While universities typically

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The decentralized nature of a higher education marketing strategy is costing universities dearly. Very few schools have central oversight and are therefore cannibalizing their own messaging and budgets. The article delves into the complexities of marketing in higher education, highlighting the unique challenges faced by universities. One of the primary challenges is the siloed nature of marketing in universities.


While universities typically have a central marketing team focused on boosting student Bolivia Phone Number List enrollment and driving donations, there are also numerous smaller teams across various academic departments and schools, each with slightly different target audiences. These smaller teams often work independently on their marketing strategies, employing a wide range of tactics such as social media, SEO, email marketing automation, PPC campaigns, live streaming video content, direct mail, in-person events, and even chatbot scripts. This decentralized approach can lead to several issues:




Dilution of the Brand: Inconsistent application of messaging and brand guidelines can weaken the overall brand identity. Missed Opportunities: Due to weak communication channels, potential marketing opportunities might be overlooked or not fully capitalized upon. Decreased Morale: Teams or individuals working in isolation can experience reduced morale. Despite these challenges, the article offers hope by suggesting nine strategies to promote more cohesive and effective higher education marketing. While the specific strategies aren’t detailed in the provided excerpt, the article emphasizes the importance of cohesive marketing efforts across the institution.