7 Ways to Identify Your School’s Differentiators

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.

What is a Differentiator? 

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. 

Unveiling Your School’s True Differentiators

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:

1. Conduct Focus Groups

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:

• “What first attracted you to this school?”
• “What do you think sets our university apart from others?”
• “What have you experienced here that you didn’t expect when you first applied?”

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.

2. Use Surveys and Polls

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:

• “What is the most valuable aspect of your experience here?”
• “Why did you choose this school over others?”
• “What do you think makes our campus community unique?”

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.

3. Interview Faculty and Staff

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:

• “What do you believe sets your department apart?”
• “How do you see your students benefiting from our approach to education?”
• “What unique strengths does our school offer in comparison to others?”

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.

4. Analyze Your Data

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. 

• What do they have in common? 
• Are certain majors or extracurricular activities growing in popularity? 
• What do students rave about in course evaluations?

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.

5. Review Competitors

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:

• What are they focusing on that we offer too, but in a more unique way?
• Are there areas where we provide more value, support, or innovation?

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. 

6. Leverage Alumni Feedback

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: 

• What did they value most about their time at your school? 
• How did your institution help them achieve their career goals?

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! 

7. Review Your History

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.

Putting Your Differentiators to Work

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.

---

Ebook: Redesigning Your Education Website

Feel like your education website could do better in generating more leads for your enrollment cycle? Getting ready for a website overhaul?

Then, I highly recommend you download our free ebook resource Redesigning Your Education Website. Inside, you’ll find the following aspects of planning your redesign:

• An Introduction to the Process
• Focusing Your Efforts
• Telling Your Story
• Planning for Mobile
• Scannable & Simple Copywriting
• Show & Tell: Rich Media
• Call-To-Action
• Driving Traffic
• Automation
• Big Data

Get the insights you need to give your website the makeover it really needs. Download your free ebook today!

Featured image by LIGHTFIELD STUDIOS via Adobe Stock