How to Promote a University Brand

Content:

• What to “sell”

The admissions campaign to universities has begun, and it will soon become clear which universities will accept the most promising applicants, and which will not have enough luck. Top universities are not experiencing problems with student recruitment - their names are known, and they are on the lists of desired educational institutions of both schoolchildren and their parents. Other universities must actively compete for talented students. Some are facing difficulties filling state-funded places, highlighting the importance of effective strategies for attracting applicants and improving the institution's image.

Marketing plays a key role in increasing the relevance of universities. An effective marketing strategy helps build and maintain a strong university brand, making it attractive to applicants. Participants in the discussion "Marketing Strategy: How to Build a Strong University Brand That Everyone Wants to Enroll In?" held in May as part of Education Week discussed several important aspects related to promoting educational institutions.

First, it is necessary to create a unique offering for students that distinguishes the university from competitors. This may be related to the quality of education, innovative programs, or opportunities for practical application of knowledge. Second, active use of digital channels, such as social media and websites, helps convey information about the university to the target audience. Furthermore, it is important to involve students and alumni in the promotion process, as their feedback and recommendations significantly influence the choice of future students.

Finally, regular analysis of marketing activity results allows for adjustments and optimization of strategies for maximum effectiveness. All these aspects contribute to the creation of a strong university brand that will be in demand among applicants.

What to "sell"

When choosing an educational institution, brand value plays a key role. Applicants primarily focus on the university's reputation and only then on a specific educational program, notes Vera Rogova, Head of Applicant Relations at MIREA. She explains that a strong university brand can significantly influence admissions decisions, as it is associated with the quality of education and employment prospects.

Marketing in education is inextricably linked to branding, as universities primarily focus on promoting their brand. When choosing an educational institution, parents and applicants focus on the brand's reputation. However, in addition to the brand, it is important to consider the product component: what educational programs the university offers and how they meet modern requirements and expectations of the labor market. The quality of the content and the profile of the education also play a key role in the decision to choose an educational institution. It is important that educational programs are relevant and meet the needs of students and employers.

When it comes to a brand, its strength lies in the uniqueness and value it offers. It is important to understand what attracts applicants and what is most important to them. A university brand should be based on the quality of educational programs, the reputation of its faculty, and opportunities for professional development. A successful university creates an attractive image that emphasizes its strengths, such as innovative teaching methods, research initiatives, and student support. This not only attracts new students but also builds loyalty among alumni, which in turn strengthens the brand in the long term.

Anna Veklich, First Deputy Chair of ITMO's Admissions Committee, asserts that the university offers three key aspects. First, it is a value recognized by students, their parents, and school teachers, which influences their admissions decisions. Second, the university creates a community that students join. This community will surround them for many years and help shape their future social circle. Thus, ITMO not only provides knowledge but also creates an environment for forming connections and support in the professional sphere.

The university attracts applicants with emotions and a sense of belonging. While educational and career prospects are important to parents and others, it is the emotional connection with the university that plays a key role in an applicant's choice. Anna emphasizes that emphasizing emotions when promoting the university's brand is a necessary step. An emotional perception of a university can significantly influence an applicant's decision, creating a unique identity and building trust in the educational institution.

An example of an ITMO University promotional video, created with an emphasis on emotional perception, demonstrates the importance of feelings and experiences in the educational process. The emotional component attracts the attention of potential students and helps create a connection with the audience. This approach demonstrates the uniqueness of ITMO University and its ability to inspire young people to choose their future profession. It is important to emphasize that emotional content can effectively convey the values ​​and mission of the university, which, in turn, can significantly increase interest in studying at this educational institution.

In a discussion on the value of community, moderator Alexander Kayuchkin, head of the Ucheba.ru service, emphasized that this community is the important part that distinguishes online education from traditional education. He noted that years spent at an educational institution form unique social connections and opportunities. Online courses cannot fully compensate for this missing social component, which makes traditional education indispensable.

Alexander Vladyka, Advisor to the Rector's Office for Applicant Relations at Far Eastern Federal University, located on Russky Island, shared the university's experience on issues of emotions and the importance of creating a sense of "their" environment for applicants. He emphasized that to successfully attract applicants, it is necessary not only to inform them of the advantages of the educational institution but also to create an atmosphere in which they can feel part of university life. It is important that applicants see that the university is welcome and that they will be able to develop as individuals here. This approach not only helps to increase interest in the educational institution but also fosters a strong bond between the university and its future students.

We present ourselves through the prism of freedom and independence. Our university, located in the east of the country, attracts students from all corners of Russia, including St. Petersburg and Moscow. These young people are true adventurers, choosing the path from east to west. We value independence and the desire for self-expression, which makes our university unique and attractive to ambitious young people.

The student community of Far Eastern Federal University (FEFU) demonstrates its independence by actively complementing the educational process. As Vladyka notes, students organize tournaments and courses in collaboration with other higher education institutions, which facilitates their skill development and exchange of experiences. Such initiatives highlight the students' commitment to self-development and professional growth.

Roman Torichko, Deputy Director of the Public Relations Center at RANEPA, expressed his opinion on the need to position a university's value by emphasizing its flexibility and ability to adapt to rapidly changing conditions. This quality is becoming especially important in today's world, where changes occur at a rapid pace. By emphasizing these aspects, a university can attract the attention of applicants and employers, demonstrating its relevance and readiness to meet the challenges of the times.

Modern times require new approaches to education. While ten years ago, students could be confident of finding a job in their field after graduation, today the situation has changed. Many professions may disappear by the time they graduate, making the choice of an educational institution particularly important. A university's brand is becoming a key factor worth relying on. An educational institution must be able to adapt to market changes and produce competitive specialists. A successful career should be guaranteed regardless of fluctuations in the employment landscape, emphasizing the importance of flexibility and mobility in educational programs. Roman noted that RANEPA stands out among other universities due to its significant number of "mature" students—those who already have work experience and are not just high school graduates. According to him, the ratio of such students is approximately 50/50. This is especially true for the MBA and professional retraining programs. The core value that shapes the academy's brand is the principle of continuous education, which allows students to develop their skills and improve their qualifications throughout their lives. University marketing should focus on communicating the unique values ​​and characteristics of the educational institution to its target audience. Vera Rogova emphasizes the importance of accurately informing potential students about the opportunities the university offers. For example, if an applicant is interested in intensive training, they should be shown that this is an option. If they are seeking programs with industrial partners, it is necessary to emphasize such educational offerings. Proper communication will help attract precisely those students who will be interested in specific aspects of the training.