Society for College and University Planning
The 'Black Art' of Campus Branding
Here's your SCUP Link to "The 'Black Art' of Campus Branding"
What's a good brand? Why? How about an example or two? This interview by Jeff Wendt, of Today's Campus, with Rob Moore, managing partner of Lipman & Hearne, is brief, but it does answer some of those questions. We think that Northern Arizona University's slogan is excellent:
Q: Is there a noteworthy example at Northern Arizona University?
A. Alumni there felt strongly that they received a great education. But their employers and peers did not share their high regard. An alternate narrative was necessary. The brand campaign led with the message "Mountain Air Makes You Smarter." Each alum now had a new and effective response to the question 'Why did you go to Northern Arizona?' Enrollment has soared.
Labels: branding, marketing, Mission, recruitment, enrollment planning