Tulane Makes Marketing Clear

Tulane University has a proved a very, very, very important marketing principle. There was a story on the front page of the Globe today, about how New Englanders have helped to aid in its renaissance. There were many moments during Hurricane Katrina and immediately in its aftermath that the administrators of the University must have wondered what would become of their school. Would students from across the nation ever come back to New Orleans? What had previously been a huge selling point—access to the culture of a great Southern town—seemed perhaps all but lost.

But that is not what happened. Tulane is not only thriving; it is turning away applicants in droves. Why? Because young men and women, captivated by the opportunity to make a difference in a place that needed them desperately, have shown up. Some came first as part of high school and religious groups and got to know the city; some wanted to be in a place where they could contribute. So they came and found solid academics, Southern hospitality, and way to feel good about themselves.

No high-priced consultants needed, no fancy viewbooks, no extreme measures. Why? Because when you have what people want, they come. They are pulled, not pushed. Tulane did not have wheedle or convince to struggle with its message because the message was clear and real. Any school that figures out pull and not push will also have no problems with marketing or messages. I'm not saying its easy. I'm just saying it works.