<![CDATA[This study analyzes the promotional brochures of two universities, Universitas Islam Sumatera Utara (UISU) and Universitas Muhammadiyah Sumatera Utara (UMSU), using Askehave and Nielson's (2005) framework for move analysis. The framework identifies nine moves, including attracting attention, greeting, identifying the sender, detailing content, and establishing contact, among others. The analysis reveals both similarities and differences in how these institutions present themselves to prospective students. Both brochures use visually appealing designs, structured layouts, and detailed content to engage readers and emphasize institutional credibility. UISU’s brochure prioritizes practical details, such as scholarships, facilities, and operational transparency, aiming to provide prospective students with comprehensive and actionable information. Conversely, UMSU’s brochure emphasizes its "Grade A" accreditation, Islamic values, and unique identity, positioning itself as a prestigious institution in Sumatera. The findings highlight how higher education institutions employ tailored strategies in their promotional materials to address the needs and aspirations of their target audiences. This study provides valuable insights into effective communication practices in higher education marketing, emphasizing the importance of balancing institutional goals with audience expectations]]>
