Don’t think your organization has a brand? Then ask your stakeholders what the competition says about you.
I’ve watched the higher ed advertising process, and I believe that there are two main reasons why most higher education advertising campaigns are forgettable. First, institutions have not taken the time to clearly define their brands. The second is that many higher education marketing professionals do not understand how to most effectively work with advertising agencies. Here are some tips to help you get better work from your agency: