59: 6 College Marketing Tactics to Stand Out
Classical music has often been criticized for its poor marketing tactics, which include lack of creative strategy, inconsistent branding, and mediocre promotional materials. These shortcomings are in stark contrast to the world outside of classical music, where effective marketing is abundant. By taking a closer look at college marketing, for example, we can learn valuable tips for classical musicians.
Once I was on the payroll and now I am the customer. I recently embarked on a three-day road trip with my daughter, visiting six colleges across five northeast states. We were immersed in a whirlwind of presentations, tours, stories, pamphlets, and complimentary coffee. In addition to these on-site experiences, our mailbox, inboxes, and internet ads have been inundated with marketing material from colleges.
It's no secret that college marketing is a massive industry. At many private schools, full tuition with room and board for a four-year degree can exceed $300K. With a combination of family support, scholarships, and loans/grants, each “customer” represents a significant revenue stream that pays for these expensive institutions.
Every year, colleges compete to attract millions of young people worldwide who aspire to attend college. With the advent of the common application, applicants now apply to an average of 10-15 schools, making the competition to recruit them even more intense. Filling a strong freshman class each year is critical for colleges, and acquiring these customers requires a substantial investment. To achieve this goal, colleges use the best tools, design, materials, data, and talented people to create compelling marketing campaigns.
So, what's the secret to successful college marketing, and how can we apply those lessons?
1. Know your audience
Colleges are adept at marketing to both parents and students, crafting a message that speaks to the unique hopes, dreams, and fears of each. They must have a deep understanding of what both parties are looking for and how to paint a compelling vision of the future. During our college road trip, we were blown away by the way colleges tailored their presentations to the audience in the room, and how easily they created a strong desire to attend the school we were visiting.
Classical musicians want to connect with a wider audience, but how well do we understand our audience beyond the core, already indoctrinated fans of classical music? Do we have any idea why most people walk into a concert hall or what kinds of experiences would attract a non traditional audience member? Do classical musicians understand what key aspects of the concert-going experience will best connect with the audience they hope to reach?
2. Lock in your branding
With nearly 4,000 colleges in the United States, each institution must distinguish itself to stand out from the competition. But how can prospective applicants quickly grasp a college's brand identity and decide if it's worth a visit? The answer lies in clear and consistent branding that pervades every aspect of the college's communication. From carefully chosen fonts and buzzwords to selected statistics and even the way campus tours are conducted, every touchpoint should reinforce the brand. This branding must be telegraphed long before a campus visit and reinforced in every follow-up communication, helping applicants build an internal narrative about how they fit into the college's image. Ultimately, colleges are selling a vision of the future that resonates with prospective students' aspirations.
And yet, few classical musicians have given their branding the attention it deserves. Is their brand consistently expressed across all marketing materials? Do they communicate their brand through their online presence, style, photos, repertoire choice, and stage comments? Establishing a consistent brand can help amplify an artist's artistic voice, build a loyal fan base, and make a lasting impact on audiences.
3. Polish your presentation
The college presentation can be compared to an in-person infomercial where parents and students dedicate 2-3 hours of their time to decide if the institution is worth investing their $300K. The speakers have the challenging task of condensing a four-year experience into well-crafted soundbites and student stories that showcase the college's ability to prepare young adults for the future. With so much at stake, the presentation needs to be flawless as it provides the only opportunity to convince a student to apply.
Classical musicians have ample opportunities to create a powerful first impression, be it through a captivating website, striking imagery, compelling social media presence, or an awe-inspiring performance. In today's world, musicians are increasingly called upon to engage with audiences directly, underscoring the significance of their communication skills. The capacity to eloquently express their artistic vision and the importance of their work can have a significant impact on their reach and broaden their audience base. A polished and persuasive presentation with strong communication skills can leave a lasting impression.
4. Sell the total experience
Colleges go beyond selling an education – they sell an entire experience. By attending a college, students join a community of like-minded individuals with a shared connection to a prestigious institution. This sense of identity and belonging can last a lifetime and has become a major point of attraction for many students. It follows that the marketing efforts of colleges are carefully crafted to convey the grand scope and significance of attending their institution, creating a sense of gravitas and larger community that helps to draw in prospective students.
For prominent classical musicians and organizations, selling the overall experience is equally important. From the venue and attire to the type of music being performed, every aspect of the performance contributes to the overall experience for the audience - it’s not only the performance being sold, we need to create a complete package that leaves a lasting impression, resonating with the audiences after they leave the hall.
5. A+ Marketing Materials
College marketing materials are beautiful and make a strong impression. Elegant design, gorgeous photos, and the quality of paper all communicate the strength and value of the message and the prestige of the institution. The quality of the marketing materials create a powerful brand promise that reinforces every other aspect of the message and storytelling.
In contrast, classical musicians often overlook the importance of great marketing materials. Lackluster photos, a basic website, and generic social media presence risk making an artist or institution forgettable. We miss an important opportunity to distinguish a unique brand and build excitement for our art, artistry, or message. By investing in high-quality design, engaging copy, and eye-catching visuals, classical musicians can create marketing materials that captivate their audience and encourage them to explore their music further.
6. Tell Your Story
College recruiters have mastered the art of storytelling to create an emotional impact on their audience, from the success stories of individual students to the ups and downs of communal efforts, and even to the broader story of the college itself. These stories, carefully crafted and delivered with conviction, have the power to transform a simple campus tour into a life-changing experience. Stories have an emotional resonance that is far more powerful than statistics and colorful brochures. They transport the audience, invite them to dream, and help them envision a future that is within reach.
Classical musicians have a wealth of stories waiting to be told, yet they often underestimate the power of their own narratives. Stories that describe how they discovered their passion for music, the challenges they faced along the way, or the pieces that speak to them on a personal level can create deep connections with audiences. Crafting these stories and delivering them with passion can make a significant impact on listeners, leaving a lasting impression and potentially creating lifelong fans. By harnessing the power of storytelling, classical musicians can create a meaningful connection with their audiences that goes beyond the music itself.
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I left our college tour deeply impressed by their multi-pronged and refined approach to marketing - something I never properly noticed when I worked in academia! I couldn’t help but wonder what is possible if the full power of effective marketing were harnessed by individual artists.Classical music has often been criticized for its poor marketing tactics, which include lack of creative strategy, inconsistent branding, and mediocre promotional materials. These shortcomings are in stark contrast to the world outside of classical music, where effective marketing is abundant. By taking a closer look at college marketing, for example, we can learn valuable tips for classical musicians.