Presentamos el marco CASE Insights para métricas de marca y reputación en educación (en español)-Presentación

Presentación

Pdf Summary

The document introduces a framework developed by CASE (Council for Advancement and Support of Education) aimed at enhancing brand and reputation metrics in the education sector. The session, led by CASE officials Jane Chafer and Terry Flannery, targets marketing and communication professionals and encourages them to contribute examples of metrics within the framework. The objectives include normalizing performance measurement, strategic evaluation, and establishing standards for educational philanthropy and alumni engagement.<br /><br />CASE is committed to defining competencies and norms within the promotional disciplines, encouraging strategic integrity, and leveraging its extensive expertise to develop essential marketing and communication parameters in education. The framework organizes its functions into six categories: Brand Development, Alumni Engagement, External Relations, Strategic Communication, Philanthropy, and Recruitment & Retention.<br /><br />The initiative is part of a multi-year plan to deploy this framework. It involves presenting the framework to marketing professionals, garnering feedback, collecting examples, and beginning data collection. Steps include selecting measures, standardizing definitions, and conducting a pilot collection.<br /><br />CASE invites participants to engage by sharing measures they use for evaluating communication efforts and identifying which of the six function categories they fit into. The document also prompts feedback on both exciting and challenging aspects of the framework development process.<br /><br />Overall, the initiative seeks to standardize and improve measurement practices within education marketing and communication, aiming to unify efforts across institutions for a strategic impact. Members can access more resources on CASE.org, while non-members are encouraged to join for additional benefits.

Keywords

CASE

education sector

brand metrics

reputation metrics

marketing professionals

alumni engagement

philanthropy

strategic communication

framework development

performance measurement