Higher education marketing questions… don’t be “tone deaf” to change Last week I started this two-part series with four marketing questions that many if not most higher education institutions are facing in 2012. If you haven’t already read them, you can skip back to them now or read these first. The presentation order isn’t meant […]
Higher education marketing… key challenges for 2012 Higher education still struggles in the environment of reduced financial resources that started with the economic crash a few years ago. Even Yale University, with one of the most powerful brands in the world, has not finished adjusting, as reported in a recent Yale Daily News article. A […]
Stanford University gives online education a victory Sometimes the war is over before everyone fighting the battles gets the message. That’s the lesson that came immediately to mind when I read this story in the Sunday edition of the NYT: Online High Schools Attracting Elite Names. The lead says if all, as it should: “In […]
Higher education marketing: when marketers are a problem, not a solution Just back on Wednesday from our fifth annual Customer Carewords partners meeting in Dublin, with Gerry McGovern and partners from Belgium, Canada, the Netherlands, Norway, Sweden, Germany, United Kingdom and of course, Ireland. Always a special two days. The focus this year was on […]
A higher education marketing challenge: creating a real SUNY brand You live outside New York and hear or read the term “SUNY”… what comes to mind? For one student at a university in Ohio, it was a reference to a Sunni religious university. The State University of New York has a serious brand challenge, both […]
Higher education marketing: a challenging future continues in 2011 Higher education marketing in 2010… what most stands out when I close my eyes and think about the past 12 months of continuity and chaos in higher education? No special order to these notes, just taking a moment to share the highlights from client connections, webinar questions, conference […]
Customer Carewords and Higher Education Marketing: Task Completion = Marketing Success Just back on Wednesday from two days in Dublin with Gerry McGovern and Customer Carewords partners from Canada, Norway, Holland, Sweden, Ireland, the U.S. and the U.K. Online communications are fine, but it is always a special pleasure to meet old and new colleagues in person, share […]
Student Recruitment: how green is the grass in your yard? Sometimes you can’t escape reading higher education RFPs for marketing services. And those RFPs provide interesting insight into the marketing challenges faced in both the public and private sectors and what people would like to do to meet them. In the last 30 days I’ve read RFPs from […]
Higher Education Tag Lines: Does your brand really need one? A friend forwarded to me an RFP recently posted in a CASE listserv. Among a variety of marketing communication and research items included was development of a new “marketing tagline.” The RFP nicely set out the tagline dilemma: “We have not identified a marketing tagline that both resonates with our intended […]
What’s the state of higher education in the United States? “Traumatic change” might be the best two words to describe what’s taking place right now and will continue to take place in the immediate future as available resources continue to shrink and schools from Yale University to San Francisco Community College adapt to meet the […]
Social Media Marketing… the new Mass Marketing Platform? At the AMA Symposium for the Marketing of Higher Education earlier this week, social media marketing was the hot topic at presentation after presentation. And there was strong interest in how to demonstrate “ROI” from the financial and human investment needed in this area. ROI is a worthy topic […]
Branding: Traditional Campaigns are Dead. “Branding is dead” is one of the subheads used by Augustine Fou in a recent ClickZ article, “A New Definition of Digital.” For traditional marketers, that’s pretty scary stuff. Many still don’t accept it. For more than 15 years, colleges and universities throughout the land have been spending major dollars on efforts to establish […]