Stand out in 2012

Author: 

Angie Jones

I have a Bachelor’s Degree in Business Administration with an emphasis in Marketing.  

That’s good for me, right?  Unfortunately, about 17 million people in America have the same degree and emphasis as I do.  Education-wise, I don’t stand out from the pack.

If I want to tell people something that might be deemed interesting about me, my degree shouldn’t be my opener.  It’s not distinguishing and memorable enough. I should probably mention I have five brothers and three sisters. Or I’ve met Albert Pujols. Both are much more unique and interesting!

That brings me to your institution. Let me ask you one of my favorite questions:

What’s unique and different about your school and can’t be said about the competition?  

If I had a dollar for every time I heard, “Our students receive personalized attention,” or “Our campus is stately and beautiful,” I would not have written this blog. I’d be on a warm, sunny beach somewhere soaking up the sun’s rays. Teacher to student ratio is also one I hear a lot, like “10 students for every one professor.” Don’t get me wrong. These are all great things to be proud of, as is my Bachelors Degree in Business Administration. They just don’t move the needle in a prospective student’s mind because the student hears the same thing from all the other schools.

When you consider marketing, take time to analyze what sets your school apart from the rest. Do you offer a unique study-aboard-a-ship for a semester course? I work with a school that does! Is your campus the former home of an oil tycoon? Can your students attend classes in his former bedroom? I work with a school where they can!

Consider your higher education marketing message is your resume that you are putting out to prospective students. To get that interview with prospective students, you are really going to have to set yourself apart.

For example, in addition to showing pictures of your stately campus, include pictures of your students having a good time. I recently saw an email that featured three students in a row boat on campus. It was unusual and eye-catching. If classes are online, show pictures of your campus to drive home the “tradition” aspect of your school. Online education is all the rage but not many schools are backed by decades of tradition.

My point is this. There are things about your school that are truly unique. Why say the same thing every other school is saying? It will be well worth your while to determine your school’s distinguishing points of difference and then market that message out to your prospective students. Reading about those truly unique aspects of your school will be much more interesting and intriguing. With time and consistent messaging, your school can stand out from competing schools and garner a greater share of incoming students.

What’s unique and different about your school? Let us know by leaving a comment.