How would your marketing team shift its content strategy if you intimately understood the differences in how prospective, admitted, and current students talked about your campus? That’s the question Tony Dobies, Senior Director of Marketing at West Virginia University (WVU), found himself asking in the fall of 2020.
Brain Waves Blog
I see you. Yeah you, on campus. You've been following Campus Sonar since our founding in 2017. Maybe you saw Liz speak at a conference; maybe you listened to a podcast episode that featured a Sonarian. Or maybe a friend or colleague of yours told you to check out this new agency called Campus Sonar.
Harvard and Yale. Ohio State and Michigan. UNC and Duke. Competition within higher ed exists on several different playing fields. Some campuses compete for a coveted top spot in academic rankings. Others exist in close geographical proximity, competing with each other for local and regional students. Others compete primarily on the turf or hardwood, but substantially differ academically.
If news about politics, the virus, or messages from angry family members about Thanksgiving plans has caused you to avoid your phone, you may have missed our big announcement. After months of secrecy (no one caved, though Liz came close), we were finally able to announce STREAM, by Campus Sonar. Steve, Master of the STREAM Team, shares more about how we accidentally started another business at Campus Sonar with the main goal of making you smarter.
I've given many presentations on Reddit over the last few years and after many of them, an attendee will privately come up after and ask a question I’ve become used to fielding. It usually goes something like this.
If I asked you to define authenticity, could you do it? When I tried this myself a few weeks back, I ended up settling on a definition that was something like, “content that is authentic.” Realizing that the word authentic is also subjective, I tried defining that, only to rely on the word original. But what is original? With each attempted definition, I found myself going deeper and deeper down a rabbit hole until eventually my wife jolted me back to reality and commented that I’d been holding the same piece of chicken on my fork for an unnatural amount of time. Note to self: save the work thoughts for a place other than the dinner table.