We know STEM jobs are in demand. Within the next 25 years, those in the STEM fields must find solutions to some of the world’s most complex and frightening problems, like drought, famine, disease, energy-consumption, and cybersecurity. Today, we have more STEM job vacancies than people to fill them. It’s vital we find new and creative ways to promote a career in STEM.
At Michigan Tech, we understand the importance of demonstrating the ROI of a STEM degree. We also understand the impact of those who choose a career in STEM will have on societies, economies, and the world. Make no mistake; it’s easy to rely on data to tell our story–job-demand, starting salaries, job placements, are all very powerful stuff to promote. Today however, in higher education, the brand power of a university is equally critical.
Simply put, brand power is a result of a strong relationship one has developed with a product, business, or organization. Today it’s not enough for a university to promote what they offer (the product of a quality education).
Data, statistics, and rankings can only empower a message so much.
Now university marketers and communicators must also demonstrate the importance of the relationship one can have with their university as well.
Michigan Tech is a Lifestyle
1980s and 1990s companies targeting skateboarders provided some of the first examples of businesses that made product marketed to embody the culture of their customers. Today, we call them lifestyle brands. Lifestyle brands identify with their audience by embodying and extolling their characteristics to build a relationship. Data can be a powerful tool to demonstrate affinity with STEM enthusiasts–mathematicians love numbers, as an example. However, successful lifestyle brands help to foster a kinship between a brand and an audience. And when done well, it can last a lifetime.
I want the STEM fields to be seen as a lifestyle and I want Michigan Tech to be a lifestyle brand. I want to demonstrate what life is like for a mechanical engineer, a quantum physicist, or a biological scientist at Michigan Tech. I want to focus on the journey and not just the outcomes. I want STEM to not only be seen as necessary and important for our world, but also just plain cool to be a part of. If we can tell this story correctly, not only will it strengthen the Michigan Tech brand, it will also help to fill the current void in STEM jobs for years to come.
Director of Marketing and Communications, Michigan Tech