True Brand Strategy for Continuing and Professional Education

Every time I open my email box or an industry magazine, I get an announcement for "Recession Proof Strategies for ..." conference, workshop, whitepaper or webinar. Without diving into negative message or strategy, I wanted to contribute in some way, shape or form to the education field or discussion. Here are my thoughts and some items I anticipate needing to address in the near future regarding how the recession impacts higher education:

• High end brands: So, if you've been at the top of your segment, such as a University of Maryland, UMass or Penn State regarding distance education or Harvard, Yale or NYU regarding academics or higher cost private institutions such as Wesleyan, Babson or Middlebury, then your recession strategy might be creating more value. During challenging economic times, history shows that consumers are less likely to buy homes, cars or make luxury purchases. The fix-it-yourself market tends to thrive and people hold on to previously acquired high end items longer. While one can argue that education is different, it still shares the realm of a complex or information-dependent purchase. Therefore, to survive or thrive, one needs to combat the notion of deep discounting with the creation of value. It might be about saying what the return on investment is with a premier degree, as opposed to a degree from a state university ... or saying the message louder. Bag the feel-good, pretty "image" campaigns (i.e. I saw one premier brand university advertise passively the message of convenience, when in today's economy, that message needs to be translated more directly into dollars and cents for the student) in favor of the benefit message. Short answer: You need to say it better and louder with a potential message of great quality but with a long term return on investment.
• Middle end brands: Seize the moment. While I can appreciate the budget crisis you are in, now is the time to invest if possible. Invest into market share by attacking the high-end brands with better value and return on investment. Short answer: You need to seize the day, but in a strategic manner that can gain market share. Time to hit the big guys below the belt with some smart spending creating a message of good quality and great value.
• Lower end brands or new entrants to the marketplace: Inhabit where the middle end brands are leaving and where the high ends are failing. Given the economic changes, distance education is becoming more acceptable not only to the consumer, but also to the business professional. While the manager once would not allow his or her employees distance education, he or she might now accept it. In addition to this, lower or newer brands can also be quick and nimble ... beating out traditional, larger and slower institutions to the punch. Some community colleges have shown their ability to respond faster to workforce development initiatives. Many online universities are marketing a stronger message of work continuance to the busy individual while completing the degree. Short answer: Acceptable quality, but at a great price. Why waste your money over-paying for middle or higher end brands? It's almost the generic soup or over-the-counter medicine approach ... same product, but less obvious brand.

Depending on where your college or university is, now is NOT the time to over-think, over-process or get caught in committee work. It's time to have a strategy, a plan and to move swiftly (although not stupidly). I believe I have succeeded in avoiding negativity around the recession message! Now is the time for action.