Rebranding in the higher education space — Chad Wilson // Grand Canyon Education, Inc.
Chad Wilson
Grand Canyon Education, Inc.
- Part 1The art of purpose-driven marketing — Chad Wilson // Grand Canyon Education, Inc.
- Part 2 Rebranding in the higher education space — Chad Wilson // Grand Canyon Education, Inc.
Show Notes
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02:01Challenges in higher education marketingThe prevalent issue in education marketing is the "sea of sameness," where many institutions leverage similar messaging and visuals. To differentiate, institutions must find a way to balance the table stakes visuals with communicating and connecting with target audiences authentically.
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06:30Authentic purpose driven marketing in higher educationTo escape the sea of sameness, marketing visuals and copy must be representative of who your students are to create a connection with target audiences. GCU's marketing reflects real student experiences and stories, resonating with their market and potential new markets.
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11:45Maintaining authenticity in marketing campaignsMarketers should foster honesty within their teams and at the executive level to gauge the authenticity of their campaigns. Embracing vulnerability and being open to feedback is crucial for maintaining authenticity in marketing efforts.
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15:26Opportunities and innovation in higher education marketingThe synergy between upper and lower funnel strategies remains crucial, with lead generation playing a significant role that won't fade away. In addition, AI will facilitate innovation in education marketing, and marketers must learn how to best utilize it for success.
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19:38The transformative power of higher educationHigher education serves as the true equalizer, offering the potential to profoundly impact lives. It's an opportunity for individuals to pursue their purpose, become experts in their chosen fields, and make a positive impact on their community, family, and friends.
Quotes
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"The marketing we're doing at GCU is like a mirror or a representative of who our students are. So, when our market and the potential new market sees that, it feels right because it's from the truth." - Chad Wilson
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"When it comes to AI, marketers must empower technical teams to leverage that technology as much as possible so it can become a part of your marketing ecosystem." - Chad Wilson
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"GCU is already creating AI tutoring programs for nursing, and moving into other areas using some of that amazing technology that's out there." - Chad Wilson
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"Higher education is the true equalizer in the world. It can help you become better and impact your life." - Chad Wilson
- Part 1The art of purpose-driven marketing — Chad Wilson // Grand Canyon Education, Inc.
- Part 2 Rebranding in the higher education space — Chad Wilson // Grand Canyon Education, Inc.
Up Next:
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Part 1The art of purpose-driven marketing — Chad Wilson // Grand Canyon Education, Inc.
Chad Wilson, Vice President and Executive Creative Director of Brand Marketing at Grand Canyon Education, Inc., delves into purpose-driven marketing and branding for higher education. While the marketing world often looks to iconic examples like Nike's "Just Do It" as the pinnacle, for Grand Canyon University, "Find your purpose" stands as their gold standard. GCU's commitment to guiding students to the next levels of their lives echoes through every aspect of their unique approach to education. Today, Chad discusses the art of purpose-driven marketing.
Play Podcast -
Part 2Rebranding in the higher education space — Chad Wilson // Grand Canyon Education, Inc.
Chad Wilson, Vice President and Executive Creative Director of Brand Marketing at Grand Canyon Education, Inc., delves into purpose-driven marketing and branding for higher education. Higher education marketing faces challenges due to the "sea of sameness" in visuals and promotional materials across institutions. However, schools like GCU are tackling these challenges by highlighting real student experiences and stores to connect students and prospects. Today, Chad discusses rebranding in the higher education space.
