College Branding Kicks Into High Gear


October 4, 2011
by Alexis Mattera

During your college search, what drew you to certain schools and what made you cross others off your list? The financial aid package could have been just right or the tuition could have been too high to manage without taking out multiple student loans. Maybe there was a big focus on your major or maybe the dorms were haunted. Those are all valid reasons but some experts think it may have been because the school marketed itself too much, too little or in a way you just couldn’t relate to.

During your college search, what drew you to certain schools and what made you cross others off your list? The financial aid package could have been just right or the tuition could have been too high to manage without taking out multiple student loans. Maybe there was a big focus on your major or maybe the dorms were haunted. Those are all valid reasons but some experts think it may have been because the school marketed itself too much, too little or in a way you just couldn’t relate to.

When compared to the methods employed in the corporate world, marketing and branding in higher ed has been lacking. The tides are beginning to turn, however, as people like David R. Perry come to campus. Perry, a former marketing officer with Microsoft, Quaker Oats and the Seattle Children’s Hospital, recently began working as the chief marketing officer at Bentley University and much of his job will be figuring out exactly what Bentley offers and should be offering, to whom the school should be offering it, and how to get this message to potential students, families, faculty members and the surrounding community. "You have to be crisp and clear about what you are and what you're not," Perry said. "With all the choices students and families have today, with the education market as competitive as it is, as an institution you have to define strengths and weaknesses and focus on where you put your resources."

Bentley isn't the only college reevaluating its branding efforts (check out what college marketing officials at Temple, Michigan and the University of New Haven have to say in this Inside Higher Ed article) but we’re curious: Would a college’s marketing and branding initiatives make or break your college decision or would you be more focused on other factors?

Just because there are millions of college scholarships out there doesn’t mean you have time to go searching, and many won’t even match your profile. We’ve done the work and Scholarships.com is totally free. We have the search algorithms and scholarships database, saving you time in searching, finding and applying to thousands of dollars in college scholarships. Get instantly matched to scholarships that meet your unique talents, skillset and strengths, only those you qualify for. Access a complete list of college scholarships now by conducting a free college scholarship search at Scholarships.com.

Discuss

Share your thoughts and perhaps thousands of students will benefit from your unique insight on the subject!



If you can read this, don't touch the following fields


 
Female-only college and university STEM programs are coming under fire for male discrimination as they attempt to redress gender imbalance in fields such as computer science and engineering. The U.S. Department of Education launched more than two dozen investigations into higher education institutions nationwide - including UC Berkeley, UCLA and USC as well as Yale, Princeton and Rice - which offer female-only scholarships, awards and professional development workshops.

Female-Only Scholarships Under Fire In Higher Ed

August 20, 2019 4:57 PM
by Susan Dutca-Lovell
Female-only college and university STEM programs are coming under fire for male discrimination as they attempt to "redress gender imbalance" in fields such as computer science and engineering. The
Dozens of suburban Chicago families have been using a legal loophole to help their children get need-based college financial aid and scholarships. By their parents' forfeiting legal guardianship, students are able to declare financial independence so they qualify for federal, state and university financial aid.

Parents Giving Up Guardianship for College Cash?

July 30, 2019 9:24 AM
by Susan Dutca-Lovell
Dozens of suburban Chicago families have been using a legal loophole to help their children get need-based college financial aid and scholarships. By their parents' forfeiting legal guardianship,
An Iowa Carpenter sent 33 Iowan students he'd never met to college with the $3 million he had in savings. Prior to his death in 2005, Dale Schroeder told his attorney that he wanted to use the money in his will help send underprivileged students to college. Schroeder's scholarship recipients, also known as Dale's Kids, recently met up to reflect on his generosity and the fact that many of them would have been unable to attend college without Schroeder's help.

Carpenter Comps College Costs for 33 Iowans

July 23, 2019 3:50 PM
by Susan Dutca-Lovell
An Iowa Carpenter sent 33 Iowan students he'd never met to college with the $3 million he had in savings. Prior to his death in 2005, Dale Schroeder told his attorney that he wanted to use the money
Monroe College's IT system was hacked last week, disabling many of its technology systems and platforms as hackers demanded $2 million ransom in Bitcoin to restore access. Faculty, students and staff members were locked out of the college's websites but continued to attend class and hand in homework, regardless.

Another College Cyber Attacked, Hackers Demand $2M Ransom

July 16, 2019 4:16 PM
by Susan Dutca-Lovell
Monroe College's IT system was hacked last week, disabling many of its technology systems and platforms as hackers demanded $2 million ransom in Bitcoin to restore access. Faculty, students and staff
 Three San Bernardino County women who have been accused of stealing $1 million in federal financial aid from Fullerton college, in California, have been arrested by the U.S. Justice Department and are charged with various counts of mail and wire fraud. The scheme involved enrolling hundreds of mainly non-existent students, successfully applying for grants and loans and pocketing the money.

3 Women Charged in $1M Student Financial Aid Fraud

July 2, 2019 11:07 AM
by Susan Dutca-Lovell
Three San Bernardino County women who have been accused of stealing $1 million in federal financial aid from Fullerton college, in California, have been arrested by the U.S. Justice Department and

    Nothing says 'Merica like these Patriotic Scholarships as we approach Independence Day and remember how, in America, education is a great equalizer. Whether you are an American citizen searching for college scholarships or are studying abroad in the USA, these American-themed scholarships are for those who truly believe in the American dream. In the land of the free, we have plenty of free college scholarships to help you achieve your higher education dreams.

Patriotic Scholarships that Celebrate America

June 27, 2019 1:33 PM
by Susan Dutca-Lovell
Nothing says 'Merica like these Patriotic Scholarships as we approach Independence Day and remember how, in America, education is a great equalizer. Whether you are an American citizen