"With more than 3,000 colleges in the United States still competing for a part of the population that is projected to begin declining by the end of the decade — traditional high-school graduates — institutions are increasingly embracing more-aggressive marketing strategies in order to survive.
For them, marketing is not only about new logos, pithy tag lines, and expensive advertising campaigns. Rather, it is a disciplined way for a college to focus on what makes it different from the competition and to consistently communicate that message to alumni, donors, parents, prospective students, and even legislators."
The article by Erin Strout tells how three colleges use marketing to change an image, reach students, and engage alumni.
Source: The Chronicle of Higher Education May 19
No comments:
Post a Comment