Resources
Thoughts from our team to help you differentiate and reach the next generation of learners.
Institutional Knowledge today announced that Dr. Anne B. Kerr, the esteemed former President of Florida Southern College, has joined the firm as a Senior Consultant. “Dr. Kerr’s impact on higher education has been remarkable. Throughout her illustrious career, she has led with vision, integrity, and a deep commitment to institutional excellence,” said Matt Certo, CEO… Continued
In most cases, the college president serves as the face of the institution—the icon and representative of the school’s vision and direction. Certainly, there are exceptions. Professors, coaches, or students may become more well-known than the president, but generally speaking, the president is the chief brand ambassador. Since many college presidents come from academic backgrounds… Continued
If there’s one thing we know about marketing it’s this: if we don’t build awareness we won’t have any customers. And while there are all sorts of ways to do that—ranging from public relations campaigns to referral programs, promotion (specifically, paid promotion) is one lever over which we have a high degree of control. As… Continued
Persona creation, in the realm of marketing, is like having a map that guides you directly to your customer’s needs and desires. It involves sketching out detailed profiles of ideal customers based on solid research and data from your current customers. These personas are more than just demographics; they’re a mix of motivations, pain points,… Continued
Introducing the 80/20 Principle If you’ve ever taken a serious look at the carpet in your home, assuming that it’s been there for any length of time, you’ll likely notice that some parts of it are much more worn than others. You might notice that the areas of the carpet near your most commonly-used entry… Continued
I recently went to a big-time college football game with a stadium filled with 75,000+ fans rooting for the home team. Since I went to a smaller school and didn’t regularly experience this on Saturdays, I’m always blown away by this enormous display of college pride: the apparel, the signage, the vehicle wraps, the mascots. … Continued
I always enjoy hearing from parents about their college trips—the campuses they visit, their kids’ reactions, and the memorable moments from their tours. These stories offer fascinating insights into what stands out to prospective students and their families. Recently, two parents shared stories with me that highlighted an intriguing trend. Despite visiting different campuses, both… Continued
Over the past few months, I’ve been engaged with two institutions contemplating a name change. For these institutions, the idea of a name change can be daunting. Collegiate names are often longstanding, rooted in history and tradition, carrying significant strength and recognition. The question arises: If we change our school’s name, will we be forgotten? … Continued
The small college occupies a unique place in society. Usually eclectic and charming with a great deal of history, small schools offer a unique setting and deliver a distinctive experience to those who enroll. One better be prepared to participate in class, and good luck trying to skip a class and get away with it.… Continued
When I tell people about my work with higher education brands, the conversation often leads (assuming they are interested) to how we typically help the colleges and universities we serve. When I give them my answer—to someone not in the industry or perhaps a casual observer—they typically nod their heads in affirmation as if to… Continued
I was at a community event not too long ago where the high school seniors in attendance (about 7 or 8 of them) were brought up on stage from the audience one at a time to receive a joint round of applause. The event, among other things, was honoring this small group of students by… Continued
Whether you are contemplating a theme for your next capital campaign or honing in on a messaging platform for recruiting the next class of incoming students, gauging the potential effectiveness of a proposed approach can be challenging. How do we know that the campaign or platform isn’t trite or gimmicky? How do we ensure that… Continued
If there’s one thing we know about marketing it’s this: if we don’t build awareness we won’t have any customers. And while there are
Man is a storytelling animal. He is a teller of stories that aspire to truth. —Alasdair Macintyre The Hidden Stories Within I was once talking with a client
Along the lines of infusing values into marketing, broadening your marketing efforts to focus more on customer needs and aspirations (instead of mere product