Resources
Thoughts from our team to help you differentiate and reach the next generation of learners.
The 3 hurdles framework begins with differentiation and challenges us to think about whether or not something is truly unique. The other two hurdles challenge us to question whether people will care about how we’re different in this way and, if they do, if we can maintain that position of differentiation. At one point, for… Continued
In our quest to help a “right fit” student understand who we are and why we might be right for their experience, it’s tempting to write a great deal of narrative filled with flowery language, platitudes, and ramblings about how great we are. But the challenge of this is that most of the schools that… Continued
One of the first thing that a good accounting course teaches us is what a balance sheet is and the elements of assets and liabilities. In the accounting world, assets represent things we own like buildings, real estate, and investments. Liabilities represent things an institution might owe—its debts and obligations like loans and deferred compensation.… Continued
Admittedly, the concept of a brand is, to use a sophisticated term, squishy. As we’ve said, a brand is not tangible. It’s not something you can put in your pocket or bring to a meeting to show off. It’s hard (well, impossible) to get your arms around. This becomes even more difficult when you try… Continued
As a part of the marketing realm, brand is a term that comes with several connotations, misconceptions, and a variety of definitions. It is a confusing term that we hear a great deal about in the popular lexicon, but do we truly stop and thinking about what it means? People often say that Apple, Nike,… Continued
The marketing mix, commonly referred to as marketing’s 4 P’s, can be a very powerful tool in higher education marketing. Taking a broader view and understanding of how different functions of marketing (beyond promotion) work together can lead to crucial conversations about how to optimize the marketing function within a campus environment. When looking at… 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