Service Line: Brand Strategy

It was little more than a decade ago when institutions were arguing about whether a Chief Marketing Officer (CMO) was needed. Today, the role is essential at nearly every institution, given the complexity of recruiting and fundraising. Today’s best practice is to assemble a highly data-driven and strategic marketing operation that performs critical functions for enrollment, strategic communications, and fundraising to deliver true return on investment in all areas. Marketing is a key performance engine, not a service organization.

In today’s higher education landscape, traditional marketing strategies—built on demographics, test scores, and zip codes—no longer provide the depth needed to engage and convert modern students. While demographics tell us who and where—they don’t tell us why.

In the realm of higher education, the art of brand activation goes well beyond marketing. It is the dynamic process of breathing life into the brand, transforming institutional values and visions into lived experiences and tangible outcomes.

Our webinar about Missouri Online’s path from seeing an opportunity to realizing their goal and how they did it was a lot of fun. If you missed out on the live conversation and want a quick recap of what was discussed, look no further!