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Making the Brand Meaningful 
to Prospective Undergraduates: 
A Content First Approach for Fordham University 
mStoner 
AMA...
A little about us and 
what we’ll talk about…
And now, a bit about 
Fordham.
4
• Spirit: “Fordham’s spirit comes from the 470-year history of the 
Jesuits. It’s the spirit of radical engagement—with pr...
Without a strong 
website…
What makes 
Fordham stand out?
A way to think about brand: 
Your brand is what you stand for in the 
minds of the people you’re trying to reach, 
influen...
What do you do with that? 
Brand strategy is the art and science of discovering, 
understanding, articulating, and evolvin...
It all starts 
with 
listening.
“There is a homogeneity of spirit 
and acting towards each other 
here; but not a homogeneity of 
ideas. I’m still kind of...
“During my college search, I looked 
at a school’s hashtags to see if it 
was cool or not. I could get a feel 
for Fordham...
Translating the brand: 
• Helps you attract best-fit students. 
• Creates differentiation from the competition. 
• Happens...
Marketing 
without a 
strong website?
The content and design goals: 
A. Illustrate Fordham’s distinctive culture, value, and 
contributions to society. 
B. Coor...
2014 Admissions Search Pieces
m 
Which design gives you a positive 
impression of Fordham University? 
n=1050 
62% 38% 
Title Text 
Keyword density anal...
Undergraduate 
Admission 
landing page
Undergraduate Admission landing page
Choose Your Campus
Two campuses. 
195 
Fordham's Lincoln Center campus is located in midtown Manhattan, in one of the 
nation's premier cultu...
You can get there from here. 
A subway to Wall Street. A stone’s throw from media 
giants. Across town from the United Nat...
An integrated approach. 
Allow each format to do what it does best.
Micro content. 
(and more authentic)
Evergreen content… 
(and memorable)
Content feeds… 
(the beast)
Visual content! 
(and less text)
Social content? 
(with #Fordham4Me)
#Fordham4Me 
FordhamUniversity.tumblr.com
Reuse, repurpose, repackage.
Content is an 
expression of brand.
Fordham University is leading 
with brand-based content. 
It works. 
#AMAhighered
Thanks! 
Peter Stace 
Vice President for Enrollment 
Fordham University 
stace@fordham.edu 
Jim Kempster 
Senior Director ...
Making the Brand Meaningful to Prospective Undergraduates: A Content First Approach for Fordham University
Making the Brand Meaningful to Prospective Undergraduates: A Content First Approach for Fordham University
Making the Brand Meaningful to Prospective Undergraduates: A Content First Approach for Fordham University
Making the Brand Meaningful to Prospective Undergraduates: A Content First Approach for Fordham University
Making the Brand Meaningful to Prospective Undergraduates: A Content First Approach for Fordham University
Making the Brand Meaningful to Prospective Undergraduates: A Content First Approach for Fordham University
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Making the Brand Meaningful to Prospective Undergraduates: A Content First Approach for Fordham University

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Successful enrollment marketing requires translation of institutional brand for a prospective student audience, yet demands on admission offices mean there is little time for planning. Learn how vision and partnership with university marketing and communications allows the Fordham University enrollment team to translate institutional brand into a plan that works.

This presentation was a session at the 2014 AMA Symposium for the Marketing of Higher Education.

Published in: Education
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Making the Brand Meaningful to Prospective Undergraduates: A Content First Approach for Fordham University

  1. 1. Making the Brand Meaningful to Prospective Undergraduates: A Content First Approach for Fordham University mStoner AMA Symposium for the Marketing of Higher Education 11 November 2014 (11:15 a.m.) Presented by: Peter Stace, Jim Kempster, and Susan T. Evans
  2. 2. A little about us and what we’ll talk about…
  3. 3. And now, a bit about Fordham.
  4. 4. 4
  5. 5. • Spirit: “Fordham’s spirit comes from the 470-year history of the Jesuits. It’s the spirit of radical engagement—with profound ideas, with communities around the world, with injustice, with beauty, with the entirety of the human experience.” • Scale: Between the Bronx and Lincoln Center campuses, Fordham boasts nearly 15,000 students.
  6. 6. Without a strong website…
  7. 7. What makes Fordham stand out?
  8. 8. A way to think about brand: Your brand is what you stand for in the minds of the people you’re trying to reach, influence, and move to action. #AMAHigherEd
  9. 9. What do you do with that? Brand strategy is the art and science of discovering, understanding, articulating, and evolving your brand. Making the brand relevant means translating the Fordham brand for prospective undergraduates. #AMAHigherEd
  10. 10. It all starts with listening.
  11. 11. “There is a homogeneity of spirit and acting towards each other here; but not a homogeneity of ideas. I’m still kind of taking it all in.”
  12. 12. “During my college search, I looked at a school’s hashtags to see if it was cool or not. I could get a feel for Fordham using #hashtags.”
  13. 13. Translating the brand: • Helps you attract best-fit students. • Creates differentiation from the competition. • Happens through content! #AMAHigherEd
  14. 14. Marketing without a strong website?
  15. 15. The content and design goals: A. Illustrate Fordham’s distinctive culture, value, and contributions to society. B. Coordinate digital properties with recently refreshed print materials. C. Update and elevate perception of Fordham’s academics. D. Showcase location(s).
  16. 16. 2014 Admissions Search Pieces
  17. 17. m Which design gives you a positive impression of Fordham University? n=1050 62% 38% Title Text Keyword density analysis showed: Users were able to remember more details, internalize more messaging, and more easily navigate the first layout.
  18. 18. Undergraduate Admission landing page
  19. 19. Undergraduate Admission landing page
  20. 20. Choose Your Campus
  21. 21. Two campuses. 195 Fordham's Lincoln Center campus is located in midtown Manhattan, in one of the nation's premier cultural destinations. Situated on eight landscaped, self-contained acres, the campus is adjacent to the Lincoln Center for the Performing Arts and a few blocks from Central Park, Columbus Circle and the headquarters of major media corporations. This is a bustling city campus, surrounded by taxis, street vendors and skyscrapers. There is energy on the sidewalks. Professionals are arriving at the Time Warner Center in the morning and crowds descend upon Lincoln Center for performances at night. Fordham's Rose Hill campus is located in the Bronx, one of New York City's most diverse, multifaceted boroughs. The campus is spread across 85 green, leafy acres, adjacent to the Bronx Zoo and the New York Botanical Garden. Rose Hill feels like the quintessential college campus, with athletic fields, Gothic buildings and plenty of room to roam. Just outside the campus gates is Arthur Avenue, the heart of the city's original Little Italy; Fordham Plaza; and the Fordham Road station of the Metro-North commuter rail service, a comfortable 20-minute ride to another New York City icon: Grand Central Terminal.
  22. 22. You can get there from here. A subway to Wall Street. A stone’s throw from media giants. Across town from the United Nations. Hand-in-hand with Alvin Alley. Steps to Central Park. Blocks from Broadway. Green campus. Fordham’s athletics. Walsh Library. WFUV’s studios. Yankee Stadium. The real Little Italy. No matter which of Fordham’s two main campuses you chose - Rose Hill in the Bronx, or Lincoln Center in Manhattan - the same incredibly diverse New York City experience will be there for the taking. 84
  23. 23. An integrated approach. Allow each format to do what it does best.
  24. 24. Micro content. (and more authentic)
  25. 25. Evergreen content… (and memorable)
  26. 26. Content feeds… (the beast)
  27. 27. Visual content! (and less text)
  28. 28. Social content? (with #Fordham4Me)
  29. 29. #Fordham4Me FordhamUniversity.tumblr.com
  30. 30. Reuse, repurpose, repackage.
  31. 31. Content is an expression of brand.
  32. 32. Fordham University is leading with brand-based content. It works. #AMAhighered
  33. 33. Thanks! Peter Stace Vice President for Enrollment Fordham University stace@fordham.edu Jim Kempster Senior Director of Marketing and Communications Fordham University jkempster@fordham.edu Susan T. Evans Senior Director for Strategy mStoner susan.evans@mstoner.com

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