Enrollment management in schools of higher education has been greatly assisted by integrated marketing as it creates and maintains a singular goal and unifies those applying that goal, as they share the same purpose: the enrollment of students, and the success of those students.

Marketing is, after all, the initial stage of any higher education institution’s strategy for generating a pool of potential candidates who will later become the applicant pool, and then the student base. However, that is not its only benefit. Marketing in higher education also functions to direct faculty and staff toward the creation of a new and solid image among the members of the school’s entire community. In other words, by implementing an integrated marketing strategy among the team members of the school, effective branding will result.

In order for integrated marketing to work in higher education, a holistic approach must be taken. It should be consistently implemented on every level of the school, encouraging the same reliable and effective message throughout. This technique breaks away from the more “obvious” methods of marketing and advertising, such as posters, commercials, pamphlets, and other common materials, and spreads the message at a more fundamental level.

Though the initial execution of integrated marketing can seem rather daunting and complex, it is in essence, a comprehension of the interactions among the different marketing types, as a consistent message is applied across each format. This mix is most crucial to successfully marketing higher education.

There isn’t any specific technique for marketing higher education, and therefore, it must take on a less traditional and more outward focus. It must be strategic and function on every level of the institution, actively coordinating and expressing the message.

This is what is required for branding in higher education. Although it cannot entirely replace direct advertising, it is equally important and must be consistently upheld. Its integration ensures a cohesive group of people who strive toward the same goal, and ensure the overall success of the institution and its students.

Once an institution’s image and message become a common purpose, the distribution and acceptance of this message becomes part of the general functions of the school, and is implemented effectively, naturally, and automatically.