Without a clear path to success, you’re going to have to establish your own performance indicators in the brand space – ones that correlate closely to key recruitment metrics. Measurement, after all, is the first step on the path to management. When doing so, it’s critical to remember that brands are actualised through peer-to-peer conversations rather than message-to-audience interactions. Once you know how often your university brand is entering the conversation, you know how much work you need to do to be noticed.
Quantitative and qualitative data approaches are both useful to understanding this equation. Try interviewing with members of your target demographic to get a picture of how deeply they are acquainted with your brand. Digital tools can also help you figure out where your brand penetration is right now. With a clear picture of where you’re at right now, you’ll have a stronger idea of what you need to do next.