Formation Continue du Supérieur

8 juillet 2015

“Harvard Adopts Chalk”: The Importance of Brand

By John Ebersole - EvoLLLution. It has often been noted that institutions of higher education are prone to “follow the leader” behavior, especially when it comes to innovation and the acceptance of new ideas. What the big-name institutions say, adopt and do is seen as providing a type of legitimacy that can be used as “cover” for decision-makers at lesser-known schools. If Harvard, Stanford or MIT are doing something new (say, MOOCs), then it’s seen as acceptable for others. More...

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5 juillet 2015

The First Law of Branding

By Michael Stoner. Several years ago, I realized that Barry Commoner’s first law of ecology (“Everything is connected to everything else. There is one ecosphere for all living organisms and what affects one, affects all.”) applied to branding, too. More...

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14 juin 2015

How I Convinced My Faculty to Embrace the Surfboard

By Pam Hardy. Professional schools tend to be risk-averse, perhaps none more so than law schools. It’s a serious profession with a serious approach to its discipline. As a creative professional, this can be challenging. Pushing people outside their comfort zone takes tact and skill, but if done right, the rewards are worth the risk. More...

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14 juin 2015

To Boost Media ROI, Stop Wasting Time on 3 Things

By Kristine Maloney. The role of campus media relations professionals has evolved significantly in the last dozen years and the threshold for success is higher than ever. Within the increasingly competitive world of higher education, strong media placements have become more valuable and therefore more highly coveted. More...

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14 juin 2015

Let’s Knock Down the Silos

By Paul Redfern. Every Intro to Marketing class covers the 4 P's of marketing: Price, Place, Product, and Promotion. Though higher ed may cringe at those terms, Chief Marketing Officers who limit their scope to Promotion will miss opportunities for distinction in the booming digital communications marketplace, unless they are involved in product development conversations, as well. More...

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9 juin 2015

Study in Wales brand to promote Welsh HE

By Beckie Smith. Universities Wales, the country’s representative body for higher education, has partnered with British Council Wales, the Welsh government and the Visit Wales tourist board to launch a new brand to promote Welsh universities internationally. More...

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1 juin 2015

To Agency or Not to Agency

By David Baker. Market position, branding, messaging: these terms were once reserved for big corporations hawking everything from soft drinks and toothpaste to luxury cars. But such words now echo inside the halls of academia. While reasons for this are a complex stew of rising costs, declining state funding and fierce competition, it’s plain to see that universities are spending more money to attract students using media channels that didn’t exist within academia a few years ago. More...

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26 mai 2015

Content Matters: La importancia del Branded Content

¿Cómo volver a conectar con un público que se resiste a aceptar la publicidad tradicional? En una época en la que una gran parte de los formatos publicitarios han perdido la atención y el interés de sus clientes, se busca la reconexión a través de contenidos de calidad. ¿Estará aquí la clave. More...

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25 mai 2015

Get By With (A Lot of) Help From Your Friends

By Michael Stoner. A university’s ambitions may be lofty and its programs peerless, but if its communications are lost and messages ignored amid the visual and aural clutter of our ever-expanding media universe, it won’t flourish. That’s why authentic and memorable brands stand out in academe. Consider American University’s WONK campaign, for example: love it or hate it, the results have been positive for American. More...

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13 mai 2015

Pensez marque avant de penser offre

Blog Educpros de Ghislain Bourdilleau. Comme je l’ai déjà écrit ici et là, l’offre n’est que la finalité de ce que vous faites mais pas ce que vous êtes. Si vous voulez ajouter de la valeur ajoutée, vous ne pourrez pas faire sans l’offre, mais vous ferez peu en vous en contentant. Une fois dit cela, le plus dur reste à faire afin d’échapper à la course au conformisme et aux grosses tartes à la crème (innovation, excellence, international, développement durable)… mais comment. Suite de l'article...

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