What the People Want
When it comes to communicating their value to the public, universities have not been shy. They have hired staff, redirected precious time and resources, and even taken out magazine ads and billboards to toot their horns and tout their feats in important markets. But is their message being heard?
A university’s message, properly crafted, is its brand, although some on campus still resist a term that they associate more readily with cereal and shampoo commercials. But a brand is what separates one university from thousands of others, elevating it above competition and distinguishing it in a crowded field of institutions with similar goals.
Originally published: November 7, 2022
Author: E. Gordon Gee
Institution: West Virginia University
Published by: Inside Higher Ed