Higher Ed Marketers: Elite Universities Go Virtual, Making You More Valuable

With last month’s announcement that scores of top-tier research universities will begin offering popular courses online, the work of higher education marketers just became more critical and urgent than ever. The situation wields a double-edged sword. While this offers enormous potential for students and the global economy, colleges and universities fear that it may make them obsolete.

According to an article reported by the Associated Press, supporters say these online courses can lower teaching costs, improve learning (both online and off) and significantly expand access to higher education that can fuel technological innovation and economic growth. On the other hand, critics warn that quality virtual education will undermine the finances of colleges and universities. Think about how web content decimated the newspaper and magazine industries.

No doubt some colleges and universities will suffer as a result of the proliferation of these mass open online courses (MOOCs). But you can safeguard your institution by planning and implementing more thoughtful and meaningful marketing—starting with brand differentiation.

By clearly identifying what your institution stands for, who it appeals to and how they’ll benefit from it, you’ll be well on your way to preservation and prosperity. You must convey that you have relevance far beyond the quality education you provide. In short, you must articulate a broader brand vision. That means defining your guiding star, your institution’s chief inspiration, world view and central philosophy. This will provide you the focus you need to achieve long-term goals.

From there, center your work on developing unique brand positioning. Quite simply, the net impression you intend to own in your audiences’ minds. Use this brand positioning statement as your internal strategic brand guide and overall communications compass.

Once positioned, follow up with strong value propositions. Think about the assets and promises you can deliver that make your positioning credible then deliver it in your own fresh voice. Communicate your values through your personality.

As you are well aware, there are many other steps involved in differentiating your institution and communicating value proposition. It can be a long and arduous process. But don’t wait; start this effort now.

It’s the difference between being prepared to thrive in the face of change and being scared into ignoring it. The reality is that higher education just entered the age of marketing, and it’s one where marketing requires a seat at the strategy table. The acknowledgment of senior administrators is not only a game changer, but a lifesaver.