Creating Brand With Your Campus Stories

Fortunately, most prospective students and their families understand that selecting a college is different from buying a pair of jeans or choosing a pizza delivery service. Yet, the expectations they bring to the college search process are being set by corporations spending billions of dollars.

For colleges and universities, the easiest way to build their brands and increase top-of-mind awareness is by telling their stories.

• Stories will not come to you; identify someone on your team to go and find them. Better yet, divide up the campus and have members from your team assigned to connect with specific departments.
• Use an interview format when visiting with the story participants. This way, you'll have direct quotes to make the stories memorable and authentic. Be sure to take pictures while you are there.
• Testimonials from alumni offer first-hand accounts of the value and benefits provided by your institution. Find alums and get their stories, you can even start with those in your office.