Articles: Marketing

12/2013
Karine Joly says digital content is now the currency for search, social networking and even advertising.

What will 2014 bring to the digital field in higher ed? That’s the million dollar question at the start of this new year. Unfortunately, charting a precise course for success over the next 12 months isn’t possible.

11/2013

Recruitment practices at private colleges and universities just got a little more complicated under the 2013 updates to the Telephone Consumer Protection Act (TCPA).

09/2013
Rhe concept of leveraging MOOCs as a data-rich marketing vehicle is new but gaining a foothold

The exploding popularity of MOOCs is beginning to open up a mother lode of data about prospective students that colleges and universities can use for marketing and recruitment purposes.

08/2013
Students at Savannah College of Art and Design have a variety of dining styles and locations to choose from across campus.

Only one-third of 3,400 U.S. college students say they’re satisfied with their meal plans, found a survey by food industry research firm Technomic. But schools are finding that to address the problem, they need to go beyond simply improving what winds up on diners’ plates.

08/2013

Supporting the emotional health of students should be a priority on all campuses, and the nonprofit Jed Foundation is helping to make that happen. Colleges and universities can evaluate the care they provide with JedCampus, a program launched in May.

08/2013

In higher education, we love, hate, and thrive on college rankings. The annual U.S. News and World Report top colleges list—as well as rankings by other news organizations—is anticipated with excitement and trepidation.

08/2013

Our fascination with numbers stems from our faith that numbers are more precise than words. But journalists and public officials too often use numbers that are so simplified as to be misleading.

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.

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