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“No major” might just be the most popular major for college students these days.

That is one of the data-driven realities of higher education today, university marketing sage Robert Sevier told an audience of nearly 200 representatives from colleges and campuses throughout the University of Wisconsin System on June 1.

“I’m convinced the whole concept of a major is going away because employers don’t believe in majors,” Sevier said.

An author and senior vice president with higher-education research, planning, marketing communications and consulting company Stamats, Sevier keynoted UW System’s first ever integrated marketing and communications conference on June 1 and 2.

The two-day I.M. Comm 2011 at UW Oshkosh focused on developing strong brands at UW System schools and collaborative approaches in communications and authentic storytelling on campuses.

Another powerful trend transforming the marketability of higher education: For the first time ever, national credit card debt levels have dipped below the surging tide of college student debt, Sevier said.

I.M. Comm featured additional sessions on the value of using university academic achievement and demographic data to drive eye-opening news, alumni, legislative and other communications; the importance of pulling a university’s brand under a singular umbrella; and examples of how social media, such as Twitter and Facebook, continue revolutionizing the way campuses meaningfully converse with students, faculty, staff and alumni.

“Communicators from around the UW System have a wealth of experience  and great ideas,” said John Lucas, who coordinates social media at UW-Madsion and led a panel discussion on the topic. “Many of the same  strategies that are effective in Green Bay are also useful in Madison  and Platteville. It’s always great when we can get together and share our knowledge to better serve our campuses.”

UW Oshkosh Chancellor Richard Wells opened the conference by stressing the need for universities and colleges to take command of their reputations, lest detractors do it for them.

That was the central idea within Wells’ 2006 charge to a team of UW Oshkosh leaders asked to research and lay the groundwork for a campus-advancing integrated marketing and communication department.

“Over the past five years, UW Oshkosh has taken control of our reputation,” Wells said. “All too often, so called planned, directional Universities are not in command of their reputations. Others, who are often University critics, characterized our Greater Wisconsin Universities and Colleges in very negative ways, and we find ourselves defensively responding to their offensive characterization. It is important that we have a very strong offensive strategy and playbook, if you will. A strong offensive strengthens the defense and vice versa.”

Robert Sevier

In an era of tightening resources yet heightened competition for new students, Sevier said that “compelling” brand identity and storytelling are more vital than ever for institutions. Marketing and communications professionals are integral teammates in the effort but not the entire solution, he said.

“In many cases, you’re an orchestra leader, but you’re not the whole orchestra.” Sevier said.

Representatives from each of the UW System’s 13 four-year institutions, 13 two-year colleges and Extension signed up to participate in the conference.

UW System President Kevin Reilly said the conference and its turnout reinforced the heightened interest in and importance of amplifying each campus’s, college’s and Extension branch’s role as a gateway to opportunity and an economic engine for the entire state.

 “While the expectations and environment around us may be rapidly changing, the need for accessible, affordable, high-quality public higher education is greater now than ever before,” Reilly said in a statement. “We need to send our message more clearly to all our stakeholders – students and families, alumni and donors, business and community leaders, lawmakers, taxpayers, and more – in ways that resonate with each of them.”

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