How College Presidents Shape College Marketing

In most cases, the college president serves as the face of the institution—the icon and representative of the school’s vision and direction. Certainly, there are exceptions. Professors, coaches, or students may become more well-known than the president, but generally speaking, the president is the chief brand ambassador.

Since many college presidents come from academic backgrounds in fields like anthropology or chemistry—far removed from the marketing department—this ambassadorship often presents new challenges and opportunities for the newly arrived. The same could be said for areas like facilities management, fundraising, or HR. However, with daily meetings involving the cabinet, students, alumni, and donors, college presidents have ongoing opportunities to either capitalize on or miss out on this role of brand stewardship. Here are a few key ways a college president can leverage their position:

Acknowledge the college brand as an asset:

Begin by recognizing the brand—the intangible set of associations that live in the hearts and minds of your stakeholders—as one of the most valuable and precious things you oversee.

Give people context about your institution: 

Commonly referred to as institutional positioning, differentiate your school by clearly sharing what it strives to be—and just as importantly, what it is not trying to be.

Differentiate strategically: 

Doing and saying the same things as everyone else will cause us to lose momentum. On the other hand, being different just for the sake of being different can make us irrelevant. Presidents can make an impact by charting a distinct course and following it.

Collect and share stories: 

Research shows that people are more likely to remember and retell stories than statements or declarations. Collect stories that showcase your institution’s best traits and use them in speeches, interactions, and interviews to give life to the school’s brand.

Define and share the vision for your brand: 

Clarify the key associations that define your institution, the values you aspire to uphold, and the emotions your brand should evoke. While people may have different interpretations of your school’s identity, it’s up to the president to provide a clear vision.

Connect with your school’s values: 

Values are essential in marketing. Steve Jobs, a renowned marketer, often preached that marketing is about values. Presidents should explore their institution’s core values, refresh them if necessary, or even redefine them.

Be the watchdog for the brand:

As the president, you are uniquely positioned to ensure that the brand’s values are reflected in what the institution communicates—whether on its website, in its materials, or during recruitment efforts. If the brand’s message is not being conveyed, what needs to change?

When it comes to college presidents and marketing, there are no minimum requirements and no graduation from the role. However, the points above should give any college president concerned about their institution’s brand a few important things to consider.