Articles: Marketing

To be or not to be? A college on the East Coast uses "The Place to Be!" as its tagline. And why not? Everyone has to be somewhere. But unless the school wishes to target modern-day Hamlets who haven't decided whether to be or not, it has zero impact.

Business-to-consumer marketers have become increasingly adept at identifying various demographic segments with specialized interests: moms who blog, people who like to cruise, upscale married couples with children, environmentally minded homeowners, etc., etc.

Mark your calendar for EduComm 2010, which returns to Las Vegas, June 7-9. This year's conference promises to be more informative, more cutting edge, and more value-packed than ever.

In America, we lavish attention on our most talented fellow citizens—star athletes, film and television celebrities, brilliant scholars and scientists, and sometimes even college presidents—but we also insist that our celebrities not act like self-styled royalty.

WHEN IT BECOMES HARDER TO raise funds and the notion of success is coming up with just 90 percent of last year's revenues, fundraisers must get smarter--by better understanding their donors and the different tools and approaches to connecting with them.

Many colleges and universities are confronting even more complex challenges than usual. Indeed, the timing, intensity, and consequences of some of the most serious challenges qualify them as outright crises.

WHILE ONLY 19 PERCENT OF Americans aged 12 to 17 have ever listened to a podcast, according to the Pew Internet and American Life Project, many institutions have invested in academic or marketing initiatives to offer content and updates via podcasting.

With all the Web 2.0 hype these days, it’s no surprise that student expectations of the web continue to swell. Is your institutional website living up to these expectations? Today higher education websites are more than just static pages.

As branding initiatives in higher education have emerged and evolved over the past two decades, the media-outreach segments of the plans often continue to miss the mark. The reason?

When I applied to colleges 40 years ago, I wrote letters to six schools and received a view book from each with a friendly cover letter, an invitation to visit the campus, an application, and a pointer to an alum or two who would be glad to sit down with me and discuss my future.

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