Branding

Corporate university partnerships: No longer barbarians at the gate

The list of corporate higher ed partnerships, joint ventures, and co-branding includes America’s most venerable institutions of higher learning.

When you watched this year’s Super Bowl, did you notice the higher education corporate partnership messaging? We were all witness to a historic NFL football broadcast from the University of Phoenix stadium in Glendale, Arizona. Think back to other sporting events like National University’s 2014 Holiday Bowl game in San Diego and you’ll find there is no shortage of co-branding and advertising partners in higher education – in fact, we see it all the time.

Creating immersive experiences through experiential branding and wayfinding

Experiential branding and wayfinding have become integral parts of an institution’s architectural expression.

The needs of those who work and learn in institutions of higher education require environments that reflect their preferences and culture more than ever before. That’s why experiential branding and wayfinding have become integral parts of an institution’s architectural expression. While the brand—the story of who you are and why you exist as an institution— builds distinction (beyond curriculum choices) in the marketplace, wayfinding serves to direct, inform and inspire.

Designing for Impact

Strategies for Attracting and Retaining Students

Increasing enrollment is a priority for many institutions. The race is on to create a marketplace distinction in order to attract new students and to retain current students. As if this challenge weren’t enough, colleges and universities are faced with rising costs, reduced endowments and smaller budgets. As campus leaders look for ways to leverage their resources and still accomplish their enrollment and growth goals, one viable strategy is to recognize the role that physical facilities have on student attraction and retention.

A seal of approval for quality mental health care

Nonprofit JedCampus publicly recognizes higher ed institutions with comprehensive mental health programs.

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.

“Efforts should be made to promote connectedness and reduced isolation,” says John MacPhee, executive director of the program. “Mental health improves the more a student feels like a member of a community.”

University's website is key hub for communicating distinctive qualities

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? So many institutions share these fine qualities that they’re hardly difference-makers that will prompt prospective students to the decision point.

College marketers, therefore, face the challenge of identifying and effectively communicating their exceptional assets – and culling input from across the board is the best way to do this, but it’s not always easy to facilitate.

The Giving Cart

Creating a shopping cart experience for online donor transactions

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.

“That was sort of his night job,” says Bob Thomas, assistant vice president for advancement marketing and communications. “It was kind of a running joke. We’d talk about it at annual planning meetings.” One year, someone even presented a mini shopping cart at the meeting to Brown as a tangible reminder.

1-2-3-4, They Love What They Wore

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. When the store received a copy of a USMC poster featuring Krulak (known on campus as "the General") with his arm around a young recruit, they decided to use the image and make it their own.

A Conversation with Tom Dougherty

Marketing and branding expert Tom Dougherty says that colleges and universities can and should adopt the promotional strategies of the top consumer brands. An often-quoted source on business and brands, he has been featured recently by The New York Times and CNN, discussing topics ranging from television to Apple to airlines. In his 25-year career, Dougherty has helped companies like Lexus, Tide, and IKEA capture market share from competitors by changing their focus from product to people.

What's the Buzz? Exclusive TrendTopper MediaBuzz Rankings

An exclusive look at the "Higher Education 2013 TrendTopper MediaBuzz Rankings: the Handbook for Higher Education in the Internet Age"

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.

Effective Campuswide Digital Signage Communications

Providing instantaneous reach

After being announced as a host venue for the Vancouver 2010 Winter Olympics, my colleagues and I at The University of British Columbia (Canada) began preparations for the thousands of visitors expected to come see the Olympic torch relay and attend events at the Doug Mitchell Thunderbird Sports Centre.

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