At this year’s Engage Summit, our friend Joe Sallustio from the EdUp Experience got a chance to interview speakers and attendees live from Raleigh, North Carolina. One of Sallustio’s insightful conversations featured Kristina Faller, the Director of Marketing and Brand Experience at RIT Certified. 

Their insightful conversation delves into the challenges faced by higher education institutions in building brand loyalty, highlights the importance of personalized communication, and explores the power of strategic marketing in the ever-evolving landscape of education.

The Marketing Challenges Facing Higher Education

Both Sallustio and Faller recognize the unique challenges faced by higher education institutions when it comes to marketing and building brand loyalty. Compared to commercial brands like Marriott, universities often struggle with creating and maintaining strong connections with their audience. 

It’s common for students to switch institutions for different degrees, even if their previous university offers the desired program. Faller emphasizes the importance of targeting in marketing and sales within higher education and dispels any negative connotations associated with the term, emphasizing its necessary role in reaching potential students.

The Power of Personalization and Brand in Higher Ed

Sallustio and Faller delve into the significance of personalization in marketing and sales efforts within the realm of higher education. They highlight the importance of understanding and meeting students' needs rather than simply presenting what an institution offers and expecting the student to choose. 

Faller stresses that students today view themselves as consumers and universities need to adapt their approach to address this expectation effectively.

The Relationship Between Brand and Marketing

Faller provides insights into the role of brands in marketing and how crucial it is for higher education institutions to invest in their marketing efforts. While marketing is vital in reaching potential students, it is often underfunded compared to other sectors. 

Every interaction within higher education, whether between faculty, students, or administrators, is considered marketing and sales. Genuine and consistent delivery on the brand promise is crucial for maintaining loyalty and a positive brand perception.

Engaging Brand Experience: RIT's Approach

Faller shares her experience as the Director of Marketing and Brand Experience at RIT Certified and highlights the collaborative efforts undertaken with the undergraduate enrollment management team to build trust and reinforce the brand experience. 

She emphasizes the importance of appealing to different audiences and overlapping messages, recognizing that different units within an organization may be looked upon differently internally.

Meeting Future Challenges with Innovation

Sallustio and Faller discuss how RIT has anticipated future challenges and evolved in response to the changing demands of the education landscape. 

Faller highlights the proactive step RIT took to optimize and grow graduate programs, especially online offerings, by bringing in expert consultant Dennis T. Lorenzo. This move demonstrates RIT's commitment to staying ahead of the demographic cliff and providing educational opportunities that align with workforce demands.

The Role of Brand Experience

Faller emphasizes that brand experience goes beyond visual elements like logos and colors, encompassing all aspects of the student experience. From the learning management system to student support and website interactions, each interaction contributes to the brand experience. 

Faller further emphasizes that learning is not a linear process but an ecosystem, and RIT aims to provide personalized information and support for individuals throughout their educational journey.

Faller's expertise at RIT Certified sheds light on the importance of personalized communication, the power of brand experience, and the need to adapt marketing efforts to meet the expectations of today's students. 

By learning from successful institutions like RIT, other higher education organizations can enhance their brand loyalty and provide a holistic and impactful experience for their students.