What’s behind the increasing expectations on University Marketing and Communications
Three months ago, a client launched their new brand creative, including a new identity system. I spent the better part of two days on Reddit reviewing comments and memes from students on the topic. I was also watching petition signatures on change.org escalate quickly for a few hours, only to watch them screech to a halt less than 48 hours later.
All in all, the new identity and creative has been positively received, but it’s indicative of our time as higher ed marketers: a time of increased pressure and scrutiny on marketing and communications teams from administration, faculty, students, and alumni.
Lastly, stand behind your work and stick with it. Every big brand and creative initiative that rolls out on a college campus will be met with some level of resistance. Like the example I laid out at the beginning, you’ll hit roadblocks at launch but the more the campus community sees all the work that went in the more buy-in you’ll receive.