TrendTopper enhances college reputation by distinguishing ‘brand’ among peers
Helps to slow or reverse enrolment decline
Austin, TX February 25, 2009 – The Global Language Monitor today announced TrendTopper MediaBuzz Reputation Management (TMRM) solution for higher education. Using TrendTopper, colleges and universities can enhance their standings among peers by assessing their strengths and weaknesses in any number of areas. TrendTopper measures what is important to colleges’ and their various constituencies on the Internet, in social media, the blogosphere, as well as the global print and electronic media. TrendTopper can help colleges and universities distinguish themselves among peers – as well as helping ensure that key messages are getting though the clutter.
“At a time when a few students more or less can change an institution’s revenue stream from positive to negative, or mean an even bigger bite out of the endowment, brand equity moves from an interesting concept to an imperative,” said Paul JJ Payack, president of TrendTopper Technologies. “Movement within a Peer Group, expanding an institution’s Peer Group, or, even, moving from one Peer Group to another can spell ultimate success, or failure, for that particular institution.”
Colleges and universities have one more element that is critical to their ultimate success — the fact that they are linked to other colleges by reputation (Peer Groups or Cohorts), which extend in many ways beyond and across conferences and leagues. These include geographic proximity, religious affiliation, similar test scores, political outlook, or long-time sports rivalries,
Institutions can use TrendTopper methodologies to determine strengths and weaknesses vs. their peer group or any other criteria they find relevant, answering questions, such as:
• We have little knowledge of how we are perceived in Social Media. What we don’t know can’t be shaped. Can you help us there?
• How is our institution perceived by the public at large? We have a strong reputation among high school guidance counselors and peer assessments, but parents (and students) want to know about potential employers?
• We are known for our excellent liberal arts programs, but we feel our information technology offering lags in recognition. Our competitors annually enroll about 20% more students for what we see an equal (or even lesser) curriculum. What can we do?
• We know that we receive a large share of voice with our monthly survey from the econ department, what can we do to replicate this success?
• We don’t have a football [or lacrosse or dance or bioengineering] program. Everyone else in our peer group has one. Does it make a difference?
• Most students now go first to Wikipedia to find an answer. This applies Colleges and Universities, as well. We don’t agree with our Wikipedia assessment. What do we do here?
College and University Rankings
Global Language Monitor’s TrendTopper College and University Internet Rankings is published twice a year. The next Internet Rankings will be announced in April, 2009
The TrendTopper MediaBuzz Rankings is a way of seeing the schools through the eyes of the world at large. As with any brand, prospective students, alumni, employers, and the world at large believe that students who are graduated from such institutions will carry on the all the hallmarks of that particular school.
TrendTopper MediaBuzz Rankings remove all bias that we saw as inherent in each of the other published rankings, be they peer assessments, the opinion of high school guidance counselors, the ratio of endowment to number of students, number of left-leaning professors, and all the rest.
Many institutions of higher education, including Harvard, Boston College, and Vanderbilt have used the rankings as a validation of their recent reputation management decisions.
About The Global Language Monitor
Austin-Texas-based Global Language Monitor analyzes and catalogues the latest trends in word usage and word choices, and their impact on the various aspects of culture, with a particular emphasis upon Global English. For more information, call 1.925.367.7557, email info@GlobalLanguageMonitor.com, or visit www.LanguageMonitor.com.