Building Brand Recognition

The first step towards creating a strong brand is to build brand recognition. For this, colleges and small institutions must focus on creating a distinctive visual identity that sets them apart from the competition. This includes designing a unique logo, selecting specific colors, and developing a consistent visual language for all marketing collaterals. Additionally, institutions must have a strong online presence through their website and social media channels.

Creating Trust

Trust is a crucial factor for students and parents when selecting an institution. Branding plays a significant role in creating trust. A well-defined brand helps establish a clear identity, making it easier for students to understand the institution’s values, culture, and strengths. This can be achieved through consistent messaging across all communication channels, including website, social media, and advertising campaigns.

Defining Mission and Vision

Mission and vision are critical components of an institution’s branding. A clear mission and vision statement not only help in creating a unique identity but also guide the institution’s decision-making process. When defining the mission and vision, colleges and small institutions must consider their core values, strengths, and long-term goals. The statement must be concise, memorable, and reflective of the institution’s ethos.

Recruiting the Right Students

Branding is not just about attracting more students; it’s about recruiting the right students. A well-defined brand helps in creating a targeted marketing campaign, attracting students who are a good fit for the institution. For instance, an institution with a focus on research and innovation can use its branding to target students interested in pursuing a career in STEM fields.

One example of an education institution that recently changed its branding to gain brand recognition is the University of California (UC) system. The UC system is one of the largest and most prestigious public university systems in the United States. In 2019, the UC system underwent a comprehensive rebranding process, including a new logo, website, and marketing campaign. The rebranding aimed to create a more modern and unified visual identity, highlighting the system’s excellence in education, research, and innovation. The new branding has received positive feedback and has helped the UC system in gaining brand recognition.

In conclusion, branding is an essential aspect for colleges and small institutions in today’s competitive education landscape. It helps in building trust, recognition, and recruiting the right students. By focusing on creating a unique identity, defining their mission and vision, and targeting the right audience, institutions can create a strong brand that stands out from the competition. If you are a college or small institution looking to build your brand, Media Wall Street can help. Contact us today to learn more about our education institution branding services.

In this article, we will discuss the important things required in a website of an education institution, college, university, or school, based on information and security. We will also highlight the negative impact and the risk of not having these things on the website, and provide statistics and examples of other websites that have experienced these risks.

Mobile Responsiveness

The first essential feature of a website is mobile responsiveness. A website that is not optimized for mobile devices can lead to a high bounce rate, negatively affecting the website’s search engine ranking. In today’s world, where the majority of people access the internet through their smartphones, having a mobile-friendly website is crucial. According to Statista, mobile devices accounted for over 54% of internet traffic worldwide in 2021.

Clear Navigation

The second important feature of a website is clear navigation. A confusing navigation structure can frustrate users and result in a negative user experience, leading to a decrease in engagement and conversion rates. It’s crucial to have a clear and easy-to-use navigation system that guides users to the information they need. A study conducted by Nielsen Norman Group found that 76% of users said that the most important factor in website design is ease of use.

About Us Page

The third essential feature of a website is an About Us page. This page provides visitors with information about the institution’s background, values, and mission. It’s important to have an About Us page as it adds credibility and trustworthiness to the institution. According to a study by KoMarketing, 52% of users said that they want to see an About Us page on a website.

Academic Programs Page

The fourth important feature of a website is an Academic Programs page. This page provides prospective students with information about the institution’s academic offerings. It’s crucial to have a well-designed academic programs page that clearly lists all the programs the institution offers. A study by HubSpot found that 64% of users want to see a list of services on a website.

Admissions Page

The fifth essential feature of a website is an Admissions page. This page provides information about the admission process, requirements, and deadlines. It’s important to have a well-designed admissions page as it can impact the institution’s ability to attract qualified applicants. A study by Inside Higher Ed found that 79% of admissions directors said that the website is the most important marketing tool for attracting students.

Faculty Page

The sixth important feature of a website is a Faculty page. This page provides information about the institution’s faculty members, their expertise, and qualifications. It’s crucial to have a well-designed faculty page as it can impact the institution’s ability to attract and retain talented faculty members. According to a study by Chegg, 65% of college students said that they look up their professors online before taking their classes.

Student Life Page

The seventh essential feature of a website is a Student Life page. This page provides information about the institution’s campus life, extracurricular activities, and student organizations. It’s important to have a well-designed student life page as it can impact the institution’s ability to attract prospective students and keep them engaged on campus. According to a survey by Ruffalo Noel Levitz, 73% of college-bound students said that they want to be involved in student organizations and activities.

Not having these essential features on the website of an education institution, college, university, or school can have a negative impact on the institution’s ability to attract and engage prospective students and stakeholders. The risk of not having a mobile-friendly website can lead to a high bounce rate and negatively affect the website’s search engine ranking. A confusing navigation structure can frustrate users and result in a negative user experience, leading to a decrease in engagement and conversion rates. Not having an About Us page can make it difficult for users to learn about the institution’s background, values, and mission, negatively impacting the institution’s credibility and trustworthiness.

If an institution does not have a well-designed academic programs page, prospective students may not have enough information about the programs offered, which can impact the institution’s ability to attract and retain qualified applicants. Similarly, not having a well-designed admissions page can lead to confusion among prospective students about the admission process, requirements, and deadlines.

A poorly designed faculty page can also impact the institution’s ability to attract and retain talented faculty members. If faculty members’ qualifications and expertise are not well-highlighted, it can impact the institution’s academic reputation. Not having a well-designed student life page can make it difficult for prospective students to learn about the institution’s campus life, extracurricular activities, and student organizations, impacting the institution’s ability to attract and engage prospective students.

Furthermore, not having appropriate security measures in place can lead to the risk of a website hack or data breach. A compromised website can lead to the loss of sensitive information, damage to the institution’s reputation, and loss of trust among stakeholders. According to a report by Verizon, 43% of cyber-attacks target small businesses, and education institutions are among the most targeted industries.

In conclusion, having a well-designed website is essential for education institutions, colleges, universities, and schools to attract and engage prospective students and stakeholders. A mobile-friendly website with clear navigation, an About Us page, academic programs page, admissions page, faculty page, and student life page is crucial for providing users with the information they need. Additionally, having appropriate security measures in place is important for protecting the institution’s sensitive information and maintaining trust among stakeholders. Not having these essential features can lead to a negative impact on the institution’s ability to attract and engage prospective students and stakeholders, and the risk of a website hack or data breach. Therefore, education institutions, colleges, universities, and schools must prioritize website design and security to remain competitive and maintain trust among stakeholders.

What is a Detailed Targeting Campaign?

A detailed targeting campaign is a marketing strategy that uses data points such as demographics, interests, and behavior to identify and target specific groups of people. By using this strategy, colleges and universities can create customized ads and messages that are tailored to the needs and interests of their target audience. This is made possible through services such as Google Tags, Facebook Pixels, and Custom Audiences.

Benefits of Detailed Targeting Campaigns for College and University Applications

1. Reach the Right Audience: Detailed targeting campaigns enable institutions to reach out to specific groups of students who are most likely to be interested in their programs. By using data points such as demographics and interests, colleges and universities can create customized ads and messages that resonate with their target audience.
2. Increase Applications: By targeting the right students, colleges and universities can increase the number of applications they receive for their programs. This, in turn, can lead to a higher enrollment rate and a stronger student body.
3. Cost-Effective: Detailed targeting campaigns are cost-effective as they allow institutions to focus their marketing efforts on the most relevant audience. This can help colleges and universities save money on marketing while still achieving their desired results.
4. Better ROI: By targeting the right students, institutions can achieve a better return on investment (ROI) for their marketing efforts. This is because they are able to reach out to students who are more likely to be interested in their programs, resulting in a higher conversion rate.

Example of Detailed Targeting Campaign for College and University Applications

Let’s take the example of a college that offers a Master’s degree in Education. The college can create a detailed targeting campaign that focuses on students who have shown an interest in education-related subjects. The campaign can be further refined by targeting students who are in their final year of college or who have recently graduated.

To create such a campaign, the college can use data points such as:

• Interests: Students who have shown an interest in education-related subjects such as teaching, curriculum development, or educational technology.
• Demographics: Students who live in a specific geographical area, such as the city or state where the college is located.
• Behavior: Students who have visited the college website or have engaged with the college’s social media pages.

Using these data points, the college can create customized ads and messages that highlight the benefits of its Master’s degree in Education program. These ads can be displayed on social media platforms such as Facebook or Instagram, or on search engines such as Google.

Case Studies of Brands That Used Detailed Targeting Campaigns

1. University of Maryland: The University of Maryland used a detailed targeting campaign to increase the number of applications it received for its Master’s degree in Marketing program. The campaign focused on students who had shown an interest in marketing-related subjects and who were in their final year of college. The university used Google Ads and retargeting campaigns to reach out to these students, resulting in a 25% increase in applications.
2. University of Arizona: The University of Arizona used a detailed targeting campaign to attract more out-of-state students to its College of Engineering program. The campaign targeted students who had shown an interest in engineering-related subjects and who lived in states where the university had a low enrollment rate. The university used Facebook Ads and Custom Audiences to reach out to these students, resulting in a 38% increase in out-of-state applications.
3. Georgetown University: Georgetown University used a detailed targeting campaign to increase the number of applications it received for its Master’s degree in Public Policy program. The campaign targeted students who had shown an interest in public policy-related subjects and who were in their final year of college. The university used Google Ads and retargeting campaigns to reach out to these students, resulting in a 30% increase in applications.
4. University of Toronto: The University of Toronto used a detailed targeting campaign to attract more international students to its undergraduate programs. The campaign focused on students who had shown an interest in studying in Canada and who had visited the university’s website in the past. The university used Google Ads and Custom Audiences to reach out to these students, resulting in a 45% increase in international applications.
5. Columbia University: Columbia University used a detailed targeting campaign to increase the number of applications it received for its Executive MBA program. The campaign targeted professionals who had shown an interest in pursuing an MBA degree and who were in senior positions in their organizations. The university used LinkedIn Ads and Custom Audiences to reach out to these professionals, resulting in a 23% increase in applications.

In today’s digital age, it’s crucial for colleges and universities to use targeted marketing strategies to reach the right students for their programs. Detailed targeting campaigns offer a cost-effective and efficient way to achieve this. By using data points such as demographics, interests, and behavior, institutions can create customized ads and messages that resonate with their target audience. The case studies mentioned in this article highlight the effectiveness of this marketing strategy in increasing the number of applications received for various programs. As competition in the education industry continues to rise, it’s important for colleges and universities to leverage detailed targeting campaigns to attract the right students to their programs. If you’re a college or university owner or a management position holder, consider working with a branding strategy and marketing consultancy such as “Media Wall Street” to develop and execute a detailed targeting campaign for your institution.