March 28, 2025 • 19 mins
The reputation of a university used to rest on academics alone—but in 2025, brand perception is just as important. In this episode, we explore the changing landscape of university branding and marketing, from the rise of dedicated brand managers at institutions like Johns Hopkins to the strategic use of content, data, and design.
Our hosts break down what’s working in higher ed marketing today—and why authenticity, personalization, and digital consistency are more critical than ever. Topics include the shift toward cohesive brand strategies, the power of inbound marketing, the challenge of reaching Gen Z, and why SEO and marketing fatigue can make or break your outreach.
We also explore how AI and data analytics are reshaping engagement and why the future belongs to institutions that build trust, not just awareness.
Whether you're a marketer, strategist, or just curious about where higher education is headed, this episode is packed with insights and actionable takeaways.
Learn more about the Higher Education Marketing Institute:
- Website: https://highereducationmarketinginstitute.com/
- X: https://x.com/HEMInstitute
- LinkedIn: https://www.linkedin.com/company/higher-education-marketing-institute/
- YouTube: https://www.youtube.com/@HigherEducationMarketing
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Jack (00:00):
You know, it's funny how much things have changed.
(00:02):
Like when you think about howuniversities, you know, used to
build their reputations.
Oh yeah.
It was all about academics,right?
The big research breakthroughs,the, you know, the famous
professors, like that's whatmade a university's name.
But now I.
Mm-hmm.
Uh, it feels different.
You know, it's not just aboutthe academics anymore.
There's this whole other layerof, uh, well, how do they work
(00:24):
with themselves?
How do they present themselvesto the world?
It's like the degree itself isonly one piece of the puzzle.
Now,
Jill (00:29):
you're absolutely right.
Uh, it really feels like thegame has changed.
I think universities are reallyhaving to step up their game.
It's not enough to just be goodat what they do anymore.
Yeah.
They have to show it, you know,tell their story in a really
compelling way, and that's whereall this emphasis on marketing
and brand management comes in.
Jack (00:48):
Exactly, and that's what we wanted to dig into today.
You know, this whole trend ofuniversities really focusing on
their brand, how they'reperceived.
Mm-hmm.
Uh, we've been seeing it moreand more, right, in articles and
discussions.
We thought it was time to kindof unpack it, figure out why
it's happening, and what itmeans for these institutions
moving forward.
Jill (01:06):
I think it's a really fascinating shift because for a
long time there was almost likea resistance, you know, to.
Thinking of universities asbrands in the way that say a
company would,
Jack (01:17):
right.
Like it was almost beneath themor something.
Jill (01:19):
Exactly.
Like it would somehow cheapenthe academic mission.
Jack (01:22):
Right.
Jill (01:23):
But I think that perception is changing and fast
so.
Jack (01:28):
To really understand this shift, we've gathered a whole
bunch of different perspective.
We'll be looking at howuniversities are now bringing in
like dedicated brand experts.
Um, some of the big marketingtrends that are predicted to
really take off in educationspecifically by.
2025.
Uh, we'll also explore thisconcept of attracting students
(01:48):
through valuable content, whichis something we see a lot,
especially for smaller schools.
Uh, and then there's a wholechallenge of connecting with Gen
Z, the next generation oflearners.
You know, they have their ownunique way of interacting with
the world.
Jill (01:59):
Absolutely.
And
Jack (02:00):
then there's the question of online visibility, like how
do universities make sure theystand out in this huge digital
landscape?
Yeah.
And then finally the everpresent challenge of just
cutting through all the noise,all the marketing messages that
are constantly bombardingeveryone these days, it's a lot
to consider.
Jill (02:18):
It is, and it really speaks to how competitive the
landscape has become, you know?
Yeah.
It's not just about offering agood education anymore, it's
about making sure that messageis heard and it resonates.
Jack (02:29):
Exactly.
It's about adapting to this newenvironment, but it's also
about.
Um, meeting the expectations ofthese new students,
understanding what they'relooking for in a university
experience.
Jill (02:39):
Right.
Jack (02:40):
So I guess a good starting point is this whole idea of
universities bringing indedicated brand managers.
Jill (02:46):
Yeah.
Like their own in-house experts,
Jack (02:48):
right?
Like they're taking a page fromthe corporate playbook here.
And it seems like a relativelynew thing.
Jill (02:53):
It is.
In the business world, brandmanagers have been around for
ages.
They're the ones who shape how acompany is perceived, you know,
protect its image, make sure themessaging is consistent, but
higher education is juststarting to catch up.
Jack (03:06):
And we actually had a chance to speak to Beth
Fritzinger, who's a brandmanager at Johns Hopkins
University, JHU.
Jill (03:12):
Oh, interesting.
Jack (03:13):
She really shed some light on.
What this role entails.
And it's not just about thevisual stuff, right?
Like the logo and colors.
It's much broader than that.
Jill (03:22):
Yeah, yeah.
It's much more strategic, right?
Mm-hmm.
It's about shaping a overallexperience of the university.
It's about creating a cohesiveidentity.
Jack (03:30):
Yeah.
So one of the core things thatFritzinger highlighted was
developing and maintaining brandguidelines.
This includes the visual Sure.
But also the messaging.
You know, how does theuniversity talk about itself?
How does it position itself inthe world?
Yeah.
And it's all about making surethat communication is
consistent, whether it's ontheir website, in their
brochures, on social media,wherever.
(03:50):
And I thought it was so smart.
Like JHU has a whole section ontheir website dedicated to these
guidelines.
I.
Jill (03:56):
Oh, that's great.
Jack (03:57):
So easy to find.
It's like they're saying, here'show we do things.
Let's all be on the same page.
Jill (04:03):
That's so important for clarity, right?
Yeah.
And accessibility.
Anyone can just go and see,okay, this is the brand, this is
how we do it.
Jack (04:09):
Exactly, and it's not enough to just have these
guidelines, you know?
Mm-hmm.
People actually have to usethem, and that's where the whole
education and advocacy piececomes in.
Fritzinger was really passionateabout that.
It's about actively trainingfaculty and staff on the
university's.
Branding principles.
Hmm.
Like she even had this greatquote from her time at the
University of Iowa.
(04:29):
She said, make it easy forpeople to do the right thing
when it comes to branding.
It's a really human-centeredapproach.
Yeah.
You know?
Jill (04:36):
Yeah.
Because most people want torepresent the university well,
Jack (04:40):
right.
Jill (04:40):
They just need to be given the tools and the know-how.
Jack (04:43):
Absolutely.
And then you have the strategicalignment aspect, like, you
know, universities are thesebig, complex organizations.
Yeah.
You've got admissions, you'vegot alumni relations, all the
different academic departments,and they all have to be singing
from the same hymn sheet.
Right.
Jill (04:57):
Yeah, it's about making sure everyone's pulling in the
same direction.
Jack (05:00):
Exactly.
And that's a big part of whatthe brand manager does, like
working with all these differentinternal teams to make sure
their communications align withthe overall university brand
strategy.
It's about creating this unifiedvoice
Jill (05:12):
that's so important for consistency.
Right?
Yeah.
Because the outside worlddoesn't necessarily.
See all those differentdepartments, they see the
university as a whole.
Jack (05:19):
Exactly.
And to help with all of this.
Brand managers are alsoresponsible for managing the
actual brand assets.
So this is things like templatesfor presentations, image
libraries, even guidelines forthings like, you know, branded
merchandise.
Yeah.
It's about giving people thetools they need to easily create
materials that are, you know, onbrand
Jill (05:40):
makes it much easier for everyone.
Jack (05:42):
Yeah.
And then finally, a huge part ofthe role is supporting.
Reputation management andstorytelling.
This is about shaping how theuniversity is perceived, you
know, telling its story in a waythat's compelling and resonates
with potential students, withdonors, with the community at
large.
Mm-hmm.
It's about building that trustand credibility
Jill (06:02):
and shaping the narrative.
Jack (06:03):
Right, because a strong brand.
Does so much more than just, youknow, look pretty.
Oh yeah.
It really builds, truststrengthens the university's
reputation, and ultimately itleads to a much more positive
experience for the students, youknow, from the very first moment
they encounter the institution.
Jill (06:19):
It's about building that emotional connection, right?
Yeah.
Making people feel like theybelong, like they're part of
something special.
Jack (06:25):
And JHU actually provides a really good example of this
with their 10 for one strategicframework.
It's basically an initiative tounite all their different
schools and divisions under thiscohesive one university brand.
And Fritzinger even said quote,JU is one of the most trusted
names in higher education, andwe realized we were missing
opportunities to fully leveragethat reputation.
(06:47):
So it's about being reallystrategic and making the most of
what they already have.
Jill (06:51):
That's smart, right?
Yeah.
Like they're saying, we've gotthis incredible asset, our
reputation, let's really put itto work.
Jack (06:57):
Exactly.
And you know, it's funny,Fritzinger also told this great
story about how the facilitiesteam at JHU, like the people who
maintain the buildings.
Mm-hmm.
They took it upon themselves topaint all the stair rails in the
specific JHU blue.
Yeah.
Like nobody asked them to do it.
They just knew it was part ofthe university's identity.
(07:18):
Oh, wow.
That's how much the brand haspermeated the culture there.
It's not just a marketing thing.
It's part of who they are.
Jill (07:24):
That's a great sign.
Right.
It shows that the brand isreally ingrained.
Jack (07:27):
It really is.
Yeah.
So the question is, why are weseeing this sudden focus on
brand management in highereducation?
Yeah.
Jill (07:34):
Like why
Jack (07:35):
now?
Jill (07:35):
Yeah.
Good question.
And
Jack (07:36):
Fritzinger pointed out that historically universities
haven't really thought ofthemselves as brands in the same
way that, you know, businessesdo.
Jill (07:44):
Right.
They've been more focused ontheir academic mission, which is
important of course,
Jack (07:48):
right?
Of course.
But the world has changed, youknow?
Yeah.
It's way more competitive now,both for students and for
funding.
And I think universities arerealizing that a strong brand is
no longer just a nice to have.
It's a necessity.
Jill (08:03):
Yeah.
It's essential for survival,really,
Jack (08:06):
as Fritzinger put it, quote.
In the past, universities shiedaway from thinking like
businesses.
But at the end of the day,branding helps us communicate
our value to students, faculty,and donors.
Yeah, and you know, there's alsothe practical reality that most
university communications teamsare already stretched thin.
Jill (08:24):
Yeah.
Jack (08:25):
So having a dedicated brand manager really allows them
to keep that brand strategyfront and center.
Jill (08:29):
Makes a lot of sense.
Jack (08:30):
But of course, managing a brand within higher education
has its own unique set ofchallenges.
Jill (08:34):
Oh yeah, I bet It's a whole different beast.
Jack (08:37):
Feer mentioned that one of the biggest hurdles is just the
sheer size and complexity ofthese institutions.
Like J Chu for example, theirlast major rebrand was in 2013,
and now they're gearing up fortheir hundred and 50th
anniversary in 2026.
Right?
So the brand has to be flexibleenough to encompass new academic
programs, evolving researchareas, even their physical
(08:59):
expansion across differentlocations.
It's a lot to keep track of.
Jill (09:03):
It's about finding that balance, right?
Yeah.
Yeah.
Between consistency andadaptability, you want to have a
strong, recognizable brand, butyou also need to be able to
evolve with the times.
Jack (09:13):
Exactly.
And then there's the challengeof catering to all the different
stakeholders.
You've got undergrad and gradprograms, research centers, the
medical school alumni, donors,each with their own specific
needs and communication styles.
The brand manager has to find away to make everyone feel
included while still maintainingthat overall brand consistency.
Jill (09:31):
That's the art of it, I guess.
Jack (09:32):
Right.
It's a balancing act and I wasreally impressed with the
resources that JHU provides tosupport this.
They have a whole brandresources page on their website.
Oh yeah.
It has everything downloadabledesign elements, a photo
library.
Templates, font guidelines,brand training materials, a
editorial style guide, eveninformation on trademark
licensing.
(09:53):
It's like this one stop shop foranyone who needs to create
something on brand.
Jill (09:57):
That's super helpful.
Jack (09:58):
Yeah.
It
Jill (09:58):
really takes the guesswork out of it.
Jack (10:00):
Totally.
So looking ahead, Fritzingerthinks these brand management
roles are only gonna become morecommon in higher education.
Jill (10:07):
Yeah.
Jack (10:07):
She even predicts we might start seeing like.
Director of brand positions.
Jill (10:12):
Oh, interesting.
Jack (10:12):
Yeah.
And more specialized roleswithin brand teams in the next
five to 10 years.
Jill (10:17):
Makes sense.
As the field matures.
Jack (10:19):
Yeah.
And she also sees a much greateremphasis on accessibility in
branding.
Moving beyond just the visualelements to consider things like
color contrast for visuallyimpaired users and making sure
materials are inclusive in termsof both design and language.
Jill (10:33):
That's great to hear.
Accessibility should be a toppriority for everyone.
I.
Jack (10:37):
Absolutely, and it's really interesting to hear about
J HSU's approach toincorporating AI into their
branding efforts.
They've actually set up a wholetask force to develop
recommendations.
They're being very cautiousabout it, you know, making sure
they're using AI appropriatelywhile also ensuring that their
communication staff have enoughhuman resources so they don't
(10:58):
feel like they have to relysolely on AI is a really
balanced approach.
Jill (11:02):
Yeah.
It's about using AI as a tool.
Not a replacement for humanexpertise.
Jack (11:06):
Exactly.
And finally, Fritzinger had somereally good advice for other
marketing professionals inhigher education.
She said, make branding easy.
Find that sweet spot betweentradition and innovation.
Remember that branding iseveryone's responsibility, not
just the marketing departmentsand invest in brand governance.
That's good
Jill (11:24):
advice.
Jack (11:24):
Yeah.
So that gives us a pretty goodoverview of this whole rise of
the university brand manager.
But let's zoom out a bit andlook at the bigger picture.
The Higher Education MarketingInstitute actually put out some
predictions for the topmarketing trends in education
for 2025, and a lot of itconnects really well with what
we've just been talking about.
Jill (11:43):
Oh, I'd love to hear about that.
Jack (11:45):
So unsurprisingly, they also predict continued growth in
dedicated brand manager roles,but they also highlight the
increasing importance of what'scalled inbound marketing.
This is particularly relevantfor smaller private schools that
are, you know, trying to boosttheir enrollment.
It's a way of attractingstudents by providing valuable
(12:06):
content that they're actuallylooking for.
Jill (12:07):
Right.
It's about drawing people inorganically rather than just
pushing messages out.
Jack (12:11):
Exactly.
And they also predict thatconnecting with Gen Z students
is gonna require.
A totally different approach.
Jill (12:18):
Yeah.
Jack (12:18):
They're all about personalized, authentic content
delivered through social mediaand even influencer
collaborations.
It's a world away from howuniversities used to reach out
to students.
Jill (12:29):
Gen Z is a whole different generation, right?
They grew up online.
Yeah.
They can spot a fake a mileaway.
Jack (12:35):
Totally.
And they're also predicting thatdata analytics is gonna play a
huge role in shaping educationmarketing strategies.
It's not enough to just.
Put stuff out there anymore, youhave to track what's working,
understand your audience, andadjust your approach
accordingly.
Jill (12:50):
Data is king these days.
Jack (12:52):
Right.
And interestingly, they alsotouched on some more
controversial topics, likewhether the increasing
investment in brand managersmight come at the expense of
academic programs.
Mm-hmm.
And also.
The role of social mediainfluencers in education
marketing, which is a wholeother can of worms.
Jill (13:08):
Yeah, those are definitely gonna be hot topics for
discussion.
Jack (13:10):
So let's dive into some of these strategies a little more,
starting with inbound marketing,which as we said, is becoming
really crucial for smallerprivate schools.
Jill (13:18):
Yeah.
Jack (13:19):
A lot of these institutions are facing huge
enrollment pressures andtraditional outreach just isn't
cutting it anymore.
Jill (13:26):
Yeah, I can see that.
Jack (13:27):
So inbound marketing is all about understanding what
your target audience is actuallylooking for.
What are their pain points,right?
What questions do they have?
And then creating content thatdirectly addresses those needs.
This could be helpful blog postsand formative videos,
downloadable guides, anythingthat provides real value, right?
And then you use things likepersonalized email marketing to
(13:50):
nurture those relationships andkeep people engaged.
A big part of this is leveragingcontent created by current
students and alumni, becauselet's be honest, those peer
recommendations carry a lot ofweight, especially in today's
world.
Jill (14:02):
Oh yeah.
Especially for Gen Z.
They're all about authenticityand hearing from people they can
relate to.
Jack (14:07):
In speaking of Gen Z, there was a really great article
in advance education about howto effectively market to this
next generation of learners.
Jill (14:14):
Interesting.
Jack (14:15):
And the key takeaway was.
Again, authenticity.
You have to understand theirdigital habits, where they hang
out online, what kind of contentthey respond to, and create
strategies that feelpersonalized and genuine.
Jill (14:26):
Makes sense.
Jack (14:26):
Social media, influencer, collaborations, user-generated
content, those are all huge forthis generation.
Jill (14:33):
Yeah, they practically live online.
Jack (14:34):
Exactly.
And the article also highlightedthe value of developing what
they call student personas.
Mm-hmm.
Is basically creating thesedetailed profiles of your ideal
student.
What are their interests?
What is their goal, what aretheir concerns?
And then you use those insights.
To tailor your messaging.
Jill (14:51):
That's smart.
It makes the marketing moretargeted and effective.
Jack (14:55):
Right.
And they also stress theimportance of actually involving
current students in the contentcreation process.
Yeah.
Because who better to speak toprospective students than the
people who are actually livingthe experience?
Jill (15:06):
Absolutely.
It brings that realness, thatcredibility.
Jack (15:09):
Totally.
And then of course there's thewhole question of SEO search
engine optimization.
This came up in a discussion onthe Enrollment clinic podcast.
Jill (15:16):
Yeah, I was gonna ask about that.
I mean.
SEO is crucial for anyorganization these days, but
especially for universities.
Jack (15:23):
Exactly.
Yeah.
And it's surprising how many arestill missing the boat on this.
Like they pointed out that 67%of prospective students start
their college search online.
That's the vast majority.
Jill (15:34):
Wow.
That's huge.
Jack (15:35):
And yet over half a universities don't have a clear
SEO strategy.
It's a major disconnect.
Jill (15:40):
And that's a missed opportunity.
Jack (15:41):
Yeah.
Big time.
So.
What are some of the key thingsuniversities need to focus on?
Well, optimizing their websitecontent with relevant keywords,
making sure their website isuser friendly and easy to
navigate.
And building those back links,which are basically like votes
of confidence from othercredible websites.
Jill (16:01):
Right.
It's all about buildingauthority, showing Google that
you're a trusted source ofinformation.
Jack (16:05):
Exactly.
And then there's the whole thingabout optimizing for voice
search, you know?
More and more people are usingthings like Siri and Alexa.
Jill (16:12):
Yeah.
Jack (16:12):
And making sure their websites are mobile friendly
because.
Let's be honest, most people arebrowsing on their phones these
days.
And the expert even talked abouthow AI is influencing SEO now.
Mm.
It's like it's favoring contentthat's written in a clear
conversational style.
Jill (16:26):
That's interesting.
So no more stuffy academicjargon.
Jack (16:29):
Right.
And finally, we can't talk abouteducation marketing without
addressing marketing fatigue.
Jill (16:34):
Oh yeah, that's a big one.
Jack (16:36):
This was a topic discussed by EAB, and it's the idea that
students are just.
Bombarded with so many marketingmessages that they start tuning
them out.
Jill (16:45):
Yeah.
I mean, everyone's experiencingthat these days, not just
students.
It's information overload.
Jack (16:50):
Totally.
And EAB even cited the statisticthat the average person sees
something like 5,000 ads everysingle day.
And when you think about howmany universities and programs
are out there, it's no wonderstudents are feeling
overwhelmed.
Jill (17:04):
It's a lot to process.
Jack (17:05):
So how do universities combat this?
Well, EAB suggests reallyfocusing on personalization,
like using data to make surestudents are seeing messages
that are actually relevant tothem.
Jill (17:16):
Yeah, that makes sense.
Jack (17:17):
And aligning all their marketing with their core
mission and values.
Jill (17:21):
That's about authenticity.
Jack (17:23):
Exactly and constantly refreshing their ad creatives,
you know, AB testing to see whatworks best.
And even strategically managingplatform fatigue.
This means potentially pausingadvertising on certain platforms
if they get too saturated.
Jill (17:37):
That's smart.
You don't wanna keep hittingpeople over the head with the
same message.
Jack (17:40):
Exactly,
Jill (17:41):
yeah.
Jack (17:41):
And they also highlighted the importance of cultivating
what they call high intent LEDsources.
This means focusing on studentswho have already shown some
interest in the university.
Jill (17:50):
So it's more about quality than quantity.
Jack (17:52):
Exactly.
So taking all of this together,it's clear that we're seeing a
huge shift in how educationalinstitutions are approaching
marketing.
Jill (18:00):
Yeah.
It's becoming much morestrategic,
Jack (18:02):
right?
It's not just an afterthoughtanymore.
It's a core part of theirstrategy for attracting students
and building their reputation.
And we're seeing this emphasison branding, the need for
personalized and inboundmarketing, the importance of
connecting with Gen Z on theirterms.
The crucial role of SEO and theconstant challenge of overcoming
marketing fatigue.
Jill (18:23):
It's about adapting to this new landscape and really
understanding what students wantand need.
Jack (18:29):
Exactly.
And ultimately it feels like thefuture of education Marketing is
about being genuinely studentcentric and building authentic
relationships.
So here's a question for you tothink about.
Given all these changes we'vediscussed, what do you see as
the single most important shiftthat universities need to make
(18:49):
to not just survive but thrivein this new world?
Jill (18:52):
Ooh, that's a good word.
Jack (18:53):
And for students who are navigating this increasingly
complex world of universitymarketing, how can they cut
through all the noise and figureout which institutions are truly
a good fit for them?
It's a two-way street.
Jill (19:03):
Absolutely.
Jack (19:04):
Universities have to adapt, but students have to be
savvy too.
Jill (19:07):
That's a great point.
You know, it's funny how much things have changed.
(00:02):
Like when you think about howuniversities, you know, used to
build their reputations.
Oh yeah.
It was all about academics,right?
The big research breakthroughs,the, you know, the famous
professors, like that's whatmade a university's name.
But now I.
Mm-hmm.
Uh, it feels different.
You know, it's not just aboutthe academics anymore.
There's this whole other layerof, uh, well, how do they work
(00:24):
with themselves?
How do they present themselvesto the world?
It's like the degree itself isonly one piece of the puzzle.
Now,
Jill (00:29):
you're absolutely right.
Uh, it really feels like thegame has changed.
I think universities are reallyhaving to step up their game.
It's not enough to just be goodat what they do anymore.
Yeah.
They have to show it, you know,tell their story in a really
compelling way, and that's whereall this emphasis on marketing
and brand management comes in.
Jack (00:48):
Exactly, and that's what we wanted to dig into today.
You know, this whole trend ofuniversities really focusing on
their brand, how they'reperceived.
Mm-hmm.
Uh, we've been seeing it moreand more, right, in articles and
discussions.
We thought it was time to kindof unpack it, figure out why
it's happening, and what itmeans for these institutions
moving forward.
Jill (01:06):
I think it's a really fascinating shift because for a
long time there was almost likea resistance, you know, to.
Thinking of universities asbrands in the way that say a
company would,
Jack (01:17):
right.
Like it was almost beneath themor something.
Jill (01:19):
Exactly.
Like it would somehow cheapenthe academic mission.
Jack (01:22):
Right.
Jill (01:23):
But I think that perception is changing and fast
so.
Jack (01:28):
To really understand this shift, we've gathered a whole
bunch of different perspective.
We'll be looking at howuniversities are now bringing in
like dedicated brand experts.
Um, some of the big marketingtrends that are predicted to
really take off in educationspecifically by.
2025.
Uh, we'll also explore thisconcept of attracting students
(01:48):
through valuable content, whichis something we see a lot,
especially for smaller schools.
Uh, and then there's a wholechallenge of connecting with Gen
Z, the next generation oflearners.
You know, they have their ownunique way of interacting with
the world.
Jill (01:59):
Absolutely.
And
Jack (02:00):
then there's the question of online visibility, like how
do universities make sure theystand out in this huge digital
landscape?
Yeah.
And then finally the everpresent challenge of just
cutting through all the noise,all the marketing messages that
are constantly bombardingeveryone these days, it's a lot
to consider.
Jill (02:18):
It is, and it really speaks to how competitive the
landscape has become, you know?
Yeah.
It's not just about offering agood education anymore, it's
about making sure that messageis heard and it resonates.
Jack (02:29):
Exactly.
It's about adapting to this newenvironment, but it's also
about.
Um, meeting the expectations ofthese new students,
understanding what they'relooking for in a university
experience.
Jill (02:39):
Right.
Jack (02:40):
So I guess a good starting point is this whole idea of
universities bringing indedicated brand managers.
Jill (02:46):
Yeah.
Like their own in-house experts,
Jack (02:48):
right?
Like they're taking a page fromthe corporate playbook here.
And it seems like a relativelynew thing.
Jill (02:53):
It is.
In the business world, brandmanagers have been around for
ages.
They're the ones who shape how acompany is perceived, you know,
protect its image, make sure themessaging is consistent, but
higher education is juststarting to catch up.
Jack (03:06):
And we actually had a chance to speak to Beth
Fritzinger, who's a brandmanager at Johns Hopkins
University, JHU.
Jill (03:12):
Oh, interesting.
Jack (03:13):
She really shed some light on.
What this role entails.
And it's not just about thevisual stuff, right?
Like the logo and colors.
It's much broader than that.
Jill (03:22):
Yeah, yeah.
It's much more strategic, right?
Mm-hmm.
It's about shaping a overallexperience of the university.
It's about creating a cohesiveidentity.
Jack (03:30):
Yeah.
So one of the core things thatFritzinger highlighted was
developing and maintaining brandguidelines.
This includes the visual Sure.
But also the messaging.
You know, how does theuniversity talk about itself?
How does it position itself inthe world?
Yeah.
And it's all about making surethat communication is
consistent, whether it's ontheir website, in their
brochures, on social media,wherever.
(03:50):
And I thought it was so smart.
Like JHU has a whole section ontheir website dedicated to these
guidelines.
I.
Jill (03:56):
Oh, that's great.
Jack (03:57):
So easy to find.
It's like they're saying, here'show we do things.
Let's all be on the same page.
Jill (04:03):
That's so important for clarity, right?
Yeah.
And accessibility.
Anyone can just go and see,okay, this is the brand, this is
how we do it.
Jack (04:09):
Exactly, and it's not enough to just have these
guidelines, you know?
Mm-hmm.
People actually have to usethem, and that's where the whole
education and advocacy piececomes in.
Fritzinger was really passionateabout that.
It's about actively trainingfaculty and staff on the
university's.
Branding principles.
Hmm.
Like she even had this greatquote from her time at the
University of Iowa.
(04:29):
She said, make it easy forpeople to do the right thing
when it comes to branding.
It's a really human-centeredapproach.
Yeah.
You know?
Jill (04:36):
Yeah.
Because most people want torepresent the university well,
Jack (04:40):
right.
Jill (04:40):
They just need to be given the tools and the know-how.
Jack (04:43):
Absolutely.
And then you have the strategicalignment aspect, like, you
know, universities are thesebig, complex organizations.
Yeah.
You've got admissions, you'vegot alumni relations, all the
different academic departments,and they all have to be singing
from the same hymn sheet.
Right.
Jill (04:57):
Yeah, it's about making sure everyone's pulling in the
same direction.
Jack (05:00):
Exactly.
And that's a big part of whatthe brand manager does, like
working with all these differentinternal teams to make sure
their communications align withthe overall university brand
strategy.
It's about creating this unifiedvoice
Jill (05:12):
that's so important for consistency.
Right?
Yeah.
Because the outside worlddoesn't necessarily.
See all those differentdepartments, they see the
university as a whole.
Jack (05:19):
Exactly.
And to help with all of this.
Brand managers are alsoresponsible for managing the
actual brand assets.
So this is things like templatesfor presentations, image
libraries, even guidelines forthings like, you know, branded
merchandise.
Yeah.
It's about giving people thetools they need to easily create
materials that are, you know, onbrand
Jill (05:40):
makes it much easier for everyone.
Jack (05:42):
Yeah.
And then finally, a huge part ofthe role is supporting.
Reputation management andstorytelling.
This is about shaping how theuniversity is perceived, you
know, telling its story in a waythat's compelling and resonates
with potential students, withdonors, with the community at
large.
Mm-hmm.
It's about building that trustand credibility
Jill (06:02):
and shaping the narrative.
Jack (06:03):
Right, because a strong brand.
Does so much more than just, youknow, look pretty.
Oh yeah.
It really builds, truststrengthens the university's
reputation, and ultimately itleads to a much more positive
experience for the students, youknow, from the very first moment
they encounter the institution.
Jill (06:19):
It's about building that emotional connection, right?
Yeah.
Making people feel like theybelong, like they're part of
something special.
Jack (06:25):
And JHU actually provides a really good example of this
with their 10 for one strategicframework.
It's basically an initiative tounite all their different
schools and divisions under thiscohesive one university brand.
And Fritzinger even said quote,JU is one of the most trusted
names in higher education, andwe realized we were missing
opportunities to fully leveragethat reputation.
(06:47):
So it's about being reallystrategic and making the most of
what they already have.
Jill (06:51):
That's smart, right?
Yeah.
Like they're saying, we've gotthis incredible asset, our
reputation, let's really put itto work.
Jack (06:57):
Exactly.
And you know, it's funny,Fritzinger also told this great
story about how the facilitiesteam at JHU, like the people who
maintain the buildings.
Mm-hmm.
They took it upon themselves topaint all the stair rails in the
specific JHU blue.
Yeah.
Like nobody asked them to do it.
They just knew it was part ofthe university's identity.
(07:18):
Oh, wow.
That's how much the brand haspermeated the culture there.
It's not just a marketing thing.
It's part of who they are.
Jill (07:24):
That's a great sign.
Right.
It shows that the brand isreally ingrained.
Jack (07:27):
It really is.
Yeah.
So the question is, why are weseeing this sudden focus on
brand management in highereducation?
Yeah.
Jill (07:34):
Like why
Jack (07:35):
now?
Jill (07:35):
Yeah.
Good question.
And
Jack (07:36):
Fritzinger pointed out that historically universities
haven't really thought ofthemselves as brands in the same
way that, you know, businessesdo.
Jill (07:44):
Right.
They've been more focused ontheir academic mission, which is
important of course,
Jack (07:48):
right?
Of course.
But the world has changed, youknow?
Yeah.
It's way more competitive now,both for students and for
funding.
And I think universities arerealizing that a strong brand is
no longer just a nice to have.
It's a necessity.
Jill (08:03):
Yeah.
It's essential for survival,really,
Jack (08:06):
as Fritzinger put it, quote.
In the past, universities shiedaway from thinking like
businesses.
But at the end of the day,branding helps us communicate
our value to students, faculty,and donors.
Yeah, and you know, there's alsothe practical reality that most
university communications teamsare already stretched thin.
Jill (08:24):
Yeah.
Jack (08:25):
So having a dedicated brand manager really allows them
to keep that brand strategyfront and center.
Jill (08:29):
Makes a lot of sense.
Jack (08:30):
But of course, managing a brand within higher education
has its own unique set ofchallenges.
Jill (08:34):
Oh yeah, I bet It's a whole different beast.
Jack (08:37):
Feer mentioned that one of the biggest hurdles is just the
sheer size and complexity ofthese institutions.
Like J Chu for example, theirlast major rebrand was in 2013,
and now they're gearing up fortheir hundred and 50th
anniversary in 2026.
Right?
So the brand has to be flexibleenough to encompass new academic
programs, evolving researchareas, even their physical
(08:59):
expansion across differentlocations.
It's a lot to keep track of.
Jill (09:03):
It's about finding that balance, right?
Yeah.
Yeah.
Between consistency andadaptability, you want to have a
strong, recognizable brand, butyou also need to be able to
evolve with the times.
Jack (09:13):
Exactly.
And then there's the challengeof catering to all the different
stakeholders.
You've got undergrad and gradprograms, research centers, the
medical school alumni, donors,each with their own specific
needs and communication styles.
The brand manager has to find away to make everyone feel
included while still maintainingthat overall brand consistency.
Jill (09:31):
That's the art of it, I guess.
Jack (09:32):
Right.
It's a balancing act and I wasreally impressed with the
resources that JHU provides tosupport this.
They have a whole brandresources page on their website.
Oh yeah.
It has everything downloadabledesign elements, a photo
library.
Templates, font guidelines,brand training materials, a
editorial style guide, eveninformation on trademark
licensing.
(09:53):
It's like this one stop shop foranyone who needs to create
something on brand.
Jill (09:57):
That's super helpful.
Jack (09:58):
Yeah.
It
Jill (09:58):
really takes the guesswork out of it.
Jack (10:00):
Totally.
So looking ahead, Fritzingerthinks these brand management
roles are only gonna become morecommon in higher education.
Jill (10:07):
Yeah.
Jack (10:07):
She even predicts we might start seeing like.
Director of brand positions.
Jill (10:12):
Oh, interesting.
Jack (10:12):
Yeah.
And more specialized roleswithin brand teams in the next
five to 10 years.
Jill (10:17):
Makes sense.
As the field matures.
Jack (10:19):
Yeah.
And she also sees a much greateremphasis on accessibility in
branding.
Moving beyond just the visualelements to consider things like
color contrast for visuallyimpaired users and making sure
materials are inclusive in termsof both design and language.
Jill (10:33):
That's great to hear.
Accessibility should be a toppriority for everyone.
I.
Jack (10:37):
Absolutely, and it's really interesting to hear about
J HSU's approach toincorporating AI into their
branding efforts.
They've actually set up a wholetask force to develop
recommendations.
They're being very cautiousabout it, you know, making sure
they're using AI appropriatelywhile also ensuring that their
communication staff have enoughhuman resources so they don't
(10:58):
feel like they have to relysolely on AI is a really
balanced approach.
Jill (11:02):
Yeah.
It's about using AI as a tool.
Not a replacement for humanexpertise.
Jack (11:06):
Exactly.
And finally, Fritzinger had somereally good advice for other
marketing professionals inhigher education.
She said, make branding easy.
Find that sweet spot betweentradition and innovation.
Remember that branding iseveryone's responsibility, not
just the marketing departmentsand invest in brand governance.
That's good
Jill (11:24):
advice.
Jack (11:24):
Yeah.
So that gives us a pretty goodoverview of this whole rise of
the university brand manager.
But let's zoom out a bit andlook at the bigger picture.
The Higher Education MarketingInstitute actually put out some
predictions for the topmarketing trends in education
for 2025, and a lot of itconnects really well with what
we've just been talking about.
Jill (11:43):
Oh, I'd love to hear about that.
Jack (11:45):
So unsurprisingly, they also predict continued growth in
dedicated brand manager roles,but they also highlight the
increasing importance of what'scalled inbound marketing.
This is particularly relevantfor smaller private schools that
are, you know, trying to boosttheir enrollment.
It's a way of attractingstudents by providing valuable
(12:06):
content that they're actuallylooking for.
Jill (12:07):
Right.
It's about drawing people inorganically rather than just
pushing messages out.
Jack (12:11):
Exactly.
And they also predict thatconnecting with Gen Z students
is gonna require.
A totally different approach.
Jill (12:18):
Yeah.
Jack (12:18):
They're all about personalized, authentic content
delivered through social mediaand even influencer
collaborations.
It's a world away from howuniversities used to reach out
to students.
Jill (12:29):
Gen Z is a whole different generation, right?
They grew up online.
Yeah.
They can spot a fake a mileaway.
Jack (12:35):
Totally.
And they're also predicting thatdata analytics is gonna play a
huge role in shaping educationmarketing strategies.
It's not enough to just.
Put stuff out there anymore, youhave to track what's working,
understand your audience, andadjust your approach
accordingly.
Jill (12:50):
Data is king these days.
Jack (12:52):
Right.
And interestingly, they alsotouched on some more
controversial topics, likewhether the increasing
investment in brand managersmight come at the expense of
academic programs.
Mm-hmm.
And also.
The role of social mediainfluencers in education
marketing, which is a wholeother can of worms.
Jill (13:08):
Yeah, those are definitely gonna be hot topics for
discussion.
Jack (13:10):
So let's dive into some of these strategies a little more,
starting with inbound marketing,which as we said, is becoming
really crucial for smallerprivate schools.
Jill (13:18):
Yeah.
Jack (13:19):
A lot of these institutions are facing huge
enrollment pressures andtraditional outreach just isn't
cutting it anymore.
Jill (13:26):
Yeah, I can see that.
Jack (13:27):
So inbound marketing is all about understanding what
your target audience is actuallylooking for.
What are their pain points,right?
What questions do they have?
And then creating content thatdirectly addresses those needs.
This could be helpful blog postsand formative videos,
downloadable guides, anythingthat provides real value, right?
And then you use things likepersonalized email marketing to
(13:50):
nurture those relationships andkeep people engaged.
A big part of this is leveragingcontent created by current
students and alumni, becauselet's be honest, those peer
recommendations carry a lot ofweight, especially in today's
world.
Jill (14:02):
Oh yeah.
Especially for Gen Z.
They're all about authenticityand hearing from people they can
relate to.
Jack (14:07):
In speaking of Gen Z, there was a really great article
in advance education about howto effectively market to this
next generation of learners.
Jill (14:14):
Interesting.
Jack (14:15):
And the key takeaway was.
Again, authenticity.
You have to understand theirdigital habits, where they hang
out online, what kind of contentthey respond to, and create
strategies that feelpersonalized and genuine.
Jill (14:26):
Makes sense.
Jack (14:26):
Social media, influencer, collaborations, user-generated
content, those are all huge forthis generation.
Jill (14:33):
Yeah, they practically live online.
Jack (14:34):
Exactly.
And the article also highlightedthe value of developing what
they call student personas.
Mm-hmm.
Is basically creating thesedetailed profiles of your ideal
student.
What are their interests?
What is their goal, what aretheir concerns?
And then you use those insights.
To tailor your messaging.
Jill (14:51):
That's smart.
It makes the marketing moretargeted and effective.
Jack (14:55):
Right.
And they also stress theimportance of actually involving
current students in the contentcreation process.
Yeah.
Because who better to speak toprospective students than the
people who are actually livingthe experience?
Jill (15:06):
Absolutely.
It brings that realness, thatcredibility.
Jack (15:09):
Totally.
And then of course there's thewhole question of SEO search
engine optimization.
This came up in a discussion onthe Enrollment clinic podcast.
Jill (15:16):
Yeah, I was gonna ask about that.
I mean.
SEO is crucial for anyorganization these days, but
especially for universities.
Jack (15:23):
Exactly.
Yeah.
And it's surprising how many arestill missing the boat on this.
Like they pointed out that 67%of prospective students start
their college search online.
That's the vast majority.
Jill (15:34):
Wow.
That's huge.
Jack (15:35):
And yet over half a universities don't have a clear
SEO strategy.
It's a major disconnect.
Jill (15:40):
And that's a missed opportunity.
Jack (15:41):
Yeah.
Big time.
So.
What are some of the key thingsuniversities need to focus on?
Well, optimizing their websitecontent with relevant keywords,
making sure their website isuser friendly and easy to
navigate.
And building those back links,which are basically like votes
of confidence from othercredible websites.
Jill (16:01):
Right.
It's all about buildingauthority, showing Google that
you're a trusted source ofinformation.
Jack (16:05):
Exactly.
And then there's the whole thingabout optimizing for voice
search, you know?
More and more people are usingthings like Siri and Alexa.
Jill (16:12):
Yeah.
Jack (16:12):
And making sure their websites are mobile friendly
because.
Let's be honest, most people arebrowsing on their phones these
days.
And the expert even talked abouthow AI is influencing SEO now.
Mm.
It's like it's favoring contentthat's written in a clear
conversational style.
Jill (16:26):
That's interesting.
So no more stuffy academicjargon.
Jack (16:29):
Right.
And finally, we can't talk abouteducation marketing without
addressing marketing fatigue.
Jill (16:34):
Oh yeah, that's a big one.
Jack (16:36):
This was a topic discussed by EAB, and it's the idea that
students are just.
Bombarded with so many marketingmessages that they start tuning
them out.
Jill (16:45):
Yeah.
I mean, everyone's experiencingthat these days, not just
students.
It's information overload.
Jack (16:50):
Totally.
And EAB even cited the statisticthat the average person sees
something like 5,000 ads everysingle day.
And when you think about howmany universities and programs
are out there, it's no wonderstudents are feeling
overwhelmed.
Jill (17:04):
It's a lot to process.
Jack (17:05):
So how do universities combat this?
Well, EAB suggests reallyfocusing on personalization,
like using data to make surestudents are seeing messages
that are actually relevant tothem.
Jill (17:16):
Yeah, that makes sense.
Jack (17:17):
And aligning all their marketing with their core
mission and values.
Jill (17:21):
That's about authenticity.
Jack (17:23):
Exactly and constantly refreshing their ad creatives,
you know, AB testing to see whatworks best.
And even strategically managingplatform fatigue.
This means potentially pausingadvertising on certain platforms
if they get too saturated.
Jill (17:37):
That's smart.
You don't wanna keep hittingpeople over the head with the
same message.
Jack (17:40):
Exactly,
Jill (17:41):
yeah.
Jack (17:41):
And they also highlighted the importance of cultivating
what they call high intent LEDsources.
This means focusing on studentswho have already shown some
interest in the university.
Jill (17:50):
So it's more about quality than quantity.
Jack (17:52):
Exactly.
So taking all of this together,it's clear that we're seeing a
huge shift in how educationalinstitutions are approaching
marketing.
Jill (18:00):
Yeah.
It's becoming much morestrategic,
Jack (18:02):
right?
It's not just an afterthoughtanymore.
It's a core part of theirstrategy for attracting students
and building their reputation.
And we're seeing this emphasison branding, the need for
personalized and inboundmarketing, the importance of
connecting with Gen Z on theirterms.
The crucial role of SEO and theconstant challenge of overcoming
marketing fatigue.
Jill (18:23):
It's about adapting to this new landscape and really
understanding what students wantand need.
Jack (18:29):
Exactly.
And ultimately it feels like thefuture of education Marketing is
about being genuinely studentcentric and building authentic
relationships.
So here's a question for you tothink about.
Given all these changes we'vediscussed, what do you see as
the single most important shiftthat universities need to make
(18:49):
to not just survive but thrivein this new world?
Jill (18:52):
Ooh, that's a good word.
Jack (18:53):
And for students who are navigating this increasingly
complex world of universitymarketing, how can they cut
through all the noise and figureout which institutions are truly
a good fit for them?
It's a two-way street.
Jill (19:03):
Absolutely.
Jack (19:04):
Universities have to adapt, but students have to be
savvy too.
Jill (19:07):
That's a great point.
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