In the introduction about marketing culture we covered the importance of campus appearance and how that can self-perpetuate a good looking environment. Your school needs to dress well just as much as you would hope your staff would. Here, we have to look into how a student’s personal culture can become a part of your campus environment, and how all of that combines to become a marketing tool for your image.
Often when I’m consulting for a school and provide briefs about various aspects of how student life and happiness is intertwined with your marketing, I’ll write about how social media and how people live lives ON the Internet have given any type of business the ability to perfectly shape your image so that it reflects the image that your target demo portrays online (which is most often the person they want to be, not necessarily who they are in their current state, which is a very good thing for marketing).
The basic concept is that HOW we communicate in today’s world (… whatever “today’s world” implies… that term seems odd and old)…. alas, HOW we communicate is a demonstration of who we are and what we like to do. We communicate on networks and platforms (facebook, twitter, Google +, flickr, youtube, and a million others with which I honestly never have the time to spend time). Each network and platform attracts groups with specific interests, biases, etc. Just that factor of “the HOW” means that your image of being present on MySpace implies something different that being present on Vimeo.