many ways to gather initial image and perception data. More important than the strategy you use is the commitment you make to gather image data as the necessary first step in creating a new image.

WHAT DO YOU WANT TO BE KNOWN FOR?

In the end, college and university administrators must face the core issue--and its simple, but unavoidable question: What do you want to be known for? Some colleges choose a single word or phrase. Furman University (SC) wants to own the word "engage." The university's admissions Web site, for example, is located at www.engagefurman.com. Buena Vista University (IA) wants to own the word "wireless." Their URL is www.mywirelesscampus.com, Centre College (KY) wants to own the word "exceptional." Centre (www.centre.edu) consistently uses this word to describe itself and its students and is not surprised when the media begins using this word as an adjective for the college as well.

Shrewdly, Buena Vista used "My Wireless" as the theme on a coordinated series of billboards, radio spots, and mall kiosks. As a result, the university's name recognition and association with wireless technology skyrocketed in the markets where the media was deployed. Even more important, their inquires and applications shot up.

Now, not every college can own one word. Some insist they need two or three--even four or five. The key is this: The fewer valued words or positions you own, the better, because it allows you to focus your messages. Of course, the words and phrases you want to own must pass three important hurdles:

* Is the word or phrase important to internal and external audiences?

* Is it believable?

* Does it differentiate your institution from the competition, where possible?

ESTABLISH THE IMAGE

We can't cover the entire topic of image building in a single column, but we can look at key components--the first of which is to use an enriched mix of coordinated media. For example, your school's print ads, Web, and special events should all be communicating the same message.

Next, be prepared to customize the media mix and message for each audience. For example, adult students are more responsive to drive-time radio. Traditional college-age students, however, are more likely to respond to direct mail (assuming that you have done the brand marketing beforehand). Talk to your most important audiences and ask them about the interpretations of your message they are most interested in. Then ask them to describe the media channels to which they are most likely to respond.