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Vol. 12, no. 19 Stamats QuickTakes Insights into leadership, strategy, and integrated marketing for colleges and universities by Dr. Robert A. Sevier, Senior Vice President, Strategy and other thought leaders at Stamats, Inc. (bob.sevier@stamats.com) View other issues of QuickTakes online. JOIN US ON...  Ning Facebook TwitterMARK YOUR CALENDAR Stamats' Seminars Stamats Integrated Marketing: Technology Conference (SIM Tech) Stamats Integrated Marketing: Graduate Student Conference Stamats Integrated Marketing: Adult Student Marketing Conference Visit www.stamats.com for more information. Webinars Casting a Wider Net: Smart Strategies for Market Expansions |
IN THIS ISSUE
Making Movies: What YouTube is Really All About: III 1. As a low-cost alternative to shooting with an expensive mini-cam, try shooting your masterpiece on a still camera, one that allows video capability. 2. On any low-cost shooting alternative—like flip cams—think in close-up: the smaller, the tighter the frame, the better the quality of the shot with these tools. Of course, this requires a highly creative approach to storytelling. Study early Cassavetes. 3. Believe in the power of sound. The next time you think sound doesn’t make a difference, try watching a horror movie preview with the sound off. Still scary? C+F=S — A Basic Formula for Campaign Success By Bob Sevier, Senior Vice President, Strategy Regular readers of my work will know that I really admire simplicity. With that goal in mind, I want to briefly share a basic marketing formula that I think explains a lot: C+F= S “C” represents the campaign’s concept and overall creative. C is driven by the big idea. “F” represents the frequency with which campaign elements are placed in the marketplace. F is driven by big money. “S”, of course, is the overall success of the campaign. Future of Online Campus Tours? This week we launched the FALL edition of Stamats’ 2009 TeensTALK® study. As soon as findings are analyzed, I’ll share some juicy tidbits in this blog space. But for now, I’d like to share an interesting phenomenon that might change the dreams you have for the next incarnation of your student recruitment Web site. In the last couple of months I’ve been approached by no fewer than a half-dozen chief recruitment or marketing officers who share a vision for their online virtual tour to look and act more like a “virtual world” than the interactive collection of photos they currently feature on their Web sites. You may (or may not) recognize some of the most popular ones: Webkinz, Second Life, The Sims Online, The Active Worlds, Barbie Girls, Club Penguin, Gaia Online, Habbo Hotel, and RuneScape.Interesting Stats on Graduate School Financing By Becky Morehouse, Vice President, Research and Marketing In a recent report (200) by the Council of Graduate Schools’ Pressing Issues Survey, 49% of graduate deans reported that student financing is one of the most pressing issues they face. With the cost of graduate education rising and institutional budgets tightening, deans are concerned about how they will fund the increasing numbers of graduate students entering their universities. While there are few sources of data on how graduate students fund their studies, the National Postsecondary Student Aid Study (NPSAS) provides some of the most detailed information available. Conducted by the NCES, the study provides national-level financial aid data for a randomly selected sample of graduate students. Strategies for Cultivating Exceptional Followers: Part II In the last issue of QuickTakes, we looked at how leaders undermine their followers. In this issue, let’s take a quick look at options for building exceptional followers. Before we launch this discussion however, we need to make an important distinction: exceptional followers are the lifeblood of any organization. We must be identified, nurtured, “pushed” and rewarded in ways that reflect their value. In other words, they must be carefully cultivated. Specifically, in developing exceptional followers, leaders and organizations must:
One Final Concern In the last issue of QuickTakes, I mentioned four ways in which leaders sometimes undermine their followers. Another occurs when exceptional followers receive the same basic reward as others in the organization. While organizations may view this approach as fair, or at least easy, it is almost always ill-advised. Giving everyone the same reward tells your exceptional followers that their contribution is not valued. Most organizations are going through tough financial times. However, these times will end. And the talent we need to move forward–the truly exceptional followers upon which our success will rest–will remember how they were treated. Those that were treated well will stay. Those that were not will be snapped up by your competitors. Now, more than ever, it is imperative to recognize how much exceptional followers contribute to the organization’s success. Remember, talent is special and talent wants to feel special. Stay tuned, the next QuickTakes issue will include the article, "Developing an Effective Transfer Student Recruiting Strategy" by Bob Sevier. |
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| ABOUT STAMATS Every year, more than 100 colleges and universities trust the team of integrated marketing professionals at Stamats to help them define, communicate, and keep their brand promises. Stamats' services include research, consulting, publications, interactive media, search solutions, and advertising. COPYRIGHT, DISTRIBUTION, AND PERMISSION Stamats QuickTakes is published by Stamats and is distributed to our clients and colleagues in higher education at no charge. Contents (c) 2009 by Stamats, Inc.Please forward copies of Stamats QuickTakes in its entirety to colleagues. Visit www.stamats.com/quicktakes for past issues. Stamats. Promises kept. |
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