Higher education marketers are constantly trying to get into the brains of prospective college students. Every year, the Cooperative Institutional Research Program at the Higher Education Research Institute at UCLA publish their annual Freshman Survey report, covering a wide variety of topics from career aspirations all the way to their tendencies to party. Below are some of the key trends exemplifying these incoming students and the changing academic landscape.
What's new, what's next, what's best, and how it all fits in to a successful digital marketing strategy… Get inside our head with these helpful resources—from blog posts to best practices guides—written by our team of experts.
Here’s a round-up of three short projects that will tune up your higher education marketing plans this year. Each project will increase your campaign’s reach to prospective students on the web. Pressed for time? We’ve included a quick fix for each item if you’ve only got a few hours to invest.
If you find yourself confused when it comes to distinguishing between segments and personas, you‘re in good company. Even marketers with years under their belts can get tripped up on the difference between these two terms. So what exactly is the difference and how does each play into a marketing strategy? Here’s your explanation, in sixty seconds.
Web Content Strategy Defined
According to Kristina Halvorson, author of the seminal text "Content Strategy for the Web," content strategy means "planning for the creation, delivery, and governance of useful, usable content." Simply put, this means thinking about so much more than just what we make, but also when, where and for whom we make it, as well as *why* and *how*. We need to actively care about our content at every point in its lifecycle to ensure it succeeds, both in serving our organizational interests and our users' needs.
On the Road Again: Conference Takeaways from HighEdWeb New York and the Web Conference at Penn State
The Northeast is lovely this time of year, but you know what’s lovelier? Hardcore higher-ed know-how. And that’s what I found last month at the HighEdWeb New York conference in Ithaca, New York, and the Web Conference at Penn State in State College, Pennsylvania.
Higher education marketers have a lot on their plates as they try to balance out reaching out to prospective college students, engaging their current students on campus, and finding a way of creating a community amongst alumni. Lucky for them, there are a wide range of social media outlets available that provide a diversified approach to engaging with students. According to the annual Freshman Survey, 27.2% of students spend 6 or more hours on social media every week.
We hate to brag, but we’re really proud of our awesome collection of colorful and plentiful collegiate pennants. They hang around the office as a reminder of all the cool colleges and universities we’ve worked with. Being so well versed in the world of higher education digital marketing strategy has taught us plenty of really important lessons, ones that we share with each of our clients as we kick-off a new project. And now we’re sharing with you.
Alumni associations “face myriad challenges staying relevant in today’s world” with membership at many schools “running flat or declining.” Alumni engagement is competing with:
Higher education is not going anywhere. But it is changing - in some ways, dramatically.
In recent years, the industry has seen rapid disruption that has driven a change in the way institutions communicate. Because the need to attract, retain, and engage students, faculty, alumni, and staff has not gone away, but it has become much harder to do.
That's where digital strategy comes into play. In a challenging and competitive industry, having a plan and a purpose can be the difference between shortfall and success.
The serenity of life on a college campus can be interrupted without a moment’s notice by a crisis. This could be an inclement weather event, a chemical spill, or even an act of violence.
When these incidents occur, communications staff must immediately spring into action, keeping both the immediate and extended campus community informed. This is when your website transforms from core business asset to invaluable crisis communications platform.
In the wild world of web design, terms like UX and UI get thrown around all the time. But what do these mean exactly? While UX (User Experience) and UI (User Interface) design are both crucial components of delivering an exceptional web experience to end users, they are not the same. We’ll quickly break down the key differences between the two and talk about how the two integrate with each other.
Universities everywhere are breathing a sigh of relief. For most, tassels have been flipped, mortarboards flung in the air, and the academic year has come to a close.
Summer is a quieter time on campus, which provides the opportunity to play a bit of catch-up on tasks and projects that eluded us during the school year. So, with a better digital presence in mind, how can you take advantage of this time to shine brighter come the fall?
After a decade of working with numerous Content Management Systems such as Sitecore, Adobe CQ, Ektron, Kentico, and Wordpress, I recently joined OHO Interactive and, for the first time, I’m diving deep into the Drupal CMS, including attending this year’s DrupalCon earlier this month. DrupalCon Los Angeles was a great experience - in fact, I was completely blown away.
Imagine going to your favorite blog and seeing they’ve just posted a video entry instead of the usual text-based one. A lot of users might think it’s pretty cool, but other users, particularly those with a hearing impairment, might not think so. That’s because most videos on the web aren’t captioned, making them disappointing experiences for people who can’t hear.
Ever since Erik Runyon published his post on carousel statistics for the Notre Dame website, there has been plenty of debate on whether carousels are an effective way of providing navigation and information to users. Seeing that carousels are used universally on a wide variety of websites - including e-commerce, higher education, and B2B platforms - one would think the answer would clearly be yes. However, sites such as Should I Use a Carousel have fervently come out and opposed them.
The Communicator Awards is an annual competition honoring creative excellence among communication professionals. Overseen by the Academy of Interactive and Visual Arts (AIVA), the awards draw thousands of entries making it the largest awards of its kind in the world.
While Oreo’s and Old Spice’s social media campaigns make it seem like Twitter is built for consumer-focused companies trying to sell a product, there is plenty of room for other folks trying to master social media to play ball as well. By fully utilizing its simplicity, wide reach, and analytical prowess, Twitter can become an incredibly effective tool for any marketer.
Do you want to know the secret messaging strategy of one the most recognized non-profit online schools in the country? It isn’t confidential. It isn’t stolen. It’s right out in the open – on YouTube:
One of the foundational deliverables for a website project is a content audit. A content audit is a comprehensive website evaluation that takes into account multiple quantitative and qualitative factors in order to gauge current content quality, components, connections, structure, and function.
You know the adage “if it ain’t broke, don’t fix it”? Well, a website content audit helps us know what is broken so we do fix it. And often, you get the added perk of discovering some buried or obscured content gems that you’d want to do more with in the next iteration of the site.
Senior year of high school is marked with a lot of really exciting moments -- homecoming, prom, graduation, and of course, deciding which college to attend in the Fall. And to make sure the excitement doesn’t waver during the time in between getting the acceptance letter and making a decision, schools put a lot of effort into creating a bond with accepted students with websites designed just for them.