In the world of college selection, there are several crucial moments that help build customer perception (and thus brand): the campus visit, the application process, the FAFSA process, the recruitment campaign, and the list goes on. But there’s one moment that makes a larger, longer lasting and more life-altering impression in the minds of students…Read more
Author: Caroline Diggins
Why—and How—Should You Create and Market a Sub-Brand?
Naming opportunities are important for the financial health of most institutions. Partially because of this, a proliferation of sub-brands (distinct but related offshoots from the parent brand) often exists—by necessity—on most college and university campuses. For example, Indiana University is well known for its Jacobs School of Music; Northwestern for the Kellogg School of Management…Read more
Affording Vs. Investing: How We Should Be Helping Students Plan For a College Education
One of the first and most pressing questions on the minds of most would-be college students and their families is, “How am I going to afford this?” This is neither new nor isolated; so many Americans are grappling with the issue of college affordability that Hillary Clinton has proposed free public college education as a…Read more
Say What You Mean
E.B. White and William Strunk, in their simple and seminal writing manual, give some sage advice: “Omit needless words.” The best way to say something is also the most direct way to say something. Yet often, in our quest to omit “needless” words, we omit the right words entirely and rely on jargon-powered insider shorthand instead.…Read more