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.
The Campaign to End Community College Stigma: Why Call It A Stigma?
Steve Robinson | President, Owens Community CollegeAdvocates of America’s community colleges have been actively managing public perception since our institutions were founded. Prior to the 1947 Truman Commission report “Higher Education for American Democracy,” junior colleges…
Postsecondary Marketing in the 21st Century: Tips and Common Mistakes
Russell Winer | William Joyce Professor of Marketing at the Stern School of Business, New York UniversityThe modern era demands more from marketers—more focus on customer demand, more focus on effective messaging, more creativity in channel use. Higher education marketers aren’t immune from this shift. Given…
The Growing Role of Strategic Marketing in Higher Education
Kim Lawrence | Associate Vice President-Marketing, University of CalgaryThough many universities view themselves purely as centres of knowledge, increasing competition for enrollment dollars means they must start behaving like multi-million dollar businesses. In this interview, Kim Lawrence reflects…
Getting Social in 2019 and Beyond: Lessons for Postsecondary Marketers
Bhupesh Shah | Social Media Program Coordinator, Seneca CollegeSocial media is no longer a nice-to-have—it is an integral part of an overall marketing strategy for any organization. Yet the rate of change for social media presents a challenge…
How Higher Ed Marketers Can Keep Pace With The Changing Social Media Environment
Jaigris Hodson | Program Head in the Office of Interdisciplinary Studies, Royal Roads UniversityIt has become increasingly difficult for smaller organizations to market using social media over the last five years. Despite the challenges, though, marketers in higher education can still use social…
Target Marketing: It’s all About Your Aim
Davia Rose Lassiter | Director of Marketing in the College of Continuing and Professional Education, Kennesaw State UniversityIf the term “enrollment funnel” is a foreign concept and effectively reaching your target audience is a constant challenge, keep reading. Many marketers take aim, but they don’t always hit…
Defining and Executing on a Marketing Strategy That Targets Non-Traditional Students
Susan Kryczka | Principal Consultant, Elevate Higher Ed Jodi AshbrookMost colleges and university admissions directors are satisfied with their marketing software but dissatisfied with their institution’s social media strategy, according to a recent survey by Inside Higher Ed and…