What idea does your institution want to advance?

This comment was posted in response to an article by Paul Redfern in Inside Higher Education about brand development, specifically the long-standing and successful brand work done at Gettysburg College. The story was then picked up by Elephant Creative, a UK marketing firm.  The Cognitive Marketing team is very proud of the Gettysburg College brand—not just ourRead more

Levels of Joy

When Aretha Franklin performed the song, (You Make Me Feel Like a) Natural Woman at the Kennedy Center Honors awards ceremony, the honoree, Carole King, said it “put her rungs higher on the levels of joy.” I can relate. Though I’m not able to carry a tune, I’ve been transported many times to a betterRead more

Why getting my son into the right college is not enough

For the last two months, my older son has hit the “SUBMIT” button on the Common App several times. Together, we completed the FAFSA and CSS financial disclosure forms. We are fortunate in that my son receives excellent college counseling at his high school and that he has many family mentors upon whom he canRead more

Five Steps for Student Recruitment Through Social Media

In an age where teenagers are increasingly adept at “tuning out” traditional media, and technology gives them more ways to do so, social media is becoming the channel that offers prospects the most authentic view of a college. To convey the impact that a great social media presence can have on meeting your enrollment goals, I’ll draw yourRead more

Embracing Change Without Losing Your Soul

Every college and university is under pressure to evolve in response to the changing market for higher education, but for some, the evolution that is necessary to re-establish institutional viability seems more like a revolution. How do schools make “revolutionary” changes without losing their institutional integrity, or, if you will, their souls? If, for instance, youRead more

Measuring Success of Admissions Campaigns

Our clients–and their trustees–are always on the look out for metrics that demonstrate ROI and success in admissions marketing efforts. Although we’d like to be able to track from the first ad impression through to the enrolled student that arrives on the first day of class, the trackable metrics can only bring us so far.Read more

Gamification in Higher Education: Enrollment and Retention

(Originally posted on the Scannell & Kurz Enrollment Management Blog) The word “gamification” has been thrown around a lot lately in the world of higher education. Originally used in the marketing sector, gamification’s popularity stems from its ability to sell a product or brand more effectively by using metagames (short, playful experiences) to interact with customersRead more

Five Takeaways From CASE Summit 2014

1. Ideas Trump Loyalty:  John Sexton, President of New York University, led an interactive session entitled “A Whole New World,” in which he posited that while a time traveler arriving today from one hundred years ago, or even from Oxford and Cambridge one thousand years ago, would likely recognize our universities and colleges as littleRead more

Experiential Websites: Focusing on The User

I spend a lot of time on the Internet. Some days I look at hundreds of web pages—checking my e-mail, conducting research, purchasing products or services, working (of course) and countless other tasks. In the past, there has been a tried and true formula for the most efficient and reliable way to set up aRead more

Effective Stories Take Risks

Improving storytelling is not just a simple matter of ensuring the college or university is portrayed as a catalyst or important ‘character’ within each story; it’s also about being bolder, braver, and more willing to create tension. Dramatic story telling involves protagonists and antagonists, good and evil, conflict and resolution. Too many stories written forRead more