It shouldn’t come as a surprise that a Marketing Live episode about sparking creative ideas sparked a creative idea from the Higher Ed Live team. While listening to Melody Oldfield and Laura Shields from Oregon State University talk about ways to foster a creative work environment, we were struck by one thing in particular — […]
For many stakeholders, intercollegiate athletics can be a high-visibility front door to your school. When it is done right, marketers can successfully embrace athletics and leverage its activities and exposure to advance an institutional brand. In this episode, a panel of senior marketing and communications leaders will discuss challenges and opportunities for marketers as they build partnerships with […]
May 1st, the deadline for enrollment for many institutions, is right around the corner. Colleges and universities all over the country are working feverishly to earn commitments from their accepted students. In a time where students’ “short lists” are longer than ever, creating and implementing effective accepted student yield strategies is a point of emphasis, […]
Historically, college and universities have been much more interested in policies and procedures than hospitality, entertainment, and customer service. That, of course, has changed at many institutions due to increased competition, a reduced supply of prospective students, and a need to stand out from the crowd. Hospitality has now become a buzzword in college admissions. […]
When it comes to communicating with prospective students, consider reaching them through video. About 65 percent of high school students — notoriously a hard demographic when it comes to grabbing and keeping their attention — watch YouTube daily. Another 75 percent said they rely on YouTube videos to provide them with real information. So while […]
If you’re like most higher ed professionals, you’re constantly on the move. Whether it’s hopping from one meeting to another or traveling to the next conference, it’s tough to stay up-to-date on all the latest and greatest content on the Higher Ed Live site. We know you don’t want to miss the tips and tools […]
A brand is owned by the customers who draw meaning from it. In his new book The Brand Flip, Marty Neumeier shares 10 new realities for brands, where customer identity, not company identity, takes precedence. He writes, “The primary good that a company can offer its customers is empowerment. The best brand builders see greatness […]
The highly decentralized nature of colleges and universities can make it challenging for higher ed marketers to drive effectiveness and efficiency across their institutions. Central marketing and communications staff cannot necessarily “control,” they must “influence.” But how? In this episode, communications leaders from NC State and Tulane will discuss how their teams have provided leadership, […]
What are the top predictions for marketers heading into 2016? Marketing thought leader and scholar Kimberly Whitler will share her insights and discuss how CMOs can have greater influence and impact. She will also outline some of the challenges facing CMOs in 2016 and solutions to address these obstacles.
The annual AMA Symposium for the Marketing of Higher Education is November 15-18 in Chicago. With more than 1,000 attendees, it is the largest event exploring the challenges and trends shaping marketing in higher education. In this episode of Marketing Live, conference keynote speaker Dan Dillon Jr. and conference co-chair Deb Maue will join host […]
Where does the business school brand fit into a university’s brand architecture? With the university brand, the B-school brand, and individual program brands, how do marketers manage them all and drive results? Guests Peter Ashley and Angela Bostick will share insights and discuss strategies for incorporating the university brand into the business school brand.
We have all suffered through bad presentations, while others have inspired and energized us. Learn how to transform standard presentations into an engaging journey. Marketing Live host Amy Jorgensen speaks with communication industry leader and Duarte’s vice president of academy and marketing, Laura Wall Klieves.
A comprehensive fundraising campaign is a unique moment in the life of an institution. How can marketing leaders convey the significance and impact of a campaign within the context of the larger institutional brand? Should the fundraising campaign brand be different than the institutional brand, should it be the same, or should it be somewhere […]
Higher education is an increasingly crowded and competitive marketplace, and every institution has a brand story to tell. According to bestselling author Bernadette Jiwa, telling your brand story is more about doing than telling. “The brands we really love are the ones that create difference for us, they make us feel like we belong, that […]
Driving consistent visual identity plays a significant role in achieving brand coherence across an institution. Marketers know that your school’s logo is just one element – the visual representation – of the brand. Challenges abound to realize this coherence in higher education where missions are multi-pronged and organizational structures are decentralized. In this episode, staff […]
Brand strategy work is a process, not a project. Once a new campaign is launched, the work is just beginning. Strong brands are built from great experiences, and success comes from your institution’s people living the brand every day. In this episode, host Rob Zinkan and two seasoned higher ed marketing leaders will explore strategies […]