Don’t protect information: Spread it.
Most important with a target demo that is almost exclusively Internet savvy, the truth is anyone can find the “information” that you teach at your institution. They cannot get the experience, the scene, the teaching staff, all those things that make a school a school, but they CAN find the information… so horde it? Distribute it! The more you open the doors (both physically on campus as well as metaphorically with online webinars, resources, videos, etc.) the more your school becomes the authority on the subject matter. It gets your school’s name on all the topics relevant to that which you teach. It demonstrates your school not only knows the information, but is a leader and an authority on the topic.
The truth is that 99% of all the information is already out there. People can memorize anything online that they can get from sitting in a classroom. But a school is an experience, and a degree is a stamp of approval. Anyone who learns that 2+2 = 4 from Princeton somehow is more valuable than someone who learns the exact same thing from a state school: the authority of the brand matters.
So for the information that cannot be controlled and kept on campus: own it. Brand it. Make your school’s name appear every time someone looks for facts about the topics you teach: become the authority.
