While not drawing the same attention as the auto and banking industries, higher ed has been hit pretty hard by the economy. On top of declines in annual funds, major gifts and endowment values, enrollment has been impacted on many campuses. Nearly 40 percent of private colleges and universities say the recession is forcing students to drop out of school, according to a recent survey.  Like any business, these institutions operate in a very competitive environment.

With increasing dependence on tuition and a potentially shallower pool of candidates, you would think this is the time that schools offer prospective students that clear and compelling argument of why we are the right fit for you. Yet, institutions seem to be ignoring a critical weapon in any competitive marketing environment – establishing and nurturing your brand. Neuroscience Marketing.com had a compelling post on this topic. A few do branding well (the author cites a couple of Columbias), some not so well, and some not at all. After that post, check out the thoughts on college and university taglines, which should be a concise, emotional nod to your unique position in the marketplace.  It’s safe to say most schools missed the point of the exercise.