Beth Keserauskis

The Immeasurable Success Measurements

I often wonder how you can determine whether your brand has become successful, and whether your current customers, or in our case, our current students, have truly embraced what we are trying to establish as the brand of our organization.

One example that I found recently is that students are clamoring to become part of our advertising campaign.  We do feature real students and faculty in our advertising, prints, billboard, radio, and their stories – their actual stories of success, or the path that they have taken to get to SIUE.  And recently, I have heard that there are students that are asking how they can get involved and be on a billboard, or be one of our student testimonials on our website.

I understand that part of that is their vanity and wanting to see their face on a billboard, but it does tell me that they are extremely proud to represent SIUE. No matter how vain you are, if you don’t believe in what you are representing, it becomes very difficult to slap on a logo and associate it with your face. So, it made me quite happy to find out that there are students who are truly interested in becoming the face and voice of SIUE. That is just one very intangible way that I measure whether what we are trying to do with our brand is being successful. In a series of later posts, I will talk about some specific measurable returns on investments that you can take a look at to see if you are being successful with your brand advertising campaign.

April 6, 2010 - Posted by Elizabeth Keserauskis | higher education, marketing, reputation management | branding, highered, marketing, reputation