The CASE Insights™ Framework for Brand and Reputation Metrics in Education is a groundbreaking effort to create global benchmarks for institutional marketing and communications. Developed by ten global communications and marketing thought leaders, this framework aims to establish performance measures that will help institutions demonstrate the value and impact of their professional efforts and extends CASE’s mission to set the global standards for advancement performance and benchmarking.  

“In education, the distributed nature of marketing at many institutions has always made it challenging to track and measure the effectiveness of marketing and communications," says Terry Flannery, CASE Executive Vice President and Chief Operating Officer. "This framework helps bridge that gap by offering practical guidance that adapts to institutional diversity, empowering schools and universities to showcase the value they bring.” 

The framework consists of six key categories of activity within marketing and communications, 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.  

Over the course of several months, CASE will present the framework with marketing and communication leaders to gain their input. Early response from participants at CASE’s 2024 Summit for Leaders, the CASE Europe Advancement Conference, and the Annual Conference on Marketing and Branding was enthusiastic, with some calling it “a game-changer” and others signaling the credibility it will lend to their work.  

Your feedback is essential in ensuring that this framework reflects the most relevant and impactful metrics for the education sector, and there are two ways to do so: 

• Read the report and share an example of a measure you use at your institution that fits within the framework. This will help refine the framework and lead to the establishment of standardized definitions that will benefit the entire field.  

• Express your interest in a webinar at which the framework is presented, and then share your feedback and measurement example. Three webinars will be held before the end of 2024. Reply to be informed of dates and free registration in the coming weeks. 

By participating in this initiative, you are not only contributing to the development of a groundbreaking benchmarking methodology but also gaining insights that will help your institution measure and communicate the effectiveness of its marketing and communications strategies, ultimately enhancing your institution's brand and reputation. Don’t miss your chance to contribute.