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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 … Continue reading
Posted in: Brand Voice, Branding, capital campaigns, digital communication, Higher Ed Marketing, Higher Education Branding, social media strategy, Storytelling
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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 … Continue reading
Like every market, the audience of college-bound high school seniors is responding to change and uncertainty with… more change and uncertainty. Very recent surveys show roughly a quarter of next year’s class feeling uncertain about whether they will attend their … Continue reading
College marketing and communications teams increasingly look to boost video teams and budgets. All well and good, but we should not overlook the enduring value and impact of your still image library. It’s easy to grow complacent and assume that … Continue reading
The golden age of print magazines long ago expired (Time once reached 20 million readers a week at peak circulation). Still, writers, editors and photographers charged with producing a college or university magazine juggle the same risk/reward choices as their … Continue reading
As revenue pressures grow across higher education, so do board- and cabinet-level imperatives to “define the brand.” Easier said than done, true. But also worth every ounce of effort. At its best, a brand discovery should yield an authentic and … Continue reading
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 … Continue reading
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 … Continue reading
In numerous cases, we as marketers ask those we are marketing to become the voice of the company or institution they represent. Their stories give meaning in a deeply personal way. And, in many cases, we ask those that give … Continue reading
I live for stories. Simply being in the presence of a good story being told or lived right there in the moment sends adrenaline pumping through my veins. In what is one of the most inspiring TED Talks I have … Continue reading