Category: Thought leadership

Market Research: Where Does the Money Come From?

Almost every college/university President and CMO I talk with tells me they need and want to develop a more data-driven marketing and communications function. But most laugh nervously when I >>

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Make it Your 2018 Resolution to Avoid These Common Research Mistakes

We’re gearing up for another year of brand research and creative, and it seemed like the perfect time to review some market research best practices. Sometimes, knowing what doesn’t work >>

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Is Your Brand Working? A Checklist for Assessing Its Endurance

How do you know if you have a strong brand strategy? When you achieve your marketing goals, of course! But there are other, more subtle ingredients for branding success. If >>

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So You’re Not Going to Test Your Creative Concepts? Here Are 5 Reasons to Think Again

“The President knows what she wants.” “We did some focus groups.” “Everyone in marcom feels really great about Concept 2, and we know this place.” I’ve heard all the excuses. >>

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Articles from 2017 Worth a (Re)Read

Politics, free speech, diversity, and the narrative of a changing time not only permeated the national conversation, but also dominated discussions, debates, and articles about higher education in 2017. In >>

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Social (Media) Cues, Part I: Becoming a Hashtag Hero

For more than a decade, they’ve helped copywriters bulk up social media efforts by adding pounds to our posts. And everyone knows they’re also great for making lame jokes. From >>

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Digital vs. Traditional Marketing: What’s the Ideal Mix?

There’s no denying that digital advertising continues to grow exponentially. In its recent state of U.S. Advertising report, eMarketer forecasts that digital spending will grow 16% in 2017 alone. Mobile >>

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Putting Research into Action: A Case Study

This summer, Rutgers University announced that, for the first time in its history, the university raised more than $200 million in an academic year—11 percent higher than the previous record set in >>

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Generalizing Gen Z, and Other Dangers of Trend Reports

We are living in an age of data. And difference. Of popularity. And polarization. And, oftentimes, we’re presented with plenty of information but little clarity. It’s a dilemma facing many >>

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Creating Program-Based Marketing Budgets to Ensure Accuracy and Equity

Generally speaking, choosing a framework for developing a marketing budget is the ultimate exercise in navigating higher-ed politics and bureaucracy. And if you want (or more likely, need) to allocate >>

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