April 17, 2020

Digital marketing has increasingly become the primary vehicle for higher ed and independent school advertising. The rapid growth and evolution of many digital channels offers strong audience targeting, highly trackable results, and in many cases, superior performance c...

This article addresses this fundamental question: should you focus on branding and messaging or use data-driven marketing (DDM) to address critical marketing issues?

The short answer is: “both.”

In this piece, we will dive into the respective roles of branding and d...

January 14, 2019

As you prepare for an important trip, would you ever go without a plan for how to get to your destination, what to do when you arrive, and your most important goals for the visit? Most of us would not – and yet many educational institutions undertake their marketing ve...

August 9, 2018

How big a role does habit play in our society, in our institutions, and in our own behavior? Simple answer: huge. So significant, in fact, that habit has been one of the biggest topics covered by philosophers, writers, and self-help gurus from the Greek heyday to today...

December 13, 2017

NOTE: This article also appeared in Independent Thinking's Head's Letter in January, 2018.

There was a time in the past when “marketing” was viewed as inconsequential, perhaps even harmful to a school. However, as many schools are buffeted by demographic shifts, resista...

December 13, 2017

In Part 1, I examined what marketing can - and can't - do for schools.  It ended with a bit of a teaser.. What If…some seemingly insurmountable obstacles are actually addressable through creative marketing and communications?

And now we continue that thread.

What i...