My alma mater, Syracuse University (SU) is actively cultivating and growing its “brand” among many different audience segments both offline and online. I’ve seen this as a member of the Central New Jersey SU Alumni Club and as a follower on SUs social media channels. The ability to attract qualified students, top professors, ongoing alumni support and interested firms to hire their graduates is vital for colleges and universities today and for the future. Using SU as an example, below are five ways to help your brand or organization be a standout in its “class.”
1. DESIGNATE EXPERTS TO SPEAK WITH THE MEDIA
Weighing-in on trends, news, research or current events in the media helps build awareness and credibility for your brand or organization in the minds of consumers.
SU’s professors are often quoted and interviewed in the news media. Robert Thompson, Director of the Bleier Center for Television & Popular Culture at the S.I. Newhouse School of Public Communication, is the most well-known and has been interviewed by hundreds of media outlets, however, many others also comment on newsworthy topics. Rick Burton, a professor of sports management, was recently quoted in NBC News online about Michael Sam the college football star’s recent announcement that he was gay and David Van Slyke, a professor of business and government policy at the Maxwell School was interviewed for a piece by the radio program Marketplace about a bill that has President Obama’s support to raise the minimum wage to $10.10 by 2016.
2. GIVE BACK
Giving back to the local community or partnering with a nonprofit on a worthy initiative demonstrates that your brand cares about others, fosters an emotional connection and camaraderie.
There are many ways SU and its students give back in the Central New York area where the school is located including Can It! an interfaith initiative for the area food bank , the Give 5 Campaign and the SALT Near West Side Initiative.
Cities across the country celebrate SU’s founding with National Orange Day when alumni clubs organize community service projects to help those in need, the infirm and the environment.
3. CREATE SPECIAL EVENTS, BOOK SPEAKING ENGAGEMENTS
Planning and implementing original events or securing speaking opportunities at scheduled ones attract attention to your brand, involve customers, foster goodwill and showcase expertise.
SU organizes events and presentations such as these in major U.S. cities:
- Live game-watching events at local restaurants for alumni, SU parents and fans to cheer on The Orange while enjoying refreshments. Shakers, decals and other SU promotional items are available to take home.
- Business networking events
- Presentations – experts from various specialties share information and tips to help alumni perfect skills, learn about industry trends and offer career advice at organized events
- Trips to see Broadway shows and local attractions – this provides ways for alumni to mingle and enjoy themselves during group outings
4. CULTIVATE A SOCIAL MEDIA PRESENCE
Decide which social-networking platforms make sense then engage frequently with your communities and followers by asking and answering questions, sharing news, posting light-hearted photos and famous quotes or by hosting helpful Twitter and Facebook chats.
SU is active on Facebook, Twitter, YouTube, Google+, Pinterest and LinkedIn. They have several Twitter handles for specific followers such as @SyracuseU, @Cuse for athletics and @WorkingOrange where alumni offer careers tips and answer questions.
Use photos and hashtags to spread awareness and encourage sharing. SU does this with its #OrangeNation hashtag. It had fun with #BeatDuke before the basketball game on Feb 1 and with #OrangeLove on Valentines Day. Vice President Joe Biden (an SU law grad) tweeted a picture of himself wearing a Beat Duke t-shirt which was re-tweeted and shared many times online.
5. KEEP BRAND LOYALTY ALIVE & WELL
It’s important to maintain customer loyalty and relevance over time as SU does by helping alumni get involved and keep abreast of news and events on many levels.
- Online via ‘ Cuse Community
- In-person by inviting alumni to athletic events at the Carrier Dome, alumni weekends and at reunions on campus
- Locally by joining alumni chapters around the country and participating in events.
When I got home from a February 1 alumni game-watching event I flipped open my college yearbook and there was a picture of legendary basketball coach Jim Boeheim smiling from the sidelines at a game just as he does today.
GO ORANGE!
{Image courtesy of “Creative Commons Syracuse University Oranges Mascot” by Pics to Pin.}
If you’d like to find out how we can help your brand stand out among its audiences with cost-effective tactics like those above, please contact us.