In the competitive higher education field, standing out has become more crucial than ever. This blog will explore four points of differentiation that can set your institution apart from the competition, helping you carve a niche in the crowded higher education sector.
Why Differentiate?
Differentiating your higher education institution gives your brand a distinct identity in the market, making it clear to students what you offer and attracting the right kind of students to your institution. While many schools try to cater to everyone, differentiation lies in recognizing your areas of expertise and concentrating on those strengths. The most important reason to differentiate is the way in which students find their options. Sites such as Niche, US News, and Naviance feature tools that allow students to find schools based on firm characteristics. By honing in on the compelling attributes specific to your school, you can reach your ideal audience and create a competitive advantage.
Make the point that you cannot meet every student’s needs, however, finding areas to stand out in will attract suitable students on college finder sites.
THE 4 POINTS OF DIFFERENTIATION
1. Product Differentiation
The most visible form of differentiation lies in your academics. Specifying your specialization is key here – what specialty area are your educators skilled in, what does your institution offer that others don’t (or do better), what is the classification or focus of the education offered at your school?
Examples:
- Among art schools, The Juilliard School specializes in performing arts education, and the College for Creative Studies is an art school that specializes in visual arts only.
- San Jacinto College offers a Maritime Training Program.
- Stanford specializes in STEM, while Amherst College is known for their classical liberal arts education.
- The University of Texas has an exceptional physics program with seven research centers and three research groups.
San Jacinto’s Maritime Technology Training Center
2. Service Differentiation
There are two ways to stand out in the customer service category: making your students happy through personalized services or making it exceptionally easy for them to access the resources provided by the institution.
Examples:
- Austin Community College offers flexible schedules by providing evening and weekend classes.
- Rice University has a small student to faculty ratio (6 to 1) in order to allow students to build relationships with their professors.
- A&M’s “howdy” culture creates an inviting environment for students in which “howdy” is the official greeting amongst students and faculty across campus.
“Howdy” Sign on Campus at A&M
3. Quality Differentiation
Elevating and enhancing your quality standards can propel your institution to new heights. While this often comes with a higher price tag, it attracts fewer but more profitable students. Involvement of alumni, educators, community, and students plays a crucial role in establishing your institution’s quality reputation. Showcase positive alumni outcomes, testimonials, and accreditations to underline your commitment to excellence. With more premium pricing, it’s important to communicate with students the added value they will receive compared to competitors.
Examples:
- MIT is the #1 ranked engineering school.
- Michigan has a top tier football program with a record of 15-0 in 2023.
- UC Berkeley has countless reputable research programs.
- Amarillo Community College and Imperial Valley Community College were co-winners of the Aspen Prize in 2023.
Marvell Nanofabrication Laboratory at UC Berkeley
4. Price Differentiation
Higher Education institutions have a significant opportunity to stand out by prioritizing affordability and resonating with a wider audience base. While some practices position themselves as premium services, there is a growing market for those catering to budget-conscious individuals.
Examples:
- Austin Community College has a free tuition program and offers two-year programs.
- Southern Methodist University provides aid to about 75% of students.
- The University of Texas’s tuition is a great deal at $11,700 for in-state students as opposed to about $41,000 for out-of-state students.
- Texas A&M offers in-state tuition to out-of-state students that join the Corps of Cadets.
Austin Community College Free Tuition pilot program
In a crowded higher education market, your institution needs to stand out to succeed. Identify which point of differentiation in which your higher education institution can shine and hammer in that message. Instead of trying to reach everyone, strive to be the ideal choice for students who are seeking specific qualities.
By: Mary Kate Patrick
