Leaders in higher education should always take note of what Bart Caylor is thinking. Caylor has spent the bulk of his long and successful professional career seeking to understand the ever-evolving world of marketing to young adults (and their well-intentioned, but often under-informed, parents).
Here we have a prime example of the value Caylor brings to the table. Caylor speaks directly to college and university leaders and the role they must play to engage and to surmount the marketing challenges that confront higher education…Caylor notes that successful institutional marketing is “mission-critical,” and not something to be treated casually or set aside for another day…Institutional leaders should approach the task of institutional marketing not as experts or know-it-alls, but rather as humble students of a rapidly-evolving and mission-critical art and science upon which their futures, and their institution’s survival, are staked. As an initial step, and to be truly successful, they should seek first to ”know what they don’t know” . . . which is a lot. It is worth sitting at Caylor’s feet. When he speaks, higher education should listen.