Facts may trump rankings in college choice marketplace - Jarrett Carter, Education Dive

Marketing consultant John Gann Jr. says that colleges and universities that do not rank high in lists like those published by U.S. News & World Report can make a public case of comparison with key performance data from listed institutions. 'Fact-vertising' helps consumers to put more priority on performance metrics instead of name brands. This method typically requires more institutional research to mine facts that are not only publicly accessible, but can also compare favorably against peer and higher-ranked institutions. http://www.educationdive.com/news/facts-may-trump-rankings-in-college-choice-marketplace/423591/