Fort Hays State University

Fort Hays State University

Victor E. Tiger

Fort Hays State University

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What is Brand Marketing?

Brand marketing is about:	Direct marketing is about:
Positioning Awareness Attitude Imparting information The future Us (the message sender)	Action Prospecting Response Offer information Now You (the message recipient)

Let's look at an example:

Brand marketing is Ford telling people that "Quality is Job 1."
Direct marketing is selling a Taurus.

The second element is customer relationship management. That's Ford saying, "Based on your experience with the Taurus, can I interest you in a Lincoln?"

So, what does this have to do with colleges?

Brand marketing is FHSU telling students we are "Affordable Success."
Direct marketing is the Art department selling a degree program.

The third element is student relationship management. That's FHSU asking, "Based on your experience with the Art program at FHSU can we interest you in some graduate art courses, campus housing or a meal plan at the union?"

If you have no brand, no image, no top of mind, then your direct marketing strategies will have to work much harder. You will spend more on search because your materials and messages are falling on deaf ears.

However, if you have a brand or image in the minds of students then your materials and messages will be much more likely to be received and responded to.

Here is a five-point recruiting strategy that many departments have successfully achieved.
1. Identify the kinds of students that succeed in your program. 2. Identify the benefits they seek (the qualities and characteristics that you offer that they value e.g. Biology students like the facilities and faculty interaction, Leadership students like the outside learning assignments and customized projects, Art students like the challenging work assignments, 24 hour graphics lab and success in students finding a job.) You must uncover the unique benefits of YOUR program and repeat the message. 3. Determine where they live in sufficient numbers. GIS data is available to help you do this - visit our office for details. 4. Build an image or brand in their heads. (Posters, brochures, Web sites, class visits, summer camps, videos, ask alumni for ++ word of mouth) 5. Connect with these students with online and on-campus interaction.

If you follow these five steps, and give step four the time and resources it needs, you can be successful. If you skip any of the steps, your search strategy will never be as successful as it could be.



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