Marketing & Communications Resources
Find resources and information for your digital media or higher education marketing efforts.
When a Brand’s Voice Has Multiple Owners
One common problem that many large brands, especially in the public sector have, are multiple owners or protagonists for the brand. One example is franchisee owners that will open [...]
Using TikTok and Instagram To Build Brand Equity
Florida International University (FIU) is still relatively young, first opening its doors fifty years ago in 1972. Its evolution and growth have been quick, becoming the fourth-largest public university [...]
Why Has Social Media Not Fully Integrated to ERP
Enterprise Resource Planning systems (ERP) empower businesses to connect their core areas (sales, accounting, finance, marketing, and project management, among others) and unify information across departments. However, social media [...]
Updating the AIDA Model: Is it still a great fit?
Marketing has evolved more in the 21st century than ever since its inception. The AIDA (attention, interest, desire, and action) model is ingrained in all marketers, and it’s a [...]
Figuring out your Freelance or Consulting Rate
From time to time, I will tackle a freelance project when it involves a topic or industry in which I am particularly interested. For example, my last project was [...]
How to do a Deep Analysis of Social Content Performance
Total engagements, engagement rate, impressions, and follower counts are the most common social media performance metrics. Nevertheless, these don’t tell the complete story. There is a treasure trove of [...]
Understanding Share of Voice in Social Media
Most social media professionals lean towards impressions, reach, followers, and engagement as their go-to metrics for social media performance. These are all great for measuring your own content but [...]
Time To Update Social Media KPIs
As Director of Social Media, I have to define, revise and review my area goals several times a year. This week as the 2021-2022 fiscal year came to a [...]
What is the best digital messaging tactic to drive enrollment among prospective undergraduates?
Pursuing a higher education degree and where is one of the most significant decisions a high school student must make. This decision includes a myriad of considerations, expectations, and [...]
Flyers for Instagram Stories Made Easy
Event promotions and flyers are one (if not the) most common types of content seen on higher education Instagram stories. Often times the design of these promotions is [...]
What mobile innovations lie ahead for Higher Ed?
The COVID pandemic made so many industries including Higher Education hard press fast forward and embrace so many innovations. Established technologies such as video conferencing, QR codes, and delivery [...]
SEO for Hispanic or Multilingual Audiences
If you’re company or brand is expanding internationally or serving areas where more than one language is predominant, then these tips will help you get started or make your [...]
Why don’t students open their university email?
Universities, schools, and colleges have so much information to convey to students that they often overwhelm their inboxes with information. The issue is that not all of the information [...]
Is Higher Ed Marketing dismissive of change?
When it comes to marketing practices, universities are singled out as late adaptors, lethargic, or dismissive of evolving marketing practices. What often gets taught in a marketing class to [...]
Keeping it Real when Presenting Research Findings
Marketing research presentations can be long, tedious, full of numbers, percentages, and dense information. The time spent planning, collecting, and analyzing the data gives the researcher a deep understanding and [...]
Researching Higher Education Social Media (HESM) Teams
Social media teams are structured differently across higher education institutions. Notice the word institution encompasses colleges, universities, and technical colleges. However, a common thread across many HESM teams is [...]
The Importance of Marketing Research Data for Social Media Leadership
Social media audiences shift and evolve over time. This is particularly evident in Higher Education as prospective students become enrolled students and later alumni. In only four years, an [...]
Tips on Communicating Data Insights to Leadership
Sharing the results of an ad campaign, organic content performance, marketing research or any other business initiative is crucial for building trust and credibility with leadership teams. This in [...]
Figuring Out Student University Digital Communication Preferences
Grabbing the attention of university students is a challenging task. Campus events, organizations, study groups, professors, and classmates are vying for attention on top of everything happening outside college [...]
Three Things You Need to Know Before Testing Advertising with Hispanic Audiences
While working on Hispanic social media strategies with a major beverage company, I realized vast differences between first, second, and generations beyond. Knowing how to engage Hispanics in a [...]
Integrating Social Media into Marketing Research
We know social media is a good starting point for marketing research once a research need and question are established. But before diving into the social pool, we must [...]
Questions a Social Media Strategy Should Answer
Even though you might be itching to jump on the latest trend, meme, or posting scheme and just get started, the truth is a social media strategy is needed [...]
Consider This Before Using Social Listening to Conduct Marketing Research
Social listening uses web-based tools that connect to social media platforms to gather opinions, news, and sentiment about a specific topic, brand, or situation. Social media platforms are an [...]
Ten ideas to increase brand loyalty in Higher Education through Social Media
A 2016 interview with Professor H. Rao Unnava, Dean of the UC Davis Graduate School of Management, describes the higher education “product” as a longitudinal experience. Therefore, students enroll, [...]
Glennda Baker knows a thing or two about crowdculture
You got to engage with them for them to engage with you. - Glennda Baker In his 2016 Harvard Business Review article titled “Branding in the Age of [...]