SimpsonScarborough is the data-driven partner for higher education marketers. 

We know that this week will be the most challenging week for many of you in a long line of really challenging weeks. So for this week's brief, we decided to look toward the future. But if you're not ready for that yet, just know how valuable, appreciated, and impactful your work is. Many institutions across the country begin classes this week in some form — all online, hybrid, or in-person. In many cases, they are offering all three options. In the future, this could pose distinct challenges for marketing and communications staff. It's hard enough to differentiate one delivery method in higher education, let alone three. To make that more complicated, the one method schools have traditionally marketed — on-campus — is the one with the best proof points. In fact, for many schools, the traditional on-campus experience is the only method with proof points, as many colleges and universities have never made a robust online or hybrid offer. 

Is there a reputational risk in actually opening now?

We're excited to announce that our Founder & Chairman, Elizabeth Johnson, will be a guest on The Collective Good's Place Makers Live Podcast on Monday, August 3rd at 6pm EST where she'll preview the findings from the third wave of our National Student Survey. We just pulled out of the field from data collection on Monday, surveying both returning and incoming students on the two pressing issues that face every college campus across the country: Coronavirus & race.

Historically, the buying experience at most institutions has been — how should we say it — not great. We can blame complexities like the application or admissions process, but I'd argue most of it is attitudinal. Namely, schools never tried to create a great customer experience as an element of the buying process because they do everything possible to not call their students customers. 

ICYMI, it's a presidential election year. Throw that on top of all the social, cultural, and economic instability, and you've got yourself a perfect storm of questions and considerations when it comes to digital recruitment strategies. 

Editor's Note (Updated 9/14): Oracle has been leaked as the likely 'trusted US tech partner'.  If you're like me, the age of COVID-19 and the onset of a national quarantine has presented you in these unprecedented times with…unprecedented amounts of time. Before my SimpScar colleagues with children throw their computers at me, yes, I know that many parents don't have this "problem" of free time. But for many of us, we've been searching high and low for activities to fill our days: baking sourdough, doing puzzles, or debating the potential crimes of one Carole Baskin. 

"The mic is still hot!"

To be honest, that's not really the question. The question is really about what are you doing to address the issues that students care deeply about?

Each year, the brand consultancy Prophet releases its Brand Relevancy Index. By their definition, relevant brands fall into four categories: