Topping the charts. How to use university rankings to your advantage.
National rankings drive competition, increase recognition and influence thousands of enrollment decisions each year. What began as an evaluation of research capability has expanded into a close measure of every corner of campus, evaluating things like student well-being, tuition and financial aid flexibility, and even housing amenities. But when did these game-changing trends in national rankings begin, and what can universities do on the ground to watch themselves rise to the top?
University rankings weren’t always the forefront of the college decision process. Beginning in the 1900s, early college rankings were based on research prowess and a school’s caliber of students, faculty, and graduates. Over time, these evaluations shifted from a focus on research output to surveying university’s reputation. Eventually, rankings began to consider undergraduate offerings based on student experience and potential return on investment.
As declining enrollment and rising tuition drove competition, universities have had to work harder to secure resources, top-rate faculty, and aspiring students. All the while, rankings have become more and more powerful, significantly impacting the higher education landscape by influencing policymakers, public perception, and students’ college selection process.
Looking to rise through the ranks? It’ll take some heavy lifting
This evolving landscape means that universities have no choice but to take charge of their ascent to the top, especially as research continues to affirm a strong correlation between student enrollment and institutional image. And the best way to compete with some of the industry’s top contenders? By owning your identity.
In such a highly competitive market, a strong brand is crucial to a university’s ability to attract academic talent, garner community and philanthropic support, and build strategic partnerships. Whenever our team begins a partnership with an institution, our primary goal is to help them be proactive in telling their own stories while conveying their unique strengths and highlighting distinct qualities that help them stand out within a crowded market.
It’s important to remember that rankings highlight key strengths, address core values, and establish a university as an industry leader—contributing to overall public impressions and aiding students in making informed decisions about their academic pursuits.
It’s not just about image
At the University of Florida, as their leadership sought top 10 Public University status, we doubled down on the university’s messaging across units and departments, and took charge of the school’s narrative, transitioning to a more confident and direct point of view. These changes helped to strengthen their voice—moving them from No. 14 all the way to No. 5. By creating a consistent, confident, self-aware brand that focuses on the university’s fundamental values and strengths, we were able to help UF positively impact their national rankings, netting them more visibility and increased enrollment.
Enrollment at the University at Buffalo has continued to grow in recent years, despite declining enrollment across the country. The university ranks globally at 300, comes in at no. 38 among top public institutions and just celebrated their most diverse first-year class to date. This enrollment boom is attributed to their steadfast commitment to their brand, where engaged student support, community engagement and global leadership are at the forefront.
Rising to the challenge
Looking to increase your school’s rankings in the coming year? Don’t let apprehension stand in your way. Raising your university’s ranking opens a lot of doors for your students, staff, and faculty. These outcomes can inform future programmatic decisions and establish your school as an industry leader. With our comprehensive process and considered approach, the heavy team is ready to help you identify your core strengths and celebrate what sets you apart.