Higher ed brands need a culture strategy.
Gone are the days where platform or publisher reach guarantee cultural relevancy. And in a period where our value is increasingly questioned and polarizing, we must shift focus our attention on placing higher education in a greater context.
If we — and I don’t think it’s a stretch to — treat markets as brands, then two implications arise for higher Ed.
Advertising must influence a shift in consumer priorities, especially if another market brand may offer a competing need.
Secondly, advertising must increase the importance of the market in our lives, meaning it must occupy a bigger part of it.
The latter speaks to the need to not only develop a cultural strategy but think of media as the lever to weave our brand narratives into the places where culture has the power to shape perception. So in thinking about cultural strategy, we must consider where an institution’s promise or positioning is most relevant — culturally.
This requires a shift in thinking from simply platforms to where to play culturally within them. Yes, +90% of teens watch YouTube daily but what are they collectively consuming? Trends, content types and subcultures present a playground of possibility to align perspective with a purpose — increasingly the likelihood the message will gain relevancy.
Secondly, shifting from a sole focus on media to moments when there is an authentic overlap between message and a defining moment within culture. Is there a new gaming console hitting the market? This may open the door for innovation and eSports at your institution.
Culture should be an entry point worth considering. This means finding the intersection of what communications/communicators have the biggest influence and where do prospective students go explore their options.
