August 24, 2009
Last week I was spending some time getting through the hundreds of items in my Google reader. One of the posts I came across wason a blog called The Old College Try: Marketing Higher Ed. The University of Toledo had done a video (in-house) designed to pump up the incoming students and get them excited about starting at the school.
I thought the video was really well done but did more than just pump up students. It did a really nice job of getting a group of salespeople (new students and parents) excited about the institution. What is the top question parents of new students are going to answer in their communities, at dinners, and other events back at home in September.
Where is Johnny headed to school again? How does he like it?
What better way to get a group of your best brand advocates to be excited and engaged about the institution. Well done -
August 20, 2009
In March 2009 in preparation for the Council for the Advancement and Support of Education (CASE) Communications, Communications, Marketing & Technology Conference, Cognitive Marketing, a brand development firm, developed a survey to gauge the level at which Internet‐based technologies are incorporated into the marketing practices of educational institutions. The range of technologies, from basic websites through to fully integrated social networking programs, was explored.
For those interested the full report from the survey can be downloaded.
April 1, 2009
April 1st is here and at private liberal arts colleges the admissions yield season is in full swing. Accepted students have until May 1 to make a decision and the month of April will be spent “wooing” them.
What are the things we on the web side can do to help out our institution’s enrollment efforts this year? Here are a few quick thoughts:
At a time where the economy is uncertain parents and students will be looking for what they get for their money. Highlighting good graduation rates or retention rates as well as your career services area are critical to this effort.
Students often choose the school with the best reputation. Of course you can’t change this in one month but keeping your focus on student and faculty research and academic achievement can help with this aspect during April.
Remember your brand
Strive to constantly talk about those things that really make up the core of your institution. Hopefully you have done some brand work in the last few years and can now capitalize on those key messages.
March 31, 2009
Would you take a few minutes to answer some brief questions related to the work of marketing and web communications at colleges and universities?
Highlights from this survey will be shared during the keynote address by Josanne DeNatale and Peter Holloran of Cognitive Marketing Inc. (http://www.cognitivebrands.com) at the CASE Communications, Marketing and Technology Conference taking place April 15-16, 2009 in Boston, MA.
In order to participate:
Click on the following URL and enter the key information provided below:
We appreciate your participation and hope to see you at the conference. If not, please let us know if you would like a copy of the findings, which we will make available after the conference.
March 24, 2009
Yesterday was a good day in Baltimore. I had a chance to listen to the Chief Marketing Officer at JHU and the Assistant VP for communications at Millersville talk about brand. Some of the highlights included:
“brand is a discipline that happens everyday”
“brand is a strategic institutional asset”
“absent an aggressive and ongoing declaration of your brand you abdicate control to dated mythology”
“passion puts zeros on checks”
March 4, 2009
I often listen to Joe Scarborough MSNBC’s Host of Morning Joe. He made a statement the other day on his show and then repeated it on “Meet the Press” this Sunday that made me think about how I approach my work in higher ed.
They were having a discussion about all of the priorities of the President and all of the different projects and proposals he is pushing through with his proposed budget. Joe made the comment that it’s really hard to stop him when he is coming at you 100 miles an hour with 12 different cars each filled with a different program or proposal.
I thought this was really interesting. I compared it to my own work where I often have lots of projects but only one or two big ones at a time. I often find myself pulling back and trying not to take on so much. Should I take another approach?
Strategically should we in higher ed be taking the Obama approach and driving 100 miles an hour with web 2.0, Facebook, Flickr, videos, news, twitter, LinkedIn, print to digital, online magazines, brand, e-communications…
Can we sustain this kind of model? Do we just take too much time to getting everyone’s buy in at a college or university?