I’m a musician. After hearing me play, some may argue that claim. But as someone who finds joy, satisfaction, artistic expression and occasional cash through music, I often find myself thinking about making great music as a metaphor for doing great marketing.
A Facebook Ad campaign should not be treated like a pay-per-click (PPC) ad. Your audience is not viewing the content based off of an active search in the search engine results pages (SERPs). You need to develop your ad creative tailored towards specific audience segments in order to generate the most meow for your efforts.
When I talk to higher ed marketers and enrollment professionals about the promise of content marketing to build enrollment success, I’m consistently met with one objection: “Content marketing is a lot of work, and we’re already short-staffed!”
Eric calls Bob to discuss how to prioritize marketing initiatives on a college campus. They discuss the importance of ruthless prioritization with the big picture in mind.
Eric calls Bob to discuss what the senior team of a college/university should do to improve the institution’s marketability. They discuss the importance of the Chief Academic Officer (CAO) and creating programs that are in demand.
Nearly every time I have an audience, they hear my version of the 10:90 Rule. It goes like this: Invest 10% of your annual marketing budget in market research to improve the chances of the other 90% maximizing your marketing return-on-investment (mROI).
Perhaps the biggest question an adult student marketer (and their dean) must answer is this: Is our program a brand buy or a commodity buy? In other words, are we selling—and are students buying—prestige and all its trappings, or are we selling convenience?
When the reporter from Inside Higher Ed (IHE) interviewed me last week for the jaw-dropping University of Oregon story you may have seen in Wednesday’s edition, she seemed surprised when I said the president made a win-win-win decision.
“David came running toward Goliath, powered by courage and faith. Goliath was blind to his approach—and then he was down, too big and slow and blurry-eyed to comprehend the way the tables had been turned.” -from David & Goliath, Underdogs, Misfits, and the Art of Battling Giants
Eric calls Bob to discuss his most recent post to Stamats Insights, titled, “The Sriracha Effect.” Bob explains the importance of thinking about the way colleges and universities approach marketing.