I love ROI. You can probably tell from my Twitter handle: @LuvROI. Yet, we marketers don’t often push our metrics far enough to effectively measure ROI. I’m not talking about impressions, frequency, clicks and other traditional campaign measurements. Not at all. Rather, we should view marketing outcomes through the same revenue-focused lens used by senior […]
What are some factors to keep in mind when making the decision to invest in higher education digital marketing channels?
The question of whether MOOCs pose a threat of extinction to brick-and-mortar institutions is akin to the argument of whether digital music destroyed, is destroying, or will destroy the music industry. The answers to the latter questions are no, no and no, while the answer to the former is still no. MOOCs are goosing the […]
As a firm steadily building a reputation for higher education marketing and branding, we often receive phone calls and RFPs from colleges who quickly disclose a sense of urgency — “we need help” — without necessarily understanding what they want to buy or how a firm like Elliance can make a difference. Given the sandstorm […]
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 […]
There are multiple approaches to building a successful brand for a college or university. I work with brand specialists, designers, writers and content marketers who all have different opinions on what is important to a higher education brand. But from a search marketing perspective, some of the things I consider most important include brand awareness […]
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 […]
In conversations with prospective clients about higher education marketing, I often hear this: “We know it makes sense, but.” And you can probably guess what comes after the “but.” But our faculty doesn’t support it. But our budget is split into a million pieces. But my team reports to two different VPs who disagree. But […]
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?