Institutions — both public and private — have increased their focus on building brands and recruiting students “beyond their backyard.” The merit aid arms race, the coming demographic shifts, and the ability to reach broader audiences digitally are making it necessary and possible for institutions to enhance their presence nationwide.

Original air date: February 1, 2017
Duration: 42:38

Watch hosts Amy Mengel of Merit and Bob Finnerty of Rochester Institute of Technology discuss how a multi-pronged communications strategy raised RIT’s profile in Silicon Valley — 3,000 miles away — without a massive advertising budget.

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