Marketing and Branding
Marketing in today’s postsecondary marketplace needs to be more thoughtful than a t-shirt giveaway at a local fair. Establishing the institutional brand and ensuring the institution is getting the right message in front of the right individuals is the key to viability.
How Higher Ed Marketers Can Learn From the Corporate World… and Where We’re Already Ahead
Emily McInerney | Senior Director of Enrollment Marketing, Berklee College of MusicHaving worked at a startup, a mid-sized company, a corporation, and now in higher education, I have a unique perspective on how marketers—and management teams more broadly—work across these different…
Standing Out in the Sea of Sameness: The Role of Marketers in Differentiating Their Institutions
Erika Orris | Chief Enrollment and Marketing Officer, University of Maryland University CollegeThe higher education industry is in the midst of a transformation, where increasing numbers of colleges and universities are beginning to shift their focus to serving non-traditional learners with new…
Overcoming Choice Paralysis: How Colleges Can Stand Out Over the Abundance of Options
Russell Winer | William Joyce Professor of Marketing at the Stern School of Business, New York UniversityThe higher education space is evolving into a mature market, where institutions are competing fiercely for student enrollments and finding new approaches to programming that meets the demands of their…
Outsource or Stay Internal? Developing Videos for Higher Education Marketing
Jesse Borkowski | Associate Director of Video Strategy for Berklee Online, Berklee College of MusicOne of the biggest challenges with a content marketing strategy is having enough high-quality content. This is especially true with video, where production can be expensive, complex and time consuming.…
When Bad Things Happen to Good Universities
Madeleine Rhyneer | Vice President for Enrollment and Marketing, Susquehanna UniversityIt comes as no surprise to most of us that college and university campuses are microcosms of our entire nation. Good and bad behavior and positive and divisive interactions coexist…
Rankings: Should We Care?
Sean-Michael Green | Associate Vice President for Graduate Enrollment and Marketing, University of New HavenWhen I was asked to share my thoughts about the impact ranking systems have on student choice and institutional marketing efforts, I was thrilled. What an easy topic to tackle!…
Savvy Students Use an Array of Resources to Find the Right School
Karen Thomson | Vice President of Marketing, Student Life and Alumni, George Brown CollegeToday’s students are experienced consumers, and they bring that experience from purchasing cars and houses to their college selection process. No longer swayed by rankings alone, prospective students make use…