Communicating You Are Worth It in a Noisy Marketplace

Citation data:

Journal of Education Advancement & Marketing, Vol: 2, Issue: 2

Publication Year:
2017
Usage 17
Abstract Views 13
Downloads 4
Repository URL:
https://cupola.gettysburg.edu/communications/1
Author(s):
Redfern, Paul; Rursch, Keri; Yates, Jamie
Tags:
enrollment; communications; marketing; value; liberal arts; higher education; Higher Education; Liberal Studies; Marketing
article description
This paper provides guidance and specific examples of common elements needed for communicating the value proposition of liberal arts colleges to prospective students and families. In an environment where the worth of a college degree is questioned daily by the public and the mainstream media, this paper demonstrates how strategies that are distinctive, rooted in research and complementary to the institutional brand are imperative for communicating the worth of an institution. The paper suggests tactics to develop the key partnerships needed and provides metrics for how leaders can assess their value proposition initiatives.