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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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8 Must-Attend Conferences for Higher Education Marketers in 2019

January 02, 2019

Each year, higher education marketers have dozens (perhaps hundreds) of higher education marketing conferences to choose from. Depending on your budget, you might only be able to attend a small handful — or even just a single conference. So it’s important that you get the most out of the event.

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10 Higher Ed Website Personalization Ideas & Examples

December 20, 2018

For the last four years, we’ve been developing and implementing website personalization campaigns for colleges and universities. The impact of these campaigns is two-fold — increased audience engagement and increased inquiries, applications, and deposits:

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Market Like a Pro: Building a Marketing Technology Stack in Higher Education

December 07, 2018

The marketing technology — or martech — stack refers to the integrated collection of software tools that digital marketers employ to deliver and optimize a comprehensive customer digital experience. The marketing technology stack typically spans across the website, email marketing, personalization, social media, and analytics.

As competition for students increases, universities and colleges need to consider implementing a higher education marketing technology stack to provide a full view of the prospective student journey and to optimize prospective student outreach.

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Four Data Sources to Guide Effective Higher Ed Digital Storytelling

November 28, 2018

When you think about digital brand storytelling at a college or university, you may initially think about stories of outstanding individual achievement: faculty conducting groundbreaking research, students having enriching learning experiences, or alumni making a meaningful impact on the world.

But beyond the incredible individuals who comprise your incredible institution, there is a different story lurking — in the aggregate.

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