Colleges and universities, especially small privates, have historically lagged behind the corporate sector and many non-profits when it comes to marketing. For many in academia, marketing has not only been considered a low strategic priority, but even a “dirty word” until more recently.

Those times have changed. Our current market realities – fraught with increased competition and costs, fewer high school graduates, confusing aid options, the questioning of value and a need to connect with a hyper-plugged-in consumer base – have forced dozens of institutions, some with over 100 years of tradition, to merge or close their doors permanently. While not a silver bullet, many colleges and institutions are boosting their competitiveness by leaning hard into proven marketing strategies from the corporate sector. This approach can be used to establish thought leadership, expand brand awareness, build reputation, generate right-fit leads, inform consumers and solidify financial support.

This session will provide an overview of best practices and considerations around applying tried-and-true corporate marketing principles to the marketing of higher education. Berry College will share their approach to achieving success through seven key marketing considerations. Berry has invested significantly in “corporate-style” marketing over the past six years, resulting in record enrollment numbers, a more selective class, increased awareness and a noticeable boost in brand recall. During the presentation, Berry will share guidance for planning, requirements for success and some specific key learnings from implementing this forward-thinking approach to marketing.

Participants will leave with a high-level blueprint for achieving marketing success as well as additional resources and considerations for building out a marketing plan.