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Communicating you are worth it in a noisy marketplace
Journal of Education Advancement & Marketing,
2
(2),
144-153
(2017)
Abstract
This paper provides guidance and specific examples of common elements needed for communicating the value proposition of liberal arts colleges to prospective students and families. In an environment where the worth of a college degree is questioned daily by the public and the mainstream media, this paper demonstrates how strategies that are distinctive, rooted in research and complementary to the institutional brand are imperative for communicating the worth of an institution. The paper suggests tactics to develop the key partnerships needed and provides metrics for how leaders can assess their value proposition initiatives.
Keywords: enrollment; communications; marketing; value; liberal arts; higher education
The full article is available to subscribers to the journal.
Author's Biography
Paul Redfern has been Executive Director of Communications and Marketing at Gettysburg College since June 2011. Since that time, he has built a dynamic, innovative and comprehensive integrated marketing programme. He previously served as Director of Web Communications as well as in the admissions and athletics areas at Gettysburg College. He is also a frequent contributor to Inside Higher Ed’s Call to Action blog. He is a member of the Board of Directors for (CUPRAP) the College and University Public Relations and Associated Professionals and holds a BA from Gettysburg College in political science.
Keri Rursch serves as Assistant Vice President of Communication and Marketing at Augustana College, Rock Island, Ill. Starting at Augustana in August 2011, she previously held the position of Director of Public Relations. In her current role, Keri leads a team of professionals responsible for advancement and admissions communication. Prior to Augustana, she spent 17 years working in the corporate world, as well as a short stint in non-profit fund-raising. She holds a BS in communications from Illinois State University.
Jamie Yates serves as the Director of Communications and Media Relations at Gettysburg College. She is responsible for developing, directing and implementing news and content strategies with a priority on ongoing strategic media placement to achieve maximum exposure, awareness and understanding of the college’s key marketing messages, presidential initiatives and brand. Prior to Gettysburg, Yates served as the Director of Communications for the Pennsylvania Commission for Community Colleges, where she advocated on behalf of the state’s 14 community colleges at a state and federal level. Previous to that role, she served as a deputy press secretary and spokesperson for the Pennsylvania Governor. She holds a BS from Shippensburg University of Pennsylvania in communications.
