CUPRAP Spring 2021 Professional Development Series

Even before the pandemic, higher education institutions grappled with presenting compelling value propositions to parents and students, as well as alumni, legislators, and other stakeholders. The events of the last year have heightened the importance of addressing this issue. Now a school’s very survival may depend upon successfully demonstrating a strong value proposition to these key constituencies and more.

This session shares the strategies, insights, stories, and lessons learned from marketing communications leaders at top regional institutions. Each is tasked with promoting their schools’ viability and value in the midst of the pandemic, while simultaneously planning for an as yet uncertain post COVID-19 environment for higher education.

Topics discussed will include:

• Examples of how the campus messaged/marketed during the pandemic.
• What worked? What didn’t work?
• Overall lessons learned.
• Implications for the campus’s value proposition today and in the future.
• Strategies for planning ahead (short-term/post-COVID-19).
• Top takeaways for participants.

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