The release of the McKinsey Center for Government’s report Education to Employment: Designing a system that works, showcases the continued challenge for post-secondary. Most shocking is the unfiltered analysis of how educators believe they are doing preparing students for employment and how employers view it. This report and CIBC’s recently released The Haves and Have Nots of Canada’s Labour Market dig into the story behind the jobs/skills divide. Two eye-opening reads.
This past summer, the Ontario Government asked each of the Province’s colleges and universities to imagine how it could support the transformation of higher education across the system. All were asked to draft a Strategic Mandate Agreement (SMA), an 8-page document aimed at outlining how each organization saw its role, its point of differentiation, its competitive advantage.
Submitted in late September 2012, all SMAs were made available to the general public via the Higher Education Quality Council of Ontario (HEQCO) website. For those of us in marketing, market research does not get much easier.
In preparation for an administrative retreat, Algonquin College’s Advancement Division pulled together a quick review of the 45 submissions. A special thanks to Eric Hollebone, Algonquin’s Director of Marketing for his work in pulling much of the analysis together.
In the spirit of sharing here is a copy of the presentation, made available through the Creative Commons Attribution-NonCommercial-ShareAlike 3.0 License.
Our findings included;
- Top 3 priorities for Ontario Colleges – Online/Hybrid Delivery, 3-year Degrees, Admin/IT Cooperation
- Top 3 priorities for Ontario Universities – Experiential Learning, Online/Hybrid Delivery, Student Mobility
- 7 Common Points
- 5 Notable Out-side the Box Ideas
- 3 SMAs stood out for their broad, system-wide approach: University of Waterloo, Humber College and Algonquin College
- Proposed enrolment growth far exceeds student demand
A great find in the form of a national study of 2050 alumni by Converge Consulting which explored the attitudes, motivations, and behavior associated with higher education giving. The study divided alumni into three donor types:
The following graphic depicts significant differences among the three groups. For a more detailed account of the study visit http://www.ssireview.org/blog/entry/higher_education_fundraising_redefined.
After two years of work, from brand research to stakeholder consultation, I am thrilled to introduce Algonquin’s new look and feel. Check out this 2-minute video detailing how we evolved our graphic identify. The reaction has been amazing!
Cleveland Institute of Art
Using illustration and live action, the video does an excellent job of pointing out CIA’s points of real differentiation: personal studio space and 9:1 student-teacher ratios lead to great jobs. All this while making Cleveland look like a pretty great spot to go to school. Impressive.
University of Rochester – Remember oUR Name
In the Glee format with a twist – all guys. The music is catchy and the video shows off the campus, the city and their pride and passion for the institution. Infectious.
Kettering University – School Daze Episode 1
Goes right for the jugular. You have two options; traditional or experiential. The stick figure illustrations were so popular they led to a series of videos and a line of clothing. The video stands out in a sea of over produced, testimonial driven, traditional recruitment videos. Just what they were hoping for I suspect. Irreverent.
I love an institution who knows the type of student it wants to recruit. Simple visuals and probably the least expensive to produce, this College does not look to be all things to all people and because of it stands out. No fancy pics of campus. Just attitude and facts. Focused.
University of Maryland – Fear the Turtle
Not a recruitment video in the traditional format. This 30-second commercial is all about showing off campus pride. The take-off of the MGM roaring lion shows the institution does not take itself too seriously. Proud.
Bond University – Ambition
When you have a great campus in one of the most beautiful locations in the world take advantage of it. Great production quality and a focused message never go out of date. Stunning.
DePaul University – Admissions Video
A simple, straight forward video that shows off the strengths of DePaul and Chicago. What I like about the concept the most is that it approaches the story line from a student’s perspective. Too many videos push their message onto viewers. Thinking they know best. This video reverses the format. Distinguished.
BONUS: Central Institute – Henry & Aaron It’s a Snap
One of the most viral recruitment videos of all time. This wildly entertaining video takes viewers on a magical tour of campus and community, then takes a gory twist. While I am certain senior administrators recoiled in horror, for their audience it must have been a homerun. Inventive.
Share your video – I would love to add a few more to the list so pop a link to your favourite video into the comments and I will add it to the post.
The folks at William & Mary, the second oldest college in the United States, have long been leaders in the way in which they market the university and that pioneering spirit extends to the use of infographics. For two consecutive years, their Alumni Office has included an infographic in the William & Mary Alumni Magazine, telling their story in a way that captivates the reader and passes on a great deal of information in a small amount of space.