Introducing CASE Insights™ Framework for Brand and Reputation Metrics in Education-Recording

Video Transcription

Video Summary

In a CASE-organized webinar, Terry Flannery and Jane Shaffer introduced a new framework for measuring brand and reputation within educational institutions. With participation from key figures, such as Christy Moss and regional CASE leaders, the session outlined the importance of this framework in standardizing performance metrics, which currently do not exist in the education sector. The framework categorizes measures into six areas—brand development, recruitment and retention, strategic communications, alumni engagement, philanthropy, and external public affairs—and across three levels: reporting, analysis, and insight. The initiative seeks to enhance institutional benchmarking by gathering standardized data, leading to improved professionalism and strategic value for marketing and communication efforts. Attendees were encouraged to contribute by submitting measures they use, aiding CASE's goal to refine and pilot these metrics. The session emphasized the potential challenges of attribution and ensuring comprehensive measurement. Participants expressed excitement for its potential impact, akin to the transformation seen in alumni engagement metrics, while addressing concerns on art versus science in performance assessment. The project will proceed with pilot testing and eventual data collection over the coming years.

Keywords

brand measurement

educational institutions

standardized metrics

alumni engagement

strategic communications

institutional benchmarking

philanthropy