Issue link: http://www.e-digitaleditions.com/i/54806
sion. "These videos allow the people who attended the con- ference, as well as the alumni who didn't, to stay connected to the institution," says Koelling. 9. Always remember those alumni—and other stakeholders, too. Alumni have a huge stake in the ongo- ing success of their alma maters, so it's important to factor them into most marketing decisions. When alumni are pleased with how the school is doing, they donate funds, mentor stu- dents, and offer jobs to graduates. "Alumni should never feel as if you have walked away from their experience, even if you are seeking ways to reach new audiences," says Morse. And don't forget that other external stakeholders are also deeply interested in your messages. "Other people, from HR managers to recruiters, notice the brand, so it has to resonate across audiences," says Parikh. Adds Fitting, "The brand message should remain the same no matter what. But the submessages—the ones aimed at dif- ferent audiences—have to vary according to the audience's perspective and desires. Students, parents, faculty, and recruit- ers are all looking for different experiences. But to create the message, you have to remember who you are." 10. Make sure that message focuses on the experience. "Most schools talk about their features— their curriculum, their campus, their history. They fail to engage emotionally with students," says Fitting. "Instead, concentrate on the total experience." In fact, you should turn your entire promotional cam- paign into an invitation. "Higher education in general falls into the trap of promoting itself by saying, 'We're the insti- tution that…'" says Morse. "Instead, a school should say, 'You're the kind of person who…' That doesn't contradict the idea that you should have a distinct worldview. You need to say, 'We believe this, and if you think that way too, you should come join us.' You have to extend an invitation to people by appealing to the way they perceive themselves. You do this by offering both a window to yourself and a mirror to other people to let them know they belong with you." And hold that mirror up for as long as alumni want to look. "Any institution of higher education should feel like the mother ship, the place all its graduates belong," says Morse. "If business schools don't create that feeling, it's easy for an MBA degree to become a commodity." But if they do articulate their vision, export it to people who share it, and make sure all their marketing messages nur- ture their relationships, they'll be well on their way to creat- ing places where students will want to belong for life. ■ z BizEd MARCH/APRIL 2011 31 BUILDING ON GROWTH THE DREXEL UNIVERSITY LEBOW COLLEGE OF BUSINESS NEW ACADEMIC CENTER The state-of-the-art academic center, opening in 2014, will continue the trajectory of Drexel LeBow as a top business school. "This new building will enhance the ability of Drexel LeBow students, alumni and business leaders to make discoveries, share knowledge, and forge the connections that inspire ideas, establish businesses, create jobs, and shape the future." GEORGE P. TSETSEKOS, PH.D. R. JOHN CHAPEL JR. DEAN Watch LeBow Grow BuildingLeBow.com