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Imagine a college or university making a capital campaign pitch with this kind of clear return-on-investment data: every $1 given to scholarships generates nearly four times the amount in lifetime student earnings. That’s the case with Macomb Community College, which raised more than $10 million for its largest-ever fundraising campaign concluding in 2018. The campaign, called “Mission Macomb: Creating Opportunities & Channing Lives” exceeded its goal by 8 percent and doubled the number of private scholarships available to students. While capital campaigns have traditionally been associated with four-year institutions, robust fundraising efforts are gaining momentum in community colleges around the country. The data from the Council for Advancement and Support of Education (CASE) shows that over the last decade, the average community college endowment grew by 76 percent. This data suggests a big opportunity for community colleges that are not already running a capital campaign. Successful capital campaigns can help community colleges fund their educational missions, diversify funding sources so … Continue reading
Posted in: capital campaigns for community colleges, Higher Education Marketing
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Today, there is a lot of advice around how to create high quality, student-centered content in the higher education space — from bringing student experiences to life through stories, photos and videos to creating content by involving passionate faculty, students and brand champions. However, far less is said regarding how to create an orchestrated effort around content publishing to ensure that your content receives the most visibility and positive engagement. Often, marketing teams get caught up in the demanding work of content creation and fall short when it comes to creating a well-thought-out content release plan. The result is limited exposure of a content piece that was incredibly time consuming to complete. At Elliance, for each piece of high-fidelity content — whether it’s an infographic, guide, video, blog post, story, etc. — we develop a content release plan to ensure maximum exposure among target audiences. While each piece of content demands unique considerations, here are a few recommendations that can be … Continue reading
In working with both higher education marketers and association marketers, I’ve noticed some interesting similarities between the two sectors. For one, their missions are remarkably similar. They help people reach their professional goals whether it’s through education, training or networking opportunities. However, while higher education institutions have historically focused primarily on younger audiences, associations have only more recently reenergized their efforts toward attracting a younger generation. Due to natural attrition, they’re seeing a decline in their Baby Boomer membership, and beginning to realize that Millennials have very different attitudes on the value of belonging to an association than their predecessors had. As associations strive to grow membership among Millennials, the higher education marketing sector offers lessons that can inform association marketing efforts. For example, one of the common challenges many associations face is meeting the needs of different audience segments. A recent MGI report found that out of 267 associations surveyed, on average, baby boomers make up 39 percent … Continue reading
Posted in: association marketing
According to a recent Gallup report, 71 percent of B2B customers aren’t engaged. Meaning, they are readily willing to take their business elsewhere should an opportunity arise. Content marketing, a tactic that is widely used to boost engagement and aid many B2B challenges that underpin this problem — customer centricity, relationship building, strategic positioning, etc. — has hardly worked for B2B marketers, particularly those in midsize and small companies. In fact, according to a recent study by MarketingProfs, only 6 percent of B2B marketers rated their use of content marketing as very effective. Why? The answer lies in a number of factors that hold to be true across B2B companies. B2B marketers lack content production capacity Traditionally, B2B marketers have focused on analytics, sales and quantitative side of marketing to support their customer acquisition strategies, hence not needing superior writing talent. Forced to adapt to the rise of digital marketing, many scrambled to assume the role of content experts, with … Continue reading
Posted in: seo agency for manufacturing
Two weeks ago, I received a call from the alumni office at my alma mater. A friendly and an upbeat voice greeted me. He was a freshman at the School of International Service. I thought to myself, “is this a donations call?” Slowly but surely the call evolved into a conversation reviving a sense of belonging that motivated an action from my end… a donation pledge. But it also inspired me to think about the strategies higher education marketers use to solicit donations. With my alma mater as a case-and-point example, here are a few things to keep in mind when drafting an alumni call script. Relate In most verbal exchanges, we look for clues and signals that somehow help us relate to the other person. A phone conversation is no different. When I learned that my caller was a current student, I was immediately more empathic, thinking about how he is walking the same path I took years ago. … Continue reading
At Elliance, we receive countless higher education request for proposals (RFPs). Knowing that colleges and universities put together RFPs semi-annually at best, it’s no surprise that some lack clarity. However, the best way to get exactly what you want is to make your RFP crystal clear. Here, are the four most common issues as well as the advice on avoiding them: 1. End Goals: When stating the goals, focus on the ends rather than the means. For example, a goal to “refine program webpages” could be a means to many ends, from improved page conversion to establishing brand consistency. Eliminate the guesswork by stating direct and deliberate end goals in your RFP. To get to the heart of the matter, consider questions such as what problem are you trying to solve, what do you want more of, and why now? 2. Strategy vs. Implementation: A common ambiguity in the higher education RFPs is whether an institution is looking for only … Continue reading
Posted in: Higher Ed Marketing