High Ed Web Authenticity

The document discusses the growing demand for authenticity in marketing and branding, especially among millennial consumers. It outlines 10 steps that colleges can take to render their marketing and branding more authentic, such as being honest about what type of institution they are, championing student stories over statistics, and embracing consumer-created content. The key is for colleges to have genuine dialogues with students rather than just talking at them, and to focus on connecting with students who are the best fit rather than trying to appeal to all people.