Brain Waves Blog

You and your campus executive are teamed up to launch an individual social media presence for them. Great! But where do you begin? Start with these ten steps and find more details in our book Fundamentals of Social Media Strategy.

For the last three years, we’ve been researching and analyzing online conversation about higher ed. We shared some of the multi-year trends we captured along the way, which also led us to eight recommendations higher ed marketers can use to drive their communication and marketing strategy.

Is National Hispanic-Latino Heritage Month (September 15–October 15) in your fall content calendar? How was Pride Month? Do you already have plans for Black History Month? 

A journey map is one of the most helpful tools you can build to inform your marketing and communications strategy. In a business context, a journey map outlines the process a customer goes through—from their initial encounter with a brand, to purchase, and ultimately to loyalty and advocacy. It captures a customer’s goal at each stage, and informs the messaging and content a company develops by providing this customer-centric insight.

Following years of debate about the amateur status of student-athletes, Name, Image, Likeness (NIL) reflects a change in policy from the NCAA on July 1, 2021, that redefined college athletes’ amateur status. The NCAA rescinded its policy previously prohibiting college athletes from profiting from their name, image, and likeness garnered through the influencer status that comes with the visibility of playing collegiate sports.

Higher ed marketing isn’t synonymous with pushing boundaries, but some CMOs are trying to change that. We sat down with Jenny Petty, University of Montana, and Gabriel Welsch, Duquesne University, to pick their brains on the importance of boundary pushing in higher ed marketing.