Benefits of Using University Marketing to Establish a Strong Brand

What makes a good university? The standard of education, recognition of its degrees, course structure and so on all undoubtedly have a part to play – but what about its brand? At the end of the day, a brand is what lets people know just how good a university is, as its outward image and reflection of how it is regarded within the community.


When you think of all major universities, it is easy to see the emphasis that they put on their image. From college t-shirts and apparel to branded accessories, stationery, and so on – all of these are used as tools to highlight the identity of the college and what it stands for.


Increasing Exposure and Engagement


All types of merchandise can really help to skyrocket exposure, even small things like student graduation gifts. Handing out customized pens emblazoned with the university logo to all members of a graduating class may seem like a big expense, but consider the gains that will be obtained by doing so.


Whether that pen is used or left on a desk – it will carry the university name and logo on it and will provide exposure to that brand. More importantly however, it will be a link between the person it was given to (now part of the university's alumni) and the institution where they studied – a bond which could prove valuable in the future.


Being able to cement that relationship between a university and its former students is part and parcel of a strong university marketing strategy. Actions as simple as giving graduation gifts can help to lay the foundation of that relationship, and provide greater engagement between former students and the university itself.


Attracting More Qualified Students and Staff


The main benefit of a unified university marketing strategy is that it allows the institution as a whole to focus on a specific mission, i.e. establishing a certain image that others will perceive and connect with the university itself.


In turn, this can help a university to attract a higher caliber of students, staff, and retain both over the years.


Along with the development of a strong brand, comes a sense of pride in the institution itself. Branded merchandise such as graduation gifts, uniforms, stationery, and so on will eventually double both as a marketing tool as well as one that students associate proudly with the university itself.


Long story short – a successful marketing strategy will eventually become self-sustaining to a degree. There will always be the need to reinforce that marketing, but the reputation and brand image of the university itself will do the rest. All of this can easily be observed when it comes to top institutions around the globe, including Oxford, Harvard, and so on.


Make no mistake, even these universities all had to start with the basics – but by tapping into the potential of university marketing, it is definitely possible to gain the same sort of benefits in the long term.

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