#71 - Differentiating Your College or University in a Sea of Sameness w/ Suzan Brinker from Viv Higher Education

My guest today is Suzan Brinker, CEO and co-founder of Viv Higher Education, a Boston-based woman-owned full-service marketing agency for colleges and universities. Suzan is also the author of "Pass/Fail: The Urgent Need for Strategic Leadership in Higher Education" (coming in 2024) and host of the Higher Ed Leaders podcast.In this episode, Suzan discusses strategies for differentiating institutional programs and avoiding the "sea of sameness" in higher education marketing. She shares insights on market research, messaging, audience targeting, and content creation to help colleges and universities stand out.Key Takeaways:Differentiation doesn't always mean reinventing the wheel - focus on excelling at the basics and communicating them effectivelyMarket research should be an ongoing, operationalized process rather than relying solely on expensive external studiesMessaging should move away from salesy approaches to authentic, story-driven content that builds trustAudience targeting should be based on enrollment data analysis, with 80% of budget focused on proven segmentsA content-first approach integrates paid media and content creation, offering value at every step of the prospect journeyConnect With Suzan:LinkedIn: https://www.linkedin.com/in/suzanbrinker/Email: [email protected]: hied.vivwebs.com/Connect With John:LinkedIn: https://www.linkedin.com/in/johnazoniWebsite: https://unveild.tvNewsletter: https://unveild.tv/newsletter