By Kelly Ruoff. “Brand management” is a simple phrase that obscures a great deal of complexity. Why is brand management so complicated? In part, because brand is what you stand for in the minds of the people you wish to reach, influence, and move to action. More...26 avril 2016
Managing Your Brand with Innovative Content
By Kelly Ruoff. “Brand management” is a simple phrase that obscures a great deal of complexity. Why is brand management so complicated? In part, because brand is what you stand for in the minds of the people you wish to reach, influence, and move to action. More...Marketing Metrics and Getting Back to Basics
By Kelly Ruoff. Villanova beat North Carolina in the final seconds of the NCAA Championship last week with a game-winning three-pointer. The shot was only made possible by a game-winning assist, which coincidentally is something that I’ve been thinking about. More...Talk About Diversity (Without Offending Everyone)
By Kelly Ruoff. Recently, we recommended to a small, liberal arts college that they discontinue their diversity and inclusion brochure.“Why?” they asked. “What kind of research do you have that shows it’s no longer an effective recruiting tool?” More...
A Recipe for Viral Content
By Rob Zinkan. There is no surefire formula for a marketing team to follow that guarantees success in creating content that has the likelihood of going viral. Admittedly, a huge part of the recipe is often luck. More...Back to Basics: The Benefit of the Benefit
By Rob Zinkan. Heading to the nearby Starbucks is usually a quick break to get out of the office between meetings (my wife insists that a stroll around the block would be a less expensive alternative), a reward for finishing some work, a 10-minute “let’s go grab coffee” walking meeting with a co-worker, or — my favorite — an opportunity to bump into a university colleague, which almost always happens. Each visit complemented by that distinctive coffee aroma. It’s all about the experience. More...Lessons from Cookie Monster
By Deborah Maue. Every once in a (great) while, an ad comes along that reminds those of us in marketing just how powerful advertising can be when it’s done well. The new iPhone 6 ad, starring Cookie Monster, does just that. More...6 Ways to Raise the Bar on Higher Ed Videos
By Jill Weaver. Today’s higher education marketing is increasingly strategic. We have data-driven decision making, sophisticated branding campaigns and advanced social media analytics. Then why are higher education videos still so achingly dull? Can we blame people for not watching them. More...Effective Social Media = Storytelling
By Michael Stoner. Social Media’s role in higher education evolved significantly over a relatively short period of time. It moved from being the subject of once-common, facepalm-inducing requests like “Make me a Facebook.” or “Can I get a Twitter?” to becoming an essential component of successful marketing and communications. More...Ideas and EdTech
By Joshua Kim. Could it be that those of us occupying the space where technology and learning intersect have some ideas of our own to spread?
Might we imagine a path where educational technology is the generator, as well as the disseminator, of new ideas. Read more...
Metaphor on Rails
By Matt Reed. Train stories aren’t my usual thing, though I have friends who enjoy them. (Stephen Karlson, I’m looking at youuuu. And Rebecca Townsend, who sometimes goes by “Becky” and does, in fact, have good hair, but is not Becky with the good hair.) This one seemed like a ready-made metaphor, though. More...
