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Articles: Marketing

Plenty can go wrong during a presidential turnover—imagine the new leader earning a faculty vote of no confidence early on, or not recognizing a million-dollar donor at a reception. 

BEHIND THE SCENES—Taylor Hale, a GW college senior from Detroit, Michigan, filming live during the college’s Facebook Live tour.

The George Washington University live-streamed a campus tour via Facebook Live in December. It’s the first time the platform’s live-video streaming service has been used for that purpose, administrators at GW believe.

Recent lawsuits have alleged that certain colleges breached the Employee Retirement Income Security Act (ERISA), which states employers that sponsor retirement plans have a fiduciary responsibility to prudently manage those plans on the behalf of their employees.

Eight prominent universities—including University of Pennsylvania, Duke, Emory, Johns Hopkins, Vanderbilt and others—were hit with separate lawsuits in August 2016 alleging the institutions mishandled their employee retirement plans.

Leslie Crosley is a higher ed enrollment management consultant for Ruffalo Noel Levitz.

When campus marketing departments and admissions offices collaborate, valuable strategic alignments can be formed. Well-coordinated teams ensure that institutional branding messages speak to recruitment needs, while the recruiting messages encourage brand awareness and market penetration. 

Karine Joly is the web editor behind www.collegewebeditor.com, a blog about higher ed web marketing, public relations and technologies. She is also the founder of www.higheredexperts.com.

Higher ed marketing leaders have to master the art of blending powerful and personalized customer experiences with the science of measuring and optimizing the impact of their initiatives. 

Yet many chief marketing officers haven’t embraced their “inner data-lover self.”

Measurement is an afterthought at best, often checked off a busy to-do list via mindless reporting on cookie-cutter metrics selected by automated digital platforms.

Fashion Forward—Kent State University students can take a semester-long break from life on the Ohio campus to immerse themselves in fashion design, merchandising or journalism in New York City’s Garment District.

Exotic branch campuses across the globe give American institutions an extra shine when recruiting students and establishing an internationally recognized brand. Now, several universities are finding similar success with satellites in other parts of the U.S.

Jim Scannell is senior consultant for enrollment management for Ruffalo Noel Levitz. He is the former president of Scannell & Kurz.

As demographic, economic and market volatility continue to challenge higher ed’s ability to enroll a sufficient number of students able to take advantage of the educational opportunities available, understanding and advancing your institution’s value proposition should be at the top of the to-do agenda.

Shani Lenore-Jenkins is associate vice president of enrollment at Maryville University.

While its primary focus is to educate students, a university is still a business with customers. Traditional marketing methods such as mailings, phone calls and old-fashioned boots-on-the-ground visits are no longer the best ways to reach today’s tech-savvy students, who find the information they need online.

John Meagle is the chief marketing officer at Centenary University in New Jersey.

When Centenary College was granted university status in May, the news was celebrated by students, faculty, alumni and staff. For the marketing and student recruitment team, it was an opportunity to build awareness of the experience the institution offers career-oriented students.

In the first of our trilogy of commentaries entitled ‘Ready to Launch: New Engines of Entrepreneurial Startup’ – we featured the new Hagerman Center for Entrepreneurship and Innovation. This commentary provided an early national higher education media context highlighting UM-F’s downtown commitment – put in play by sponsored business incubators, product accelerators, and entrepreneurial launchpads.

The College-Bound Student E-Expectations Survey asked 3,000 college-bound high school seniors and juniors about their digital habits and expectations—from the start of the recruiting cycle. Here’s a selection of the top insights from the study.

Aaron Mahl is a vice president and consultant at Ruffalo Noel Levitz.

Large public universities and smaller liberal arts colleges, on the other hand, are finding it increasingly difficult to maintain their male enrollments. The National Center for Education Statistics projects that, by 2020, men will represent only 41 percent of college enrollees.

John L. Gann, Jr., consults, trains, and writes on marketing. He is author of "The Third Lifetime Place: A New Economic Opportunity for College Towns."

Although their leaders might claim otherwise, ratings by U.S. News, Princeton Review and others are of outsized importance to universities today. But what about the many colleges that didn’t rank high with these reviewers? How can they compete with the list-toppers?

Karine Joly is the web editor behind www.collegewebeditor.com, a blog about higher ed web marketing, public relations, and technologies. She is also the founder of www.higheredexperts.com.

While it’s still too early to rule on the performance of paid social media marketing to drive measurable actions beyond the media platform, it’s time for schools to start testing to optimize paid social for higher education marketing. 

It has been demonstrated amply that financial aid leveraging can, under the right circumstances, increase enrollment and net tuition revenue. For some, however, that isn’t the case.

Enrollment leaders must therefore assess other aspects of recruitment to determine how effectively they are working to build larger, more committed applicant and admit pools, especially when increases in aid are not conducive or possible.

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