Ideas, insights and inspirations.

Brand anthem videos are powerful marketing tools that distill the argument for a college brand’s essence, and reason for being in a concise and impactful manner. They often serve as the centerpiece of a college or university’s branding, enrollment and fundraising campaigns. Once produced, we use them across various marketing channels including websites, social media platforms, advertising campaigns and open houses. They are carefully curated to create brand preference and connect with audiences on an emotional level. Here are four examples of brand anthem videos we’ve produced, SEO-optimized and promoted. The first one was used as a cornerstone of capital campaign for Boler College of Business at John Carroll University. It helped raise $25M and has garnered more than 68,000 views since its launch four years ago. We used the second one as a cornerstone of an integrated enrollment marketing campaign for New York Chiropractic College (recently renamed to Northeast College of Health Sciences). It has not only received more … Continue reading

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After serving 100 colleges over 25 years, we have learned that the college and university brands that have become schools of consequence embody these best practices: 1. Set a far horizon. It’s about a quiet, steady and ongoing care and feeding of the brand. It’s about cultivating new and better habits. It’s about embodying the mindset of a marathon runner, not a sprinter. 2. Infuse brand essence into every aspect of the institution. Enhancing enrollment operations, student services, career placement, advancement, alumni relations, and community outreach. 3. Bring the campus community along, ensuring a buy-in at every step. Not taking any short cuts. 4. Invest in first impressions. Paying attention to detail at every touch point – tours, website, viewbooks, social media, classrooms, housing, help desk and more. 5. Tell a better story. Telling smart, authentic, real, honest, surprising, and delightful stories — with students, faculty and alumni as heroes. 6. Go long on proofs, short on claims. Putting your … Continue reading

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