Amity University Gurugram is built on a foundation which embodies all the qualities that have made Amity institutions world-class over the last two decades. It has instituted global standards in education, training and research with state-of-the-art infrastructure and the latest teaching methodologies.
With over more than 600 Universities and thousands of Colleges in India, it has become a mandate for good educational institutions to differentiate them in many aspects apart from being good education provider, there are many other factors that student chooses before finalizing his mind to enroll in any college. Getting into IIT, IIM is not now a great criterion to be successful in life. Students having good analytical, critical and logical thinking and studying in a good private institute are doing wonders with numerous choice and career opportunities available. Hence it is imperative that Institute brand representation and marketing is done in a way that attracts talent which in turn will automatically become their brand ambassadors.
Effective Educational Marketing also serves the purpose of effectively implementing the mission of any institute including attracting better faculty resource and other financial and nonfinancial aspect like Government Funding, External Funding, Internationalization and Collaborations and lot many.
A disclaimer before the final shot. Education Marketing is not a gimmick and budgets are spent and results come. It is an overall cumulative exercise within an institution to create the due impact that deliberate result over the years. Through my experience, there are institutions which wish to have immediate ROI which is a wrong notion to spend on education marketing. Here the lead time must be given for a healthy ROI. Thus First Rule of this concept is to HAVE PATIENCE and DRIVE SLOWLY as whatever you'll do will have an impact - Good or Bad.
"In today's world, where millennial is more on Instagram, YouTube, Facebook, and many such social engagement platforms, it is vital to have the right presence there"
Here are Top 8 shots of educational marketing to be taken care before finalizing marketing budgets.
1. Marketing and Brand Audit
Before plunging big budgets into marketing activities, it is important to identify the gaps first. From Collaterals to Content, Social Media Posts and Brand Perception among the current audience are to be taken care for the plan. Probably, this would be the longest exercise to execute.
2. Target Audience
You are not everyone's cup of tea. Due Segmentation of your audience, cities, schools, gender, concerns. How institution is fit to fulfill their dreams and who are the decision makers.
3. Brand Distinctions
There is no one like you. Prepare Institution distinction to pitch for. It could be your research-based education, your pedagogy, infrastructure, institution environment or pric-ing. Truly, spending time on this aspect is worth for as this would carry your brand message
4. Unique Selling Proposition
This is more relevant when it comes to describing your in-stitution in one line. What is that one aspect that institution has supersedes everyone else? That one problem that you are solving. Is it your placements, Industry collaborations, Alumni Community or better you define?
5. Below the Line Promotions
Gone are the days, when Institution could rely on big budgets Print and TV Campaigns, They are important but it has become ground level centric now. Reach to your audience well on time, showcase them your institution, and create brand aspiration through various modes. The More they remember you, the more they'll consider you at the time of final decision.
6. Experiential Marketing
Not to be missed for. As mentioned earlier, ground presence plays a vital role now in brand engagement; this is one step ahead of BTL Promotions or a part of BTL Engagement. Experiential Marketing is going a big way of engaging the audience. Whether Institute has amazing infra, research facility, industry collaborations, Showcase them, engage them thru these means. Every Good University/Institute adopts open day's culture before the admission days. It means students are free to come to campus and explore the program they wish to join. This provides an ample op-portunity to institute to create brand aspirations. There are lot many activities that can be done in Experiential Marketing like an interaction with one of your alumni at the campus, industry speaker engagement. It is cent percent to be ensured here that this is a subtle activity not to be overboard where the institute keeps on talking about their strength, Talk Less, Show more.
7. Social Image
In today's world, where millennial is more on Instagram, YouTube, Facebook, and many such social engagement platforms, it is vital to have the right presence there. Content Marketing is growing and will be a winner if one wants to gain the respect of the brand. Online Reviews are another critical aspect of your brand perception. In a general survey, 4 out of 10 surely checks online reviews about the institution and rest refers to peers, alumni, and parental influencers to take their final decision. There are a lot of online portals where reviews are posted. Do recommend your existing students and alumni to write about their experience and before that please ensure that experience is a good one as good reviews generate 3x returns whereas bad one 10x. See where you want your institute growth.
8. Brand Loyalty
Create Brand Loyalty among your students. A proper Student welfare department is a must and has to be active. It creates a better engagement in existing students.