The following is Module 1, Section A of a series called Coherence, introducing key strategies that will enable you to market your institution more coherently.

Overview and Objective

By the end of this section, you will have a deeper understanding of your institution’s mission. 

Key Points

As part of our research for our clients in higher education, we are often privileged to be part of enlightening interviews with high school counselors across the U.S. During our conversations, we typically discuss how counselors determine appropriate institutional matches for their students. One of the consistent comments we hear in every interview is the need for clear articulation of what differentiates one school from another. Counselors say they hear the same pitches—or very similar ones—from every school. “We need to know what sets your school apart from others. Who are you particularly adept at serving?”

If counselors are expressing this concern, you can imagine how similar questions are being asked by students, families and donors.

Coherence begins with the authentic expression of who you really are. And knowing who you really are by carefully examining your mission is a great place to start. At a time in which higher education institutions are fighting for survival, it’s critical to know what gives you a fighting chance.

Why does your institution exist? What is your purpose? What do you intend to do? What does your institution contribute to the world? What if your institution wasn’t here? What other institution could fill your shoes or do what you do so well?

Having a clear mission statement will lay the foundation for all your marketing choices. Begin by understanding what your mission statement really communicates.

Activity with Worksheet 1A: Your Mission Analysis

We’ve created a worksheet to help you become better acquainted with your institution’s mission. On the form, write out your mission statement. This might take you a minute, but you will find value in actually copying your mission statement on this form. You’ll become familiar with each word as you write it yourself.

Now, reading your mission carefully, identify the six most important words in the statement. If you think you have less than six important words, that’s fine. But limit yourself to no more than six.

Next, in the spaces provided list the six words (or less) you identified.

1. Define each word you highlighted. What is its literal meaning? Feel free to use a dictionary or thesaurus to better understand its meaning. More importantly, in the context of your mission statement, what does it mean? Perhaps the word “engaging” is an important word in your mission statement. On its surface, “engaging” means “charming” or “attractive.” But in the context of your mission statement, you might find that “participation,” “involvement,” “dialog,” “conversation,” “exchange,” “occupy interest” or “move into position” may be more related to its meaning.
2. Now, using your best judgment (and feel free to pose this question to your colleagues), briefly explain why this word is important to your mission and your institution. Why this word? Is there a synonym that might be better?
3. Again, using your best thinking, rank the merit/importance of this word to the meaning of your mission. If you are a church-related institution, perhaps you include a theological perspective in your mission statement explaining your worldview. Your mission statement might include “Reformed” in the text and, for you, it’s really important. If it’s most important, rank it “1.” Rank each of the words in your list 1 through 6.
4. Finally, rate the words in terms of their clarity for your customers. Do all your customers know and understand this word? How aligned is your understanding of this word to that of your customers? Are they interpreting the language as you do or as you hope they do? How accessible is the language of the statement? Is it Ivory Tower lofty? Is it aspirational or is it real? (Your mission statement should express your intentions, but it is not your vision statement, so it should be about what you do every day.) For this form, use a rating scale of 1 to 5, with 1 being highly comprehensible.

You now will have a deeper understanding of your mission statement than you likely ever have.

Questions for Further Discussion

What questions does this in-depth look bring to the surface? What observations are you making? What about all the words beyond the top six? What do they add to your mission?

Knowledge into Practice

Apply your learning with the following action steps. 

1. Share this study with your colleagues. Engage them in a discussion about the significance of the language of your mission.
2. Assign a task force to assess the relevance of your mission statement and the institution’s accountability to uphold it.
3. Determine meaningful ways to assess your commitment to the mission and your customers’ understanding of your distinctive mission. 

Next, continue to Module 1, Section B of the Coherence Series: Mission Revisited.