Category Archive for: Higher Education

How to Share the Story of Your School with Instagram Stories

Why Instagram Stories is a Powerful School Marketing Strategy You have a virtually endless supply of material happening on your campus every day, whether it revolves around students, faculty, events, classes or clubs, and Instagram Stories are a great way to capture and share them. With Instagram Stories, you create a series of pictures or…

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Time to Rethink College Communications

My son Will, now a freshman in college, was in the cross-hairs of every Admissions Director from Claremont, California to Waterville, Maine.  After he took the PSATs, he received a virtual avalanche of college recruiting communications including viewbooks, brochures, fact-sheets, emails, postcards, letters. In many ways, he was a dream prospect for colleges.  He was…

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How to Align Communications Strategy with Gen Z

“No man ever steps in the same river twice, because it’s not the same river, and he’s not the same man.” When Heraclitus said that, he wasn’t describing the flow of students you have to attract, but he came pretty close. Especially if you’ve spent years shaping and reshaping your communications strategies to have the…

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Gen Z and the Evolution of Marketing

As Communications professionals in education, our primary responsibility is to create a meaningful connection with best-fit prospective students and donors because when they feel truly connected in a meaningful way, they are much more likely to attend and support the institution. We try and try. We spend a lot of money, and no matter how…

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Part 2. Gen Z: Rethink Messaging and Media

AN EXCERPT FROM OUR GEN Z WHITE PAPER PART 2 – RETHINK YOUR MESSAGING AND MEDIA In Part 1 of this two-part series, we gave you some challenging facts about the size and attitudes of the Gen Z audience, and some significant ways they differ from the Millennials you’re so well acquainted with. It’s likely…

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Part 1. Gen Z: They’re Not Like Millennials

PART 1 – UNDERSTAND YOUR AUDIENCE Most colleges and independent schools are very familiar with the Millennial mindset. After all, they’ve been coming in through your front door for almost 20 years. But the last wave of Millennial students have moved on, and your new Gen Z audience is significantly different. What exactly is Gen…

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Listen to Will: “Will I Fit In?”

Maria Kadison, President & CEO of EdwardsCo. About a year ago, I started sharing a first-hand account of the college recruitment process as seen through the eyes of my son Will. Often I’ve shared my thoughts and insights into best practices, trends, and opportunities from the perspective of a seasoned education marketer. For two and a…

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Boost Word of Mouth with Message Discipline and Training

How to Encourage Message Discipline at Your Institution No matter how on target your brand strategy, breaking through the marketing clutter from all sources depends on getting the words right.  ALL THE TIME, everywhere, in all that you do. After all, developing a brand strategy is just the first step in launching a powerful brand. The…

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Ten Components of a Creative Brief

The 10 Components of a Highly Actionable Creative Brief So you’ve developed a brand strategy.  On paper, it articulates the timeless value your institution provides in answer to the hopes and dreams of your best-fit families and students. That’s great! But now what? How do you bring the brand strategy you have down on paper…

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Community Colleges: Enrollment Opportunity Is Knocking

Insights and ideas from educational marketing and recruitment expert Maria Kadison to grow enrollment Community colleges are kicking off 2017 in a bit of a pickle.  With rising tuition and student debt forcing liberal arts institutions to defend their relevancy, community colleges have risen in stature.  Yet enrollment has moved in the opposite direction. Awareness…

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