Insights by Georgy Cohen

Crisis Communication Proactive Planning

March 25, 2020

On March 23, 2020, we convened more than a dozen of our clients and friends in higher ed to discuss crisis communications in the wake of the novel coronavirus outbreak, which has significantly disrupted higher education in a matter of weeks. Here are some of the highlights from our discussion.

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Scaling Your Communications Operation for Unpredictable Circumstances

March 13, 2020

After graduating college in 2001, I spent a year interning full-time at Boston.com, the website affiliated with The Boston Globe. My time was split between writing content for our tech/dotcom vertical digitalMASS and supporting the main online newsroom at the Globe.

Tuesdays were one of my scheduled days for working at digitalMASS — including Tuesday, Sept, 11, 2001. 

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Planning a Website Redesign: Free (and Cheap) Tools to Help You Get Started

December 06, 2019

When we work with colleges and universities to redesign their websites, one of the first things we do is a comprehensive discovery to assess the current state. 

Our discovery typically involves a variety of activities, such as reviewing existing research and branding, interviewing stakeholders, conducting workshops to better understand key customer journeys, and reviewing website analytics. Altogether, these activities help paint a picture of where the website is and where it needs to be as an effective business tool.

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Content Strategy Template: Draft a Content Strategy in Five Meetings

August 21, 2019

Content strategy is a transformative approach for focusing and elevating your digital communications efforts by aligning all of your content production to your key messages. Sounds simple, but developing and implementing a content strategy can sometimes be tricky to start and hard to explain.

In over a decade of leading workshops to help clients make the most of their content, we’ve developed a content strategy template, breaking down content strategy process into four fundamental questions:

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7 Ways Your College or University Blocks Effective Content Strategy (and How to Get Around Them)

June 21, 2019

Content strategy succeeds best not as an individual crusade, but as a group effort across your organization. But in higher education, the kind of culture change that content strategy often calls for can be hard to come by.

There are a few ways these challenges may present themselves within a college or university. We’ve broken those challenges down here, paired with clarifying GIFs — plus a few strategies for overcoming them.

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What is Content Strategy for the Web?

May 10, 2019

When we approach web projects, content strategy is always a part of the conversation. You can’t have a successful website redesign or other major digital initiative unless you are accounting for the content in some meaningful way. Taking a content-first approach ensures that the end product succeeds in both communicating and motivating effectively.

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5 Key Considerations for Selecting a Website Calendar

March 28, 2019

Website calendars pose one of the great challenges of higher education content management — there are a million options, every school needs one, but each school’s needs vary slightly, and nobody wants to own it. Who knows, if your college or university is like many others, a wide array of calendar tools may already be in place across your institution.

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Turn Your Brand Platform into the Foundation of Your Digital Content Strategy

February 26, 2019

If you’ve developed a branding platform, whether it was done internally or with a vendor partner, congratulations. You’re ahead of the game by virtue of having defined the DNA of your institutional identity, distinguishing it from peers and competitors alike.

So…now what? As it concerns digital marketing and web content strategy in particular, a branding platform is a tremendous step toward meaningful differentiation, but it does not enable well-intentioned communicators to get rolling right out of the box.

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Communicating with First Generation College Students on Your Website

February 15, 2019

First-generation college students are a critical demographic in the U.S. higher education landscape, comprising 34% of undergraduates in the 2011-12 academic year, according to the National Center for Education Statistics.

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Align Your Content Strategy to Your College or University Strategic Plan

January 18, 2019

I’ve worked with higher ed for a long time, and I’ve seen a lot of wonderful things. But few things are more wonderful than a thoughtfully conceived strategic plan.

Sound dull? Hear me out.

An institution’s strategic plan is a roadmap to fulfill its ambition. Ideally, a strategic plan defines a vision for the future of the institution, then lays out highly specific, realistic, and measurable goals aligned to that vision — and a timeframe in which to achieve them.

Now if that’s not the definition of beauty, I don’t know what is.

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