You are here

Articles: Marketing

Kimberly R. Cline, president of Long Island University, says branding is essential in higher ed.

Branding may have historically been considered too commercial an endeavor for higher ed, but this mindset has clearly evolved. It’s no longer a question of whether a college should brand itself, but of how it can create an accurate embodiment of its mission and student experience.

Branding a university is fundamentally different than branding a product. A university is a complex, multifaceted institution that cannot necessarily encapsulate its essence with a single word, phrase or logo.

Marc C. Whitt is a 32-year veteran of higher education public relations and marketing.

For the first few months of a New Year, many of us are eager to get physically fit. And those of us who work in PR and marketing must stay professionally fit by remaining relevant to meet and even surpass those needs our institutions will always have. We must stay ahead of the curve as we present ourselves as strategic communicator whose expertise and counsel can be trusted.

Billboards promoting the Meredith College "Going Strong" brand can be spotted throughout the Raleigh, N.C., area and beyond.

When you think “rebranding campaign,” it most likely conjures up images of marketing and communications officers meeting with the school president and board of trustees to toil over logo colors, mascots and slogans. In reality, it’s a much more complex process, involving the entire school community.

Opinions, please: The Creative Collection wall, set up in the Marlboro  College dining hall, invited ideas, words and drawings that were used to shape the institution's branding campaign.

Clark University (Mass.)

  • Clark welcomed its first full class under the Liberal Education and Effective Practice program in fall 2013.
  • A record 7,291 students applied to be part of Clark’s class of 2018, a 31 percent increase over last year’s numbers and a 70 percent rise over two years.

Mount Ida College (Mass.)

Marc C. Whitt is associate vice president for public relations at Eastern Kentucky University.

Crisis communications management is often a reactive measure. But the most effective public relations managers are those who are proactive. These tips can help as you develop a proactive crisis communications plan.

When Duke University class of 2008 arrived on campus to start their freshman year, they had no idea they would become pioneers. Why? Because each of the incoming freshmen received a free iPod as part of a program aimed at fostering innovative uses of technology in the classroom. I led the Apple team that helped Duke experiment with creative academic uses for the devices and I was on campus when the students received their free iPods; it was memorable as the students cheered with excitement as each one was given their new mobile device.

The students you’re trying to reach today have grown up in a world in which nearly everything was an advertisement. When they were still in diapers they were bombarded with cartoon characters aggressively hawking sugar-laced cereals, and as they’ve grown older, the commercials, emails, texts, pop-ups and social posts crowding their view have only increased in volume.

Colleges and universities with the most Twitter activity are missing out on engaging prospective students via the platform, according to new research from Brandwatch, a social media monitoring and analytics firm.

The analysis used a Thomson Reuters list of the top 10 U.S. university mentions on Twitter from January 31 through March 31. The big finding: The main Twitter handles of these schools were used mostly for broadcasting university-specific and industry news, according to the research.

Marc C. Whitt is associate vice president for public relations at Eastern Kentucky University.

In our efforts to market and communicate with our various constituents, we often overlook one of the most important support groups we have—our college town.

It’s not intentional. As long time neighbors, we simply take one another for granted. But that’s changing as institutions and their local governments look to one another for creative ways to collaborate and maximize financial and capital resources.

An official University of Kentucky hashtag, #seeblue grew out of a student recruitment campaign tagline launched in 2006.

Fifteen-minute, biweekly “scrum” meetings allow colleagues to quickly exchange necessary updates before getting back to business on project completion.

For years, The Extended Campuses of Northern Arizona University used a traditional marketing model. The four-person marketing team would create an annual budget and tie its goals and specific projects to it. Freelancers and local advertising agencies provided support for the 50 or so marketing pieces produced throughout the year.

That model worked fine until around 2010, says Ann Marie deWees, director of strategic marketing. “Then things began to change with increasing digital expectations.”

Marc C. Whitt is associate vice president for public relations and chief communications officer at Eastern Kentucky University

Facebook just turned 10. I remember how thrilled I was when 25 people had requested to be my friend by the end of my first day on Facebook. Since that time, I have become heavily engaged in social networking, and have established and maintained relationships through platforms such as Twitter, LinkedIn, Instagram, Tumblr and, of course, Facebook. They are incredible tools for communication.

Marc C. Whitt is the associate vice president for public relations and chief communications officer at Eastern Kentucky University.

As one who enjoys reading history, I often ponder those moments of missed opportunity by myopic individuals or organizations. History is rife with such tales.

Consider the executive at Decca Records, for example, who nixed a recording contract with the legendary Beatles because he didn’t see the group’s musical style and compositions as unique or marketable. Or actor Nick Nolte, who reportedly turned down the role to play Indiana Jones on the big screen, allowing Harrison Ford to become the persona etched in our minds for that character.

Karine Joly says digital content is now the currency for search, social networking and even advertising.

What will 2014 bring to the digital field in higher ed? That’s the million dollar question at the start of this new year. Unfortunately, charting a precise course for success over the next 12 months isn’t possible.

When everything changes so quickly, we can only try to identify what looks like the best route to our destination. To help you with the exercise, let’s see what developments are leading the way.

Recruitment practices at private colleges and universities just got a little more complicated under the 2013 updates to the Telephone Consumer Protection Act (TCPA).

Pages