Failing Forward: Higher Ed Marketing Innovation
Many schools are hesitant to adopt higher ed innovation in their marketing strategy, but the benefits far outweigh the risks. Learn how innovation can change the game for your school!
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Do you know how your institution’s differentiators? Today’s students have an overwhelming number of choices, and they need to know why your institution is the best fit for them.
When you can clearly define and communicate your unique qualities, you will stand out to those who will feel connected to your mission and values from the start.
These are your mission-fit students.
They will thrive at your school, engage fully in your programs, and likely become lifelong ambassadors for your institution.
But your differentiators do more than just boost recruitment, they also shape the entire identity of your brand.
They are the touchpoints that alumni reflect on with pride, the stories you highlight in fundraising campaigns, and the foundation of your reputation in the broader marketplace.
When you truly understand what sets your school apart, your messaging becomes sharper, and cuts through the noise.
A differentiator is anything that sets your school apart from others in the higher education space.
It’s more than just academic programs or athletic offerings—it’s the distinct culture, experience, and values that shape the student journey at your institution.
While many schools may offer similar programs or extracurricular activities, your differentiator is what makes students choose your school over another.
Is it your innovative approach to teaching?
Do you have strong ties to local industries?
Or maybe your institution has fostered a deep sense of community and belonging on campus?
These differentiators are what resonate with prospective students. They are the heart of your brand and the core reasons students feel drawn to what you offer.
Let’s review a few key ways you can discover the differentiators within your institution.
Identifying your school’s differentiators requires more than just brainstorming in a conference room.
It involves gathering real insights from the people who live, breathe, and experience your institution—students, alumni, faculty, staff, and even prospective students.
Here are some practical ways to uncover those key differentiators:
A focus group is one of the most effective ways to get honest feedback about what makes your school stand out.
Gather a mix of students, alumni, faculty, and staff, and ask them to share their thoughts on what makes your institution special.
Use open-ended questions like:
Focus groups allow you to dig into the emotions and experiences behind people’s connections at your school, and it’s a great way to uncover the stories and themes that resonate most with those who know your institution well.
Not everyone has time for a focus group, but that doesn’t mean their feedback isn’t valuable.
Surveys and polls allow you to collect data from a wider audience with less of a time commitment.
Create a survey that asks questions such as:
You can distribute these surveys via email or social media, and by analyzing the responses, you’ll begin to notice patterns.
Maybe your international students are most impressed by the support they receive, or maybe your alumni consistently mention the quality of mentorship they found in their professors.
Plus, you can segment the results by demographics, allowing you to understand how different groups perceive your school’s strengths.
Your faculty and staff are at the front lines of what makes your institution tick.
They interact with students every day and understand what works (and what doesn’t) in your academic programs and campus life.
By interviewing faculty and staff, you can gain insights into how they view the school’s academic approach, culture, and overall mission. Ask questions like:
Faculty and staff often have a perspective that can help you dig deeper into the less obvious differentiators.
For example, they may highlight innovative teaching methods, cutting-edge research opportunities, or strong industry connections that lead to internships and job placements.
These insights will help you better communicate the value of your academic programs.
Data doesn’t lie. Sometimes, you can identify your school’s differentiators just by analyzing trends in your enrollment numbers, course participation, and student feedback.
Start by looking at which programs attract the most applicants.
For instance, if your business school consistently has the highest enrollment, that’s a signal it’s one of your differentiators.
Then dive deeper—what is it about that program that students find appealing?
Maybe it’s the internship opportunities or the connections to industry professionals. Those are the details you should emphasize in your marketing.
To truly understand what makes your school different, you need to take a hard look at your competitors.
What are they promoting? How are they positioning themselves in the market?
Visit their websites, follow their social media accounts, and review their promotional materials.
This doesn’t mean you should copy what they’re doing—but it gives you a sense of how your institution compares.
Ask yourself:
For example, if a competitor emphasizes their state-of-the-art facilities, and you have something similar, how can you communicate that your facilities also come with a personalized mentorship program or a hands-on learning lab?
It’s all about finding what sets you apart and communicating it more effectively than others in the market.
Alumni are your secret weapon when it comes to identifying differentiators.
They’ve been through the journey and can clearly articulate how your school impacted their personal and professional lives.
Reach out to alumni through email campaigns, social media groups, or alumni events and ask them to provide feedback. Ask the questions like:
Their feedback provides valuable insight into your differentiators, and gives you content to showcase in your marketing.
When prospective students see someone has found success on the career path they want to pursue because of your institution, they instantly want to learn more!
By telling your story, you immediately set yourself apart from the rest.
No one else has your story!
When you dig into the history of your institution, you’ll be able to identify the reasons why your school began, what the drivers were for its growth, and the milestones that mark its life as an organization.
Another beautiful thing that can happen when you review your school’s history is that you’ll find a new passion for the institution that you serve.
It is incredibly inspiring and motivating to see the unique and beautiful place in which you work.
When you feel that way about your school, it will come out naturally in your marketing messaging.
Once you’ve identified your school’s differentiators, the next step is putting them to use.
These unique qualities should drive all your marketing efforts—from recruitment campaigns to alumni relations and beyond.
Whether you’re crafting website copy, social media posts, or video content, what makes you different should be front and center, continually reminding prospective students and alumni why your institution would be the best one for them.
Need some help putting your differentiators to work?
Let’s chat! At Caylor Solutions our goal is to advance brands that advance education.
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