On paper, most business schools look very similar. It’s the feeling that you get when you walk onto campus that is unique and that enhances your degree in all On paper, most business schools look very similar. It’s the feeling that you get when you walk onto campus that is unique and which enhances your degree in all sorts of different ways. Think about the school’s unique tangible and intangible culture, and how you can communicate this with students, regardless of where they are. This could be anything from a particular chant sung on campus during sporting events, an event that celebrates diversity on campus or networking pub nights. Make these front and centre and have someone responsible for celebrating these. Develop a platform, with virtual experiences, that is focused on sharing and engaging accepted students into the culture of the business school and university with experiences hosted by the school, by students and by alumni. Use it to strengthen the school moving forwards.