In the fast-evolving landscape of higher education, universities and colleges face the constant challenge of staying relevant and engaging with their audience. In an era dominated by digital platforms, a strong online presence is not just desirable, but imperative. 

Success lies not only in creative brilliance, but also in strategic collaboration with various departments during brand, web, and digital projects.

The Importance of Holistic Collaboration

Effective collaboration is the cornerstone of successful projects. In the context of higher education, where institutions are multifaceted with diverse academic departments, administrative units, and student services, it’s crucial to bring in the right stakeholders from the outset. A holistic approach ensures that the brand, web, or digital project aligns seamlessly with the institution’s goals, values, and unique identity.

1. Bringing Academia into the Fold

When embarking on a branding journey for a higher education client, involving academic departments is paramount. These departments are the backbone of the institution, each contributing to its distinct academic flavor. 

Collaborate with faculty and department heads to understand the unique selling points of their programs, research achievements, and educational philosophies. Incorporating these insights into the branding strategy ensures a genuine representation of the institution’s academic excellence.

2. Navigating the Administrative Landscape

Administrative units play a crucial role in shaping the overall university experience. Admissions, student affairs, and alumni relations are key areas that can significantly impact brand perception. 

By collaborating closely with these departments, advertising agencies can tailor strategies that resonate with prospective students, streamline the admissions process, enhance student life, and foster a strong sense of community. Administrative collaboration is particularly crucial in digital projects like website development where user experience is paramount.

3. Student-Centric Digital Initiatives

In the digital age, a university’s website is often the first point of contact for prospective students. Ensuring a seamless and engaging online experience requires collaboration not only with the IT department, but also with student representatives. 

Conduct focus groups, gather feedback, and involve students in the decision-making process to create a website that reflects their needs, expectations, and aspirations. This collaborative approach not only enhances the digital presence, but also fosters a sense of ownership among the student community.

The Power of Cross-Functional Teams

Successful teams recognize that cross-functional teams are the key to unlocking the full potential of higher education projects. By bringing together experts from design, marketing, technology, academia, and administration, a comprehensive understanding of the institution is developed. 

This holistic perspective not only leads to more effective brand communication, but also ensures that the website and digital initiatives align seamlessly with the institution’s overall vision.

Conclusion

In the realm of higher education advertising, success is not just about creating eye-catching visuals or implementing cutting-edge technologies. It’s about understanding the institution’s DNA and weaving it into every aspect of the brand, web, and digital projects. 

Strategic collaboration with academic departments, administrative units, and student representatives ensures that advertising agencies deliver campaigns that resonate deeply with the target audience. By working hand-in-hand with the diverse stakeholders within a higher education institution, advertising agencies can elevate their projects from mere campaigns to transformative experiences that we can collaborate with you and your university team today. 

Picture this: You’re a student trying to choose a college or university to attend. You’re overwhelmed by all of the information, each school claiming to be the best this, the top-ranked that, and all of them are promising that “Your journey starts here.” It’s… a lot. So, how do you make an impression on students drowning in a sea of options? Enter brand messaging!

Brand messaging is like your institution’s personal elevator pitch. It’s the way you communicate your unique values, mission, and offerings to prospective students and stakeholders. 

And why does that matter? We’ll break it down for you:

1. The right brand messaging will get you noticed (in a good way). 

Brand messaging is an opportunity to share the real you with the world: what makes your institution the unique, fun, exciting experience you and your students know it to be. And it will quickly become a pillar of how people recognize you. Your tagline becomes a rallying cry, your mission becomes a mantra — and it’s how the world will see your institution moving forward. 

Consider your brand messaging as a chance to put your best foot forward. How do you want to be perceived? What words do you want people to think of when they hear your school’s name? That’s the foundation of your brand messaging. 

2. You’ll hook more right-fit students with messaging that resonates.

Students want to go where they feel welcomed; where they feel seen, heard, and comfortable. And while they may have outside influences helping to make their decision, like guardians and mentors, it’s ultimately up to them where they wind up. They’ll be looking very closely at your programs, your class schedules, your campus life, and — most importantly — how it’s all presented to them.

The research they do, whether they realize it or not, is giving them an idea of what to expect when they’re on campus. If they’re reading something bland and generic, there’s a good chance they’ll believe their experience will be bland and generic. But if they’re reading something exciting, inspiring, and aspirational, well… who wouldn’t want to go there?

3. Authentic brand messaging builds trust and street cred.

Here’s a pro-marketing tip: Always, always, always honor your brand. Especially in your brand messaging — it’s kind of a cornerstone of who you are and what students and stakeholders can expect from your institution. If you’re making a promise, you need to ensure that your institution can follow through. That’s what builds credibility and respect in your brand, which strengthens trust, connection, and sense of community with your audience. 

So, rather than trying to be something you’re not, embrace who you are. Because what may seem like a deterrent for some students (small or large, rural or inner-city, traditional or progressive) could be the exact reason why your institution is the perfect fit for others.

4. It’s how you stand apart and above the rest. 

Think of brand messaging as your higher ed institution’s secret weapon. It’s how you communicate who you are and what you stand for to your various audiences: students, alumni, faculty and staff, and stakeholders. And it’s how you differentiate yourself from what all the other school’s are saying. 

By staying true to your brand, you can effectively communicate what makes you different and why students would want to attend your school. You can capture the unique experience of your campus life, the values that your institution instills in its students and faculty, and what students can expect for their time there and beyond. Because attending college is about more than just classes and courses (which everyone is offering) — it’s about the kind of experience you can provide and the lessons learned both in and outside of the classroom. 

In a world where colleges and universities are a dime a dozen, having a clear, compelling, and fun brand messaging can make all the difference to students trying to find the right fit. It can help you stand out, build trust and credibility, and create a deeper connection among your students, alumni, faculty, and staff. And from there, things can only go up.

In the realm of higher education, there’s an undeniable challenge: the tendency for institutions to blend into the same indistinguishable mold. It’s an issue that permeates both our marketing strategies and, even more critically, our student recruitment efforts.

Picture this: prospective students receiving a stack of postcards from various institutions, all bearing an eerily similar template with a standard “insert obligatory picture of campus here” section. It’s a tiresome sight, isn’t it? It’s time for a change.

Don’t get us wrong; the traditional methods have their merits and have proven effective for countless institutions over the decades. But what we’re witnessing in higher education today is a shifting landscape. What works for one institution may not necessarily work for another, and the further we stray from our unique institutional identity, the greater the challenges we face.

The Problem with Playing it Safe

This is the core issue plaguing higher education: the realization that one solution does not fit all. Many of our marketing and branding clients are private liberal arts institutions, each with distinct strengths and challenges. Yet, it’s disheartening to see other large, one-size-fits-all agency teams offering a cookie-cutter approach to admissions teams.

And this is just one example where this happens. Many institutions continue to struggle with enrollment, primarily because these solutions fail to cater to their students and their families’ unique needs.

The Importance of Standing Apart and Above

In an educational landscape that often feels homogenized, students seek institutions that genuinely understand and value their individuality. When an institution consistently demonstrates that it recognizes and remembers what sets each student apart, it fosters a sense of belonging and engagement. This personalized approach not only enhances the overall educational experience, but also creates a lasting bond between the student and the institution.

It goes beyond mere academics; it’s about being part of a community that cares about their journey, their dreams, and their success. Students want to know that they are not just a number, but a meaningful part of the institution’s story; and institutions that prioritize keeping students top of mind are more likely to inspire loyalty and success in their student body.

From a branding perspective, it’s crucial to acknowledge that prospective students choose your institution for a reason. Highlighting that uniqueness in your enrollment marketing strategy is the key to success.

The only way to achieve this is by establishing a robust collaboration between your enrollment and marketing teams. From the very first interaction with your brand, students should be able to grasp what your institution stands for and envision themselves within it.

The Solution: Bridging Marketing and Enrollment

This brings us to the most impactful transformation you can make in your enrollment marketing efforts: bridging the gap between marketing and enrollment. When these forces unite, the potential for a consistent message, authenticity, and a unique visual identity that resonates with your institution’s spirit becomes evident. It’s this synchronization that will elevate your communication plan to new heights.

Now, why is this synchronization essential? It’s not merely about standing apart from the crowd of institutions offering education. It’s about:

• Nurturing a clear enrollment marketing plan that doesn’t just speak to students, but also captures their hearts
• Crafting a message that doesn’t just convey information but evokes emotions
• Engaging in a dialogue that doesn’t just address queries but forges connections

Enrollment marketing isn’t just a matter of numbers; it’s about creating a narrative, an experience, and a journey. It’s about fostering a bond that extends beyond a transaction, where students don’t just enroll in your institution, but they become a part of its story.

If you’re eager to explore how GMB has aided institutions in bridging this crucial gap and crafting a higher ed enrollment marketing plan that genuinely works, we’re eager to connect with you. Because together, we can turn the tide in higher education marketing and recruitment, making a lasting impact that extends far beyond the classroom.

In today’s digital age, websites have become the face of higher education institutions for many prospective and current students, faculty, and alumni. It’s essential for universities and colleges to have a website that is not only functional, but also visually appealing. Good higher ed website design is crucial for many reasons, including creating a positive user experience, building a solid brand identity, and improving conversion rates. A well-designed website will also bring your brand’s mission, values, and messaging to life for its users.

What are some best practices to follow when designing or redesigning a higher ed website? For starters, focusing on a few core foundations, such as user-centered design, storytelling, web accessibility, and mobile responsiveness, will all contribute to a more engaging user experience. 

User-Centered Design

As the digital landscape continues to grow, user experience (UX) has become a vital aspect of website design. It’s no longer enough to simply create a website that looks good. To be successful, websites must be easy to use, intuitive, and meet the needs of the people who use them. That’s where user-centered design comes in.

Storytelling

With so many higher education websites out there, it can be difficult to stand out. Storytelling is a powerful tool that can make your higher ed website design more engaging and memorable. 

Incorporating storytelling into your website’s design can create an emotional connection with your audience, build trust, and communicate your brand message in a way that is both entertaining and informative. 

By telling a unique and engaging story through visual design, photography, and copywriting, you can set your higher ed brand apart from the competition and create a strong impression with your audience.

User-centered design is a design approach that puts the needs and wants of users at the forefront of the design process. It takes into account the users’ goals, motivations, and behaviors to create a website that is tailored to their needs. Prioritizing the user experience will ensure that your site is easy to navigate and understand, providing a more satisfying and enjoyable experience for users, which makes it more likely they will stay on the site longer and engage with it more. 

Accessible Web Content

The Web Content Accessibility Guidelines (WCAG) are a set of internationally recognized guidelines for making websites accessible to people with disabilities. It includes areas like color contrast, functional images, and font usage hierarchies. By following these guidelines, you can ensure that your website is usable and accessible to a wider audience, which can improve the user experience for everyone who visits your site.

An additional benefit of following WCAG is that it improves your website’s Search Engine Optimization (SEO). Websites that are accessible to people with disabilities are often easier for search engines to crawl and index. This means that your website may be more likely to appear at the top of search engine results, which can help you reach more potential visitors.

Mobile-Responsive Strategy

With the increasing number of people using mobile devices to browse the web, a higher ed website design that is mobile-responsive has become a necessity for higher education sites. 

A responsive website is designed to adjust its layout and content to the size of the user’s screen, providing an optimal viewing and navigation experience on any device. Wise design strategies for all page elements, such as responsive grids, font sizes, fluid images, and device breakpoints, are critical parts of the design process.

There are numerous benefits to using an effective mobile-responsive strategy with your higher education website, including an improved user experience, increased reach, and better SEO and conversion rates.

In Conclusion

Incorporating user-centered design, storytelling, web accessibility, and mobile responsiveness into higher ed website design creates a valuable investment for any higher education institution looking to stand apart and above in today’s crowded digital landscape.

If this question is at the forefront of discussions at your institution, then the answer is probably YES! Your brand is the soul of your organization and the reason a prospective student and family will choose you against other institutions. If you’ve recently asked yourself, “Does our messaging reflect who we are? Why would a prospect choose us? Can our audience see themselves in our campaigns?” then keep reading. A university rebrand can be a powerful tool for creating a fresh, modern image and connecting with new audiences. It’s even more powerful when you uncover your institution’s authentic self and share it with the world, unapologetically. Here are a few reasons why a university might choose to rebrand:

1. To reflect changes in the university: Universities are constantly evolving, and a rebrand can reflect changes in the institution’s mission, values, or focus. For example, a university may have added new programs, expanded its research capabilities, or new leadership may have come on board. A rebrand can help communicate these changes to the public.
2. To Stand Apart and Above in a crowded market: With so many universities vying for student enrollment, research funding, and prestige, it can be challenging for any one institution to stand out. A rebrand can help a university differentiate itself from its competitors and create a unique, memorable image.
3. To reach new audiences: A rebrand can also help a university connect with new audiences, such as prospective students, donors, or business partners. By updating its image and messaging, a university can appeal to new groups of people and expand its reach.
4. To create a sense of unity and purpose: A rebrand can also create a sense of unity and purpose among students, faculty, and staff. By crafting a new visual identity and messaging, a university can help people feel more connected to the institution and more motivated to be part of its mission.
5. Attracting more right-fit students: A rebrand can help a university appeal to prospective students by showcasing its strengths and highlighting the unique opportunities it offers. Aligning who you are with the prospective student who could thrive at your institution is incredibly powerful and impacts enrollment, retention, graduation rates, alumni engagement, and future advancement of the university. 
6. Enhancing the student experience: A rebrand can also create a sense of pride and belonging among current students. A strong, cohesive visual identity makes students feel more connected to the university and more likely to get involved in campus life.

A university rebrand can significantly impact your university’s image and identity. However, the biggest impact you can make is to lean into your institution’s strengths and unique attributes that make you truly amazing. And here at GMB, we encourage you to own who you are and share it with the world.