Marketers starting a new role, or inheriting an existing agency often want an independent assessment of the effectiveness, efficiency, measurement rigor and growth potential of a college’s performance marketing ecosystem—and turn those findings into specific actions, tests, investment choices and operating improvements. Our audit examines paid search, paid social, retargeting, landing-page performance, conversion tracking, CRM […]
Because I have worked in both industry and higher education, and because Elliance serves both corporations and higher ed institutions, we can compare and contrast working in these two different organizational cultures. Here are some observations of similarities and differences between the two: MissionCorporations are motivated by profit and growth. Higher education is motivated by […]
Covid and aging population have transformed the world of nursing. A large number of nurses have left the profession due to burnout. Senior nurses are retiring at an accelerated pace. Nurses are agitating for an increased pay as employers and legislators are joining hands in pushing back. In response, nurses are trading staff positions with […]
The best strategy for increasing enrollment in a nursing program is to use outcomes-based storytelling that emphasizes career outcomes and real-world impact of the program. Using our investigative and strategic mindsets, Elliance has grown enrollment and enhanced reputation for more than six nursing programs, and more than ten medical schools and health-related programs. Let’s begin […]
There is an art and a science to marketing of STEM and Technology colleges. Our 30 years of marketing of STEM and Technology universities has taught us 13 best practices and 52 strategies and tactics. Let’s review them. Strategies, Tactics and Best Practices Play to win. To realize prosperity, a college must play to win […]
There is an art and a science to marketing of liberal arts colleges and universities. Let’s review some strategies and tactics first. Strategies and Tactics Strategy Understand your situation. Perform SWOT and benchmark peers. Pick the right strategy lever. Where will you play and how will you win. Address demographic and psychographic segments. Meet and […]
Humanities education is under siege. This is perhaps one of the grand challenges of the twenty first century. In our view, this is more a challenge of marketing imagination and faculty involvement, and less a challenge of enrollment. Ironically, the perceived interest in humanities amongst students and families appears to be dwindling, while demand for […]
Inbound marketing is the process of creating valuable content, attracting potential customers online, engaging prospects, and nurturing customer relationships through the buyer’s journey. Prospect relationships are proactively managed with CRM systems and marketing automation software. An advanced manufacturing client asked us to share our inbound marketing thinking with their team. This is what we shared with […]
Microsites offer colleges, universities and higher education institutions a powerful tool for addressing specific needs with focused, flexible, and engaging online experience. By distilling arguments, they enhance communication, improve user engagement, and support targeted marketing and outreach efforts, making them an essential component of modern higher education strategies. They usually reside on a separate sub-domain […]
The second in a three-part series on how to bring a higher ed institution’s story to life by capturing its people — undergraduate students, graduate students and faculty — in timeless photographs. As a data-driven computer scientist, I only became a believer in the power of great photos over a lifetime of experiences. I witnessed photoshoots change the […]