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Rethinking Your Value Proposition Messaging Strategy

Participants of RethinkHE’s September think tank session explored issues related to articulating institutional value propositions. The concept of looking at value propositions through different frames of enrollment emerged as a result of the discussion.  In addition, participants suggested that messaging should be segmented to address diverse audience needs and socioeconomic backgrounds, particularly highlighting the transformative experience of away-from-home education.

A core component of the approach for expressing institutional value involves re-framing value propositions away from solely focusing on post-graduation success to include three distinct frames: the “present” value during the college search, the “midterm” value of the enrollment experience, and the “future” value of the degree itself. By articulating these three "whys," institutions can better justify their relevance and encourage student enrollment.

Listen to this podcast to learn more.