Making Institutional Storytelling More Effective

Storytelling is all the rage these days in college and university marketing. Rather than endless promotional writing extolling the virtues of the institution itself, it’s understood now that it’s better to “prove” those virtues by telling the stories of inspired faculty, gifted students and successful alumni. Stories of human accomplishment are certainly more interesting toRead more

Viewbook 2.0

The conversation has been happening in Admissions and Marketing offices on college campuses across the country for years: Is the viewbook still relevant? A 2012 article in the Chronicle of Higher Education, “For Courting Students, Glossy Viewbooks Lose Luster,” notes: “Of all a college’s courtship materials, the viewbook has long been the centerpiece. It seeksRead more

Unite Your Community of Storytellers

At a recent Brand Orientation Workshop at Keuka College, veteran staff members and current students learned about how a campus visit from Eleanor Roosevelt, back when the U.S. was on the brink of entering World War II, still inspires the Keuka College of today, especially its nursing students. Because they heard this story, they, alongRead more

Content Marketing for Higher Education

Effective marketing today, especially to college-bound people, must include a strong content marketing component. Content marketing is the art of communicating with your targets without specifically selling your institution. Modern prospects are savvy online shoppers, empowered by the vast array of information that the Internet can provide. Simultaneously, they have learned to ‘tune out’ muchRead more

We Are All Admissions Counselors

Though it was many years ago, my siblings and I were the first generation in our family to attend college. Today, as a volunteer and board member with the Horizons Student Enrichment Program, I have the privilege of being inspired by the young scholars in our city school system who are part of the HorizonsRead more

Institutional Advancement for Millenial Alumni

I am a millennial who has worked in higher education for several years. I love my alma mater, and credit it with giving me an incredible variety of experiences in just four short years. I believe colleges and universities play an important role not just in individual’s lives, but also in energizing our communities andRead more

Four Simple Habits of Great Brand Schools

If you were to ask a room of people interested in higher education to fill in a blank sheet of paper with 20 of the best-known schools in the country, it’s likely we would see a considerable amount of agreement as to the identity of those schools. These institutions would represent educational “brands” that haveRead more