Higher education is in the midst of a massive shift as affordability and access curbs enrollment and the changes to online work and learning take their toll. Many see a "demographic cliff" while others talk of "enrollment decline." Whatever we call it, these shifts are driving a movement toward innovation and inclusion across the sector. Many schools are developing new products or entirely shifting programs to better support minority student groups as well as people already in the workforce.

Smith & Connors partners with higher education to understand each institution's audiences' needs and business goals, and then we help position product offerings for a changing demographic.

Listening and mapping

We help institutions listen to voices inside and outside their walls and make sense of the many perspectives. We build decision-making processes unique to each organization, and we support our clients with internal communications throughout the project.

Our work starts with defining what makes the organization special. What is the core of your brand story? What are the key messages, and what is a true personality that will help you express them?  Second, we listen carefully to your audiences’ needs and wants — what aren’t they saying that is the key to breaking through? Then we design and build smart strategies, beautiful identities, effective marketing, and useful digital experiences that fit.

For us, it’s all about defining the brand story and helping answer the big questions before diving into execution.

Big Questions

• Have you truly listened to your audiences?
• How are your audiences perceiving your brand?
• Do you stand out among other institutions?
• Is it easy to understand the difference?
• Are your communications driving fundraising?