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Communicating you are worth it in a noisy marketplace

Author

Listed:
  • Redfern, Paul
  • Rursch, Keri
  • Yates, Jamie

Abstract

This paper provides guidance and specific examples of common elements needed for communicating the value proposition of liberal arts colleges to prospective students and families. In an environment where the worth of a college degree is questioned daily by the public and the mainstream media, this paper demonstrates how strategies that are distinctive, rooted in research and complementary to the institutional brand are imperative for communicating the worth of an institution. The paper suggests tactics to develop the key partnerships needed and provides metrics for how leaders can assess their value proposition initiatives.

Suggested Citation

  • Redfern, Paul & Rursch, Keri & Yates, Jamie, 2017. "Communicating you are worth it in a noisy marketplace," Journal of Education Advancement & Marketing, Henry Stewart Publications, vol. 2(2), pages 144-153, August.
    • Handle: RePEc:aza:jeam00:y:2017:v:2:i:2:p:144-153
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    More about this item

    Keywords

    enrollment; communications; marketing; value; liberal arts; higher education;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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