Advertising Doesn't Work Anymore

Truly inspired by this post on today's TalentZoo by Paul MacFarlane. Advertising in its previous conception is dead because we can't hide the truth about a product or experience.

What's new and exciting and STILL works today and can apply to our audiences in education is the following:

• We are all performers and there are no more audiences. Everyone can be in the spotlight sharing opinions and reviews. Any current student can write about their student experience online, they can critique their professors or their campus visit. That means a higher level of commitment to building quality relationships with ALL constituents.

• Brands are no longer in control of their brands. MacFarlane thinks "this is smart, because surrendering to the public can lead to increased trust and likability." Schools have long given control to outside sources like US News rankings and Peterson's guidebooks. Students posting YouTube videos and twittering about activities on campus is a further extension of the same idea. The essence of an institution does not come from the Office of Public Affairs -- it is seen through its graduates' success and the prospective students who visit and then go and tell their friends about their experience.

• Successful brands are schools who do what they say they are going to do. And are seen doing it. The actual experience here is very important. If you claim to engage current students and alumni, share stories about how this synergy happens and examples of how it mutually benefited both parties. Don't TALK about the institution's commitment to the environment. Make it apparent by limiting mailings and increasing electronic communication that focuses on the new Sustainability major.
  

It might be intimidating to alter your approach to be more encompassing, but what will define our success is agility in these changing times. Even MacFarlane agrees that what works is still "creativity, innovation and beauty, same as ever." So don't leave out the gorgeous campus shots, but maybe we re-think the package it comes in.