Making the Case for Marketing in Higher Education

Spring is in the air—the time of year when many colleges and universities are formulating and finalizing their budgets. And for marketing teams, now is a perfect opportunity to shine a brighter light on what you do, the results you produce, and value you bring to the table. In short, it’s time for marketing writ…

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All That (Marketing) Jazz

All That (Marketing) Jazz

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.

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70-20-10

The 70-20-10 Formula

I am instinctively wary of formulas. I know from long experience that the formula for the best tomato soup really isn’t. I know that the formula for sand to cement to water required major adjustment. And I’m still trying to nail that formula for homemade window cleaner. So when I heard about this formula for allocating marketing expenditures I didn’t rush in. I was a late adopter.

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Google Analytics for Cool Cats and Their Humans 1

Google Analytics for Cool Cats & Their Humans Part 1: Audience Personas

Hey, psssst. You over there. I’m sitting on some hot data, freshly aggregated and bursting with the potential for robust interpretation. All of this top secret information is in this manila envelope underneath me on this chair. (Side note: do you like how I coordinate the envelope with my ginger fur? Cats naturally have style.) Where did I get all this information about the users on your website? From your website’s Google Analytics (GA). You should really spend more time in there.

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Using Instagram and Snapchat for Higher Ed Marketing & Recruitment

By now, it’s clear that good images can stop your viewers in their tracks—newspaper, magazines, and book jacket designers have figured this out for ages. So it isn’t surprising that 140-character tweets and other text-only media have been replaced by Instagram, Pinterest, and Snapchat. However, this is not to say that text doesn’t matter because we’re too lazy to read, only that images have been complementing or even supplanting headlines.

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The Best Ad Ever

The Best Ad Ever

On my ride to work each morning I pass what is probably the best ad ever. It’s on a small, 24” by 18” plastic sign stuck in the dirt at the side of the road.
It says, simply, Stump Grinding.

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Tools for Content Marketing Success

Tools for Content Marketing Success

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!”

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Inside Higher Ed

The Big Five: Do These or Go Home

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).

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