Articles: Marketing

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.

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.

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