Agroup of more than 4,000 university presidents and chancellors agree that one of the biggest challenges in higher education today is rising tuition, competition with online education or even hiring and developing professors. That challenge is differentiation. When Advent CEO John Roberson spoke to the Higher Education Facilities Forum in June, he offered a group of university administrators a series of tips on how they can tackle that issue. In a blog post, HEFF reported on Roberson’s tips for how universities can use the very buildings where teachers teach and students learn to communicate unique stories in ways even more powerful than campus pamphlets and student tour guides. Roberson told the attendees at HEFF:

“Each college campus is a collection of stories that make a statement about the community, so how do you create a place that communicates your special value and compels people, thereby improving recruitment, retention, profit and more? … Each college campus is a collection of stories that make a statement about the community.”

Watch John Roberson’s entire speech from this year’s HEFF: