Knowing who your audience is doesn’t necessarily tell you what motivates them. A prospective student choosing a degree, a B2B executive evaluating buyers, and a patient seeking healthcare may share demographic characteristics, but have very different goals, concerns and decision-making criteria. At Elliance, we develop ideal customer profiles (ICPs) and audience personas to help organizations […]
Before starting a website design project, our agency begins by understanding the medical tradition and educational philosophy the institution represents. Allopathic, osteopathic, naturopathic and chiropractic traditions approach health and healing differently, but each raises an essential question: how can we best serve the patient while avoiding harm? Questions and themes we explore during discovery: Medical […]
Great nursing school websites reflect the values of the profession: compassionate care, accessibility, transparency, ethical integrity and evidence-based practice. These values should shape everything from information architecture and content to visual design and development. But a nursing school website must do more than look good. It must help prospective students evaluate programs, understand their options, […]
When budgets are tight, senior enrollment marketers often have to use creativity instead of travel to meet enrollment targets. Travel creates one conversation at a time. A great program page, faculty article, webinar, research report or alumni story can create thousands of conversations without anyone boarding a plane. Here is a list of ideas for […]
A modern college needs more marketing expertise than most small and midsized institutions can reasonably maintain internally. To address digital complexity and talent turnover, institutions can extend their internal teams with an embedded marketing agency — gaining senior expertise across brand, enrollment, advancement, web, UX, content, paid media, digital PR, SEO and AI search without […]
Colleges and universities typically commission a marketing audit for one of five reasons: new leadership, demographic pressure, changing student expectations, declining visibility or the need to attract more of the right-fit students they value most. We recommend that higher education institutions align every touchpoint around the 3Rs of Institutional Prosperity: Revenue: You can’t bore people […]
High school counselors are some of the most important people in the college world, but they often don’t get enough credit. Every day, they help students and their families deal with confusing applications, scary deadlines, and big questions about money. When counselors trust a specific college, they become a bridge that helps students find their […]
Experience tells us that great beginnings matter for these reasons: a clear purpose calms the winds of change seeing early wins becomes believing strong messages invite loyalists trust takes root The number and variety of decisions, opportunities and challenges that come with assuming leadership of a major engineering school require a steady hand. Increasingly, your […]
Colleges and universities understand the importance of new, future-fit programs for an audience of undergraduate and graduate prospects who are asking different questions about the changing nature of work and skill development. Even as everything changes, one thing remains constant. If students can’t find your program, they can’t choose it. But “finding” no longer only […]
In higher education, a false dichotomy has existed between brand marketing and demand marketing. We strongly believe they need to be deployed in tandem. First a basic primer on brand and demand marketing. Brand Marketing Brand marketing builds long-term reputation, awareness and emotional connection to build affinity for the brand with future students, parents and […]