Why emotional advertising primes our expectations and how higher education marketers can better use its effects

Photo by Peter Aroner on Unsplash

“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 balance emotion across a spectrum of marketing efforts. Apple evokes emotion each time you unbox an iPad or Macbook as well as with each “creator” ad that dramatizes the iPhone’s functional benefits. Oatly managed to evoke a spectrum of emotions with one marketing effort using their CEO-playing-the-keyboard Super Bowl commercial…

Photo by Astrid Schaffner on Unsplash

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 traveled throughout the world, Avis noticed an undiscovered need. Business travelers needed a way to fly into a city, drive to a meeting and return to the airport on the same day. …

Photo by Aziz Acharki on Unsplash

Modern higher ed brands bring balance to the challenges of brand building across digital spaces with marketing’s most fundamental truths.

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. And while we continue to read predictions that aren’t in our favor, Americans are “still attached to the college experience.”

More than ever, colleges and schools must establish a strong identity and position themselves in a way that brings clarity to their core truths–meeting current consumer shifts caused by COVID as well as having the vision to remain relevant beyond.


Is there a cost to personalization in higher ed?

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 business practice. Similarly, because we believe the consumer wants personalized communications and we can deliver, we should seek to expand the practice throughout the funnel.

Photo by Philippe Bout on Unsplash

In higher ed, it’s easy to advocate for personalization. We operate in a high-involvement category, enjoy long customer journeys and market one of our customers…

5 studies to help higher ed marketers produce better integrated marketing communications

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 are five studies to help produce better results through an integrated marketing communications approach.

For the full deck, check out Julian Cole’s Planning Dirty newsletter or read the deck

(1) There’s a long tail to digital advertising

When using an integrated approach, exposure to advertising placed in more than one channel increased search behaviors.


Don’t stop at…

4 marketing effectiveness frameworks for enrollment marketers

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.”

Photo by Stefan Cosma on Unsplash

As the current “search” model continues to be questioned, the move from finding the most efficient way to distribute communications to managing effective marketing outcomes can seem daunting (even with the rise of ghost/stealth applicants). …

Are advertisers targeting too much?

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?

Photo by mostafa meraji on Unsplash

Digital advertising has placed an overwhelming emphasis on performance. The goal, built on an ad tech ecosystem that fuels this performance, is to optimize, analyze and derive every ounce of return on advertising spend. As advertisers demanded more, programmatic buying platforms gave way to more sophisticated audience buying. …

How advertising context may be the most underrated driver of effectiveness in your next digital marketing campaign

“Marketers can best start their media buying strategy by understanding the attention potential of each media and context.” — Thales Tiexeria

Photo by Philipp Katzenberger on Unsplash

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, digital decisions are often rooted in “what social media channel should we use” and “how many impressions should we budget for?” And while both are appropriate markers of planning, where to place your ads, in terms of channel, is only part of the equation.

To be successful, advertising needs two…

Why enrollment marketers should think like comms planners

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.


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 to break through and create better enrollment marketing outcomes, it’s crucial to understand the “attention potential” of each new media and context.

For enrollment marketers, social media advertising has become a permanent fixture within the marketing mix. …

Chris Huebner

Strategy @Up&Up

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store