Higher ed has gone crazy for “branding.” Maybe too crazy. We’ve seen huge investments in “getting the word out” and “making a big impression” by colleges and universities across the country. We’ve noticed multi-million-dollar advertising campaigns to promote a school that may or may not move the needle on desired objectives. But what we’re not…Read more
Author: Rick Bailey
Changing the Way We Think About Search
Colleges and universities ritually invest millions of dollars in an outdated, over-utilized, under-performing strategy to generate inquiries. Most institutions are simply afraid to stop doing it…Read more
“Custowners”
Trendwatching is a good resource to help marketers become acquainted with and better understand current behaviors. Not long ago their editors coined the term “Custowners” to describe the hybrid of customers and owners, those consumers who actively invest or help to fund the product or service they are consuming. We’ve all seen examples of this…Read more