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Sustainability Promotion and Branding: Messaging Challenges and Possibilities for Higher Education
This article, written by David Selby, Paula Jones and Fumiyo Kagawa and published in the Sustainability journal, reports on case study research into six higher education institutions (three in the UK and three in the USA) that give prominence to their sustainability credentials in their paper form and/or electronic promotional and recruitment materials.The purpose of the research was to draw important lessons and identify significant issues concerning the sustainability branding and marketing of higher education institutions. Key findings include, first, the importance of calibrating sustainability marketing according to actual sustainability performance while also embracing a sustainability vision; second, the importance of combining internal with external marketing; third, the importance of institutional clarity in determining marketing parameters; fourth, the advantages of marrying broad-based ‘subtle’ marketing with intensive niche and segment marketing.
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