Marketing, "the M word," was rarely used on college campuses until relatively recently. However, the world has changed for most educational institutions due to rising recruitment and retention costs, the increasing importance of rankings, public demand for more accountability and transparency, and an explosion in the number of marketing channels and vehicles for reaching prospective and current students, alumni, and the public. Because of these shifts, more universities are recognizing the importance that marketing and branding have for their short-term and long-term success.
Marketing is about more than a logo, choosing the right colors, a state-of-the-art web site or a Facebook page. True marketing is about better understanding stakeholder attitudes, beliefs, needs, and preferences, then using this understanding to craft authentic, compelling messages, materials and experiences that attract best-fit candidates and engage them throughout their lifecycle.
We can help you better understand market perceptions among key audiences, and combine research, existing information, organizational values and strengths, and communication strategies to raise awareness and understanding of the institution, and bring key audiences closer to you. Whether it is prospective students, current students, current or prospective clients, faculty, staff, alumni/ae, or other audiences you need to reach, we can help. And we can help with internal marketing and communication because we know that being clear and consistent internally increases the effect and allows you to allocate resources to where they will have the greatest impact.
Mind and Hand Associates can help your institution with:
- Marketing strategy
- Market research (qualitative and quantitative, including in-depth interviews, focus group creation and facilitation, and survey design, execution and analysis; primary and secondary research)
- Competitive positioning
- Message development
- Communication planning and execution
- Marketing measurement and management
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