Ideas, insights and inspirations.

What’s the difference between a college with a surplus of applications and one with an unacceptably high acceptance rate? Sometimes, it’s curiosity and nerve. Adversity — brought on by geographic isolation, shifting demographics, living in the shadows of giants, deep-pocketed for-profits and other Goliath competitors — can inspire a college and university to challenge assumptions and try new approaches to gain an unfair competitive advantage. We call these schools underdog brands — and salute the leaders willing to rethink the potential of a school website, blog, and social channels. Underdog brands evolve from thinking of marketing assets as a fixed cost — an unwelcome guest knocking at the budget door — to seeing its potential to enlarge the vision and change institutional culture. Underdog brands tend to serve a lot of first generation in college families and students who are willing to try harder. These students are unafraid to roll up their sleeves and get things done, and are eager … Continue reading

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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 your passion for your expertise by delivering insightful, practical, dependable and valuable content. Personal Brand Curate and manage your personal profiles on your organization’s website, your personal LinkedIn account, and other social channels. Grow and cultivate your personal network comprised of practitioners, peers, collaborators and perhaps most importantly influencers. Target Audience Speak to practitioners, peers, collaborators and influencers. Lead the believers in your cause. Persuade the receptive. Ignore the rest. Keyword Focus Think of the keyword or phrase you would like your blog post to be ranked for. Search Google to see who else appears on page 1 of Google for that phrase. Tie content … Continue reading

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