The embrace of social media by GenZ and consolidation of traditional media have transformed public relations (or PR 1.0). Authority is dead; peer influence rules; diversity is the new normal; data literacy powers the young. GenZ has a voice and wants to be heard. They expect authentic, show-don’t-tell marketing. They reward brands that declare and […]
Back in November 2023, Aggarwal, Murahari, Rajpurohit, Kalyan, Narasimhan, and Deshpande from Princeton, Georgia Tech, The Allen Institute of AI, and IIT Delhi and published a paper titled “GEO: Generative Engine Optimization”. This blog post is partly inspired by their findings and partly by Elliance experience and observations. Generative Engine Optimization (GEO) is a optimization framework […]
As a leading Paid Advertising Agency for colleges, universities and higher education institutions, we are frequently asked to share our best practices. This is part of a series of posts to explain how Paid Advertising audit can serve their interests. Paid Google Audit Detailed analysis of Paid Google Advertising strategy and tactics including: account structure […]
Covid and aging population have transformed the world of nursing. A large number of nurses have left the profession due to burnout. Senior nurses are retiring at an accelerated pace. Nurses are agitating for an increased pay as employers and legislators are joining hands in pushing back. In response, nurses are trading staff positions with […]
The best strategy for increasing enrollment in a nursing program is to use outcomes-based storytelling that emphasizes career outcomes and real-world impact of the program. Using our investigative and strategic mindsets, Elliance has grown enrollment and enhanced reputation for more than six nursing programs, and more than ten medical schools and health-related programs. Let’s begin […]
There is an art and a science to marketing of STEM and Technology colleges. Our 30 years of marketing of STEM and Technology universities has taught us 13 best practices and 52 strategies and tactics. Let’s review them. Strategies, Tactics and Best Practices Play to win. To realize prosperity, a college must play to win […]
There is an art and a science to marketing of liberal arts colleges and universities. Let’s review some strategies and tactics first. Strategies and Tactics Strategy Understand your situation. Perform SWOT and benchmark peers. Pick the right strategy lever. Where will you play and how will you win. Address demographic and psychographic segments. Meet and […]
Humanities education is under siege. This is perhaps one of the grand challenges of the twenty first century. In our view, this is more a challenge of marketing imagination and faculty involvement, and less a challenge of enrollment. Ironically, the perceived interest in humanities amongst students and families appears to be dwindling, while demand for […]
Microsites offer colleges, universities and higher education institutions a powerful tool for addressing specific needs with focused, flexible, and engaging online experience. By distilling arguments, they enhance communication, improve user engagement, and support targeted marketing and outreach efforts, making them an essential component of modern higher education strategies. They usually reside on a separate sub-domain […]
As a data-driven computer scientist, I only became a believer in the power of great photos over a lifetime of experiences. I witnessed photoshoots change the destiny of graduate programs. I watched photoshoots liberate enrollment growth for graduate programs that despite being ranked on Google position one, were merely limping along. I witnessed unlocking of […]