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As the trend line in medical school applications rises and falls, and as the makeup of future classes moves decisively toward more female and far more diverse applicants, the level of integration required between strategic planning and strategic communication becomes more crucial, and the potential rewards greater. Most Schools of Medicine feel competitive pressure from two ends — with the entrenched elite top schools attracting game-changing private donations, and ambitious emergent schools aggressively pursuing prospective students. Your claim to greatness can come on many fronts — research, global, intellectual capital, and clinical partnerships. These can provide a solid bedrock for a more assertive reach and push across the digital ecosystem. Only by claiming this will the School of Medicine secure the share of message, mind and market needed to distinguish its next hundred years. Experience tells us that great beginnings matter for these reasons: a clear purpose calms the winds of change seeing (our future) becomes believing strong messages invite … Continue reading
Posted in: Advice For New Deans, Advice for New Medical School Deans
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As a leading SEO Agency for manufacturing companies, we are frequently asked to share our best practices. This is part 2 of a series of posts to explain how SEO works for manufacturing companies. SEO or “search engine optimization” is the process of improving your website to increase its visibility on Google, Bing and other international search engines. Manufacturers that pursue and achieve top organic or natural Google and Bing rankings prosper and thrive. There is a good reason for this. Organic rankings are more trusted, more clicked and out-convert paid advertising leads three-fold. Smart marketers at leading manufacturing companies begin their SEO journey by conducting a twelve-point SEO audit to assess the following: 1. Website Performance Metrics AuditThey begin by testing site load speed, mobile/desktop performance, secure certificate and domain name analysis. They know that these are all Google and Bing ranking factors. 2. Website URL Structure AuditLeading manufacturing company marketers ensure that the URL structure is rational, descriptive … Continue reading
As a leading manufacturing SEO agency, we are frequently asked to share our best practices. This is part 1 of a series of posts to explain how SEO works for manufacturers. SEO or “search engine optimization” is the process of improving your website to increase its visibility on Google, Bing and other international search engines. Manufacturers that pursue and achieve top organic or natural Google and Bing rankings prosper and thrive. There is a good reason for this. Organic rankings are more trusted, more clicked and out-convert paid advertising leads three-fold. Creating an effective manufacturing SEO strategy requires research, planning, and ongoing refinement. Here’s a step-by-step guide to help you develop a robust manufacturing SEO strategy: First, shape your SEO strategy around your goals For an industrial company, a solid keyword strategy has at least three elements: The right mix of keywords focused around your revenue, reputation and thought leadership goals The right situational analysis of your competitor keywords and … Continue reading
This guide was written to help the manufacturers and industrial companies with modest marketing budgets to leverage SEO to out-smart and out-compete the deep pocketed Goliaths without outspending them. We call them small giants. To paraphrase Guy Kawasaki, if you have more money than brains, you should focus on paid advertising, but if you have more brains than money, you should focus on SEO marketing. As one of the leading manufacturing marketing agencies, we learned the strategies and tactics presented here from serving numerous manufacturers who were small giants in their respective categories. We thrive on seeing them prosper and we celebrate their success. Table of Contents: I. SEO Basics for Manufacturers What is SEO? What are SEO Ranking Factors? What is Inbound Marketing? Know That SEO/Inbound/Content is a Long Game II. Eight Reasons Why Manufacturing and Industrial Marketers Are Deploying SEO III. The 3 R’s of Manufacturing Prosperity Revenue Reputation Rankings IV. Ten Elements of an SEO Audit V. … Continue reading
Posted in: seo agency for manufacturing
In serving more than one hundred manufacturers in our thirty year history, our agency has developed a repertoire of best practices in manufacturing marketing. To commemorate the manufacturing month, we’re sharing them with you: 1. Invest in Branding: The best manufacturers distinguish themselves and liberate profits by building powerful brands, becoming thought leaders and aligning themselves with causes that matter to them. They play to win. 2. Celebrate Heroes: Manufacturers are increasingly challenged by a national talent shortage for the new jobs they’re creating. They are also losing an entire generation of baby boomer buyers who are being replaced by Gen-X, Millennials and Gen-Z. To offset these macro-trends, smart manufacturers are celebrating the talent of their workforce and their best customers alike. 3. Marketing, Sales and Customer Experience Alignment: Successful manufacturers ensure that not only their earned, owned and paid media align, but their marketing, sales and customers experience mutually enhance each other. 4. Produce High-Fidelity Content: Top manufacturers maximize their … Continue reading
Posted in: Manufacturing Marketing
In serving more than one hundred manufacturers in our thirty year history, we have helped our clients overcome the following eight business challenges they were consistently facing. Fortify Brand Reputation In the sea of sameness, brands win. Branding allows manufacturers to charge a premium and for financial markets to value them higher. Manufacturing marketing agencies create a unified commercial brand for their clients. They infuse the brand in every touch point including websites, social media channels, Wikipedia entry, email signatures, newsletters, tours, webinars, and all sales presentations, trade show booths. They celebrate star customers and employees because they, not the company, are the real heroes of a company’s story. They secure Google page 1 rankings for both tactical and strategic buyers, ensuring the information that appears on search engine results is persuasive and inviting. They position a manufacturer as a thought-leader in its space. They tell stories of product innovation. They help establish and deepen relationships with trade media. Since … Continue reading
Posted in: Manufacturing Marketing
Reducing the frequency of a printed alumni magazine is a controversial idea. Generations of alumni will react to this change differently. However, as Yogi Berra said, “if you see a fork in the road, take it.” Benefits and Costs of Print Alumni Magazine Great alumni flagship magazines are beautiful, comfortable and great coffee table pieces. They have the potential to move your college’s perception/reputation needle with alumni and friends. They draw you into the great stories and iconic photographs that slow you down and take you back into the memory lane of your youthful idealism. Above all, they don’t get lost in the email clutter or sea of web distractions. However, they are not cheap, they’re difficult to produce and have a limited reach. It’s not uncommon for them to consume budgets of over $100,000 for quarterly or bi-annual issues. Production requires teams of editorial and design staff. Despite best efforts, you can only tell so many stories that can … Continue reading
With strained budgets, weakened endowments and the anticipated demographic cliff when college bound undergraduates will begin to shrink, colleges are eyeing international students from emerging economies. With over one million international students heading to the US in 2023, the race is on to attract the brightest and most financially well-off international students. Our clients have started asking us to prepare a playbook for successfully recruiting and growing international student enrollment. In growing enrollment for international programs for the past 25 years for numerous colleges and universities, we have learned two things: First, students can’t buy your programs or buy-into your university unless they can find you; Second, you can’t bore students into enrolling in your university. To succeed, universities must invest in first impressions, and deploy a unique balance of the marketing air-game, boots-on-the-ground game and follow-up contact strategies. INVEST IN FIRST IMPRESSIONS INSTITUTIONAL TOUCH POINTS Your website and social media are the most important touch points for international prospects. … Continue reading
In anticipation of the looming 2025 demographic cliff when college bound undergraduate students will begin to shrink, colleges and universities have started investing in launching and growing graduate programs to diversify their revenue. Our clients have started asking us to prepare a playbook for successfully recruiting and growing graduate student enrollment. In growing enrollment for graduate programs for the past 25 years for over 50 colleges and universities, we have learned two things: First, students can’t buy your programs or buy-into your university unless they can find you; Second, you can’t bore students into enrolling in your university. To achieve success with recruiting graduate students, universities must start with the right portfolio of programs, assess the environment, and deploy a balance of the marketing air-game, boots-on-the-ground game and follow-up contact strategies. WIN BEFORE YOU WIN Start by creating distinctive, in-demand graduate programs in areas where your college can claim indisputable competitive advantage. Fight the temptation to start new me-too programs. … Continue reading
Welcome to your new adventure. You may have been invited into this crucial governance role as a steadying force, a change agent or a contributor of your expertise. No matter your role, get ready to play it by focusing on the 3 W’s of stewardship: Wisdom, Wealth and Work. Begin your journey by immersing yourself in the college. Review its mission, history, strategic plan, master plan, status of accreditations, SWOT analysis, competitive benchmarks, key operating plans, financial statements, budget, university magazines and organizational culture. Meet all the cabinet members and know their key priorities. Meet all other trustees and know the committees they serve. The 3 W’s of stewardship – wisdom, wealth and work – underpin the twelve things you’ll need to know to steer the college to health and prosperity: 1. Know Revenue Sources and Financials: What is our revenue breakdown? Are we a tuition-dependent college? Are we research funded? What is the extent of our corporate and foundation … Continue reading