Differentiation in Higher Ed Marketing

Posted by Brad J. Ward | Posted in Branding, Concepts, Marketing, Recruitment, Research, Strategy, Thoughts | Posted on 16-12-2009-05-2008


There are countless blog posts about differentiation and standing out from your competitors. Rather than try to brush broad strokes about what I think schools should do differently, I think I’ll paint a different picture on this one.

Over the past two days I’ve been updating BlueFuego’s Social Web Research, which has exposed me on over 3,000 URLS for admissions, alumni, and .edu homepages of 1,000 university and college sites (400 sites to go!). I continue to see the same boring story again and again. So I decided to set up some advanced searches on common quotes and sayings that continue to pop up.

A Google search for “professors who know you” on .edu domains returns 14,000 URLs.
A Google search for “you’re a name, not a number” on .edu domains returns 18,200 URLS.
And to complete the Trifecta, a Google search for “not just a number” +”professors” +”small class sizes” returns 5,120 URLS.

(And if you want prospective students to “Become a VIP“, there are 16,799 other URLs just like you.)

Are you really that different?  Have you taken the time to look at your 10 most frequent cross-app schools to see what students see there?  I’d venture to guess there are more than a few similarities. I think back to this blog post, Give Them More Than The Expected, and encourage you to look outside of the basic/expected product and give them the Wow Factor.

Good luck. :)