In higher education, a false dichotomy has existed between brand marketing and demand marketing. We strongly believe they need to be deployed in tandem. Brand marketing builds long-term reputation, awareness and emotional connection to build affinity for the brand with future students, parents and influencers. In contrast, demand marketing (or enrollment marketing) focuses on immediate […]
For the first half of our company’s journey, we learned marketing by solving hard problems across retail, B2B, financial services and nonprofits. Then we brought that hard won understanding to higher education. What emerged was a higher standard for colleges and universities where design, data, story and deep empathy for students come together to drive […]
”The web is the great equalizer and new opportunity creator for all” was my response to our very first website client back in 1995. Thirty years later, the web has moved from the margins to heart of modern life. Now, it’s the digital soul of an institution. All roads lead to it. For us, a […]
A piece of graffiti I saw at Cornell’s Johnson Business school’s bathroom stall read: “MBA = Mercedes Benz Ahead”. Others have translated this into creative ways like “Masters of Big Ambitions” and “Mapmaker of Bold Aspirations”. The truth is not that far. Effective business school websites amplify: Salary bumps, employment rates and notable employers Rankings, […]