A consistent brand message goes a long way. But you can consistently miss the point, too.
For many colleges and universities, the old message – that college is a time of exploration and self-reflection – is no longer an economic reality for students. Simply getting a bachelor’s degree will not exclude students from the workforce’s hurdle, even in great times. It’s important that you are talking substantively about how your university differs or excels in areas that supplement the classroom experience.
If you are not actively educating your campus partners on how to work with your office, how to use your brand or any other key issues facing your office, then you are losing ground. How much of your day do you spend babysitting helpless campus partners or fixing problems that just seem to keep popping up? This is the symptom of an untrained campus.