10. Creativity counts. Being a “time-honored” institution isn’t enough in today’s competitive education market. Differentiate yourself by tapping into the latest in digital media and innovative technologies to deliver your message.
9. There’s no such thing as a “traditional student.” Today’s students – your customers – aren’t limited by race, age, gender or lifestyle. Show them you aren’t either.
8. I want it here and now. Convenience is key. Offering classes online, at night, on weekends or off campus are draws for people with maximum interest but limited time. Be where they need you to be.
7. More than the basics. Offering new courses such as mobile marketing, Photoshop, social media and responsible investing are an indication that you care about changing interests and are committed to staying fresh and relevant.
6. Different degrees of interest. Certificate programs are opportunities for professionals to enhance their knowledge and improve their chances for advancement. Let potential students know it doesn’t take years to learn – and earn proof.
5. Click on your audience. The Internet is the top resource for consumers who want to make informed decisions. Your Web pages should be interactive and informational, and people on Facebook – students and faculty alike – should speak highly of you.
4. Go global. Take your brand to an international audience and thoughtfully tailor your message to the students you recruit according to their country, interest and discipline.
3. Success is affordable. More students and parents are reluctant to take on student debt in an uncertain job market. Show the value of the opportunities you provide through online testimonials from successful graduates. Let potential students decide with their hearts and their heads.
2. Advise the advisors. High school advisors can be overworked and informationally challenged. The more they know about you, the more they can pass along to your potential students.
1. Show your class. Base your brand in what sets you apart. Identify your distinctive strengths and core values, then use every means available to communicate them effectively with creativity and consistency. You will attract new students, enlist donors and engage loyal alumni.