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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
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 … Continue reading
A colleague of mine spoke a phrase several months ago that won’t stop ringing a clear and undeniable truth in my ear. After I showed him video from a flash mob brand launch, he said, “I hate that kind of fake energy.” That … Continue reading
You know, the creative business is an odd bird. Anyone who has a creative bent knows what I mean. My uncle was a welder but when he came home, he was welding crazy little metal sculptures, (which later on became … Continue reading
Posted in: Design, Inspirations, Storytelling
I enjoyed a rare two-hour sit down recently with an entire marketing and communications team at a major university — and we never once talked about story. They, like many of you, spoke of feeling beleaguered by the demands of an … Continue reading
We recently met around the conference table at Elliance to discuss the pros/cons of pursuing an RFP opportunity — a major state research university wanting to sharpen its brand focus and tell a better capital campaign story in order to … Continue reading
In my experience, if you want to put your higher education brand to a quick and dirty reality check — what engineers call “stress and failure” analysis — there are two places to look. First, review any and all content … Continue reading
Colleges, and those charged with articulating why institutions matter, seldom lack for words… yet rarely learn to speak their school’s one true voice. Why so? In my experience, it has to do with how comfortable any of us can be … Continue reading
While we heed one alarm after another signaling the decline of higher education as we know it (brick and mortar campuses made irrelevant by more, better and cheaper online courses and degree programs) a counter revolution can be seen and … Continue reading