Your guide to digital marketing KPIs for higher education.
In the ever-changing world of digital marketing, it can be tricky for higher ed. institutions to know exactly what digital marketing data to track, how to track it — and make sense of it all. With many campaigns and stakeholders with different vested interests, tracking the success of your digital efforts and setting achievable goals […]
ED.’s guide to developing a messaging matrix.
As a marketer, you understand the value of having your entire institution present a united front when it comes to your school’s messaging and brand identity. Misalignment in messaging from any area of your brand could hurt recruitment and fundraising efforts (and the higher ed. landscape is challenging enough). Translation: it’s imperative to do this […]
Not enough fish in the sea? How to staff your higher ed. institution in an employee-driven market.
Hitting major roadblocks trying to hire staff for your higher ed. marketing and communications teams? It’s not you. It’s today’s employment environment. Nearly everyone — in higher ed. and beyond — is struggling to properly staff their organizations. Filling open positions used to be about attracting right-fit employees to your university. Now it’s a struggle […]
3 reasons your higher ed. website isn’t doing its job.
Your higher ed. website is likely to be underperforming. If so, you’re not alone; a majority of higher ed. websites struggle to drive applications, enrollments, and next semester registrations. It’s an industry-wide issue. But why? There are some sneaky fundamental flaws your team of marketers, communications professionals, and IT pros don’t see. And those weaknesses […]
3 must-dos to make your higher ed.’s student testimonials hit home.
You can’t read a new book, try a new restaurant or buy a new lawnmower without checking the reviews. It’s only natural to want to know that wherever you’re going to invest your money, time and energy, it first needs to be worth it. Your prospective students are no different. And to them, peer influence […]
Purpose (and mission, and vision) statement worksheet.
In today’s competitive higher ed. landscape, touting your superlatives doesn’t count as a differentiator. You may have the oldest business school in your community. Or the fastest-growing electrical engineering program. But how much does this matter to your other (read: majority) students, or your prospectives? (Hint: It doesn’t.) You need to stand out in a […]
4 strategies to grow your higher ed.’s equity, diversity and inclusion program.
Every higher ed. institution has an iteration of an equity, diversity and inclusion (EDI) program. How well is your institution developing and executing yours? Your EDI program may be the pride of your institution, making good on your promise to create a more equitable and welcoming campus and world. Unwittingly, however, many higher ed. institutions […]
Every higher ed. marketing campaign is a fundraising opportunity in disguise. Here’s why.
Recruitment and retention campaigns have certain audiences: Prospective students, staff, and current students. But do you know who else sees those messages? Current and prospective donors. Which means the messages you’re sending to students have the potential to resonate with your donors, too. And resonate they must, otherwise you miss out on countless opportunities to […]
Measure your institution’s soft metrics to make a stronger case for support.
Hard metrics and KPIs get all the glory. When it comes to writing your case for support, they’re your A-Team. But the truth is, they don’t tell the whole story of how your brand resonates with your audience. And when it comes to inspiring your donors and supporters to take action, you need all the […]
How to revive your institution’s marketing plan after months of mayhem.
The pandemic left everything up for question, including your institution’s marketing goals. How do you follow your marketing strategy when nothing is going according to plan? How do you stay on brand after a prolonged crisis? And when you’ve finally returned to campus, does your brand strategy even resonate anymore? It turns out that returning […]