Here are five things every leader should know about crisis communication that can foster success in your next crisis:
Establish a Comprehensive Plan: Anticipation is paramount. You should already have a thorough crisis communication plan detailing protocols, roles, and responsibilities specific to your industry. This plan should outline steps to be taken in the early stages of a crisis to ensure a rapid and efficient response. When your stakeholders are involved, quick action can save lives.
Designate a Specialized Team: Assemble a dedicated crisis communication team comprising people from diverse departments within your organization. Led by the Internal Communications team, this team should be thoroughly trained in the plan, have access to clear communication channels, and be prepared to act swiftly during a crisis. Consider including legal, HR, security, operations, and risk management experts to ensure a holistic approach to crisis management.
Assess the Situation Thoroughly: Prioritize gathering accurate information and assess what’s happening. Determine the gravity and potential ramifications of the crisis, identify all relevant stakeholders, and anticipate any obstacles that may arise. Think like a concerned citizen or reporter and consider their perspectives and what they want to know by developing a methodical and investigative approach to uncovering valuable insights about the event.
Embrace Transparency and Authenticity: During a crisis, timely communications, transparency, authenticity, and unwavering resolve are indispensable. Promptly acknowledge what is happening, take ownership of errors or wrongdoing, and communicate openly with stakeholders. Admitting accountability cultivates trust and credibility among your audience.
Remain Flexible and Adaptive: Adaptability is a cornerstone of effective crisis communication. As new information surfaces and the crisis evolves, be prepared to adjust your communication strategy accordingly. Keep track of media and communication responses. Stay agile, remain proactive, and learn from past experiences to refine your crisis preparedness efforts.
The first 60 minutes of a crisis are pivotal in shaping its trajectory and mitigating potential reputational harm. Leverage expertise when and where possible. Adhere to these principles and navigate crises effectively while safeguarding the well-being of the institutions and the communities you serve.
Need help to prepare for your crisis response?
The Stamats Crisis Communications team is experienced and ready. Connect with us before your crisis occurs.
From chatbots facilitating customer service interactions to personalized recommendations on streaming platforms, AI permeates our daily activities. In business, it powers financial projections, healthcare management, and even content creation. In communications, it helps organizations plan and manage crises, develop content for blogs and media, and understand audience sentiment. The list of tools and platforms to help us do our jobs better goes on ad nauseam.
And these tools are getting smarter every day. They’re allowing communicators to free up time spent on building out lists, monitoring coverage, and spray-and-pray approaches to PR so they can fine-tune messages, optimize content, and engage with segmented audiences more definitively.
Despite these undeniable benefits, ethical considerations remain paramount. PR professionals must uphold their steadfast commitment to professionalism, accuracy, and ethics, even more so in the responsible use of AI. PR pros must constantly verify content accuracy and uphold ethical standards when employing AI, all while preserving human creativity and empathy. While AI enhances efficiency, it cannot replace the genuine human connection essential in effective PR strategies.
As the digital landscape evolves, PR practitioners must embrace AI while staying vigilant of its potential risks. By employing AI responsibly and ethically, PR professionals can leverage its profound potential to elevate their craft and drive meaningful engagement with their audiences.
The Public Relations Society of America’s recent report, Promise & Pitfalls: The Ethical Use of AI for Public Relations Practitioners, complements an extensive list of resources PRSA has curated over the past several years to educate members and communications practitioners on emerging AI technologies, tools, and services. You may want to bookmark the page as a resource.
Below are highlights gleaned from the report as well as from our own experiences as public relations professionals and content creators:
AI streamlines editing but risks misinformation. Fact-checking remains essential.
Verify sources rigorously to avoid plagiarism and ethical breaches.
Address bias and diversity; AI won’t do it for you.
Use AI for checking work, but be cautious with data input. Whatever you put into the tool, including financial and personal data, stays there forever and can be used in countless ways.
AI enhances creativity but doesn’t replace human ingenuity.
Even if utilized correctly, AI will not replace the powerful PR pro. Today’s AI tools are excellent ways to spark ideas, develop a structure for your content, and experiment with different voices and styles. It should not replace your brain—original ideas and content and engaging in meaningful dialogue with your specific audience.
Just as we continually refine our communication skills, it’s crucial to approach the integration of AI into our roles with the same level of diligence, professionalism, and attention.
To learn more about building powerful PR programs, connect with Michele at Stamats.
Female pioneers and innovators in these sectors continue to have a lasting impact on the industry, and we are highlighting a few of our favorites to appreciate how far we have come.
Elizabeth Arden — Cosmetics Pioneer
Among the earliest examples of a woman in marketing is Elizabeth Arden, who founded her cosmetics company in 1910. She transformed her scientific research as a nurse using burn creams and skin salves on patients into a brilliant brand, creating her own skincare products that appealed to women. Her first Red Door salon opened on New York City’s Fifth Avenue in 1910, becoming a global icon by the 1930s. Arden innovated the makeover concept, offering free consultations and demonstrations at her salons. In 1916, Revlon purchased the cosmetics company for $870 million.
Helen Lansdowne Resor — Advertising Mogul
Helen Lansdowne Resor was the first female copywriter at the prestigious ad agency J. Walter Thompson in 1908. Her advertising prowess revolutionized advertising by appealing to consumers’ emotions through storytelling. Described by the New York Herald Tribune as the greatest copywriter of her generation, she went on to become vice president of the J. Walter Thompson Company. We all have Resor to thank for championing social causes and women’s rights in her campaigns and for introducing sex appeal into advertising with her then-infamous and racy “A Skin You Love to Touch” campaign for Woodbury Soap.
Mary Wells Lawrence — Mad Men’s Real-Life Peggy Olson?
Mary Wells Lawrence founded her agency, Wells Rich Greene, in 1966. Memorable jingles and taglines originated from her agency, including Alka-Seltzer’s “Plop Plop Fizz Fizz ” and Midas’ “Trust the Midas Touch.” Wells Lawrence, the first woman inducted into the Copywriters Hall of Fame, was truly a trailblazer in her industry.
Barbara Proctor — Legendary Agency Owner
Barbara Proctor was an African American advertising executive and entrepreneur. She was a trailblazer in the advertising industry, notably as the founder of Proctor and Gardner Advertising, one of the first advertising agencies owned by an African American woman. Proctor made significant strides in breaking down barriers for women and minorities in the advertising world. Throughout her career, she was known for her dedication to diversity and inclusion in the industry. Her legacy continues to inspire future generations of advertising professionals. Her credits include helping to introduce Beatles records to America through a deal she sealed while working for Vee-Jay Records.
Barbara Walters and Oprah Winfrey — Media Mavens
Barbara Walters became the first female co-anchor of a network news program in 1976. From the Today Show to ABC’s 20/20 to The View, she was famous for her in-depth interviews with the world’s leading personalities, politicians, and activists.
Oprah Winfrey is perhaps one of the most influential media personalities of all time. She started her career as a local news anchor and talk show host and later launched her own network, magazine, book club, and philanthropic foundation. She is widely respected for her inspiring and empowering messages and humanitarian efforts.
These are just some of the many women who have made history in marketing and communications. Their legacy inspires us to continue to innovate, create, and communicate with passion and purpose. Who comes to mind for you first as a Woman in Marketing and Communications? Past or Present?
Consider these various tactics as part of your strategy, with examples from some of the world’s biggest brands:
Research and Understand Your Audiences. Invest time in understanding the needs, preferences, and behaviors of your diverse audiences. Conduct research to gather insights into their pain points, desires, and perceptions of your brand. Learn how they consume and share information, such as what channels, platforms, and formats they prefer.
In its award-winning campaign from 2021, P&G related to the societal issues its consumers face and tackled racism in a multi-channel approach, including its own My Black is Beautiful platform.
Develop Marketing Personas. Use the insights gained from your research to create detailed marketing personas that represent your diverse audience segments. These personas will guide your brand messaging and help you speak the right language to reach your intended audience.
Position Your Brand Around Audience Needs. Focus on addressing the specific needs and aspirations of your diverse audiences, rather than highlighting their diversity. Avoid stereotypes and instead emphasize how your brand can solve their problems or fulfill their desires.
For example, in Dove’s latest campaign, they employed a multi-channel approach to spotlight girls’ perceptions of body image. Surprisingly, half of teenage girls drop out of sports due to poor body image. By partnering with Nike, Dove aims to tackle this issue among their shared audiences, positioning themselves as leaders in empowering coaches to better support and advocate for young athletes.
Adapt Brand Elements. Tailor your brand elements, such as color palettes, language, and visuals, to resonate with your diverse audiences. Consider working with graphic designers to create color schemes that appeal to different age groups or cultural backgrounds. Avoid cultural appropriations and generalizations.
See how Häagen-Dazs used color as they market to millennials to capture a new generation of consumers.
Collaborate with Organizations and Influencers that Value Diversity. Co-create brand stories that authentically represent the experiences and perspectives of your diverse audiences. Leverage storytelling to connect with your audience on an emotional level and showcase the inclusivity of your brand.
Netflix embraced this strategy by collaborating with The Latinx House, the Sundance Institute’s Women at Sundance program, and Shondaland for Latina and non-binary Latinx directors seeking invaluable experience opportunities in the entertainment industry to create The Adelante Directors Fellowship. This year-long program supported selected directors’ professional development and helped to create a pipeline to support independent filmmakers.
Measure Effectiveness. Continuously monitor the effectiveness of your branding efforts by collecting feedback from your diverse audiences and analyzing performance metrics across various channels. Use this data to refine your strategies and ensure your brand resonates with all stakeholders.
As marketers, our job is to embrace inclusive branding practices and commit to creating brands that authentically represent and resonate with diverse audiences. By following these steps, we can build stronger connections with our customers and stakeholders, ultimately driving success and growth for our brands.
Whether you are updating your existing personas or creating new ones, expertly crafted personas will provide a boost of power for your strategic brand and marketing initiatives.
1. Audience Understanding
Personas provide a deeper understanding of target audiences by capturing key demographic information, behaviors, preferences, and pain points. This knowledge helps define strategies that better resonate with your audiences.
2. Targeted Marketing
Create more authentic and interesting marketing tactics specifically addressing the needs and interests of different audience segments. This shows you’ve paid attention to your audience and value their unique aspects.
3. Enhanced User Experience
By identifying pain points and preferences, you can create more personalized and seamless interactions. Whether it’s through tailored messaging, recommendations, or call-to-actions, personas will ensure a successful user journey. For example, given Emily’s preference for seamless digital experiences and mobile access, XYZ Company will understand best how to reach and interact with Emily for an optimal engagement experience with a higher chance of conversion.
4. Content Relevance
Pay attention to the topics, formats, and channels that resonate most with various demographics to capture attention and drive engagement more effectively.
5. Efficiencies
By focusing on specific personas, marketers can prioritize audience segments with a higher rate of conversion, leading to a better ROI.
6. More Effective Communication
Personas provide valuable insights into how their target audience prefers to communicate. Whether it’s through social media, email, or in-person interactions, personas can help customize communication strategies to better reach and convert target audiences.
7. Strategic Decision-Making
Personas serve as a valuable tool for guiding strategic decision-making and budget allocation. From brand and marketing to retention and customer service, personas can provide intelligence for prioritization and planning.
8. Competitive Advantage
Those who invest in persona development gain a competitive advantage by being better equipped to meet the needs of their target audience. Understand your audience segments on a deeper level to differentiate and position yourself as an industry leader.
9. Measurable Results
Measure impact with a clearer picture of how each persona segment responds to key metrics such as engagement, conversion rates, and satisfaction. Make data-driven adjustments as needed.
10. Adaptability
In today’s rapidly evolving landscape, personas provide the flexibility to adapt to changing market conditions and customer preferences. By continuously updating and refining personas, you can ensure your strategies remain relevant and effective over time.
Personas play a critical role in today’s world by providing a deeper understanding of target audiences and enabling the creation of more personalized and effective strategies. Investing in persona development can help gain a competitive market advantage, drive engagement and loyalty, and ultimately, achieve greater success in today’s dynamic marketplace.
Interested in personas?
I’d love to help you get started with your first persona or help refine an existing persona.
As your business evolves, so should your brand platform and how you express it. Here are some questions to ask yourself to determine if your brand platform conveys who you are today.
When was the last time your brand was updated?
If it’s been more than five years, chances are your brand doesn’t reflect your current business needs. If your logo is more than 15-20 years old, put that on the table as well. Staying relevant to the market and competition is important in brand expression. A brand refresh can assure your audience you are keeping up.
Does your brand align with your strategic plan?
Your brand should support and communicate your strategic objectives, whether it’s expanding into new markets, launching new products or services, or increasing customer loyalty. Also, consider micro branding if it’s not time for a brand update, but your portfolio, products, and services need special attention.
Has there been a change in the competitive environment?
Your brand should differentiate you from your competitors and highlight your unique selling proposition. If your competitors have changed their branding or positioning, you may need to evaluate and adjust yours as well. Do you have a clear positioning and messaging strategy that sets you apart from the rest? Do you have a strong brand personality that appeals to your target audience? Do you have a consistent brand voice and tone that conveys your brand values? Updating your brand platform to set you apart is key.
Are you seeing enrollment decline or increase — new programs?
If you’re in the education sector, your brand should reflect your academic offerings and attract prospective students. If you’ve added or removed programs, you may need to update your brand identity and marketing materials. If you have launched new programs or services, or expanded your reach or scope, you need to update your brand accordingly. Showcase your innovations and achievements. Highlight the benefits and outcomes of your programs.
As you ponder these questions, consider your next branding step. A strong brand can help you grow your business, increase your visibility, enhance your reputation, recruit, and retain talent—and boost your bottom line.
Thankfully, you don’t have to be part of a billion-dollar company to have an outstanding brand. But you will need a brand champion who can guide your organization through these three areas.
Brand Strategy
A brand champion will help create a brand strategy and then advocate ongoing implementation and effectiveness. There’s more to brand strategy than a new logo or even a redesigned website (though we love both of those initiatives). Developing a great brand will involve strategy around your core values and messaging. It may mean changes to your signature academic programs. Or pushing for increased funding for market research. Or working to update aging facilities.
Asking hard questions such as, “Has enrollment stalled?” or “What happened in the latest capital campaign?” requires sensitivity and care. A brand champion’s role includes listening to different points of view, envisioning where the brand could go, mapping out the strategy, and then seeing it to completion.
A brand champion will create a clear understanding of an organization’s brand, both internally and externally. Telling your institution’s story is never a one-and-done effort. Each organization has compelling qualities important to you and to the marketplace so it’s critical to constantly maintain that overarching message everywhere (think social media, website, email marketing, etc.).
A brand champion develops confidence in the reputation and integrity of your organization and uses all necessary communication tools to get that message out to your current students, faculty, and staff—and to your community stakeholders and potential students.
But your brand is only successful if people buy into it.
Brand Community
A brand champion will help build community around your brand. What is the use of having a brand that doesn’t resonate with your key audiences? Once your brand strategy is in place, your brand champion will be its greatest advocate. Establishing a brand that students, staff, faculty, leadership, and other stakeholders can identify with and support requires thoughtful, reliable, and ongoing work.
Stamats has well over 30 years of experience in brand strategy, working with 30+ Fortune 500 clients in 20+ industries, with education and healthcare at the top of the list. We continue to serve as brand champions for numerous organizations, working to enhance or revitalize a client’s brand and support their overall marketing strategy.
In 2018, we worked with one of the top HBCUs in the country—North Carolina A&T State—to help them gain new insights while rethinking their brand. Gaining input from senior leadership, deans, students, and others, their brand identity was recreated and then translated into powerful messaging and visual treatments. Aggies Do! was born.
More recently, we’ve partnered with Pima Community College in Tucson to overcome multiple challenges, such as identity damage that resulted in declining enrollment. We proposed a new brand communication plan. After in-depth market research, a refreshed logo, and a revitalized brand promise, their new brand identity was launched via a multi-channel campaign. And the results are as we expected—early enrollment figures support their new story and erase outdated perceptions.
The values of any great brand champion must include perseverance, integrity, and empathy. The work can be hard and extensive. Convincing various key audiences to switch from what they’ve always done to something new takes extraordinary communication skills, honesty, and an understanding of different perspectives.
If you want to discuss how we can help you champion your brand, email us to start a conversation.
Ready to Get Started?
Reach out to us to talk about your strategy and goals.
From planning your photoshoots to casting to communicating your expectations with your photographer, here are ten tips to help you get the most out of your campus photography.
1. Authenticity is everything
Your photographs need to represent your campus experience. Avoid anything that wouldn’t happen on campus. It’s essential to show a positive, but real, feel of what it’s like on campus.
Effectively planning your photoshoots, communicating with your photographer, and properly preparing will ensure authenticity.
Authenticity is the foundation for obtaining photographs that share your story.
2. Find inspirational photographs to share with your photographer
Define the look and feel you want for your institution’s photography, by curating a collection of sample images. This will help you and the photographer manage expectations while being on the same page.
Pay close attention to lighting, subject matter, and tonality. Set a benchmark for your institution’s photography to help illustrate what you are looking for.
3. Good lighting can make or break a photograph
College campus library photographed at dusk.
As you walk around your campus take notice of when it looks its best. Pay attention to shadows, lines, and the way the sun directly hits the buildings. Light creates mood, and can draw attention to areas of focus.
The best time to photograph your campus will be first thing in the morning or later in the evening. When the light is directional most often will provide the most dynamic imagery. Avoid harsh lighting and capturing your campus when the sun is at its peak.
Ask your photographer questions about lighting to ensure they have an understanding on how they are going to achieve the look and feel you desire.
4. Know your audience
While the fundamentals of a good photograph are important, the subject matter should be tailored around your audience. Where will these images be seen, and who will see them?
Are you trying to catch the attention of prospective engineering students or journalists? Asking these questions provides insightful direction to give to your photographer, and adds deliberation to what they capture.
5. Highlight hallmark locations on your campus
Highlight hallmark locations on your campus.
Where are the best places to showcase the beauty and activity on your campus? Are there any historic buildings that tie into your institution’s story?
Consider any locations with unique architecture, landscaping, lines, etc. These photographs will provide many uses across your website, printed collateral, advertisements, etc.
Take a look at the areas on campus where people gather, and socialize.
6. Work with multiple photographers
Not all photographers are created equal, and it may take a few attempts to find a photographer who shares the same vision as your institution.
Try several different photographers with different styles and philosophies to create a lasting relationship. Efficient collaboration takes time, so don’t be afraid to explore multiple options.
Sample from photographers that specialize in events, commercial photography, corporate photography, and even weddings. An effective photographer will understand the goals, work with the light, and share your vision.
7. College students are a diverse group & the photos should reflect this
Avoid stereotyping and gender bias. Inclusion at the collegiate level is critical and this needs to show through in your institution’s photographs. Communicate this with your photographer to give them clues on what to look for when they are directing and planning their photoshoots.
Do you have any groups, clubs, or committees, based on diversification? Consider these areas for photographs. This may take some staging, but use this as a starting point in planning your shoot.
8. Prepare the setting and tone with the subjects
Don’t: Over pose your subjectsDo: Capture genuine interaction
Impactful photographs avoid unnecessary distractions within the photograph. Avoid things like exit signs, light switches, garbage cans, clutter, etc. in your photographs.
Taking the extra steps to prepare the setting helps strengthen the intended message or focus of the photograph.
Find areas where the foreground and background better help tell the story and set the stage for giving your audience a feel for the location.
The goal is to create photographs where the subject isn’t “camera aware” to strengthen the feeling of authenticity. The comfort of the subjects is critical in creating authentic photographs.
9. Use timing to your advantage
Fall photograph of campus building
Plan photoshoots around the season or time of year. Often campus photography is in the fall when classes are back in session.
If you are located in an area with changing of seasons, it’s an opportunity to create diversity in your photography.
Important events at key locations on campus are a good time to plan for your photoshoots. Use these events to show the activity, diversity, and setting of your campus. Also, a great way to capture the energy and feel of the campus.
10. Identify the intended use for the photographs
Knowing exactly where and how the photographs will be displayed is critical in getting the most out of your photographs.
Not only does this create an effective dialogue with your photographer regarding your expectations but it will also help you plan based on the time of year, lighting, campus events, etc.
Multiple shoots will likely be necessary to create deliberate and functional photographs.
Things like cropping, negative space, and composition can be identified in the planning stages to create photographs that best fit their intention.
First, it is more effective to focus limited resources on a handful of programs than on an entire curriculum.
Second, by swarming a smaller number of programs with more resources, you are more likely to have an impact in the marketplace and specific targets within that market.
Third, this approach, when successful, tends to boost campus confidence and support for the philosophy of a target audience-centric and market-based approach to academic programming.
Finally, there is a “rising tides” effect. It is highly likely that these programs will become cash cows, and the resources they produce will help lift those programs and areas—even the institution as a whole—that do not have the ability to generate sufficient resources on their own.
Designating Signature Programs
As you consider which programs to more aggressively promote, consider programs that:
Are already of consistently high quality at your institution
Are undersubscribed by prospective students (you have capacity)
Have high margins (think business programs rather than nursing)
Are scalable (easy to ramp up in response to market demand)
Have high interest in the marketplace:
Prospective students
Employers
Donors
The media
Offer co-branding opportunities
Offer distinct internship and co-op opportunities
Are not offered by your competitors
Have a faculty champion in place
Have a high barrier to entry for competitors
Lead to graduate school placement
Lead to high demand and high(er)-paying jobs
While it is unlikely that the programs you identify will meet all these criteria, the more they meet, the better.
Allocating Resources
As you think about building and marketing keystone programs, you must be willing to allocate a disproportionate level of strategic resources to maintaining or enhancing the quality of these programs. This often includes investment in staffing, facilities, scholarships, and other non-loan based financial aid.
Of course, this also means that you will focus more of your marketing attention and dollars on these programs. I offer two final thoughts.
First, this is not a strategy to increase enrollment in programs that have little marketplace interest. Rather, it is a strategy that takes advantage of existing demand and marketplace interest.
Second, the signature program idea does not need to be tied to individual academic programs as such. Cornell College in Iowa delivers education via one course at a time. In this case the marketing message and differentiator are not so much what they teach, but how.
Students at Cornell enroll in one course for 18 days and when that period is done, they move to the next course. Most students participate in eight such blocks each year. Colorado College, Knox College, Tusculum College, and Spalding University have similar approaches.
A Couple of Final Thoughts
The decision to push some programs ahead of others will be met with cries of “that’s not fair” from programs that were not chosen. At one level, they are correct. It isn’t fair. But neither is pouring money into programs that are failing. The goal at all times is to benefit the larger institution rather than a handful of faculty and programs. You must stand firm and weather those cries.
Are you more worried about getting the class than shaping the class?
Have you become their second or even third choice?
Do better students melt away?
Are you spending more of your institutional budget on gift aid?
Are donors and others concerned about your long-term viability?
Any “yes” is a red flag. More than four? You’re in trouble—but you already knew that. What you may not know is the fatal flaw in your strategy and marketing that brought you here:
You settled for being distinctive when you should have been compelling.
Let me explain.
Colleges that settle for merely being distinctive tend to be institution-centric. In other words, they spend an inordinate amount of time looking inside. They are very concerned with how they feel about themselves, their offerings, and their messaging. Their strategy is driven by a core belief that if it is important to them, it must be important to others. Or worse yet, if it is important to them, it doesn’t matter if it is important to anyone else.
The result is a gradual distancing and even alienation of the institution from its audience. The institution loses its competitive place.
Compelling Qualities
Rather than being distinctive, smart institutions up their game and focus on their compelling qualities. Compelling characteristics matter to both you and the marketplace.
Not just the marketplace. And certainly not just you. Both.
Venn Diagram (at the top): The left sphere is “Our Passions,” and an arrow leads left towards “distinction.” The right sphere is “Their Passions,” and an arrow leads right towards “Distraction.” The overlap between the spheres is green and labeled “Compelling (Attraction).”
It’s a pretty simple Venn diagram. The left sphere is what you care about—your core values, the programs you offer, or your commitment to the liberal arts. On the right is what your audiences care about.
Chances are, you care about many things that your audiences really don’t. And the reverse.
Survival depends on finding the overlap. Ignore the hot topics in the faculty senate as thoroughly as you ignore what’s trending on Instagram. Only when they overlap will it matter.
(Brief interlude to imagine that overlap….)
Let’s apply this Venn diagram to the problem of attracting prospective students. Their first questions are always about academic programs. Great! You care about academic programs, too.
But they don’t want to hear about 140 all-equally-good academic programs. They want to hear about your best ones.
Did that cause a gasp in the senate chamber (or Zoom)?
Program Inequality
In theory, every academic program is equal. In practice, some are better than others. Even the faculty senate knows this. Some have better funding; some have better pedagogy.
To attract students, you must identify and push programs that:
Offer great classes & learning experiences
Lead to internships or co-op experiences
Lead to higher-paying careers
Create a clear path to rewarding work
Place students in good graduate or professional programs
Did you notice that these five characteristics matter to both you and the marketplace? The language may be different when your audience talks about these things, but it’s still what they want out of college.
Back away from the brink of distinction. Root yourself in the compelling center. Matter to your audience. And tell them about it.
If you would like to be more compelling but are not sure how to proceed, give us a call.
Stamats will listen to your situation and propose a solution that fits. We can shape and conduct audience research to understand where your audience and institutional needs overlap. We can turn that overlap into a compelling brand expression. We can pinpoint which academic programs have the greatest marketability. We can run a targeted digital campaign to drive enrollment. We can redesign your website to radiate your compelling strengths and integrate with your CRM.
