Brain Waves Blog

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.

The advent of the NCAA’s Name, Image, Likeness (NIL) policy for college athletics has presented many unintended consequences for campuses. One of those is boosterism and increased demands on donors, who face a choice—continue their long-standing relationship with athletic departments, or support the players directly?

In the world of enrollment marketing, there tends to be one dominant query; how do we get X number of students to enroll at Y campus by Z date? Clearly articulated enrollment goals are essential as individuals transition from vaguely interested to “enrolled.” However, many campuses are so highly focused on yield strategies and fanfare in the final stretch of decision-making that they often overlook the more subtle opportunities around earlier milestones in the enrollment funnel. 

So you want to increase your social media engagement? I’ve got a hot tip that will outlast any algorithm change, meme trend, or “when to post” advice.

Nurturing relationships with your alumni is a key component to the future success of your campus. Proud alumni can share their experience with others to potentially sway an undecided student or make a gift to help current and future students shine even brighter on campus.

Whether enrollment teams embrace them or not, the families of college-bound students have a tremendous impact on the recruitment cycle through their relationships with their students and an autonomous admissions journey of their own. In analyzing parent conversations, one message is clear; no matter how they approach it, their pride, love, and concern for their students is endless.