Colleges need to be run more like a business

Good afternoon and I hope you are enjoying your Sunday!

In my previous experiences, it really seemed like a lot of colleges/universities were resistant to marketing, when they really needed to be doing it. In my opinion, colleges need to be run more like a business.

In this current economic situation we find ourselves in, there is more of a competition for enrollments than ever. I also understand the typical "political" resistance and sometimes even arrogance that is present at an institution.

Lets ask ourselves this question, why does Coca Cola continue to advertise, brand, and market more than anyone else out there? The other interesting piece here is that they are one if not the most famous brand in the world.

The reason is the Coke wants to be "in the top of everyones mind" when it comes to thirsty consumers. Why shouldn't a college be the same way? Why can't a college say to themselves, "we need to be in the top of everyone's mind when it comes to a quality education, excellent faculty, etc.. I also understand the current budget situation, but what better money can you spend? If you dont enroll students, than you have a bigger problem!

How else are students going to remember or know you, or have "awareness" about your institution. You need to market and you need to engage, engage, engage! Certainly, businesses, including Coca Cola are.

If you are marketing heavily out to prospective students, you can not go wrong, and it certainly will not diminish the institution!

enjoy this great day,
Matt