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 […]
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.
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 […]
Recently released by mStoner, “The State of Higher Ed Branding: A Survey of Marketing Leaders, 2015” finds that higher education has come a long way in its understanding and acceptance of branding. The goal of the research was to take a more focused look at the degree to which institutions have developed formal, research-based brand […]