brand differentiation
Build on Living/Learning Community success
Way back when I was a high school junior, one of the brightest stars in our tiny town went away to a prestigious college. Less than a year later he was back, working for the family business. He was accustomed to being a whale in our little pool, but in college he felt he was a step down from krill. I remember thinking if he couldn’t cut it, what hope did I have of succeeding?
I now know that there is so much more to his story. The experience of being a first year college student was baffling, overwhelming and isolating. Since my own trial by fire, lots of innovative programs have been tested to smooth the transition for freshman. Some of the most successful are LLPs – or Living/Learning Programs.
Higher ed institutions of all types–large public universities to selective liberal arts colleges–are benefitting from “living/learning communities” programs that put first-year students into small groups with those who share similar interests like environmental stewardship or entrepreneurship. In “Large universities changing freshman experience”, AP reporter Alan Scher Zagier shares success stories from University of Missouri and University of Michigan, two schools on the forefront of the LLP landscape.
Aside from providing these ready-made peer groups, schools are also proactively pairing students with support and guidance resources. Read more here.
These programs are boosting academic performance and increasing graduation rates…but they are also providing schools with a precious opportunity to define culture and demonstrate a differentiated experience.
Higher Ed marketers can build on this success by bringing these programs to life for prospects, parents and counselors. We also see abundant potential to invite alumni, local employers and special interest donors to participate in these communities.
Differentiation was not in the mail
My teenage son has been going through the process of choosing a college, and I have been keenly interested in the volumes of mail he’s received. (Anyone want a stack of over 300 college solicitations?) As I was purging last month’s mail last night, I pulled out two pieces — from a state university and a private college. I asked my son to tell me about what he thought about each school. He barely glanced at the mailers and said “I don’t know. They look about the same to me.” I asked him what kind of mail he would notice, and he said “Something more energetic. The pictures are boring.”
Now, I know that all that mail is meant to influence me as much as it is to increase his awareness. That well-written copy and sedate, collegiate-looking photography looked “right” to me. When I compared the two pieces, I have to admit that my take away was also that these two schools seemed about the same. But this morning I couldn’t tell you which two schools I was comparing last night. So they did a good job of “selling the category” but not differentiating themselves.
I know we were only a focus group of two, but there may be something in there to learn from.
