In the last ten years, ever since social media gave influencers the ability to reach their audience in increasingly personalized ways, the power of influencers has grown. But long before social media, long before the digital age, and indeed long before the word ‘Influencer’ was coined, schools and colleges had mastered the art of influencing successive generations of students to seek what they had to offer.
So let’s explore the three main factors that made these institutions the masters of Influencer Marketing – when there was no influencer marketing.
Studies have shown that childhood and adolescence is the time when experiences leave an indelible mark on us that can last a lifetime. Successful institutions know this. They create an atmosphere that enables students to create and experience strong positive life experiences that stays with them. So when it comes to advising friends or choosing for their own children, they are naturally drawn to their old alma maters.
But it is not enough to just have positive experiences. They need to be reinforced. This is where schools and colleges excel. They give students the opportunity to come back regularly, as alumni, creating what’s often called ‘the old boys club’. This also means the friendships they make and maintain increase th influence they wield as influencers.
Last but not the least, schools and colleges also foster communities around them. As institutions flourish, so do the towns and cities that support them – with various establishments and businesses – housing and hospitality, food and drink, sports and entertainment, and more. This in turn creates a whole new set of influencers who play a vital role in supporting and enhancing a school’s reputation and influence.
So there you have it. By enabling influenced people to become the influencers, educational institutions have mastered the art of Influential Marketing.