New Insights on Brand Strategy for Colleges Essential for Enrollment Growth
In a rapidly changing landscape, colleges and universities are facing substantial challenges regarding student enrollment. To help institutions navigate these difficulties, a new report titled 'What's Your Brand Neighborhood?' has been released by Encoura, a prominent educational technology and research organization. This pioneering research facilitates a better understanding of institutional branding and its impact on attracting students, aiming to enhance enrollment strategies amidst a competitive environment.
In recent years, demographic shifts and an intensified competition among educational institutions have led to what is described as an enrollment cliff. As birth rates decline and the pool of eligible students contracts, institutions must drastically rethink their branding and positioning strategies. The report emphasizes a shift from a traditional institution-centric approach to a more student-centric brand strategy. But how does a college or university effectively communicate its value to prospective students?
Understanding one's 'Brand Neighborhood' emerges as a pivotal strategy for competitors in higher education. The term 'Brand Neighborhood' refers to the unique identity and character of a college's branding within its specific market segment. Based on extensive research data from Eduventures' Prospective Student Brand Research™, this approach segments institutions into different neighborhoods depending on their primary brand identity and secondary characteristics. The study categorizes both public and private colleges into four distinct neighborhoods that reflect varying perceptions among students.
For public four-year institutions, the neighborhoods are:
For four-year private institutions, the neighborhoods include:
The report's author, Kim Reid, who is a principal analyst at Eduventures, states that for institutions to thrive amidst ongoing market challenges, they must first understand their branding neighborhood and then work to outperform their peers regarding key metrics such as graduation rates and debt-to-earnings ratios. Rather than pursuing a prestigious brand identity, a more effective strategy is to benchmark against genuine competitors and identify gaps that need closing in important areas.
Reid emphasizes the importance of focusing on the question, 'How can we serve our students better than anyone else in our neighborhood?' This reflects a shift in priorities, moving away from ambitions of rebranding toward refining and enhancing existing strengths. In a contracting market, success relies on clarity and a focused approach rather than drastic changes in branding.
With over 2,000 member institutions, Encoura has long served as a data science and research pillar in education. The organization provides essential insights and strategies for colleges to adapt effectively, ensuring that they meet the evolving needs of prospective students. As the landscape continues to shift, understanding the nuances of branding becomes increasingly significant not only for attracting students but for fostering long-term institutional growth and success.
For more insights and information on 'What's Your Brand Neighborhood?', institutions and interested parties can request a copy of the report directly from Encoura. By understanding and leveraging their brand identity, colleges can aim to navigate these tumultuous waters and emerge successfully in the new educational era that lies ahead.
In recent years, demographic shifts and an intensified competition among educational institutions have led to what is described as an enrollment cliff. As birth rates decline and the pool of eligible students contracts, institutions must drastically rethink their branding and positioning strategies. The report emphasizes a shift from a traditional institution-centric approach to a more student-centric brand strategy. But how does a college or university effectively communicate its value to prospective students?
Understanding one's 'Brand Neighborhood' emerges as a pivotal strategy for competitors in higher education. The term 'Brand Neighborhood' refers to the unique identity and character of a college's branding within its specific market segment. Based on extensive research data from Eduventures' Prospective Student Brand Research™, this approach segments institutions into different neighborhoods depending on their primary brand identity and secondary characteristics. The study categorizes both public and private colleges into four distinct neighborhoods that reflect varying perceptions among students.
For public four-year institutions, the neighborhoods are:
- - Accessible: This category encompasses colleges that are not only affordable but also focus on serving underserved populations (38% identification).
- - Affordable: Institutions known for their low prices but perceived lower quality (34%).
- - Spirit: Colleges where athletics play a significant role in the student experience (19%).
- - Academic: Those institutions recognized for their high academic quality (9%).
For four-year private institutions, the neighborhoods include:
- - Value: Institutions perceived as balancing quality and affordability (35%).
- - Balance: Colleges where no particular characteristic outweighs others (35%).
- - Academic: Institutions boasting strong perceptions of academic excellence (20%).
- - Career: Colleges that emphasize preparing students for specific industry-focused career paths (10%).
The report's author, Kim Reid, who is a principal analyst at Eduventures, states that for institutions to thrive amidst ongoing market challenges, they must first understand their branding neighborhood and then work to outperform their peers regarding key metrics such as graduation rates and debt-to-earnings ratios. Rather than pursuing a prestigious brand identity, a more effective strategy is to benchmark against genuine competitors and identify gaps that need closing in important areas.
Reid emphasizes the importance of focusing on the question, 'How can we serve our students better than anyone else in our neighborhood?' This reflects a shift in priorities, moving away from ambitions of rebranding toward refining and enhancing existing strengths. In a contracting market, success relies on clarity and a focused approach rather than drastic changes in branding.
With over 2,000 member institutions, Encoura has long served as a data science and research pillar in education. The organization provides essential insights and strategies for colleges to adapt effectively, ensuring that they meet the evolving needs of prospective students. As the landscape continues to shift, understanding the nuances of branding becomes increasingly significant not only for attracting students but for fostering long-term institutional growth and success.
For more insights and information on 'What's Your Brand Neighborhood?', institutions and interested parties can request a copy of the report directly from Encoura. By understanding and leveraging their brand identity, colleges can aim to navigate these tumultuous waters and emerge successfully in the new educational era that lies ahead.
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