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Communicating before, during and after a capital campaign requires the kind of symphonic thinking that author Daniel Pink explores in A Whole New Mind: Moving from the Information Age to the Conceptual Age. Strategic visions and campaign priorities can quickly deconstruct into campaign inventory and itemization — losing all connection to a larger and more compelling story about why a college matters and to the invitation for how donors might connect their singular sense of purpose to something larger. It’s not a matter of longer versus shorter content, but a question of what Pink calls the “relationship between relationships.” Pink talks of the three types of people that thrive when asked to overlay little and big pictures. Boundary Crossers: comfortable with abstraction, they understand how a concept like regulation can inspire donors to support the training of future financial accountants who will police insider trading and osteopathic doctors equipped to ease an epidemic of diabetes. Inventors: able to project new … Continue reading
A familiar Chinese proverb instructs: “To know the road ahead, ask those coming back.” The current situation in higher education defies that enduring wisdom. Change arrived suddenly, with little regard for institutional history or might. In this respect, all colleges stand on relatively common ground. All college presidents, to a degree, have become new college presidents. It might be tempting in this moment of great uncertainty to think that successful colleges/presidents will be those that summon deeper reserves of managerial will or command with greater “corporate turnaround” intensity. More likely, how you and your college navigates this public health crisis and its aftermath will come down to something as fundamental — albeit elusive — as how effectively and artfully you communicate. Every college has crisis communications plans in place, and these plans have served everyone — especially students — well through the initial weeks and months of this crisis. We know that eventually, the urgency of this moment will give way … Continue reading
As a newly selected college president, you may view your pending move in traditional terms — relocating to a new city, occupying a new office or executive residence and joining a new campus culture. You’re also inheriting a .edu web address that can help accelerate or impede your best laid presidential plans. Here’s a field guide for new or aspiring presidents that’s designed to help you read between the lines — code and content — and better understand the power and perils of your new .edu. Revenue Your college or university website should have one unquestioned priority — generating reliable and repeatable revenue. KPI: Is the website converting right-fit enrollment prospects, engaging alumni, attracting strategic partners and inspiring donors? Quick Check: How quickly does the site experience connect diverse enrollment audiences with the academic program, admissions and financial aid essentials? Can prospective full-time undergraduates, doctoral students, international applicants and non-traditional military prospects all easily find their lane? Are calls to … Continue reading
Posted in: Advice for New College Presidents
Not a week goes by that we don’t see the news of a college closing, merging or downsizing. Unfavorable demographics and remote locations are purported to be the primary reasons for their troubles. We believe that the following reasons are the key drivers that put colleges in distress:
Posted in: college turnaround strategy
Well-capitalized, community banks often grow new customer relationships by acquiring other banks. However, as their geographic footprints expand, many find it challenging to also grow new customer relationships organically. As their DMAs widen, their marketing budgets are spread thinner and thinner. The idea of spending money on television, radio and outdoor grows more untenable, and digital becomes more important than ever.
Posted in: community bank marketing
Craig Otto, Director of Brand Development at Elliance, talks about digital strategies to overcome the talent shortage in the manufacturing industry.
Posted in: talent shortage in manufacturing
Three recurring themes that our clients have shared with us after 1-2 years of their website redesign are…
Come January 20th hate will have a new home. It’s called the White House. Not every person or even the majority of people who voted for Donald Trump is hateful, but haters do love him. They see a guy who is now leader of the free world, and they believe that deep down he’s just like them. They feel empowered. They’re emboldened. And they’re starting to act out. At a lunch counter a few days ago, I met a priest who told me that spray-painted swastikas are already springing up on churches near his home of Carlisle, PA. Just over a week ago, student demonstrators at a high school in York, PA could be seen and heard shouting “White power!” The moment was captured on You Tube and prompted our Governor to convene Pennsylvania’s public school’s leadership for a special strategy session. It’s not even Christmas yet, and haters are overjoyed. They’ve been busy on the brand front too. Last … Continue reading
Organizations, like people, create their own destiny. Here are five forces I’ve come to understand about destiny in the lives of organizations.
Director of Branding Ed Macko explores the importance of head and heart in building a brand.