Over the course of the past few months I have thought a great deal about this idea, and have shared my views with anyone who will listen. As an education brand consultant, I work closely with colleges, universities, K-12 school systems and other organizations with an education mission. My primary role is to develop and implement a brand strategy that aligns the organization’s internal culture and external reputation.
As part of that brand development process it is important to assess current and future communications channels so that the brand strategy can be delivered effectively to internal and external audiences. For schools these audiences include prospective and current students, prospective and current employees, alumni, donors and others. Since most people utilize mobile devices for communicating via text, email and phone, doesn’t it make sense to deliver your brand message that way?
When we hear or see the words mobile marketing, we tend to think about an ad being pushed on us. That is not what mobile marketing is all about. Mobile marketing is about allowing your prospective and current customers with the option of communicating with you by mobile, especially text messaging. Once students and others realize the value of mobile as a business resource, and when schools realize that students and others are ok with mobile as a way to update them, mobile marketing is going to explode.
When people realize that branding is not advertising, and when they realize mobile marketing is not advertising (a concept most people don’t like), then the connection between brand and mobile marketing is going to allow organizations to more effectively recruit and retain their brand champions. Are you aware of how much time school age people spend texting? Shouldn’t your brand be in that space?
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