“Emotion is a primary source of human motivation and exerts substantial influence on attention memory and behaviour” — Byron Sharp, ‘How Brands Grow’
The role of emotion is often discussed in relation to rationale. Yet, saying our messaging needs to be emotional isn’t helpful. Some of the most compelling brands…
Avis needed something new.
They found themselves hemorrhaging millions of dollars and losing market share.
For as long as anyone could remember, Avis trailed Hertz — the established market leader. Avis, named after its founder and Air Force Officer Warren Avis, got its start by providing rental car transportation. As…
Originally published at Uplifting Insights by Up&Up
Our industry is at an inflection point. Higher education has lost billions of dollars. College Board reported apps are up, yet the numbers are unevenly distributed across the spectrum of college types. …
A lot has been made of marketing ‘personalization’ both inside our industry and outside. And while it might be easy to remain steadfast on either side of the aisle, the use — and nuance — of the word has lead it to become more of a principle than an absolute…
As consumers’ attention drifts among more and more media channels, we need to continually examine our media choices, strengthen the connections along the consumer’s path to purchase and remain consistently tethered to a strong, central brand idea. All considered, to keep the brand’s positioning strategically integrated and message consistent.
Below…
As our industry’s marketplace constricts and demographics shift, enrollment marketers are faced with the need to make our efforts more effective. No matter the type of institution, we face more competition, increasingly fragmented media environment and continued pressure to “fill the funnel.”
As the current “search” model continues to be…
As ad tech continues to become more sophisticated, social media sites and programmatic buying platforms alike have given advertisers the ability to “hypertarget” or segment an audience with laser-like precision using very specific buying behaviors, demographic data and audience attributes. Is this a good thing for advertising effectiveness?
Digital advertising…
“Marketers can best start their media buying strategy by understanding the attention potential of each media and context.” — Thales Tiexeria
As enrollment marketers are busy managing melt, we are also met with realities of planning for the next cycle. Considering digital advertising investment is continually growing, by in large…
Communications planning is “about creating a ‘big picture’ for the consumer by weaving together every aspect of a brand’s communication…It puts the consumer first…It treats channels objectively…and links proposition to creative channel.”
Consumer research and channel strategy is at the heart of comms planning.
I can’t help but think enrollment marketers are performing a comms planning function. We create a very specific set of communications that develop an ecosystem seeking to overcome comms barriers. With little control over price, place, product, our communications must work a little bit harder to overcome these barriers.
If that is true, how can we get better? I created this slide deck to act as a guide.
https://docs.google.com/presentation/d/1QExlpDl_bqcSzeo6r_1_5ZV6yfZy-nCPJXhu6PNMIRE/edit?usp=sharing
It’s no longer enough to simply be in the feed. In order to break through and create better enrollment marketing outcomes, it’s crucial to understand the “attention potential” of each new media and context.
Originally published on Voltedu.com
It’s no longer enough to simply be in the feed. In order…
