CASE Insights Framework for Brand and Reputation Metrics in Education
Stemming from a global collaboration led by the Council for Advancement and Support of Education (CASE), this framework highlights and addresses a critical need for consistent measurement and evaluation practices in marketing and communications.
The CASE Insights Framework for Brand and Reputation Metrics in Education represents a significant milestone in the field of marketing and branding in the sector. This work stems from a global collaboration led by CASE, and highlights and addresses a critical need for consistent measurement and evaluation practices in marketing and communications.
This framework encompasses six key categories of measurements, including brand development, recruitment and retention, strategic communications, alumni engagement, philanthropy, and external engagement/public affairs. Each category addresses specific aspects of marketing and communication performance, providing institutions with examples of actionable metrics to guide their strategies.
CASE has a long-established track record of establishing Global Reporting Standards that set measures for philanthropy and, more recently, for developing Alumni Engagement Metrics, but has not yet developed similar guidance for marcom professionals in education. CASE will share the framework with professionals at CASE conferences and volunteer meetings to solicit feedback and additional measures, as it prepares to develop standard definitions and a survey that will enable collection of school and institutional data and benchmarking of performance.
Paving the way toward a standardized approach to measurement and evaluation, the framework seeks to serve as a cornerstone for the future of effective marketing and communications in education.
Members of the CASE Marketing & Communications Thought Leadership Group
Joe Devo
Director of Marketing and Communications
Birmingham City University,
Birmingham, England, United Kingdom (U.K.)
Dan Dillion
Vice President for Marketing and Senior Advisor
University of Florida, United States (U.S.)
Formerly CEO of Arizona State University
Enterprise Partners*
Dan Griffin
Director of Institutional Communications
Brunswick School, Connecticut, U.S.
Carly Kite Lapinski
Vice President for Marketing Communications and Content Strategy
Brown University, Rhode Island, U.S.
Adrienne Nazon
Vice President of External Relations and Communications
University of Illinois System, Illinois, U.S.
Christy Lea Moss
Vice President Marketing and Membership
University of Illinois Alumni Association, Illinois, U.S.
Jonathan Sabarre
Director of Marketing and Communications
Newcastle University, Newcastle upon Tyne, England (U.K)
Jason Simon
CEO and Partner
SimpsonScarborough,
Oakland, California (U.S.)
Teresa Valerio Parrot Ed. D, MPA, APR Principal
TVP Communications,
Boulder, Colorado (U.S.)
Chris Walker
Director of Media and Strategic Communications
University of Southern Queensland, Brisbane,
Queensland, Australia
Formerly Director of Marketing and Communications, Brisbane Grammar School*
Terry Flannery, Ph.D.
Executive Vice President and Chief Operating Officer
CASE, Washington, District of Columbia (U.S.)
Cara Giacomini, Ph.D.
Vice President for Data, Research and Technology
CASE, Seattle, Washington (U.S.)