Glossary:
Brand
I think the best definition is Robert Wilson’s perfect equation of Relevance + Distinctiveness + Credibility = Memorability

Position
The intersection of “the market” and an institution’s “defining characteristics.” That is, not only an institution’s attributes, rather those attributes that overlap with what the market wants.

Institutional Story
The master story in which a school's plot and hero are understood. The master story inspires prospects because they "get" the institution's relevance in an intangible way. They want to be part of the story.

Marketing v. Communication
Communication wants audiences to listen. Marketing wants prospects to act.

Andrea Jarrell specializes in positioning and communications strategy for education clients. Her articles on institutional image, integrated advancement programs, management, ethics, alumni/ae relations, and student recruitment have appeared in Currents Magazine published by the Council for Advancement and Support of Education. She also contributed a chapter to the book Classic CURRENTS: Campaigns (CASE, 2002).

Articles reprinted with permission from the Council for Advancement
and Support of Education. All rights reserved.
  • True Friends: Tough times and a new generation of donors are causing institutions to rethink donor friendships. (CASE CURRENTS, 10/2009)

  • Framing Your Mission:How independent schools translate common missions into distinctive brands. (CASE CURRENTS, 1/2009)

  • Transforming The Template: Corporate communicators bring fresh perspectives to campus. (CASE CURRENTS, 7-8/2008)

  • Fear And Loathing In Web 2.0: Letting go isn't as scary as you think. (CASE CURRENTS, 9/2007)

  • Marketing Your School's "Sweet Spot" (Admission Review, Spring 2007)

  • Viewbook 2.0: Giving students what they want when they want it.
    (CASE CURRENTS, 2/2007)

  • Soul Story: Why campus communicators need a spiritual lexicon.
    (CASE CURRENTS, 1/2007)

  • Spelling It Out: Could national standards of performance be the big idea campus communicators have been waiting for?
    (CASE CURRENTS, 7-8/2007)

  • Message Mavens: Admissions officers offer a first look at the Class of 2010.
    (CASE CURRENTS, 4/2006)

  • Let's Give Them Something To Talk About: Word-of-mouth marketing comes of age.
    (CASE CURRENTS, 11/2005)

  • A New Breed: Marketing is giving shape to a new type of advancement—one that includes admissions.
    (CASE CURRENTS, 4/2005)

  • A Separate Piece: Creating campus communications programs that give parents their own experiences.
    (CASE CURRENTS, 11/2004)

  • Top Tools: Popular parent communications approaches. Aside from the typical parent outreach activities—parents weekend, parent orientation, and parents newsletters—there are other ways to communicate with this important constituency. This short sidebar to "A Separate Piece" outlines five other approaches institutions have used successfully.
    (CASE CURRENTS, 11/2004)

  • Giving Up on Letting Go: On campus, in the press, and in society at large, parents often are blamed for not letting go of their children, for being too pushy and over involved. But contrary to popular belief, kids don't want their parents to let go, and the "helicopter parent" phenomenon may be related to changing notions of adulthood.
    (CASE CURRENTS, 11/2004)

  • Full Tilt: Private higher education's increasingly "wicked problem" might require saintly solutions. Affordability, access, demand, and accountability are just some of the sector's most pressing issues.
    (CASE CURRENTS, 6/2004)

  • Living Publicly: A 24/7 news cycle, the Internet, an accountability revolution, and a smaller news hole are just a few of the factors changing campus media relations programs.
    (CASE CURRENTS, 6/2003)

  • Keeping Off Thin Ice: Campus communicators play a key role in risk management.
    (CASE CURRENTS, 3/2003)

  • Fair Share: Institutions can take away as much as they give to their communities.
    (CASE CURRENTS, 11-12/2002)

  • Casting Call for Consultants: Nine essentials for hiring.
    (CASE CURRENTS, 1/2002)

  • Gaining a Reputation: An image audit can reveal what people think of your campus-before you recruit, campaign, or communicate.
    (CASE CURRENTS, 9/2002)

  • Making a List and Checking It Twice? While this works for Santa Claus, strategic planning is a better way to set your campaign priorities.
    (CASE CURRENTS, 11-12/1999)

  • Short Handed or Long on Luck? Extended employee absences can be an opportunity to strengthen your office operations.
    (CASE CURRENTS, 7-8/1999)

  • Doing the Right Thing: Wise ethical decision-making takes practice.
    (CASE CURRENTS, 5/1999)

  • Virtual Campus Tours: Are they the next best thing to being there?
    (CASE CURRENTS, 3/1999)