Marketing leaders are change managers. When a substantial change takes place within your institution – be that a rebranding or repositioning, a name change, an alliance with another institution, or other major initiative – it will fall to the central marketing and communication office to become the face of that change, successfully communicate it with […]
The annual AMA Symposium for the Marketing of Higher Education is coming up November 12-15. The conference provides an excellent opportunity to connect with more than 1,200 of your higher ed peers to hear industry trends and best practices, work through shared challenges, and discover fresh ways to engage your audiences. This episode of Marketing […]
Competition for top talent has never been fiercer. Is your institution actively working to discover, understand, articulate, and evolve its employer brand? What perceptions do prospective employees – as well as current employees – have when thinking of your college or university as a place to work? What is the relationship between employee engagement and […]
In a crisis, communicating your message to the aggressive, detail-hungry media can be hard enough without arm wrestling with your attorney over every word. In this session, crisis communications expert Mark Weaver will discuss keys to addressing your lawyer’s concerns while still getting to effectively do your job. This session will provide practical tips that […]
Every industry around the globe, including higher education, is being completely disrupted. This episode of Marketing Live features Jeff Rosenblum, the author of Friction, a book about building passions brand in the age of disruption. You’ll take away key learnings from the book, which provides a system for embracing transparency, engaging audiences, creating evangelists, and […]
The rapidly shifting landscape of higher education is bringing changes to a growing number of institutions. In 2015, Georgia Regents University became Augusta University. The name change was the second in three years. (In 2012, Augusta State University and Georgia Health Sciences merged, becoming Georgia Regents University.) Brand strategy is inherently challenging for colleges and […]
Universities that haven’t conducted a presidential search in a while will find that the process has changed significantly since they last looked for their leadership. This episode of Marketing Live will address the key ways that presidential searches have changed in the last 10-15 years as well as search trends to anticipate over the next […]
Every year, colleges and universities compete for their piece of the college decision pie on social media. Trends like #CollegeSigningDay and #CollegeDecisionDay have institutions around the world curating custom hashtags and trying out gimmicks to motivate those elusive teens to “Pick me! Pick me!” But now, as we learn more about Generation Z — the […]
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 […]
Social media “stories” are shorthand photo and video compilations made popular by Snapchat and proliferated by Instagram. Users can overlay graphics, text, drawings, and more. The stories are published for 24-hours before disappearing. Stories are timely by nature, wildly popular and interactive. If you haven’t added these to your social media toolbox, what are you waiting for?
Last month, more than a thousand professional marketers gathered in Orlando, Florida, for the annual American Marketing Association (AMA) Symposium for the Marketing of Higher Education. In this episode, we’ll recap the major themes and takeaways from this year’s conference.
The arrival of a new president is a unique moment in the life of an institution and an opportunity to energize students, employees, alumni, and others. Hear from two seasoned marketing professionals who recently provided leadership for their universities during this time – at the University of Nebraska, which welcomed its 7th president in 2015, […]
As marketing and communications professionals put a wrap on the 2015-16 academic year and plan for the next, it’s time to step back and reflect on the state of our profession. In this episode, newly appointed Council for Advancement and Support of Education (CASE) vice president Michael Kiser will discuss key issues facing communications and […]
The emergence of the chief marketing officer as a strategic leadership role in higher education has been well chronicled. According to a 2014 study, approximately half of CMOs report directly to the institution’s president (or chancellor), and nearly 60 percent serve on the president’s cabinet or leadership team. That still leaves a significant percentage of […]
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 […]
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 […]