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Articles: Marketing

Higher ed institutions—capitalizing on the popularity of the digital pictographs—now offer customized sets of emojis featuring school logos, mascots and other themed graphics, such as smiling or winking faces.

Connecticut State Colleges & Universities system President Mark Ojakian's strategy of consolidation and shared services, called Students First, should save at least $41 million annually.

Faced once again with state and federal funding cuts, Connecticut State Colleges & Universities system President Mark Ojakian has had to make some tough decisions to keep the 17-school system functioning.

SCHOLARLY PURSUITS— SUNY Oneonta awards badges to participants in its annual Research and Creativity Day. Each April, students present projects—from research papers to video documentaries—they’ve completed independently and with faculty mentors.

Diplomas—those venerable printed documents that lack hotlinks and interactivity features—have lost some of their luster.

Kristi Eaves-McLennan is executive director of marketing for Meredith College in Raleigh, North Carolina.

Trademark licensing is big business for big universities. The International Licensing Industry Merchandisers Association estimates collegiate licensing programs raked in $209 million in 2015.

PURCHASE PURSUIT—Purdue President Mitch Daniels is framing the Kaplan acquisition as a way for the university to become a digital player in the evolving postsecondary education space.

Purdue University surprised its faculty and the general higher ed sector this spring with its plans to acquire Kaplan University for a symbolic $1 (with a revenue-share plan spanning 30 years).

The interest in live videos across social media platforms has accelerated over the past few months with a series of developments that bring high-quality video broadcasting to the masses.

THE BIG EVENT—In 2016, when President Barack Obama visited the University of Nebraska at Omaha, more than 10,000 higher ed students, faculty, staff and community members attended an event at the campus arena.

Colleges may already prepare extensively for VIPs, but a deeper level of cross-campus coordination can ensure a smooth visit even when protests or other disruptions occur.

Leslie Crosley is a higher ed enrollment management consultant for Ruffalo Noel Levitz. Jim Scannell recently retired as senior consultant for enrollment management at Ruffalo Noel Levitz and is the former president of Scannell & Kurz.

Now more than ever, enrollment leadership requires a coordinated campus team to respond to emerging internal challenges as well as shifting external forces.

Higher ed administrators are using apps and platforms behind the scenes to help create efficiencies, increase productivity, and manage projects and workflow.

Tom Durso is associate vice president for college relations and marketing at Albright College.

Director of media relations used to be a title with a fairly straightforward and obvious list of responsibilities. Then the internet happened.

A recent study of 2,575 university websites found that only 31 percent running Google Analytics use Google Tag Manager (GTM) as well. 

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. 

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