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Category: Digital Communication

ChatGPT: Friend or Foe of Marketers?

Can ChatGPT help under-staffed and under-resourced marketing teams become more productive? We analyze each marketing function and rated its performance.

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7 Habits of Highly Successful Marketers

As an agency that has served more than 250 corporate, higher education and non-profit brands, here is what we have concluded: successful brands invest in cultivating and nurturing these seven powerful habits with fierce intentionality: 1. Keyword Habit: The SEO Keyword Lexicon includes a variety of keywords that prospective buyers will use on Google to search […]

Daniel Pink on communication and symphonic thinking

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 […]

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Three Ways for College Presidents to Communicate and Lead Going Forward

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. […]

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Anatomy of a Successful Marketing Campaign

Great marketing campaigns are powered by a brand-inspired strategy followed by the creation of high-fidelity content. The attention-grabbing content is presented to right-fit prospects using micro-targeting by placing it in the right channels at the right time. Campaign teams measure the performance, and adjust the campaign based on the insights gleaned from analytics data. 1. […]

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Fiddling with content, while story, meaning and emotional connection burn

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 Knight voiced an ambivalence about writing and writers that lingers within many college marketing departments […]

Digital Marketing Strategy for Community Banks

Well-capitalized, community banks often grow new customer relationships by acquiring other banks. However, as their geographic footprints expand, many find it challenging to also grow new customer relationships organically. As their DMAs widen, their marketing budgets are spread thinner and thinner. The idea of spending money on television, radio and outdoor grows more untenable, and digital becomes more important than ever.

The Art of Redesigning a Jesuit Business School Website

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 held that truth close as we set about redesigning a new website for the Boler […]

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The appeal to emotion; Sappy vs. Genuine

You want to see the world’s most well-practiced and ridiculous eye roll? Play me a sappy country music song. I see right through that charade – disingenuous, insipid and frankly offensive. Cue. That. Eye. Roll. To me, there are two kinds of emotional appeals in advertising and media. First, the kind I’ve just mentioned — […]

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Our Willingness To Believe

As I waited in the supermarket checkout lane the other day and took in the tabloid headlines, it occurred to me that fake news isn’t new at all. We’ve been inundated with it for decades. However, given our recent election, it appears that what’s new is that more and more of us are beginning to […]

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About

Welcome to the Elliance Aha! Blog where we share digital marketing ideas, insights and inspirations for higher education, manufacturing, B2B, B2C and nonprofit brands. We are a Pittsburgh-based digital marketing agency that leverages brand, search, social, mobile and web to bring prosperity to our national and global clients.

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