subject: Matt Blum's thoughts on Strengthening your University's Brand [print this page] Matt Blum's thoughts on Strengthening your University's Brand
In this horrible recession we are in now, it is very important that you strengthen your brand as much as possible and certainly differentiate yourself from your competition.
The first two things you need to do is be very distinct and be sensitive to the audience you are trying to reach. Specifically, identify key areas where you can be distinct and differentiate. In being sensitive to your audience, you might not want to run TV advertisements during world news tonight or Wheel of Fortune, American Idol might be a better bet.
The next practical thing you can do is incorporate your distinct branding message into everything the university does, including the main switchboard folks who answer the phone. It probably cost a lot of time and money to come up with it, so why not use it?
If you are trying to reach more than just 14-18 year old domestic students, create another brand that is very similar but intertwined with the main brand. For example, catering to a international student should involve more photos of campus, and more photos of the town, since more than likely that student will not visit.
Next,look at how some non-competing businesses are reaching the same niche. Are they using social media? Are they advertising at airport luggage rotunda racks? Are they using web directories? These businesses are reaching these folks, and you can learn from them.
Lastly, eliminate any outdated courses that do not cater to the audience you are trying to reach.
