Rethinking Access: The Power of Reach in Higher Education Marketing

By Ally Lopez

Recently Viv’s Creative Marketing Manager, Ally Lopez and CEO and Co-Founder Suzan Brinker, met to discuss a subtle yet powerful shift in terminology that’s starting to receive the attention it deserves in higher education marketing: the transition from “access” to “reach.”

Instead of framing university resources as mere access points, consider reframing them as tools to help students reach their full potential. By embracing the concept of “reach,” universities can position themselves as catalysts for student success, fostering a culture of empowerment and inclusivity. 

This linguistic pivot not only reshapes the narrative but also aligns with best practices in higher education marketing. By emphasizing the notion of “reach,” universities acknowledge students as active partners in their educational journey. It fosters a collaborative spirit, wherein both students and institutions work together to achieve academic and personal growth.

This shift in language also serves to level the playing field, promoting a more equitable and supportive environment for all students. By prioritizing empowerment over access, we can create a more inclusive educational landscape where every individual feels valued and supported.

The transition from “access” to “reach” can be an important moment for higher education marketing and enrollment teams and partners—a moment that underscores the importance of fostering collaboration and mutual growth. As stewards of institutional messaging, it’s our responsibility to leverage the transformative power of language to shape a more inclusive educational landscape.

Viv looks forward to continuing to look for ways to embed inclusive language in our daily work, including supporting clients in creating messaging and strategic engagement approaches that are focused on empowering students and fostering a sense of belonging within our institutions. 

As marketers and communicators, one word at a time, we can shape a more inclusive and welcoming environment for our learners. 

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