Articles: Marketing

When you think about what makes a university distinctive, what kind of qualities comes to mind? Is it their beautiful campus, or maybe their dedicated faculty?

For sure, you’ve heard it before. The term “integrated marketing” isn’t new anymore. But what does it really mean for those of us in the higher education marketing world? And why is it so important anyway?

The idea was simple: Let online donors make multiple gifts with a single checkout. Not long after Randy Brown joined the Michigan State University advancement team as webmaster in 1999, he got assigned this task, which was anything but simple to execute.

Not many colleges have a four-star general at the helm, but students at Birmingham-Southern College (Ala.) are such big fans of their president, former Marine Corps Commandant Charles C. Krulak, that the campus bookstore wanted to come up with a t-shirt reflecting how they feel.

Marketing and branding expert Tom Dougherty says that colleges and universities can and should adopt the promotional strategies of the top consumer brands.

02/2013

Joshua Dodson works as a SEO and web analyst at Eastern Kentucky University. With a couple of consulting years under his belt, he also has been teaching a four-week online course on web analytics for higher education since September 2011.

As I noted in my previous column on the digital web in higher ed, digital analytics is bound to play an increasing role this year. Whether they call it big data, business intelligence, or analytics, many decision-makers on campus have been converted to the power of the data-driven approach.

In December, Tulane University (La.) announced it had misreported some admissions data for its Freeman School of Business to be used in US News & World Report’s college rankings.

Can you believe it? I’ve been writing this column about digital marketing in higher education for seven years.

After the love-hate relationship higher education had with online advertising for many years, it’s finally time to move on. Have your institution’s leaders noticed yet?  

08/2012
Postcards promote a Presbyterian College  microsite that can be personalized via Facebook.

As some colleges and universities sprint into the digital viewbook model, others are tiptoeing into a new model that bypasses the traditional print viewbook for other millennial-friendly approaches.

Millennials, the generation born between the late 1970s and early 2000s, speak a language all their own. A digital camera is a camera; a cell phone is a phone.

05/2012

Most university presidents believe the idea of stealing share from other universities is unsightly. It reeks of business and winning, and it rubs against the collegial grain with other presidents.

05/2012
Roanoke Pinterest board

Colleges and universities are rushing to use Pinterest, the fast-growing social media innovation, but many remain uncertain of where it fits in their promotional mix. A key factor appears to be how important they consider adult women to be in their marketing outreach.

04/2012

Last August, when a 5.8-magnitude earthquake shook Virginia, people in offices up the East Coast were reading about the quake before they felt their desks not-so-mysteriously begin to wobble. How?

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