Marketing of Christian colleges is a nuanced art. It requires a sensitive touch and storytelling that answers two big questions. The first one is a burning question that haunts all of us at some deeper level: how do we reconcile Scriptures/faith with modernity? The second question is an institutional one: how can we define our […]
In an era of declining demographics and shifting applicant priorities, how does a college capture an outsized share of a shrinking market? It requires more than incremental changes. Visionary college presidents and administrative leaders deploy these 10 strategies to fortify positioning, differentiate their brand, and drive institutional turnarounds: 1. Invest in Branding. Babson has positioned […]
Because I present and visit so many conferences in higher education, many people ask me what’s hot right now in higher education marketing world. Here are a few trends that I am seeing these days: 1. Responsive website design is picking up steam, after the launch of Notre Dame and UC San Diego responsive websites. […]
Last week, I was floored. A prospect looked at our portfolio and clustered our work into two groups: like and not like as much. Asked me if I could explain why. I looked at the two groups and quickly realized that the the ones he liked were all written by our storytellers/copywriters from scratch and […]
Your brand already exists. Your brand is the foremost expression of your college or university. It’s the lens through which you invite the world to view your work, your product, your significance. Many colleges and universities struggle to create a distinct brand. In truth, brands are not created. They exist, and it’s just a matter […]
Colleges and universities are rebranding themselves at an increasing rate. Here are a five common reasons for a brand makeover: 1. “We need to reach new frontiers.” We want to widen the nexus, expand our reach, grab new markets, seek new revenue streams. 2. “The world has changed and we are still relevant.” The world […]
At the last AMA Higher Education Marketing conference, President Mark Putnam of Central College made a provocative claim that he could assess the health of any college by looking at just two metrics: yield and retention rate. That got me thinking about what other metrics college presidents should consider indispensable. Here are the metrics I […]
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Thought you might enjoy some inspiring videos: Typolution Words as Image The Ten Commandments
One of the main values we add to our clients is to help them make sense of multitude of marketing strategies and dizzying channel options. Here is one framework to view all your marketing strategies: 1. Know Thyself It was Shakespeare who said “To thine own self be true”. All higher education marketing strategies begin […]