ERIC Number: EJ931754
Record Type: Journal
Publication Date: 2010-Oct
Reference Count: 0
Join the Party: Successful Educational Branding is a Group Effort
Moore, Robert M.
CURRENTS, v36 n8 p46-49 Oct 2010
The education market is becoming more competitive and far more crowded. The economic downturn has caused many families to reconsider their priorities, re-evaluate their budgets, and refocus their attention. Once considered one of the dark arts, whose very tenets were unacceptable in a mission-based environment, branding is now widely regarded as an essential activity. According to the 2008 Lipman Hearne/CASE survey of marketing practices in higher education, 97 percent of respondents said the terms "brand" or "branding" were actively used in the campus lexicon. More than 25 percent of the presentation proposals submitted for the 2009 American Marketing Association's Symposium for the Marketing of Higher Education were on branding. Today, an increasing number of brand campaigns are rightfully directed at reaching an institution's broadest strategic goals. While many circumstances and situations can trigger a truly multidimensional branding initiative, success typically involves six factors. These factors are: (1) strong presidential leadership; (2) visionary strategic plan; (3) results-focused marketing leadership; (4) an impatient board; (5) strong commitment to internal communications; and (6) patience and persistence.
Descriptors: Higher Education, Marketing, Leadership, Commercialization, Advertising, Institutional Advancement, Student Recruitment, Competition, Public Relations, Leadership Effectiveness, College Presidents, Strategic Planning, Goal Orientation, Governing Boards, Organizational Communication, Persistence
Council for Advancement and Support of Education. 1307 New York Avenue NW Suite 1000, Washington, DC 20005. Tel: 202-328-2273; e-mail: firstname.lastname@example.org; Web site: http://www.case.org
Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education
Authoring Institution: N/A