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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 … Continue reading
Posted in: Brand Voice, Branding, capital campaigns, digital communication, Higher Ed Marketing, Higher Education Branding, social media strategy, Storytelling
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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 … 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 … Continue reading
The primary goal of digital content marketing is to earn attention and grow brand reputation by providing valuable content – that informs, persuades, engages and delights prospects and customers. However, delivering on this goal has turned into an all-out arms … Continue reading
As revenue pressures grow across higher education, so do board- and cabinet-level imperatives to “define the brand.” Easier said than done, true. But also worth every ounce of effort. At its best, a brand discovery should yield an authentic and … Continue reading
Former Indiana University basketball coach Bobby Knight famously said to an audience of newspaper reporters, “All of us learn to write in the second grade. Most of us go on to greater things.” Part joke, part poisoned-tipped joust, the heralded … Continue reading
After serving 100 colleges over 25 years, we have learned that the college and university brands that have become schools of consequence embody these best practices: 1. Set a far horizon. It’s about a quiet, steady and ongoing care and … Continue reading
While all .edu websites send important signals and establish vital threads of connection to stakeholders — corporate recruiters, research partners and regional funders/allies — a business school website does so with greater urgency and a far more explicit mandate. We … Continue reading
To find one’s voice and to have the courage to speak it is sacred. But to be heard is divine. This wisdom applies to both people and brands alike. The art of listening is a great gift of life. Cultivating … Continue reading
Posted in: Inspirations
There isn’t an algorithm for defining brand architecture for higher education. However, some heuristics or common patterns exist that will help colleges and universities frame their specific situation. Here is a start: I. Branded House: This model applies to most … Continue reading