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 […]
National Merit Scholars: What do the numbers say about brand strength? National Merit Scholars enrolled each fall are for many colleges and universities an important indicator of their brand strength among high achieving academic super-stars. These students end up enrolled at relatively few schools. Many of the schools are happy each year if they enroll just two or three Scholars. […]