How To Market a University Episode 4: Developing Brand Strategy and Expression in Higher Education

Oftentimes, institutions can fall prey to thinking that they are “done” with rebranding once fonts and logos have been picked and the new website has launched. But today, a brand should be treated as if it is a living, breathing organism…it is constantly either growing or shrinking in value, in recognition, in purpose.

In Episode 4 of the How to Market a University Podcast series, Terry advises what an institution should do once it has completed the market research and it knows who it is, understands what its unique value offer is, and understands who its unique value offer is for. 

She unpacks who should be included in the development of the brand strategy and offers specific ideas for how to build a successful rubric for an institution’s brand platform. 

Register for Enrollify’s Mastercourse on How to Market a University with Terry Flannery.

More About the Series: The How to Market a University Podcast series features vignettes of Dr. Teresa Flannery’s book, How to Market a University.

Terry Flannery has spent her entire career in higher education. She was the first marketing director and chief marketing officer at the University of Maryland, the first Vice President of Communications at American University, and most recently the interim vice president for marketing and communication at Stony Brook University.

At a time of declining public support, a shrinking pipeline of traditional college-bound students, and a steady rise in tuition and discount rates, higher education leaders have never been under more pressure. 

How can they ensure steady or growing enrollments while cultivating greater philanthropic support, increasing research funding, and diversifying revenue streams? 

In How to Market a University, Terry argues that institutions can meet all of these goals by implementing strategic integrated marketing in ways that are consistent with academic culture and university values.

Enrollify and Terry have joined forces to produce Enrollify’s first-ever Mastercouse that mirrors the robust learnings and deep insights packed into Terry’s book. Over the next eight weeks, this special podcast series will give you a taste of what you can expect in the Mastercourse. 

But that’s it…just a taste!  To unpack all of the language, frameworks, tools, and tactics that CMOs or aspiring CMOs will need to lead the work of marketing in higher education, we invite you to register for the Mastercourse on How to Market a University at www.enrollify.org/mastercourse. 

This Mastercourse features guest experts like Seth Odell, Jenny Petty, Jaime Hunt, Ethan Braden, Michael Stoner, Angela Polec, Binty Harvey, Bob Johnson, and many more.  It’s also filled with downloadable templates and worksheets to help you retain the course material. 

And last but certainly not least, this course was made possible by the leading agencies in higher education marketing who came together to support this effort.  

We want to thank SimpsonScarborough, Mindpower, DD Agency, and Ologie for their incredible guidance and partnership.

Register for the Mastercourse on How to Market a University here.