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

Video Transcription

Video Summary

The video discusses the introduction of new brand and reputation metrics by CASE Europe, featuring key presenters from higher education marketing and thought leadership groups. The framework aims to standardize measurement of marketing and communication effectiveness in educational institutions, allowing benchmarking across sectors. It involves six categories like brand development and alumni engagement, evaluated through three levels: reporting, analysis, and insights. The initiative is co-created with professionals to ensure relevance and practicality. Challenges such as accessing varied data sources and encouraging intra-institution collaboration are mentioned. The framework aims to motivate better resource allocation and investment in integrated systems like CRMs. Thought leaders anticipate that this will enhance strategic visibility and influence of marketing functions within institutions, potentially unlocking greater investment. Attendees are encouraged to contribute to the development of the framework by providing suggestions and measures they currently use in their institutions. The overall goal is to create a globally applicable, standardized approach to measuring brand and reputation impacts in education, fostering better strategic decision-making and collaboration across the sector. The session wraps up with instructions for further engagement and a focus on the framework's long-term influence.

Keywords

brand metrics

reputation measurement

higher education

marketing effectiveness

benchmarking

alumni engagement

strategic visibility

standardized framework