Mastering the Brand-Performance Balancing Act: A Full-Funnel Blueprint for Higher Ed Marketing

In the ever-evolving landscape of higher education marketing, the digital revolution has propelled performance marketing to the forefront. The allure of immediate results, tangible metrics and the ability to track every click and conversion has made it an indispensable tool for institutions striving to increase enrollments. However, this relentless pursuit of short-term gains often comes at the expense of brand marketing, a critical component for long-term success.

The 2024 Nielsen Annual Marketing Report reveals a concerning trend: despite recognizing the importance of brand building, 70% of marketers intend to prioritize performance marketing over brand-building initiatives. This overemphasis on short-term tactics can lead to missed opportunities, unsustainable growth and a failure to cultivate a lasting brand legacy. To truly thrive in today’s competitive higher education market, institutions must strike a harmonious balance between brand and performance marketing. This article delves into the complexities of valuing brand marketing efforts in a performance-driven world and outlines a full-funnel strategy that unlocks the full potential of both approaches.

The Widening Gap: Brand vs. Performance

The Nielsen report highlights a growing disconnect between marketers’ long-term goals and their short-term tactics. While marketers acknowledge the importance of brand building for long-term success, their actions often prioritize immediate results. This misalignment can be attributed to several factors, including the pressure to demonstrate ROI, the allure of easily measurable performance metrics and the perceived effectiveness of digital channels for driving conversions. The report notes that 72% of global marketers expect to increase their ad budgets in 2024, with a significant portion allocated towards digital channels due to their perceived effectiveness. However, this focus on short-term performance metrics may overshadow the long-term benefits of brand building.

However, neglecting brand building can have far-reaching consequences. A strong brand is not merely a logo or a tagline; it is the essence of an institution’s identity, values and reputation. It is what differentiates one university from another in the minds of prospective students, alumni, faculty and the broader community. A well-crafted brand narrative can evoke emotions, inspire loyalty and create a sense of belonging. By investing in brand building, institutions can cultivate a loyal following that extends beyond the immediate enrollment cycle, leading to increased alumni engagement, philanthropic support and long-term institutional success.

Evolving Measurement Strategies for the Modern Marketer

As higher education institutions grow and their marketing efforts mature, their approach to measurement must evolve as well. The traditional last-click attribution model, which assigns credit for a conversion to the final touchpoint in the customer journey, is no longer sufficient. In today’s omnichannel marketing landscape, prospective students interact with institutions through multiple touchpoints, both online and offline. A comprehensive measurement strategy should encompass the entire marketing funnel, from initial awareness to enrollment and beyond.

This requires a nuanced understanding of the different roles played by various platforms and channels in generating both immediate and long-term value. For example, social media may be highly effective at driving brand awareness and engagement, while paid search campaigns may be better suited for capturing high-intent prospects closer to the point of conversion. By differentiating measurement strategies for each platform, marketers can gain a more holistic view of their marketing efforts and make data-driven decisions that optimize both short-term and long-term outcomes. The Nielsen report emphasizes the importance of evolving measurement strategies, stating that “84% of global marketers say they’re either extremely or very confident in their ROI measurement capabilities, up from 69% in 2023.” However, it also reveals that only 38% evaluate the holistic ROI of their marketing efforts by measuring traditional and digital marketing together, indicating a need for more integrated measurement approaches.

The Power of Brand Marketing: Beyond Conversions

Brand marketing serves a fundamentally different purpose than performance marketing. While performance marketing focuses on driving immediate conversions, such as inquiries, applications and enrollments, brand marketing aims to build brand awareness, recognition and equity. These intangible assets are the bedrock of long-term growth and sustainability.

Crafting a Compelling Brand Personality

A strong brand personality is what sets an institution apart in a crowded marketplace. It encompasses the unique values, attributes and voice that define the brand’s identity. A well-defined brand personality helps prospective students connect with the institution on a deeper level, influencing their perceptions and ultimately their enrollment decisions. The Nielsen report highlights the importance of brand personality in differentiating a brand, stating that “75% of people who are exposed to social media ads say the ads made them more likely to purchase, use or consider the brand.”

Building Familiarity and Trust

Consumers, including prospective students, are more likely to engage with and choose brands they recognize and trust. Brand marketing efforts, such as consistent messaging, compelling storytelling and community engagement, cultivate familiarity and trust over time. This positive association in the minds of prospective students creates a fertile ground for performance marketing campaigns to flourish. The Nielsen report emphasizes that “a 1-point gain in brand metrics, such as awareness and consideration, drives a 1% increase in sales,” underscoring the importance of building a strong brand foundation.

Achieving Top-of-Mind Awareness

Effective brand marketing keeps an institution at the forefront of consumers’ minds. When prospective students consider their educational options, a strong brand presence increases the likelihood of being included in their consideration set. This top-of-mind awareness translates into more frequent branded searches, direct website traffic and ultimately, a larger pool of qualified applicants.

Integrating Brand Value into Performance Metrics

Strong brand awareness acts as a force multiplier for performance marketing effectiveness. As brand recognition increases, so does the impact of performance marketing campaigns. This is evident in the rise of branded search volume, higher click-through rates on paid ads and increased engagement with social media content. Nielsen’s data reveals that the top 25% of brands, from an ROI-generation perspective, are six times more successful than the bottom 25%, highlighting the significant impact of brand strength on performance.

To harness this synergy, higher education marketers should consider reallocating their budgets to support both performance and brand marketing initiatives. A holistic measurement approach that encompasses both brand and conversion metrics is essential for evaluating the true impact of marketing investments. This may involve using tools such as brand lift studies, multi-touch attribution models and marketing mix modeling to gain a deeper understanding of how brand and performance marketing work together to drive enrollment growth. The Nielsen report suggests that “marketing mix modeling (MMM) is critical for understanding our media impact,” as it allows marketers to “balance effectiveness and efficiency and scale those learnings across brands, tactics and partners.”

Embracing a Full-Funnel Strategy for Sustainable Growth

In the complex world of higher education marketing, aligning marketing investment with measurable enrollment growth can be a daunting challenge. A full-funnel strategy offers a comprehensive solution. By integrating brand marketing efforts with performance marketing tactics, institutions can create a seamless customer journey that nurtures prospective students from initial awareness to enrollment and beyond. This approach ensures that marketing resources are allocated effectively across the entire funnel, maximizing the return on investment and fostering sustainable growth.

The Nielsen report supports this approach, stating that “ongoing marketing efforts account for 10%-35% of a brand’s equity.” This highlights the importance of consistent brand messaging and engagement throughout the customer journey, not just at the point of conversion. Additionally, the report found that only 36% of media channels perform above average for delivering both sales and awareness, emphasizing the need for a diversified media mix that includes both brand-building and performance-driving channels.

Overcoming Measurement Challenges

While the importance of measuring both brand and performance metrics is clear, the Nielsen report identifies several challenges that marketers face in this regard. One challenge is the lack of standardized metrics for measuring brand impact. Another challenge is the difficulty of attributing the impact of brand marketing efforts to specific outcomes, such as enrollment. To overcome these challenges, marketers can leverage a variety of tools and techniques, such as brand lift studies, multi-touch attribution models and marketing mix modeling. These tools can help marketers quantify the impact of brand marketing on key metrics and make data-driven decisions about resource allocation.

In the performance marketing-dominated landscape of higher education, the value of brand marketing cannot be overstated. By embracing a balanced approach that integrates both strategies, institutions can achieve sustainable growth, foster loyalty and build a lasting brand legacy that resonates with generations of students. A full-funnel strategy, supported by comprehensive measurement and a diversified media mix, is the key to unlocking the full potential of both brand and performance marketing.

If you’re ready to elevate your marketing efforts and create a brand that stands the test of time, consider partnering with a higher education marketing agency that specializes in full-funnel strategies. By leveraging their expertise and the insights from the Nielsen report, you can develop a comprehensive marketing plan that delivers measurable results and positions your institution for long-term success.