Siegel & Gale claims that falls in public funding for universities on both sides of the Atlantic have prompted it to open a division dedicated to non-profit branding.
The introduction of variable university tuition fees in the UK in 2006 has left universities struggling to justify charging students the full amount, according to Siegel & Gale UK strategist Rachel Colley.
‘Their students have become fee-paying customers and, just like with any commercial product or service, universities have to build an aspirational and credible brand,’ says Colley.
The consultancy’s new higher education and non-profit practice launches in New York this week to address the issue.
Global director of higher education and non-profit Peter Cohl will head up the division, with a worldwide design remit that will see it collaborating with regional offices on branding projects.
‘This is a global opportunity that requires deep local knowledge, and the UK team is particularly well-qualified to leverage our capabilities,’ says Cohl.
Cohl has previously worked on communications for several US universities, including John Hopkins, Florida State and Brown.