Like my wife and I and a lot of other people, our friends Lindsay and Ryan have a dog. Their dog is an ancient Japanese Chin named Mikoto. Mikoto weighs maybe five pounds, yet lumbers when he moves, is completely deaf, and lives a monk-silent life. Because Mikoto is for so many reasons portable, he […]
One of the tensions we hold at Elliance has to do with the pros and cons of specialization. While most of our work focuses on higher education marketing — where we have deep experience — we also meet a wider set of client challenges in manufacturing, banking, non profits and other worlds far from campus. […]
To higher education marketing pros, April & May is “yield season.” It’s the culmination of all their marketing and relationship-building efforts to convert a suspect to a prospect to an applicant to an admitted student. Yield is the percentage of admitted students who actually decide to enroll. This is a big deal in enrollment marketing […]
Today, we celebrate the first glorious anniversary of the Information Purification Directives. We have created, for the first time in all history, a garden of pure ideology—where each worker may bloom, secure from the pests purveying contradictory truths. Our Unification of Thoughts is more powerful a weapon than any fleet or army on earth. We […]
Higher education marketing professionals traditionally equate the “new year” with the turning of an academic calendar, the approach of 2013 is good reason to offer 5 New Year’s Resolutions.
No region in the world understands the countervailing forces of hope and despair related to the manufacturing economy more viscerally than Southwestern Pennsylvania. As a young adult, I witnessed first-hand the cataclysmic fall of Big Steel when the region added 124,000 new unemployed people — fathers, mothers, siblings — in a flash of economic destruction […]
Like a blindfolded volunteer in an “Old Coke, New Coke” taste test, Republican pollsters and pundits seemed genuinely surprised last week to learn that their trusted brand — “USA” — had changed. Although demographers and groups such as the Pew Research Center have been charting changing US birth/death rates and immigration patterns for decades, and […]
Here are five big ideas being talked about heavily in the web world that marketers should be considering. Create Once. Publish Everywhere. (COPE). This is the philosophy guiding NPR’s brilliant content/digital strategy which has allowed them to make the most of every story created–serving it up on any device and application. Responsive Web Design Oft […]
Last week, I was floored. A prospect looked at our portfolio and clustered our work into two groups: like and not like as much. Asked me if I could explain why. I looked at the two groups and quickly realized that the the ones he liked were all written by our storytellers/copywriters from scratch and […]
How do you know when people are really engaged with your brand? Certainly one way to tell is if they stand in line for hours on end for a chance to buy your latest product. But how do you measure it when you are a small, regional college in rural central Pennsylvania? In 1998, my colleagues […]