Use Marketing to Shape Public Perception

Christian universities have a well-deserved reputation for delivering a world-class education from an unapologetically biblical worldview.

But many people are not aware of how these institutions use marketing to shape (and reshape) public perception. Here are three ways they do it…

Emphasizing the Importance of Community

One of the primary ways Christian universities use marketing to shape public perception is by emphasizing the importance of community. Many Christian universities pride themselves on their tight-knit communities and the support they provide to their students. These universities often use marketing to showcase the sense of community that exists on their campuses, highlighting events and activities that bring students together.

For example, Biola University in California has a strong emphasis on community, and their marketing reflects this. Their website features a section called “Becoming Biola,” which highlights student clubs and organizations, as well as events such as chapel services and concerts. By emphasizing community, Christian universities hope to attract students who are seeking a supportive and welcoming environment.

Focusing on Faith-Based Education

Another way Christian universities use marketing to shape public perception is by focusing on faith-based education. These universities often market themselves as institutions that prioritize faith alongside academic excellence. Marketing materials may highlight courses or programs that integrate faith and learning, or feature testimonials from students who feel that their faith has been strengthened by their time at the university.

For example, Liberty University in Virginia emphasizes its Christian identity in its marketing materials. The university’s website prominently features its mission statement, which includes a commitment to “the integration of faith, learning, and service.” Additionally, the university offers a range of courses and programs that incorporate faith into the curriculum, such as a Bachelor of Science in Religion or a Master of Divinity.

Showcasing Student Success

Finally, Christian universities use marketing to shape public perception by showcasing student success. By highlighting the achievements of their students, these universities hope to demonstrate the quality of their academic programs and the value of their degrees. Marketing materials may feature testimonials from successful alumni, or highlight the accomplishments of current students.

For example, Azusa Pacific University in California features a ‘Stories’ section on their website which highlights the achievements of their alumni. These stories showcase a wide range of careers and accomplishments, from business owners to non-profit leaders to professional athletes. By showcasing the success of their graduates, Azusa Pacific hopes to demonstrate the value of a degree from their institution.

Do You Use Marketing to Shape Public Perception?

Christian universities leverage marketing to drive student enrollment and donor dollars. But increasingly, they also use marketing to shape public perception. By emphasizing community, faith-based education, and student success, these institutions are able to attract students who seek a meaningful educational experience year after year.

Looking for new options for your Christian university marketing and messaging? Let’s talk!