In 2005, Jerome C. Weber wrote a journal piece entitled “Why Can’t Colleges and Universities Be Run More like Business?” The public outcry colleges sometimes receive when they are perceived as a business is one answer to Weber’s question. Take Thunderbird School of Global Management, who chose to partner with a for-profit in an attempt […]
Anyone involved with higher education branding and marketing has used such shorthand as “four-year liberal arts college” or “four-year degree.” Likewise, most colleges and financial aid sources will talk about a bachelor’s degree as a four-year effort. But the best national data tells a different story. Reports from the American Council on Higher Education and […]
Recently, while watching the movie “A Knight’s Tale” with my son for about the 50th time (no kidding), I picked up on something I hadn’t heard before in all the times we’d watched it together. If you don’t know the story, it follows the life of a poor 14th century squire named William Thatcher who […]
What might one of the most sophisticated and talented franchises in the National Hockey League have to teach us about higher education branding?
When budgets are shrinking, competitors are multiplying and program offerings are expanding, this higher education marketing strategy will help you outsmart competitors without outspending them.
Does higher education branding actually help prospects and parents make sound choices?
One of the tensions we hold at Elliance has to do with the pros and cons of specialization. While most of our work focuses on higher education marketing — where we have deep experience — we also meet a wider set of client challenges in manufacturing, banking, non profits and other worlds far from campus. […]
To higher education marketing pros, April & May is “yield season.” It’s the culmination of all their marketing and relationship-building efforts to convert a suspect to a prospect to an applicant to an admitted student. Yield is the percentage of admitted students who actually decide to enroll. This is a big deal in enrollment marketing […]
…isn’t taking data from research reports and discovery sessions to come up with creative ideas for a campaign or a tagline. Honestly, that stuff is quite easy. The hardest part is letting go – of forgetting all the old notions, perceptions and sometimes predictable ways a client has communicated in the past; and replace it […]
Today, we celebrate the first glorious anniversary of the Information Purification Directives. We have created, for the first time in all history, a garden of pure ideology—where each worker may bloom, secure from the pests purveying contradictory truths. Our Unification of Thoughts is more powerful a weapon than any fleet or army on earth. We […]