A strongly-defined brand makes your decisions in cases like these easy. Texas Wesleyan understands who they are and what they stand for, and they are able to articulate to reporters on the outside, and expect it from employees on the inside. Are you doing the same?
You see, it’s not enough to be clever. You have to be good. If you’re in the higher ed marketing game, that means you have to understand your target audience better than anyone else at the university. It means you have to take a collaborative role in the entire funnel, from prospect awareness right down to the phone call an admissions counselor has with that student.