We may have been doing ourselves a great disservice. Over the years we have allowed ourselves to be marketed using ideas and knowledge based on hard information, overlooking softer, emotional, soul-based facts. Most institutions enjoy histories and traditions that comprise rich tapestries of ideas, emotions and stories.
Anecdotal information can provide the basis for powerful marketing.
Reaching into our own histories and pasts we are able to find ideas that much better express our schools, missions, achievements and ambitions. For example, collecting stories from alumni about individual experiences can provide interesting and convincing marketing information. Describe your most vivid memory while a student at XYZ College. Often you will discover thoughts and ideas that grab and hold audiences' attention. The real souls of higher education are couched in history, tradition and stories.