Aha! :: Elliance Blog

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 […]

Brands refresh their identity to keep pace with an ever-changing world while holding onto the essence that made them resonate in the first place. Practically, it’s a renewal rooted in strategy—responding to emerging markets and shifting customer needs, technological advances, and competitive landscapes. Here are seven stories of brands which chose to refresh their identity: […]

Marketers starting a new role, or inheriting an existing agency often want an independent assessment of the effectiveness, efficiency, measurement rigor and growth potential of a college’s performance marketing ecosystem—and turn those findings into specific actions, tests, investment choices and operating improvements. Our audit examines paid search, paid social, retargeting, landing-page performance, conversion tracking, CRM […]

Because I have worked in both industry and higher education, and because Elliance serves both corporations and higher ed institutions, we can compare and contrast working in these two different organizational cultures. Here are some observations of similarities and differences between the two: MissionCorporations are motivated by profit and growth. Higher education is motivated by […]

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 […]

Like most other industries, AI is transforming web services management, hosting and security. From predictive scaling to enhanced security, AI technologies are revolutionizing how web services are managed, maintained, and optimized.

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 […]