Stemming from a global collaboration led by the Council for Advancement and Support of Education (CASE), this framework highlights and addresses a critical need for consistent measurement and evaluation practices in marketing and communications.

The CASE Insights Framework for Brand and Reputation Metrics in Education represents a significant milestone in the field of marketing and branding in the sector. This work stems from a global collaboration led by CASE, and highlights and addresses a critical need for consistent measurement and evaluation practices in marketing and communications. 

This framework encompasses six key categories of measurements, including brand development, recruitment and retention, strategic communications, alumni engagement, philanthropy, and external engagement/public affairs. Each category addresses specific aspects of marketing and communication performance, providing institutions with examples of actionable metrics to guide their strategies. 

CASE has a long-established track record of establishing Global Reporting Standards that set measures for philanthropy and, more recently, for developing Alumni Engagement Metrics, but has not yet developed similar guidance for marcom professionals in education. CASE will share the framework with professionals at CASE conferences and volunteer meetings to solicit feedback and additional measures, as it prepares to develop standard definitions and a survey that will enable collection of school and institutional data and benchmarking of performance. 

Paving the way toward a standardized approach to measurement and evaluation, the framework seeks to serve as a cornerstone for the future of effective marketing and communications in education.