A brand refresh — which can be anything from adjusting your logo’s color to a full-on messaging update — can help your organization’s story align with what you stand for and your current offer. But when should you hit the reset button on your brand?
Campaigns are more than an ask for money. Beyond the bottom line lies a golden opportunity to tell your story, proclaim your vision, and connect with donors on a level that goes much deeper than their pockets. Once you can do that, you’ll not only reach your goal, you’ll elevate your entire institution.
Generation Z: They were born after 1996. They have an attention span of eight seconds. And most of them went straight from sucking their thumbs to surfing the web. So if your brand is going to capture their attention (let alone keep it), consider these tips.
Plenty of research and insight exist about why college students pick the schools they do. What is it that finally moves a prospective school from the “maybe” to the “yes” column? Is it the feeling they get when they visit the campus? Is it the nationally ranked engineering program? Or is it the soft-serve ice cream in the cafeteria?
At Ologie, our people spend hundreds of days on college and university campuses each year. We’ve been on countless prospective student tours. (We’re the old ones in the back.) And we review stacks upon stacks of viewbooks and other admissions materials all year long.
Over the past decade in the higher education industry, we’ve seen a dramatic upswing in the attention paid to branding. The evidence is overwhelming: more institutions appointing CMOs, larger marketing budgets, highly visible and sophisticated campaigns, more efforts to protect trademarks, and growing attendance at marketing conferences by higher ed practitioners.
More than 50 years after he coined the phrase, Marshall McLuhan’s famous aphorism seems to be increasingly relevant, not less so.
As it turns out, all the buzz around Snapchat is legit. The platform now has over 200 million monthly active users, and 77 percent of college students use it at least once a day. The big question we continue to hear from our clients is, “Does Snapchat make sense for my organization?” Our answer: yes.
Twenty years ago, branding was a new concept in higher education. Today, the entire landscape has evolved. Leaders at colleges and universities compete for best-fit students, and work tirelessly to draw the support of their alumni. Many institutions no longer see branding as a luxury; they view it as a necessity.