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Let’s go back and summarize. When figuring out what you have to offer, ask yourself four questions:

1. What image do I want to project?

2. What tangible things project that image?

3. What are the features of my school?

4. What benefits do those features offer the prospective student?

Once you have answers for these questions, once you have a clear view of who and what you are, you can pull together the necessary information to build a marketing identity.

Develop Your Marketing Identity

Go through your lists—image, features, and benefits—and pick out the five to ten most important points. Choose aspects of your image you can project convincingly. Include the feature-benefit combinations that are likely to be most important to your prospective students.

Remember: this is your marketing identity. It is an identity that will convince prospective students that your school is the right place for them to study. What can you offer them that no one else can? What feature-benefits are so attractive that they would be tough to say “no” to? What part of your image says, “Come study with me, I can make your life a better one.”