Higher Education

Social Media Feeds: Do They Belong on Your Higher Ed Site?

April 11, 2019

“We should put our social media accounts on our website!”

That phrase — or some version of it — has been uttered by someone at nearly every college or university at one point or another. But is it always the right move?

At face value, it seems like a great idea. If you’re spending the time and effort to maintain a robust social media presence, why wouldn’t you want to feature that content on your site? When you dig a little deeper, however, there’s a lot to consider.

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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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Slate CRM – Best Practices for Website Form Capture

March 22, 2019

With over 85% of prospective students ranking the website as the top research tool during a school search, a critical part of any website project is connecting prospects with admissions counselors — by means of request information forms, campus visit forms, and admission microsites.

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404 Error Pages: Crafting a Good Error Message

March 12, 2019

No matter how hard you try, at some point your website users are going to attempt to access pages on your site that no longer exist — or never existed in the first place. Maybe they bookmarked a page you’ve since removed or simply made a typo when entering a URL directly. Regardless of how the mistake was made, your site now has to decide what to do with this lost user – and get them to a relevant spot on your website..

Enter the humble 404 page.

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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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Who Are Website Project Stakeholders in Higher Education?

February 08, 2019

Stakeholders are the people or groups that have a vested interest in the success (or failure) of a project. Typically, a higher education website project is led by the marketing group. With increasing pressure on enrollment, most college or university website redesign projects are focused on reaching prospective students, making the key stakeholders for a website project the admissions groups — undergraduate, graduate, online, and continuing education.

Other stakeholders for higher education website projects typically include:

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2019 Google Analytics Benchmarks for Higher Education Websites

February 01, 2019

At the start of each year, we review website analytics data from a variety of colleges and universities to paint a broad picture of higher education website traffic trends. The data we reviewed spans from January 1, 2018 to December 31, 2018 and includes graduate programs, law schools, liberal arts colleges, universities, and adult programs. Whenever possible, we exclude internal traffic data to ensure the insights accurately convey the behaviors of prospective students, alumni, parents, and any other external visitors.

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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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9 Higher Ed Digital Marketing Objectives for 2019

January 04, 2019

As we dive into a new year, we recognize that higher ed marketers face huge challenges as well as huge opportunities to expand the reach of their brands and drive enrollment. But the wisest marketers know how to prioritize, influence, and advocate for marketing, based on where they see the opportunity to create the most value for their universities.

As we plan for 2019, here are the digital marketing priorities for leaders in higher education digital marketing and CMOs this year.

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