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When crafting strategies for international student recruitment, we pay special attention to cultural sensitivities that may be at play. Here are three considerations to look out for when creating culturally sensitive communications.
Posted in: Recruiting International Students
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Few higher education leaders have seized the opportunity before them. Most remain in a promotion rather than a publishing mindset. And while they work tirelessly to produce content, few understand the steps to make it “productive.”
Third in a three-part blog series on a concept that the author R. Todd Erkel calls “the battle for meaning.” We will look at the evolution of higher education marketing and its relationship to code, content, Google’s algorithm, and page one organic search results. The Battle for Meaning in the Age of Name-Image-Likeness Once upon a time in higher education brand marketing, colleges and universities believed that their brand position, legacy, and equity would be adequately protected by something as benign as their brand standards manual. Then came the U.S. Supreme Court ruling (NCAA v. Alston) on July 1, 2021, and the era of Name-Image-Likeness. Seemingly overnight, changes in federal and state law hit colleges and universities generally, and higher education brand marketing specifically, with the speed and impact of a wayward comet. In parts one and two of this blog series, we looked at how the “battle for meaning” played out in the context of public health and vaccination, … Continue reading
Three examples of companies, their special cause marketing initiatives, and keyword phrases pivotal for winning their battles for meaning.
Posted in: Cause Marketing, The Battle for Meaning
This three-part blog series considers how companies and cause marketing can mature beyond nourishing brand loyalty and secure keyword phrases linked to bedrock principles.
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
Like every market, the audience of college-bound high school seniors is responding to change and uncertainty with… more change and uncertainty. Very recent surveys show roughly a quarter of next year’s class feeling uncertain about whether they will attend their first choice college, attend a school closer to home, or delay college enrollment for a year. College enrollment marketing teams (already stressed by acceptance/deposit season) now have to scramble to reassure and to some degree, re-recruit the Class of 2024. Here are five content needs/priorities to consider. Liberal Arts as catalytic. How often and how well do you make the case for why complex times and challenges require agile thinkers? Do you routinely interview students who find the core curriculum applicable across a range of research, internship and other experiential learning opportunities? Do you trace that confidence back to encounters with specific faculty, courses, assignments and texts? Do you ask internship supervisors and employers why such learners outperform their peers? … 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
College marketing and communications teams increasingly look to boost video teams and budgets. All well and good, but we should not overlook the enduring value and impact of your still image library. It’s easy to grow complacent and assume that last year’s photos will meet this year’s needs. It’s tempting to hire less qualified photographers, and to cram too many shots into a long day of shooting. Here are 5 Quick Tips on how to build, maintain and mature your campus photo library. Frequency: Many college photo libraries grow stale without anyone noticing. If you want to maintain a viable collection of photos, plan on four, two-day shoots each year. Story needs and brand understanding change — as do seasons, fashion, hair, and the campus environment. You will need to schedule multiple shoots each year for photos to keep pace. Quality: Staff photographers spend so much time shooting grip-and-grin, raise-a-glass campus events that few have time to hone their editorial POV … Continue reading