What’s advertising’s role in the growth of the higher-ed industry? — It’s been approximately four years since Grawe’s bombshell “Demographics and the Demand for Higher Education.” And, just as many of us were coming to terms with the future Grawe portrayed, COVID-19 and a sharp drop in consumer confidence have wrought even more challenges. Fall 2022 numbers showed some growth in…

How Media Context Creates a Competitive Advantage — In the 1970s, a seasoned entrepreneur made an interesting acquisition. The man known as the “biggest pearl trader with the biggest cachet in the world” decided to invest in a few dozen strands of pearls made from the black-lipped oyster, known to produce black pearls. …

As of this writing, U.S. households will have an average of 4 television streaming services, engage with 8 social media accounts, and be exposed to more than 4,000 marketing messages — all while our beloved TikTok faces stiff regulations. …

Education Marketing Strategies for More Impactful Digital Campaigns — Strengthen how you tell your brand’s story by using these 5 higher education digital marketing strategies In the “Happiness Hypothesis,” psychologist Jonathan Haidt introduces a compelling metaphor to describe human behavior. The metaphor uses the relationship between an elephant and its rider. …

When it’s time to extend the work of your new branding project, the best advertising investment is in high-impact, high-quality ad units. — For most higher education branding projects, the next step is to broadcast the new brand to the world. …

Looking beyond the iOS14 update for higher education marketers. — With the decline of third-party cookies, will higher education digital marketing strategies look a little more traditional? Television. Dead. Radio. Dead. Print. Dead (but whispers of a comeback exist). Facebook. On life support. Advertisers have written pages on predicting the death of anything not firmly anchored to a shiny new trends deck. And it becomes especially easy to hitch a ride on this school of thought when…

Using Challenger Thinking for Higher Education Branding — 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 he…

Digital Marketing Campaign for the University of South Carolina’s College of Education — A SEGMENTED APPROACH TO DRIVING ENROLLMENT GROWTH With more than 33,000 graduates, the University of South Carolina’s College of Education is the premier destination for educators in the state of South Carolina — an appropriate distinction for a college whose mission is to improve the quality of education across the state of South Carolina and beyond.

Changing the trajectory of Lee University’s online programs — Messaging and media parody aside, recruiting students for graduate programs has become increasingly competitive as well as more expensive. Higher education marketers must be more attune to the limitations of most budgets and how those limitations should impact strategic decisions. …