Aha! :: Elliance Blog
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 predecessors when it comes to creating memorable cover art. Whether your college magazine comes in […]
The primary goal of digital content marketing is to earn attention and grow brand reputation by providing valuable content – that informs, persuades, engages and delights prospects and customers. However, delivering on this goal has turned into an all-out arms race, with three distinct generations of content marketing. First Generation: Core Content In the […]
Creating a well-thought-out content release plan can help you get the most exposure for your content marketing efforts and ensure that your hard work pays off.
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 durable brand position (with a 10-year shelf life). Better yet, a brand discovery (well planned […]
The path to global marketing success is fraught with peril. There are hundreds of potential pitfalls…and a few right paths. The Internet has lowered the cost of entering new global markets. However, unlocking global demand requires a new global mindset, toolkits and dexterity for industrial marketers. Here are some common marketing mistakes we see industrial […]
Alumni giving rates have dropped by more than 50% in the last twenty years. Mega-gifts continue to expand while the number of donors has declined primarily because philanthropic support from millennials has decreased. The net impact of all this is that while the total dollars raised has increased, the total number of donors has declined. […]
Thought leaders are created through persistent leaning into critical issues with a distinct point of view and expertise. Here are our guidelines for positioning yourself as a thought leader using blogging and social media: Goals Build your personal or institutional reputation as a thought leader in your core expertise. Create a readership that engages with […]
What was once considered high-priced influence — to change customer buying habits, or impact voter behavior — is now within reach of anyone with a smart phone and a few hundred dollars. I see this commoditization from multiple angles — as the CEO of a digital marketing agency, as a digital policy wonk (computer science/Cornell, […]
User experience design handles the strategic, narrative and structural design of digital experiences in service of persuasion, conversion and delight. There is a science and art of user experience design for marketing websites. Here is the list of best practices we have developed over the last 25 years: 1. Recognize that customers, not you, are […]
Enrollment managers at colleges and universities are running a machine. Whether it has a soul or not depends on the mindset they bring to their jobs. The most admired enrollment managers are running a humanized enrollment system. In serving more than 100 enrollment managers, we have gleaned the following best practices: 1. Balance Institutional Priorities […]