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. Google’s search engine bot and people generally, favor simplicity. Elliance gets it — we know why many higher education marketing firms keep a singular focus. We also know first-hand the many ways that our higher education clients benefit from our broader exposure and reach. In the end, we find that higher education branding and marketing clients have plenty in common with clients in other verticals when it comes to solving the essential marketing challenge: turning awareness into inquiry, inquiry into conversation and conversion, and conversion into engagement, community and lasting brand loyalty. That premise led us recently to ask a bigger question: “What does it … Continue reading →