Beyond Prestige: How Higher Ed Marketing Can Rebuild University Brand Trust

Higher education marketing has traditionally leaned on exclusivity, prestige, and tradition as its core selling points to sustain university brand trust. 

But as we continue to proceed through the enrollment cliff, institutions must rethink their approach. 

Rising costs, skepticism about ROI, and a changing student demographic demand a new way of staying relevant.

For decades, rankings like U.S. News & World Report have driven university marketing strategies, emphasizing selectivity, faculty prestige, and alumni giving rates​. 

But today’s students aren’t just looking for prestige—they want real value. 

Instead of relying on rankings-based branding, universities must focus on mission-fit marketing—an approach that highlights affordability, student success, and career outcomes over elitism​.

In this episode of The Higher Ed Marketer podcast, Carol Keese, Vice President and Chief Marketing Officer at the University of Oregon, shares why higher ed marketing needs a reset. 

She challenges the elitist narratives that many institutions still rely on and offers data-driven, student-focused strategies to rebuild university brand trust.

If your institution is still selling prestige over practical value, this is a conversation you don’t want to miss.

The Problem: Higher Ed’s Trust Gap

For decades, colleges and universities have marketed themselves as exclusive, elite, and aspirational. 

But today’s students and families aren’t buying it—literally.

Carol Keese explains that higher ed’s long-standing reliance on scarcity marketing has alienated a large portion of potential students:

“We have profited by marketing our institutions on the basis of exclusivity, a kind of scarcity model, and frankly, a kind of elitism that I think right now is the basis for some of the pushback we’re seeing as an industry.”

With rising tuition costs and increasing skepticism about the value of a degree, many families view higher education as overpriced and inaccessible. 

The industry’s failure to listen and adapt has only widened this trust gap.

“If higher education were a consumer brand, it would not have survived this long without addressing customer feedback.”

The Role of Rankings in Higher Ed Marketing

One of the biggest contributors to the exclusivity problem has been university ranking systems, particularly those from U.S. News & World Report. 

These rankings have been influential since the 1980s, but they prioritize reputation and selectivity over actual student success​.

Dr. Jed Macosko, president of Academic Influence, argues that most traditional rankings don’t reflect what actually makes a university valuable:

“The ranking system everyone knows about is a one-dimensional view of education. Schools are rewarded for being well-known, not necessarily for producing successful graduates.”​

This over-reliance on prestige-driven rankings has created a system where elite institutions benefit while smaller, high-impact schools struggle for visibility. 

But with students and parents now demanding proof of value, universities must shift to a more transparent, mission-fit approach if they hope to rebuild university brand trust.

Reframing the Value Proposition: Lead with Data, Not Just Emotion

Many institutions rely on intangible benefits like personal growth, lifelong friendships, and critical thinking skills to justify the cost of a degree. 

While these aspects do matter, Carol argues that they are not enough to rebuild trust.

“We have leaned into intangibles as a way to avoid hard conversations about pricing and accessibility. We need to be clear about what students will get for their investment.”

Instead of focusing on prestige, universities should lean into concrete, data-backed benefits, such as:

• Lifetime earnings potential: Show how your graduates are achieving financial success.
• Job placement rates: Highlight how your institution connects students with careers.
• Flexible learning options: Address the demand for hybrid, online, and accelerated programs.
• Affordability and ROI: Be transparent about financial aid, scholarships, and debt outcomes.

By grounding messaging in data, universities can offer a compelling and credible reason for students to enroll.

What Higher Ed Can Learn from Consumer Brands

Higher education isn’t the only industry that has had to rebuild trust with its audience. 

Carol suggests that universities take notes from successful consumer brands—especially those that have pivoted to meet their customers where they are.

Case Study: Dunkin’ vs. Starbucks

Carol points to Dunkin’s marketing strategy as a model for accessibility and relevance:

“Dunkin’ embraced an ‘everyman’ brand identity. It positioned itself as accessible, down-to-earth, and fun—completely opposite from Starbucks’ prestige-driven approach.”

Higher ed, she argues, has spent too long being the Starbucks of education—focused on exclusivity rather than accessibility. 

Universities should consider adopting a more student-friendly, approachable messaging strategy.

Case Study: Duolingo’s Cultural Relevance

Another great example is Duolingo, which uses humor, cultural moments, and social media engagement to maintain a fun, relatable brand identity.

“Higher ed takes itself too seriously. We need to be more relevant, more fun, and more connected to pop culture.”

By participating in cultural conversations—through TikTok, influencer collaborations, and engaging social content—universities can redefine their brand voice and resonate with younger audiences.

Bringing Marketing to the Leadership Table

One of the biggest challenges in higher ed marketing is that CMOs are often left out of strategic decision-making. 

Many institutions see marketing as a promotional tool, not a strategic function.

Carol argues that marketing should have a seat at the leadership table—helping to shape everything from program development to pricing models.

“We should be looking at the total brand portfolio, understanding our competitive strengths, and leveraging that to be more market responsive.”

By using data to inform institutional strategy, marketing leaders can help reshape higher ed to be more student-centered and accessible.

Tapping into Pop Culture and Influencer Marketing

The Power of Influencer Voices

Today’s students are digital natives, and many already have large online followings before they even step foot on campus. 

Instead of seeing influencers as separate from the university’s brand, Carol suggests hiring them as part of the marketing team.

“It’s no longer enough to let students ‘take over’ your Instagram for a day. You need to hire them, train them, and make them part of your team.”

By bringing student influencers inside the organization, universities can create authentic, peer-driven content that resonates with prospective students.

Leveraging Partnerships to Rebuild University Brand Trust

Universities already have major cultural influence through athletics, sponsorships, and collaborations. 

But many fail to integrate these into their broader marketing strategy.

“If we calculated the total fan base of college athletics, it would be the size of a country’s GDP. Yet, we don’t fully leverage that brand power in our messaging.”

By aligning sports marketing, merchandise, and institutional branding, universities can increase visibility and engagement.

Final Thoughts: Rethinking Higher Ed Marketing for the Future

The old exclusivity-driven playbook is no longer working. Universities must redefine their value, embrace data, and engage with modern audiences where they are.

Carol leaves higher ed marketers with one final challenge:

“Don’t waste a good crisis. This is the moment to rethink our value proposition and make higher ed marketing more relevant, responsive, and fun.”

By leading with trust, transparency, and cultural relevance, higher ed marketers can rebuild credibility and connect with the next generation of students.

🎧 Listen to the Full Episode

Want to hear Carol’s full insights? Tune in to Episode #201 of The Higher Ed Marketer podcast now!

Rebuild University Brand Trust with Embedded Project Management

In today’s rapidly evolving higher ed landscape, students and families demand clear value—not just prestige. 

That means your marketing team must move beyond traditional, exclusivity-driven strategies to focus on real student outcomes, data-driven storytelling, and mission-fit messaging. 

But without the right strategy and execution, even the best ideas can fall flat.

That’s where Caylor Solutions’ Embedded Project Management service comes in.

We seamlessly integrate with your marketing and communications teams to ensure strategic alignment, flawless execution, and measurable impact. 

Through regular planning sessions, progress updates, and expert oversight, we help institutions:

✅ Align marketing with enrollment goals—ensuring messaging resonates with today’s skeptical students.
✅ Optimize campaign execution—so branding efforts aren’t just creative, but effective.
✅ Foster collaboration across departments—connecting marketing, admissions, and advancement for maximum impact.
✅ Adapt to industry trends—incorporating data-driven insights to stay ahead of the competition.

With our Embedded Project Management service, we don’t just consult—we become an extension of your team, ensuring that your marketing investments drive real, measurable results.

Ready to move beyond prestige-based marketing and build real trust with students and families? Let’s talk.

Contact Caylor Solutions today to learn how we can help your institution thrive. 

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Featured image via uoregon.edu