When I talk with admissions leaders, cabinets, or boards, everyone wants to talk about what separates them from the school up the road. Yet, most schools tend to look and sound like the school up the road.
It seems like schools that are trying to be all things to all people are the schools that are having enrollment challenges. Ambiguity confuses the market place. A university president once asked, “What’s the greatest mistake we can make regarding a campus visit?” My reply was to have a family get in the car at the end of of their time on campus and say, “Nice school, but nothing special.”
Great marketing and positioning might offend. It might not appeal to the masses, but it ...Continue Reading Share