Keeping it Human While Embracing AI
Few developments have surged as rapidly as artificial intelligence (AI), which now stands as the top priority and major concern for marketers worldwide according to multiple industry surveys including recent…
Insights
Putting Your Brand to Work: Student Recruitment
In the “Putting Your Brand to Work” blog series, I’ll explore four of the most important uses of brand in higher education. Given the enrollment challenges many colleges and universities…
Travel Insights: Holiday Holidays
The holiday season is upon us and that means many Americans are making decisions between staying home, traveling to visit friends and family or setting out on a fall or…
Getting Your Board on Board
While developing or refreshing an annual marketing plan, my clients and I review metrics and see how far we’ve come on our plans and strategies. We consider the effectiveness of…
Before You Brand: Organizing Your University MarComm Office for Success
Marketing in higher education can be especially challenging. Many university leaders place unrealistic expectations on their marketing teams, as if simply “telling our story better” can substitute for the kinds…
Travel Insights: Travel Catalysts
Travelers are driven by cravings and must-have experiences that are manifesting in a sense of spontaneity in their trip planning. Nearly three in five travelers reported having no specific destination…
Brand is Culture: Your Most Important Audience is Internal
On most college and university campuses, talking about the organization’s brand can be risky. At best, such discussions are met with indifference or maybe eyerolling. At worst, they can be…
Brand is Strategy: Your Strategic Plan is Likely Missing It
As a former faculty member and provost, I’ve participated in my share of strategic planning in higher education. Annual department work plans, five-year university plans, state-level system plans. I can…
Travel Insights: The Positive Impacts of Travel
Travel has a profound impact on our society and our lives. It is an incredible economic engine fueling communities, producing an economic footprint of $2.8 trillion, and supporting more than…
Brand is Experience: Your Actions Speak Louder Than Your Marketing
As a former provost, the best part of watching my university launch a new brand wasn’t seeing the new ads on social media or the signs on campus buildings and…